How LinkedIn became an unlikely champion of creativity

Once the preserve of the corporate world, the creative community has flocked to LinkedIn in recent years. We explore how the brand is holding up a mirror to our changing attitudes to work

When LinkedIn was founded in 2003, people were decidedly sceptical about the prospect of a social platform for the world of work. At the time, even the concept of social media was yet to become ingrained in our daily lives; Facebook wasn’t founded until the following year, followed by Twitter in 2006, and Instagram a few years later in 2010. Despite the odds, LinkedIn has become synonymous with modern day networking. Now in its 20th year, the Microsoft-owned brand boasts over 930 million members globally, including 35 million in the UK, while an estimated eight people are hired every minute via the platform.

The events of the past few years have had a drastic impact on all our working lives, with the pandemic in particular leading people to question how, why, and where we work. As WFH became the new normal for some, LinkedIn ended up playing a key role in facilitating those reflections. “Obviously everybody was at home, so all those conversations that usually would happen in an office or an event shifted onto LinkedIn. And that’s really a trend that hasn’t stopped after the pandemic was over,” says Julien Wettstein, Linkedin’s head of editorial for EMEA and LATAM.