LinkedIn's just-announced expansion of its publishing platform is a bid to become more than just a professional stalking tool. And it's a sea-change for a company that two years ago claimed its goal was to become "a digital representation of every economic opportunity in the world — temporary or full-time jobs."
That was a crock, and so are these new aspirations.
As someone who works in the social media and digital world, I'm supposed to embrace LinkedIn, keep it updated with recent writings, leave all manner of endorsements and recommendations for people I barely know and congratulate those same people every time they spend another year in a job they hate. I can't do it.
LinkedIn is a company that earned more than $500 million last quarter, compensates its CEO to the tune of $50 million a year and has 320 million members worldwide. Its public debut on Wall Street in May 2011 made a lot of people a lot of cash. Therefore, you might think this service — the largest professional network in the world, with a declared intention to be the planet's digital representation of economic opportunity — might try to connect with under-represented masses or the underdeveloped world. You might think LinkedIn would spin off a version of its app for unskilled workers looking for a shot, or give free job-seeker subscriptions to the unemployed.
You would be wrong.
Scratch below the surface of all those recruiting tools and subscription plans and you find a company that simply exists to make rich people richer.
My profile has been viewed by just 6 people in the last 15 days and my rank for profile views is down by 11 percent in the last 30 days. Apparently I have to pay $30 or $60 a month to "unlock the full list."
I currently have 436 connections to people I barely know and more than 100 requests to connect with people I know even less. More emails than I will ever read have piled up in my "InMail," including some that appear to be automatically generated by networking bots who do nothing all day but post on LinkedIn.
LinkedIn's earnings announcement for its fourth quarter and annual outlook was just set for Feb. 5. I expect the stock to soar after earnings beat expectations. I do not expect the company to do better at curating content, enabling offline meet-ups or reaching a lesser-skilled demographic.
My New Year's resolution was to stop detesting LinkedIn. But clearly, that's a job I just don't excel at.
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