June 26, 2019Published by: Drew Benvie

LinkedIn reminds us of its USP, doubles down on business niches

News has emerged that LinkedIn is changing its algorithm, just like all the other major social networks. But this time, it's different.

I'm a bit of a born-again LinkedIn fanboy. The site which first started as a place that you would only go to when you're job hunting, subsequently followed by a place you only go if you're a salesperson, has reinvented itself in the last year.

It is now much more of a real social network. Fully multimedia, with a news feed that works, and communities that add value. It's getting stickier (this is a good thing) and it is innovating again.

So the news out overnight that LinkedIn is changing its algorithm got me interested. Instead of promoting content from friends over brands, or video over words, or what's getting likes over what was posted most recently, which is what the other major social networks do, LinkedIn is doubling down on niches. If you are seeing more content about your job, your industry and from people in similar situations to you, it's a no-brainer, it just adds value to your experience of LinkedIn.

The devil will be in the detail, but if you work in a niche sector or you are trying to create content that works on LinkedIn, specialisms are the way forward.

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