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LinkedIn, the professional networking site, invites users to what it calls “creator mode,” a setting designed to encourage users to post more of their own original content, perhaps with the goal of becoming influencers. or in a corporate speech. leaders.
One of a host of new features, Creator Mode changes the presentation of profiles to highlight the topics that users discuss the most on the platform. Once creator mode is selected, a user can post hashtags about their interests, which will appear under their job title at the top of the profile. Essentially, Creator Mode brings up the “Activity and Featured” sections, which highlight posts and links shared by a user, so that they appear before the bio boxes called “About”.
Creator Mode, which rolls out this week, will also allow users to “follow” others using the new setting instead of adding the person to their work network. The Follow button has always been available, but users had to search for it deep in the settings menu.
Networking on LinkedIn has gone from finding new jobs and engaging with other professionals to learning new skills, seeking career advice and reading industry news, said Keren Baruch , Group Product Manager for Creator Strategy at LinkedIn.
“As our ecosystem grows and we see the world of work change, we are finding that content is now an integral part of how professionals interact not only with their own work, but also with their industries, peers and professionals. communities, ”Ms. Baruch said.
Research firm eMarketer estimates that adult LinkedIn users in the United States who log into the platform at least once a month will increase from 62.1 million last year to 64.7 million this year, rising to 70 , 9 million in 2024.
But LinkedIn also faces competition from startups with a new edge, like the audio-only Clubhouse app and Upstream, which connects professional groups.
LinkedIn’s “creator mode” allows users to indicate on their profile that they are a content creator on the platform.
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LinkedIn
The changes to LinkedIn, which Microsoft Corp. bought in 2016 for around $ 26 billion, come months after the company redesigned the platform and introduced its own version of the “stories” posting format popularized by Snapchat and Instagram.
The new creative mode will likely inspire more people to post on LinkedIn, said professionals who already create content for the platform.
“It really democratizes the process and makes it simpler and easier for a wider range of professionals who don’t necessarily spend a lot of time and thinking about developing their personal brand and presence, but they would like to do more.” Said Dorie Clark, assistant professor at the Fuqua School of Business at Duke University. Ms. Clark has 188,000 followers on LinkedIn.
Unlike most social media platforms, LinkedIn is a place for professionals to promote themselves and their successes, said Jason Lemkin, managing director of SaaStr Inc., an event and content website. business software. Mr. Lemkin has nearly 190,000 followers on LinkedIn and regularly posts comments on industry news or repositioning SaaStr content.
“What LinkedIn allows you to do, the powerful thing, is that you can become a micro-thought leader in a small space,” Lemkin said.
One downside of creator mode is the increased risk of spam messages, users said. LinkedIn said that users can report posts they consider spam, deceptive, or scams, which are then investigated by the company.
LinkedIn should also offer users a way to make money in designer mode, said Jasmine Escalera, a career coach with nearly 5,000 followers on LinkedIn.
“I don’t think there is a content creator who doesn’t try to also monetize the content they put out to the world,” Ms. Escalera said.
LinkedIn said it listens to its users on this.
“As we continue to listen to feedback from our members as we examine future opportunities, we will also continue to evolve the way we create more value for our creators,” Ms. Baruch said.
Write to Ann-Marie Alcántara at [email protected]
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