Job's a good'un: how LinkedIn transformed itself into a gen Z-friendly social media … – The Guardian

If you heard that there’s a social network attracting 200 new users every minute, has its users making 9,000 new connections, and which says that the often hard-to-reach gen Zers make up a growing fraction of that new activity, you would probably think it must be Snapchat, TikTok, or some new social network that you have never heard of – but you would be wrong.One further official company statistic would make the answer glaringly obvious: the site also handles 4,500 job adverts every minute, and claims that six people actually get a new job each minute too. With that detail, it could only be LinkedIn – the social media network many of us tend to forget exists.LinkedIn can be accused of many things, but being cool is rarely one of them. As a social network centred on work – and owned by Microsoft, still a hugely successful tech company but seen as something of a 90s relic – it has a reputation for earnestness bordering on naff.TikTok and Instagram dominate the cultural conversation, Facebook still has the largest user base and Twitter is the social network journalists spend far too much of their time on – leaving LinkedIn often unregarded.The…
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