After a university screening in Malta late last year, my documentary No Woman is an Island was selected to screen at the European Parliament this February. It was a big deal, advocating for women's rights in Malta, which is a hot topic amongst MEP’s, Maltese activists, locals and Europe in general.

Me, being the social marketer on the Nexus team, naturally thought, "Hey, this is LinkedIn-worthy!" A few seconds later I inwardly groaned. Seriously, is that all LinkedIn is about? A platform for shameless self-promotion about work and ego-stroking? Certainly, scrolling through LinkedIn can feel like wading through a sea of self-congratulatory posts. Even the humble brags come off as obvious pleas for validation.

I've been using social media for years to promote my company’s work and occasionally my personal stuff, but LinkedIn stands out. While Facebook and Instagram are playgrounds for memes, shameless plugs and endless debates (that usually degenerate into name-calling), LinkedIn prides itself on being the epitome of professionalism. It's like the corporate headquarters of social media, where everyone wears a figurative suit and tie.

However, LinkedIn has remained one platform that I have a love-hate relationship with. I can't decide whether to embrace it or delete my account altogether.

The brand pitch is: “LinkedIn is the world's largest professional network on the internet. You can use LinkedIn to find the right job or internship, connect and strengthen professional relationships, and learn the skills you need to succeed in your career.” What’s not to love about such a social media platform, right? A few things.

A qualified Audio Engineer is struggling getting in with the LinkedIn crowd. Found on a job site forum.

It all comes across as so disingenuous. Users prioritise quantity over quality in their connections, leading to inauthentic networking. Profiles tend to showcase only success, fostering a culture of self-promotion where users can feel pressured to embellish their achievements. I know I feel this pressure and like my own achievements simply aren’t worth sharing and are trivial.

Further, LinkedIn has its own particular language of achievement. There's a formula for everything – from crafting the perfect post to engaging the right audience to trigger SEO. This algorithmic pressure may push users to focus on engagement over authenticity in their posts, adding to the feeling of fakeness. It’s like a mirror for the fakeness of corporate cultural and speak. And engaging on LinkedIn is a time-consuming game. One I'm not sure I want to play.

Don't get me wrong, I've had some wins on LinkedIn. I've made valuable connections and even landed writing gigs and interviews. But for each of those small success stories, I have many more moments of feeling like a fraud in a sea of CEOs and high-fliers.

It's like attending a never-ending online networking event where everyone is vying for attention. And if you're not part of the popular crowd, it's easy to feel insignificant.

So, do I really need LinkedIn? Do any of us, unless we're climbing the corporate ladder?

After venting my frustration, I'm starting to think I'm not cut out for this LinkedIn game. Call me lazy, but I'd rather spend my time creating art than mastering the art of self-promotion. LinkedIn may not be the right platform for me right now, and that's okay. We all have to prioritize where we invest our time and energy, and for me, LinkedIn just doesn't make the cut.

Written by Sarah Jayne

BLOG