Rumour has it that Facebook is testing a feature that lets users create CVs and document their work histories, making it a prime place for employers to scope out potential candidates. Does this sound familiar? We can hear the alarm bells ringing from LinkedIn HQ from here as Facebook threatens to take over LinkedIn’s turf.
Facebook is known for adapting its platform (and owned platforms, Instagram and WhatsApp) so that users don’t need to spend much time elsewhere – take Instagram Stories for example (goodbye, Snapchat) and Facebook Live (so long, Periscope) and it looks liked LinkedIn could be next.
The business model is a clear one but think of your Facebook profile and of the old university photos hidden from way back when and of the funny cat videos that your mum tags you in every week. Do you really want prospective employers to see your Facebook profile?
On the flip side, LinkedIn has been criticised a lot for becoming less of a professional network and more and more ‘like Facebook’. How many times have you opened your newsfeed and come across content that you deem isn’t suitable for the platform? Whether it’s an inspirational story or a funny graphic, this isn’t a rare occurrence anymore.
In addition to this, LinkedIn has taken steps recently to encourage brands to use native video as opposed to sharing from third parties, with an autoplay feature without sound – again, does sound familiar? LinkedIn may be late to the game with video, but its owner Microsoft is working hard to catch up and encourage advertisers to spend their money here as opposed to other platforms.
So while LinkedIn is taking steps to fight back to combat Facebook’s latest move, in order to survive (in our humble opinion) the platform needs to hold on to its niche and remain the ‘professional network’ that Facebook isn’t. One of the many reasons many people enjoy using LinkedIn so much is that it provides a place to build your business network, and connect to people with a similar skill and mindset.
With this in mind, there will always be a place for both networks for users who have different requirements for each platform. For brands, it’s important to consider this when it comes to creating your social media strategy. LinkedIn is the ideal place for promoting jobs, company news and all professional content whereas Facebook is ideal for building a brand and engaging with fans.
In the meantime, we’ll be watching Facebook’s next move to see what competitor it attempts to target next.
If we can help with your social media content strategy, why not give us a call on 0121 454 9707 or send us an email at firstname.lastname@example.org.