Although it’s settled into its groove of delivering business-focused content, LinkedIn certainly doesn’t have to be staid or (whisper it) boring. While Instagram, TikTok, YouTube and Facebook have carved out their niches without being focused on the world of work, it doesn’t necessarily give them the creative edge. 
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What’s changed? LinkedIn used to be regarded as a useful but slightly unexciting tool for professional networking; now it’s a multimedia platform in its own right. Despite the backlash against big tech and the dangers of social media, LinkedIn has largely escaped bad press.

A need to appeal to Gen Z – a group that wants a very different relationship to the world of work than generations before – is persuading LinkedIn to retool its site, pivoting towards video and other new features to attract a younger demographic. 

Gen Z is also used to social media being a source of engaging, entertaining content - how can this translate to a predominantly professional network? You might be surprised!

With a multigenerational workforce encompassing Baby Boomers, Gen X, Millennials, and the rising influence of Gen Z, effective recruitment and self-promotion now necessitate mastery of diverse online communication styles. 

LinkedIn could be the first social network to be used in the same way by four different generations, perhaps giving it the most certain prospect of long-term success.

Whether you’re a seasoned LinkedIn pro, or just dipping your toes in its waters for the first time, this report is your essential guide to navigating the exciting new landscape of 2024. Let’s dive in!

Download our report, here.

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