![]() ![]() Align Your LinkedIn Content Strategy with Your Audience Appropriately, they also spend more of their free time on social media than other generations, primarily on their smartphones. Thirty-eight percent want anytime, anywhere learning and 36% want more personalized learning experiences. Forty-three percent of Gen Z users say they prefer a fully self-directed and independent approach to professional development. Compared to their peers, Gen Zers view industry Pages 1.3x more, they’re 1.2x more active in LinkedIn groups, they view 1.3x as many jobs, and they’re 1.2x more likely to research companies. Forty-six percent said they’d spend more time learning even on weekends in order to get a promotion. Seventy-four percent of Gen Z users said they wanted to use LinkedIn to learn new skills that will help them in their current jobs or – even more importantly – for the rest of their career. To do that hard work, Gen Z is interested in learning new skills. Seventy-seven percent of Gen Z professionals “believe they will need to work harder compared to those in past generations to have a satisfying and fulfilling professional career.” Compared to previous generations, they are more focused on their careers and industries on LinkedIn. They also have slightly different ambitions and motivations than previous generations… and these ambitions and motivations cause them to use LinkedIn a bit differently.įirst, Gen Z is ambitious. Soon, they will be the largest generation of consumers, and they already account for $143 billion in direct spending. Since 2016, more Gen Z professionals have joined LinkedIn than any other demographic. “Work hours” aren’t what they used to be. More flexible work schedules, as well as the enduring increase in job-switching intent from the Great Reshuffle, probably help explain why more professionals are logging onto LinkedIn and engaging during the weekends. Instead of logging in to catch up on the latest news or wade into the workday in the morning as they used to, members seem to be checking in periodically through the back half of the workday, likely seeking inspiration, connection, or a change of pace. Now that so many of us have been working from home for so long, however, the times we’re in a professional mindset are more variable and flexible. This is why, back before the pandemic, the early part of weekdays was such an important time for posting on LinkedIn. Obviously, LinkedIn users visit the site and interact with content when they occupy a professional mindset. ![]() So what accounts for such a significant shift, and what does it mean about how your audience is using LinkedIn? We can think of a few possibilities: The Pandemic and the Great Reshuffle In 2016, they found that the best times to post content on LinkedIn were between Tuesday and Thursday, early in the morning, at lunchtime, or in the early evening. Interestingly, HubSpot conducted a survey very similar to this one in 2016 and came up with very different results.
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