Think twice before posting on LinkedIn

Its culture of self-promotion has been widely mocked online. Here is how to avoid becoming the next meme

- Teo Kai Xiang

A widely circulated meme mocking LinkedIn entries goes like this: "When I was a little girl, I always dreamed of growing up to satisfy user needs in a way that meets business goals for transformative outcomes."

While the post is satirical, its virality hints at how it captures the unique — and often cringeworthy—way that people write on LinkedIn.

The professional networking platform, which launched in 2003, is where humble-bragging routinely meets oversharing. Users find ways to draw leadership life lessons from mundane daily activities, such as conversations with a taxi driver or doing a presentation.

Such oversharing is not without consequences.

In May, Singaporean LinkedIn user Janney Hujic, who runs tour agency Elysian Expeditions, posted about a life lesson learnt from meeting former DBS Group chief executive Piyush Gupta—only for Mr Gupta to comment: "Sorry to disillusion you. That isn't me!"

If not for the mistaken identity, Ms Hujic's post would probably have gone unnoticed on the platform. LinkedIn has over one billion users worldwide—more than four million of whom are based in Singapore—all plugging their own professional and personal pursuits.

Many of the initial comments lauded her for writing about this fortuitous "chance encounter." Even after Mr Gupta weighed in, some commenters suggested that the post could draw attention to Ms Hujic's tour company. But at the end of May, her LinkedIn account was gone.

What is the line between authenticity and misreading the room? Between clout-chasing and networking?

The Sunday Times spoke to recruiters, public relations experts and LinkedIn's "top voices" to find out why you are likely using LinkedIn wrong.

Here are five questions to ask before you post.

1 Is it cringe or 'context collapse'?