LinkedIn becomes latest social platform to announce job losses

A drop in advertising has been cited as a key challenge by both Twitter and Meta. However, LinkedIn’s Chief Executive, Ryan Roslansky, has been less specific and has simply mentioned fluctuating market demand.

“With the market and customer demand fluctuating more, and to serve emerging and growth markets more effectively, we are expanding the use of vendors,” he said. “We are also removing layers, reducing management roles and broadening responsibilities to make decisions more quickly.”

Many of the jobs will go in China

Many of the jobs that will go are in China, where the company is closing down its local InCareer jobs app due to “fierce competition and a challenging macroeconomic climate.” The app only allowed job posts – without comments or articles – and was launched in China when LinkedIn decided to close its traditional platform due to pressure from the Chinese government, which discourages Western social media companies.

Some of the 700-plus job cuts will, however, be offset by around 250 new positions being created in other areas of the business – namely operations, new business and account management.

LinkedIn employs around 20,000 people worldwide and has more than 850-million members spanning a vast array of professions, interests, functions and career paths.

It claims to be the world’s largest online professional network and is inherently B2B-centric. LinkedIn described itself in a January 2023 online post as “nearly ubiquitous as a content marketing channel for B2B marketers”.

According to a study by research company Nielsen, brands are perceived to be “more professional” (92%), “more intelligent” (74%), “higher quality” (59%), and “more respectable” (59%) when their ad is seen on the LinkedIn platform.

LinkedIn is owned by Microsoft.