Why Are You Really On LinkedIn?

Have you ever stopped to ask yourself: Why am I really on LinkedIn?

LinkedIn is so much easier when you have a clear purpose.

Some people have a handle on it – whether it’s to find a job, generate leads, or build connections. But the majority of people haven’t yet drilled down in to why they’re really using LinkedIn. They’re just coasting along, doing a bit of this and a bit of that… just following along with what everyone else is doing.

But what if the person you’re getting your ideas and advice from is using LinkedIn for a totally different reason to you? You end up doing stuff that doesn’t work for you.

LinkedIn is a powerful tool, but it is JUST a tool and like any tool, how you use it depends on what you’re trying to achieve. Some people use it to chase tangible, measurable results – like landing a new role or driving business. Others use it for something less immediate but no less valuable: to build credibility, foster relationships, or learn from industry leaders. The more we understand why we’re on LinkedIn, the more effective we’ll be at using it to reach our goals.

In this series, we’ll explore the two core categories that drive people on LinkedIn: Transactional Reasons and Intangible Motivators.

While the specifics of your journey may differ, almost everyone falls into one or both of these categories. This journey will help you reflect on your own reasons for using LinkedIn and ensure that you’re getting the most out of the platform.

There is a third reason: the “dreamers” on LinkedIn that chase influence and validation without a clear goal. I don’t plan to spend much time covering this.

The Two Core Categories: Transactional Reasons vs. Intangible Motivators

Let’s start by breaking it down. Why are you here?

It’s quite possible that you may have more than one reason for being on LinkedIn. That’s not a problem, but I recommend that you identify your primary reason.

Transactional Reasons are clear-cut, practical objectives. These are the goals you can measure: finding a job, generating leads, recruiting talent, driving sales, or managing a company page. You’re here to make things happen – to reach concrete outcomes that push your career or business forward.

On the other hand, Intangible Motivators are driven by a different kind of purpose. They’re about building something long-lasting: credibility, trust, influence, or a personal brand. You might be here to gain industry knowledge, grow your network, mentor others, or become a thought leader. These are long-term goals that shape your reputation and career in deeper, more meaningful ways.

Remember: You might be using Linked for a bit of both. That’s okay, but you do risk being a Jack-of-all-trades, and a master of none. Identifying the Primary Reason will give you a focus when time is tight and the your efforts and activities need to be managed efficiently.

What Comes Next?

This series is divided into two main categories, each with specific reasons and motivators that drive LinkedIn users. Below, you can choose which category resonates more with your current goals… your primary reason for being on LinkedIn.

Transactional LinkedIn

Transactional Reasons: Are you here to achieve a specific, measurable outcome? Head over to my guide on transactional reasons, where we dive into job hunting, lead generation, sales, and more. If you’re focused on driving results that you can track and measure, this is where your journey begins.

• → Explore Transactional Reasons for Using LinkedIn
• Job Hunting
• Recruiting
• Sales and Business Development
• Lead Generation
• Freelance and Project Opportunities
• Promoting Products and Services
• Event Promotion
• Managing a Company Page

Intangible Motivators

Intangible Motivators: Are you looking to build trust, influence, or credibility? Perhaps you’re here to network for future security or position yourself as a thought leader. If you’re driven by long-term growth and professional development, check out my guide on intangible motivators.

• → Explore Intangible Motivators for Using LinkedIn
• Networking for Future Security
• Establishing Credibility
• Building Trust and Influence
• Building a Personal Brand
• Creating Collaboration Opportunities
• Thought Leadership
• Gaining Industry Knowledge
• Up-skilling and Learning
• Employee Advocacy
• Philanthropy and Cause Advocacy
• Mentorship & Guidance

How to Use This Series

As you work through this series, you’ll have the opportunity to click into each specific reason or motivator that resonates with your goals. Whether you’re focused on finding a job or becoming an industry leader, this series is designed to help you reflect on your own motivations, adjust your LinkedIn strategy, and ultimately get more value out of the platform.

By understanding why you’re really here, you’ll be able to use LinkedIn more effectively and strategically – whether for immediate outcomes or long-term success.