LinkedIn, the world’s largest professional networking platform, has a serious Gen Z problem. The generation is simply not embracing it. Growing up entirely in the digital age, this generation's constant access to digital technology has profoundly influenced their work experiences and expectations with professional platforms like LinkedIn.
While the platform remains essential for recruiters and employers, younger professionals are increasingly disengaged or even avoiding it entirely. A recent discussion on The Chad & Cheese Podcast explored the LinkedIn Gen Z problem, and why the generation finds LinkedIn cringeworthy, superficial, and inauthentic.
Understanding Generation Z: A New Work Generation Has Arrived
Generation Z, born between 1995 and 2009, is the next wave of talent entering the global workforce. With over 2 billion individuals worldwide, Gen Z is poised to surpass Millennials as the most populous generation on earth.
In the United States alone, Gen Z makes up more than a quarter of the population. By 2020, they became the most diverse generation in the country, bringing a rich tapestry of backgrounds and perspectives to the job market.
As the newest generation in the workplace, employers must understand and meet their expectations to attract and retain top talent.
So Who is Generation Z?
Unlike previous generations, Gen Z places less emphasis on salary and more on work-life balance, remote working, and flexible leave. They seek job security but also crave personal fulfillment in their careers. This generation is the most diverse yet, and they expect their workplaces to reflect this diversity.
Companies must prioritize diversity and inclusion (DEI) to attract and retain Gen Z talent. Moreover, Gen Z wants to see tangible actions from their employers in supporting people and the planet.
They value having a voice in their employer’s decision-making process, making it crucial for companies to demonstrate their commitment to these values.
The Future of Work and Its Implications for Gen Z
The future of work will demand a blend of creativity, critical thinking, emotional intelligence, and complex problem-solving skills. Gen Z will seek greater personalization in their career journey, and employers must evolve at a pace that matches the rapidly changing external environment.
Compared to the first generation, Gen Z has a relatively unfair reputation and has been seen differently, as they journey into adulthood, especially in the workplace. They’ve been called lazy, quitters and lots more by older generations. However, Pew Research Center, alongside other surveys, are choosing to make changes and better understand Generation Z.
Robust training and leadership programs will be essential to support Gen Z’s growth and development. As human-machine collaboration becomes more prevalent, Gen Z will need to be adaptable and agile to thrive in this new landscape.
Employers who can provide the right support and opportunities will be well-positioned to attract and retain this dynamic generation.
The LinkedIn “Ego Swamp” Problem
One of the biggest criticisms Gen Z has about LinkedIn is that it feels like an “envy swamp.” Unlike Instagram, which showcases idealized lifestyles, LinkedIn fuels self-comparison through exaggerated job titles, overly polished success stories, inauthentic branding, and inflated professional achievements.
- Exaggerated Titles: It’s not uncommon to see professionals with titles like “Director of Innovation” or “CEO” of a one-person company. Gen Z sees through these self-promotional tactics and finds them unauthentic.
- Performative Professionalism: The platform is filled with “inspirational” posts that often feel contrived. Many users share over-the-top success stories, making others feel inadequate by comparison.
- Obligatory Presence: Unlike other social media platforms that users can leave, LinkedIn has become a necessity. Professionals, especially job seekers, feel pressured to stay even if they dislike the experience.
- Mental Health Impact: The pressure to maintain a polished professional image on LinkedIn can negatively impact Gen Z's mental health. This generation, already prioritizing mental well-being and work-life balance, often finds the platform's environment stressful and disengaging.
Why Gen Z Is Ditching LinkedIn
While LinkedIn remains a powerful tool for networking, job hunting, and professional branding, Gen Z is looking elsewhere.
Young people face significant challenges in the job market, including a strong preference among employers for more experienced employees. This preference can make them feel underqualified and less confident in using LinkedIn for job applications, compared to other generations.
The resulting age bias impacts young professionals, leading to misconceptions about their reliability and loyalty. Consequently, many young people miss out on opportunities to showcase their skills and innovation, which could greatly benefit employers willing to invest in entry-level talent.
1. Preference for Authenticity
Gen Z values authenticity over corporate polish. The formal tone of LinkedIn often feels forced and outdated compared to the casual, meme-driven engagement found on TikTok and Twitter.
Many prefer platforms where they can be themselves rather than constantly presenting an idealized version of their career.
2. Disillusionment with Lack of Positive Company Culture
The traditional 9-to-5 corporate ladder isn’t as appealing to Gen Z as it was to previous generations.
Many young professionals are exploring alternative work models such as freelancing, gig work, and entrepreneurship. Platforms like Upwork and Fiverr offer more practical value for their career aspirations.
To retain talent, companies need to understand and align with Gen Z's values, as traditional compensation packages are no longer sufficient.
3. Lack of Community Engagement
LinkedIn's engagement often feels transactional rather than community-driven. Unlike TikTok or Discord, where users interact organically and build real communities, LinkedIn often comes across as a place where people network for personal gain rather than genuine connection.
4. Recruiter Spam & Low-Quality Job Offers for Job Seekers
Many Gen Z users find LinkedIn frustrating due to unsolicited messages from recruiters offering irrelevant or low-quality job opportunities. Instead of feeling like a valuable career-building tool, LinkedIn often feels like a sales funnel.
The Job Market and Gen Z
Gen Z workers face unique challenges in the job market, including ageism and a lack of relevant experience.
According to a survey, one in three Gen Z workers worry about being rejected for jobs due to their age. On average, they submit 24 applications to secure a job, which is twice the number compared to Gen X and Baby Boomers.
Many Gen Z workers have inherited issues. They feel they lack the relevant experience or skills for their desired roles, with young women particularly more likely to feel underqualified.
To address these challenges, employers must prioritize inclusive hiring practices and provide opportunities for growth and development.
Creating a positive company culture that values diversity and inclusion is essential. Leveraging digital tools can also improve the job search experience for Gen Z job seekers. By understanding the unique needs and challenges of Gen Z, employers can attract and retain top talent, creating a more diverse and inclusive workforce.
Can LinkedIn Win Back Gen Z with Digital Tools?
LinkedIn isn’t doomed, but it needs to adapt to stay relevant for the next generation of professionals. Here’s how it can bridge the gap:
- Encourage Genuine Conversations: LinkedIn needs to move away from overly polished success stories and support more authentic professional storytelling.
- Reduce Algorithmic Favoritism for Corporate Jargon: The platform should reward posts that provide genuine career advice, experiences, and industry insights rather than self-promotion.
- Improve Verification for Credentials: LinkedIn can restore credibility to user profiles by cracking down on exaggerated job titles and fake credentials.
- Create a More Engaging User Experience: LinkedIn should introduce features that make networking more interactive and community-driven, similar to TikTok’s engagement model.
Conclusion: The Future of LinkedIn for Gen Z
LinkedIn is still an essential platform for job seekers and professionals, but its reputation among Gen Z is shaky. To stay relevant, it must evolve from a place of corporate posturing to an authentic networking space where professionals of all generations feel comfortable engaging.
If LinkedIn can embrace honest conversations, filter out performative content, and foster genuine career development. In that case, it may just win over the generation before they abandon the platform entirely.
