With 900 million of the world's professionals registering their personal CV and career attainments on the site, LinkedIn has become a valuable resource for head-hunters and human resources departments.
But over the last three years or so, this once staid community billboard of career updates and business launches has seen a change in tone. In this in-depth feature on the changing face of LinkedIn, leading journalist Michael Dempsey speaks with AZK Media's Managing Director Azadeh Williams on what makes engaging content in today's global B2B social media environment.
Speaking from the Sydney offices of her media and marketing company, AZK Media, she explains why she shares updates about her six-year-old daughter. "I was a journalist for 20 years and I can spot marketing rigmarole and a contrived script. You have to be your crude, authentic self to attract your audience."
She wouldn't have posted this material a few years ago, but with the pandemic Zoom meetings intruded into the domestic space. This has changed everything. "Before Covid families didn't exist for your work colleagues. Now they've seen the families and it makes us more interesting."
She believes that while LinkedIn has evolved from being the home of CVs, many users retain the mindset that it's just a digital job interview.
Read the full feature here.