LinkedIn turned twenty years old in 2023 and has undergone much transformation within its two decades. Once purely a place to find and list jobs, as well as connect with peers, the platform has morphed into something more akin to Instagram, or Facebook. It’s no longer just a professional networking site, but a social media platform in its own right.

With 60% of LinkedIn users being between the ages of 25-34 years old, it’s quite possible that the growing presence of millennials and Gen Zs in the job market has driven this transformation. These age groups have grown up alongside the ‘like’ button and understand quantifying the value of something (or someone) in reactions, likes and shares. So, just as Instagram has had influencers for years now, we’re seeing a growing rise of “LinkedInfluencers” today. And leaders in tech are tapping into this trend in a big way.

This has meant that company reputations have begun to blur with the personal reputations of their employees and (crucially) their leaders. Just as many of us take to Instagram and Facebook to showcase who we are and, perhaps unconsciously, to build our own personal brands, CEOs and business leaders are using LinkedIn for the same thing.

Leaders in tech, in particular, have taken to this “LinkedInfluencer” role – and there a few reasons for this. One major one is the crowded nature of the tech space – it’s a constant spinning wheel of opinions, breakthroughs and company news. There’s limited space in magazines and papers to capture everything being said, not to mention limited time with journalists. However, joining the conversation is still crucial and LinkedIn provides this megaphone.  

With the tech sector being plagued by skills shortages, LinkedIn has also become a platform for leaders and experts at tech firms to use their presence to entice talent. Many job seekers are looking to be inspired, not only by a company’s work, but by the words and vision of those at the helm. Being viewed as a leader, a fountain of knowledge, and an aspirational figure can be key in both attracting and retaining talent – helping to cultivate the next up and coming generation of leaders.

For tech leaders looking to shape their reputation on LinkedIn, here are some tips:

• Know which topics you want to be known for having views on
• Define your voice and style, and always stay consistent
• Follow and interact with people that will inspire you
• Invest time into this, it doesn't happen overnight

And of course, remember to work with comms and your PR agency – these partners can help achieve all of the above, as well as create the content to complement the wider communication strategy of your organisation.