LinkedIn is on a mission to serve content that makes people “more productive and successful” after confirming changes to its algorithm that will tailor posts to professional interests.
LinkedIn recently outlined a new direction for its platform centred on the phrase “People You Know, Talking About Things You Care About”, and the latest algorithm update will tie into this framework by pushing more relevant content higher up users’ news feeds.
It will do this by adding more weight to content that is more likely to prompt business professionals to join and engage in a discussion or conversation. The algorithm will take into account a range of signals, including connections, recent interactions, work history and shared interests, to make content more relevant.
“To summarize, your LinkedIn feed is made up of the conversations happening across your professional communities: among connections; in the groups you’ve joined; and the people, pages, and hashtags that you follow,” the business-oriented social media company said in a statement last week.
Users may also now see content from people they don’t follow if it is deemed to be relevant to their interests, and this will again be determined by specific signals such as groups they already participate in, followed pages and hashtags.
LinkedIn also set out new post-algorithm guidelines for brands looking to engage with users on the platform. It recommends posting content that encourages a response, using the best format for respective topics, covering niche subjects, making use of @mentions, and including a maximum of three hashtags.