10 LinkedIn Trends in 2024
Key Takeaways
- LinkedIn will offer several features in 2024 that can help boost your content and hiring operations.
- Businesses wanting to hire staff on LinkedIn in 2024 may need to offer more flexible employment packages that provide upskilling and training opportunities to job seekers.
- LinkedIn continues to favour video and user-generated content, so businesses should invest in these strategies if they haven’t already.
LinkedIn, the world’s largest professional network, is an indispensable tool for professionals, businesses, and job seekers alike. With over 774 million active users globally, and a presence in more than 200 countries, LinkedIn offers unmatched opportunities for networking, career development, and market outreach.
The platform’s user base primarily consists of the 25–34 age group, making up the largest segment of 40% of LinkedIn users. Evidently, the platform appeals to professionals in the early stages of their careers eager to explore opportunities and expand their professional networks.
LinkedIn is also highly popular among businesses and digital marketers, with 97% of B2B marketers using the platform for content distribution and lead generation. This overwhelming preference points to LinkedIn’s efficacy in delivering marketing performance goals and facilitating B2B interactions.
Not only is LinkedIn a cornerstone of marketing strategies all over the world, but the platform is still growing. In 2024, LinkedIn profiles surpassed the 1.5 billion figure, showing that it’s still highly relevant and full of potential.
LinkedIn’s expansion is not just in its number of profiles, but in the popularity of its advertising platform – with over 65% of B2B marketers planning to increase their budgets this year. Clearly, people recognise the platform’s potential for targeting and effectively reaching the right audience.
To help you use LinkedIn to its fullest potential this year, we’re going to delve into the top LinkedIn trends for 2024. This article will help you understand what your competitors may get up to and how your business can be up to date on the platform’s capabilities:
Use of AI and automation
As we venture into 2024, the landscape of LinkedIn is becoming increasingly shaped by artificial intelligence and automation technologies. This development is not just altering the way businesses interact with the platform but also how they strategise their marketing, recruitment, and networking efforts.
For business owners, understanding and leveraging AI and automation on LinkedIn can unlock new levels of efficiency, targeting accuracy, and engagement:
1. Harnessing AI for enhanced personalisation
The uses of AI are several, making its role in LinkedIn multifaceted. Two of its primary benefits are the ability to personalise content and make accurate recommendations:
AI algorithms can be trained to analyse user behaviour, preferences, and interactions to tailor the content feed, job recommendations, and networking suggestions. This means businesses can now reach their ideal audience more effectively by creating content and ads that are automatically optimised for engagement and relevance.
For marketers and business owners, this translates to higher conversion rates and more meaningful connections. Leveraging LinkedIn’s AI-driven insights allows for the creation of highly targeted campaigns that speak directly to the needs and interests of potential clients or candidates.
2. Automation tools to streamline operations
Automation on LinkedIn is another game-changer for businesses. Tools that automate repetitive tasks, such as sending connection requests, messaging, and post-scheduling can save valuable time and resources. This enables businesses to focus on strategy and creativity rather than manual tasks.
However, the use of automation must be approached with care to maintain authenticity and personal touch. LinkedIn’s policies on automation are strict to preserve the platform’s professional integrity, so it’s crucial to use these tools within LinkedIn’s guidelines to avoid penalties.
The trend of automation could be a double-edged sword on LinkedIn if users do not familiarise themselves with the rules and violate them unknowingly.
3. AI in recruitment and talent acquisition
LinkedIn’s AI features can help both sides of the recruitment process. While employers can use them to draft messages and job descriptions, job seekers can use them to optimise their profiles.
Developments in this field are revolutionising recruitment. AI algorithms can analyse vast amounts of data and suggest highly suitable candidates. These candidates don’t just meet the job requirements but are also more likely to be interested in the role. For hiring decision-makers, this means a more efficient hiring process, with AI narrowing down the talent pool to those candidates who are the best fit for the company culture and job specifics.
To effectively utilise AI and automations on LinkedIn, business owners should:
- Educate themselves and their teams on the latest AI and automation tools available on LinkedIn.
- Experiment with targeted content and advertising features powered by AI to see what resonates best with their audience.
- Adopt a data-driven approach to recruitment by leveraging LinkedIn’s AI capabilities for talent search and acquisition.
If businesses are innovative enough to use them, AI and automations on LinkedIn definitely offer a competitive edge, enabling them to connect with their audience more personally and efficiently than ever before. By embracing these technologies, business owners can enhance their LinkedIn strategies, cultivating growing and efficient operations.
LinkedIn content trends in 2024
Research shows that “people who come across a business’s content on LinkedIn are six times more likely to buy from that brand.” No wonder businesses are so keen to publish their content on LinkedIn.
You guessed it. The second significant player in 2024 trends is content. More specifically, how marketers will approach LinkedIn content this year:
4. The (still) growing use of video content
Every year, video content gets a mention on our lists of social media platform trends. Nonetheless, it’s with good reason. Video content on LinkedIn has seen an exponential rise, driven by continued user preferences for engaging, informative, and concise media – and this isn’t slowing down.
Videos are a powerful tool for storytelling, brand presentation, and knowledge sharing, allowing businesses to deliver information to audiences in accessible ways. In 2024, LinkedIn will support this trend with LinkedIn Live and native video features (which facilitate real-time engagement and broader reach).
Did you know that users see seven times more reactions and 24 times more comments on their LinkedIn Live videos compared to their static posts?
So, while we may be in disbelief about the constant growth of video content, its efficacy in driving engagement rates is indisputable and therefore it’s a must-have in all LinkedIn content marketing strategies this year.
5. Catering to new content behaviours
LinkedIn’s platform enhancements in 2023 will significantly influence content marketing efforts in 2024, with a clear shift towards more dynamic and user-driven content. The platform’s continuous updates, aimed at improving content discovery and user interaction, have facilitated a richer content ecosystem.
Features like improved content analytics, better content recommendation algorithms, and enhanced content creation tools have empowered marketers and content creators to optimise their LinkedIn strategies effectively.
These features demonstrate the platform’s responsiveness to user preferences, and we’ll see the resulting changes in 2024. Think enhanced content discovery, engagement, and user experience.
6. Influencers and Thought Leaders
LinkedIn’s landscape is increasingly influenced by the presence of influencers and Thought Leaders – and this will persist in 2024. This is an important trend because these individuals play pivotal roles in shaping perceptions, driving engagement, and influencing the decisions of professionals and business leaders on the platform.
Their content not only enriches the platform but also sets trends within various fields, making them key drivers of professional engagement and Thought Leadership on LinkedIn. This content also fosters a culture of learning and professional development, but more on that later.
For now, simply know that you could be seeing influencers cropping up in your industry and you may benefit from getting there first.
7. The role of user-generated content
In 2024, we’re likely to see an increase in the amount of user-generated content on LinkedIn. This trend reflects the preference for authenticity we’re seeing in current audiences.
As a result, it’s a good idea for your business to get involved in this trend and leverage the authentic voices of your connections. This will undoubtedly build trust and engagement with your current clients and potential leads.
User-generated content such as testimonials, reviews, and case studies provide real-world glimpses into the experiences and opinions of peers and clients, making it a powerful tool for influencing decisions.
Changes to hiring processes in 2024
While 2024 will bring numerous changes for marketers, it will also see a few significant changes to the job market. The most prominent trends are the hybrid working model, green
skills, and skills shortages. While this will affect job seekers, they’ll also affect business owners using LinkedIn:
8. Embracing the hybrid working model
The hybrid working model (blending remote and office-based work) has become much more common since the pandemic. It is largely accepted by employers and employees alike because it offers flexibility and doesn’t threaten productivity.
The adoption of the hybrid work model significantly affects business owners using LinkedIn because they can expand their search for talented staff beyond geographical limitations. It also necessitates a shift in management strategies, requiring the adoption of digital tools that facilitate communication and collaboration. In addition, businesses may feel more inclined to monitor staff performance metrics and anxious about team cohesion.
If your business is open to the hybrid working model, you’ll find it very easy to list vacancies on LinkedIn. However, if you’re not so convinced, you may struggle to meet candidates on the platform who don’t expect it.
9. Green hiring
Responding to the global concern for sustainability, there’s been a large rise in “green job” listings such as roles focusing on environmental conservation, renewable energy, and eco-friendly practices. As a result, candidates are under pressure to highlight “green skills” in their profiles.
On the business side of things, this trend highlights the shift towards sustainability in the world of commerce. Businesses want to create eco-friendly initiatives and carry out sustainable business practices because being green is of the utmost importance. While you may have already felt the pressure to rebrand as a sustainable company, you may want to jump on this green trend in 2024:
Businesses that invest in green skills and promote their commitment to sustainability can gain a competitive edge, attract environmentally conscious talent, and meet the growing consumer demand for responsible business practices. Fortunately, candidates and connections on LinkedIn are already expecting it this year.
10. Skills shortage
Due to rapid technological advancements and evolving job roles, a skills shortage has developed – and it’s not set to improve in 2024. This poses several threats to growth and innovation, as companies face the daunting task of finding enough talent equipped with the necessary skills to drive future initiatives.
This shortage, particularly in areas such as technology, healthcare, and renewable energy, causes critical issues that businesses and professionals on LinkedIn must navigate with caution.
The urgency to bridge the skills gap has never been more apparent. Businesses must invest in training and development programs, and individuals must continually adapt and learn new skills. If the situation doesn’t improve, it may lead to increased competition for skilled professionals, driving up salaries and potentially lengthening the time it takes to fill critical roles.
In response, business owners may need to leverage LinkedIn more strategically to showcase their company culture and career development opportunities to attract and retain talent in a competitive market.
Final thoughts
LinkedIn has vast user engagement with over 1.6 billion platform visits and a strong international presence. It’s undeniable that LinkedIn is at the forefront of professional networking and digital marketing.
The platform’s global reach, targeted advertising capabilities, new features, and a strong preference among B2B marketers, make it a tool that is critical not only for individual career growth but also for business development and industry insights.
To get the most from LinkedIn in 2024, both businesses and individuals will need to make use of all its possibilities – from AI integrations to new content formats. They’ll also need to connect with LinkedIn communities in ways that they prefer – such as UGC, Thought Leadership, and flexible employment packages.