The missing ‘link’ on LinkedIn

A couple of minutes ago, I got another popup notification on LinkedIn: “Hi Francis, I’d like to join your LinkedIn network.” I was torn between simply ignoring the message or adding up yet another connection who most likely is playing the numbers game and will not make any meaningful interaction professionally or personally.

Truth is, LinkedIn has become a generic platform where fly-by-night influencers only showcase credentials and tout achievements. Its networking component is conspicuously missing and might remain so for the foreseeable future. Why am I so sure? 

First off, quantity is increasingly displacing quality on LinkedIn. Nowadays, just about any rookie with over 5000 followers poses as an industry expert and is celebrated as such. They appeal to the emotions of job seekers with bloated industry connections and workplace experiences lacking in fact. Even worse, industry networks tacitly endorse their claims with speaking invitations and other engagements; while followers blindly like and share their posts, oftentimes without bothering to read. Understand my surprise when I recently looked up the profile of a self-acclaimed brand marketing expert, only to discover he has less than 5 years’ experience with a spotty employment history in the industry. Thought leader, you said?

Last time I checked, LinkedIn is primarily about engagement. But you might think otherwise with the deafening silence that sometimes greets posts or group memberships. What is the point of having over 2000 connections when only a handful stop by with birthday wishes and engage your posts? It appears you only count if you are a CEO, recruiter or popular influencer people feel they can gain some kind of tangible benefit from. If in doubt, consider the many posts from job seekers that attract zero likes or shares, or in-mail messages to thought leaders that often get summary replies despite their overly unassuming public personas. 

Some years back, I messaged a popular recruiter on my first-degree network to inquire about a job opportunity she had posted. Her terse reply? “The role has been filled. Don’t bother to follow up. If your CV is suitable for any future roles, we will be in touch.” Pardon my confusion, but I hadn’t even gotten to the point of sharing my CV, so there was no way she could keep me advised of future opportunities. And yes, it is not presumptuous to argue that there is little basis for the LinkedIn groups if they are not actively encouraging networking among members. This starts with a simple ‘welcome message’ by administrators which seems to be sorely lacking when one joins most groups.

If the ravaging coronavirus has taught us anything positive, it is the fact that the world is built on relationships. Over the past few months, most of us have been working from home. But we are understandably bored because we miss that face-to-face interaction that gives meaning to the world of work. By the same token, LinkedIn would lack relevance if it remains an impersonal platform mostly used for showboating. After all, it is supposed to bridge the interactive gap among cross-functional industry professionals worldwide. After active engagement on this platform, we should be able to tell stories of growth and opportunities fostered by active interactions with our connections. It would help if we could all think about this the next time we click the ‘connect’ button.  

PS: I am a PR/Communications strategist with over 12 years’ experience. I can handle PR/ /Media Relations/Editorial Content Creation for your organization on a contractual, freelance or full-time basis. You can reach me on [email protected]