LinkedIn Today: Altruism, Ego, and Empty Outreach
LinkedIn, once a haven for professional networking and knowledge exchange, has morphed into a complex space of hyper-visibility and self-promotion. The platform has gradually shifted from a tool designed to foster meaningful connections between professionals into a stage where motives often feel contradictory—altruism on the surface, with self-serving intentions just below. In feeds and posts, we see endless encouragement and advice; in direct messages, however, conversations can feel transactional, needy, and sometimes hollow.
This article will dive into the shifting dynamics of LinkedIn, where we are seeing a rising wave of public altruism juxtaposed with private egoism and bland outreach. Let’s explore the forces at play and what these trends tell us about how LinkedIn has transformed into the platform we see today.
1. The Rise of Altruistic Posts: Generosity or Virtue Signaling?
Open LinkedIn at any time, and you're bound to see posts filled with philanthropic intent. Posts offering advice, recounting hardships overcome, or providing mentorship tips flood the feed. These contributions may seem altruistic on the surface, but are they as pure as they appear? In many cases, these posts are less about adding genuine value and more about projecting an image of personal virtue. There’s a phenomenon known as "virtue signaling," where people make a public show of their good deeds or “give back” mentality, more to boost their image than to make a true impact.
Many posts fall into predictable patterns:
Stories of hardship followed by a triumphant comeback, meant to inspire.
Encouragement to seek mentorship or offer mentorship, with vague promises of guidance.
Celebrations of career milestones presented as a humble nod to “learning and growth.”
While these posts can be genuine, it’s easy to question the intent behind them. Are they there to inform and inspire others, or simply to accrue likes, shares, and followers? The performative aspect can create a paradox where people are encouraged to follow trends rather than to express themselves genuinely. The competitive pursuit of likes, comments, and engagement drives users to share advice or inspiration that often lacks substance.
2. The Ego-Driven Underbelly: Self-Serving Direct Messages
If the public side of LinkedIn appears altruistic, the private side is often ego-centric. The dichotomy between the two realms—posts vs. direct messages—is stark. Here’s what that typically looks like:
Messages with Hidden Agendas: People reach out, ostensibly to connect or share an opportunity. Yet, many of these messages quickly turn into pitches. Once the surface-level conversation fades, they begin selling their products or services, or asking for favors.
The “Pick Your Brain” Epidemic: On LinkedIn, some users message asking to "pick your brain" with the subtext that they want free consulting. They seek valuable insights without any inclination to compensate or reciprocate. The message often comes with flattery: “I admire your work and would love your thoughts…” yet rarely offers anything in return.
Transactional Networking: Rather than fostering genuine connections, many users approach LinkedIn with a “What can you do for me?” mindset. It’s networking, but without curiosity about the other person. Their interactions lack the nuance and interest that characterize meaningful relationships, focusing instead on how they can leverage the contact.
Behind this private egoism, LinkedIn has become an arena where people act as though each connection is a stepping stone. This self-serving culture is often thinly veiled by polite, sometimes sycophantic messages, making it hard to gauge true intentions.
3. Outreach Gone Bland: Lost Art of Networking
Cold outreach has been a necessary part of professional networking, and LinkedIn, in theory, is the perfect platform for it. But the kind of outreach we see now feels increasingly impersonal and mechanical. Outreach today has turned into a series of uninspired templates, and LinkedIn inboxes are filled with pitches, requests for coffee chats, and vaguely expressed interest in connecting. Here are some common pitfalls:
Generic Templates: The “Hey [Name], I’m impressed by your profile…” or “I came across your profile and would love to connect” messages have become all too familiar. These templates lack any real insight or interest in the person on the receiving end. They show little effort, which often results in little engagement.
Over-Reliance on Automation: Many people now use automation tools that send out messages en masse. While efficient, this practice removes the personal touch that’s essential in relationship building. Recipients can often spot the automated nature of these messages, which undermines trust before a connection is even made.
Needy Pitches: Many LinkedIn users approach potential connections with a “needy” energy, asking for opportunities, referrals, or favors without offering anything in return. This makes the interaction feel unbalanced and reduces the chances of a meaningful connection. Instead of building rapport, these messages create a sense of obligation for the recipient.
The art of making connections that have depth and potential has eroded under the weight of cold, needy, and largely uninspired outreach messages. Many of us recognize the importance of networking, but LinkedIn's oversaturated environment has made many users desperate to be noticed—leading to shallow outreach that achieves little.
4. LinkedIn's Evolution: Networking in an Age of Self-Promotion
The platform has undeniably transformed. Once designed to help users showcase skills and connect, it’s now a digital marketplace where individuals brand themselves as products. LinkedIn’s algorithms encourage users to constantly share updates to stay relevant, pushing professionals toward a more performative, self-promotional style. And as this shift becomes more pronounced, it's hard to ignore the changing nature of professional relationships:
Personal Brands Over Professionalism: LinkedIn has become a platform where personal brands can eclipse professionalism. The need to be seen as constantly active and successful sometimes leads users to overshare. Updates on personal triumphs, struggles, and behind-the-scenes moments—often better suited for other platforms—now spill into LinkedIn.
The Content Economy: LinkedIn’s algorithm rewards content, encouraging users to post more to stay relevant. This turns professional profiles into a constant feed of content designed to gain engagement rather than serve a higher purpose. Thoughtful posts get drowned out by a flood of daily updates, and those with genuine insights may hesitate to share.
FOMO and Professional Anxiety: For many, LinkedIn is a source of comparison, amplifying feelings of professional inadequacy. Seeing daily updates about promotions, projects, and achievements can create a pressure to keep up, leading users to adopt the same self-promotional approach just to maintain visibility.
5. Can LinkedIn Return to Its Roots?
Despite these trends, there is still hope. LinkedIn’s unique position as a professional networking site gives it the potential to encourage meaningful connections rather than shallow interactions. Here are a few steps that could help LinkedIn users—and the platform itself—rediscover their purpose:
Emphasize Authenticity in Content: LinkedIn could develop tools or algorithms to reward thoughtful, genuine content over engagement-driven posts. Encouraging users to share valuable insights rather than quick updates would shift the platform back to one of knowledge-sharing and professional growth.
Encourage Genuine Connection: In the outreach space, LinkedIn could guide users toward best practices that foster authentic connections. Providing templates for thoughtful messages, or rewarding profiles that build meaningful connections, could foster a more engaged and genuine community.
Reframe Networking as Relationship-Building: Users need to reframe networking from a transactional mindset to one of relationship-building. Instead of quick pitches or requests, messages should be explorative and collaborative, focusing on creating mutual value rather than on “what’s in it for me.”
The Takeaway: LinkedIn’s Paradoxical Nature
Today, LinkedIn sits in a paradox: public altruism alongside private egoism, and a culture of networking that can sometimes feel more self-serving than genuine. As the platform continues to evolve, users can shape its future by approaching LinkedIn with a renewed sense of authenticity. Rather than feeding the cycle of empty altruism and ego-driven outreach, LinkedIn can become a space where genuine connections flourish, insights are shared, and real growth happens. We just have to find our way back to those roots.
