LinkedIn Updates & Trends in 2025

There’s no better time than now to re-evaluate 2024 and prepare for 2025. Like every platform, LinkedIn is constantly changing, and strategies that lead to success on the platform shift dynamically. Being flexible and able to adapt to the upcoming changes is the best leverage you have in becoming seen, heard and listened to.

Recently, Linkedist held an audio event together with remarkable guests and discussed the upcoming updates of the platform. You can find the full video on YouTube!

Without further ado, let’s dive into what is waiting for us in 2025! We can tell you a secret: it’s more about user behaviour than concrete strategies. 🎯

Hiring trends have shifted from simply filling roles to empowering workforces through upskilling and re-skilling. Therefore, companies are investing in their teams to boost productivity and adapt to critical yet unseen skills that will reshape how businesses operate.

Preparing for a Skills-Driven Future

“65-70% of the skills required for a given role will evolve within the next five years. To keep pace, organizations and professionals should prioritize preparation with platforms like LinkedIn Learning”, – Peter Dudas, Senior account executive at LinkedIn.

This is also visible in the hiring process: over 70% of companies that focus on hiring-related skills report its growing dominance, underscoring the importance of flexibility and adaptability in candidates.

For LinkedIn members, the takeaway is clear: whether you're advancing in your career or leading a team, staying agile and skill-ready will define success in 2025 and beyond.

With the “My Company” tab gone from the company pages on LinkedIn and employee advocacy’s importance increasing, to thrive on LinkedIn in 2025, companies need a strong employee advocacy strategy that prioritizes authenticity and boosts brand awareness through their teams.

“Continuing to 2025, Thought Leader Ads and upcoming personal post boosting will enhance employee advocacy through paid content, allowing employees to increase the visibility of both their personal and company brands”, – Inesa Sinelnikė, CMO at Linkedist.

Here are some new features to consider for your 2025 employee advocacy strategy on LinkedIn:

Time to Leverage Employee Advocacy

📍 Personal post boosting: As a LinkedIn member, you can boost posts to grow visibility, followers, and website clicks by setting a budget and targeting your audience. You will be able to boost text posts, image posts, videos, articles, and newsletters. However, this feature raises concerns about potential spam.

📍 A more interactive banner option: Premium cover image upload with multi-image options has been added to the profile Banner. When loaded, the image automatically rotates between all images. Use it to enhance not only your company’s but also your own personal brand.

📍 Add additional content to your featured section: with LinkedIn Premium, you can now add Honors & Awards, Skills, Projects and Education. This is a great way to portray the credibility of your company’s C-level executives.

📍 Event testing: now you can also test an event post on LinkedIn to check how it will look once posted. Only page admins can see the test, providing greater insight into the needed adjustments without hurting the algorithm.

📍 Audio events & Live events have become one: now, when hosting an event, you will be able to choose if you wish to have an audio-only or video and audio event. Participants will be able to ask questions LIVE, and the recordings of audio events will be available on the platform, increasing visibility and engagement and boosting the importance of holding live events on LinkedIn.

However, organic content is still a powerful approach to employee advocacy. People connect best with real people – authentic, day-to-day stories resonate far more than polished corporate messaging.

In 2025, we’ll see more companies empowering employees to share authentic content. This shift not only humanizes brands but also drives inbound interest as employees become natural thought leaders and advocates.

💡 If you’re curious about how strategic employee advocacy could look like, here are some examples from our case study.

“The key is to share real, behind-the-scenes moments that humanize the brand and resonate with audiences”, – Jaziel Dacay, Head of Comms & Content at Shield.

What you should carry to 2025: the success lies in fostering an environment where employees feel encouraged to post. Companies that make this process fun, easy, and strategic will stand out – with measurable gains in reach, engagement, and trust.

There’s no doubt that LinkedIn feeds are evolving. With a 45% increase in paid content (company content & LinkedIn Ads alike) and more and more creators publishing, it’s harder to stand out organically.

Additionally, organic reach has dropped by 40% for people, leaving company pages struggling to break into users’ feeds with a much lower impression rate.

Be Mindful of Content Shifts

“A key driver of this shift is the rise of AI-generated content. While AI helps create posts and comments quickly, it often lacks the human touch, making us less receptive to engaging”, – shares Richard Van Der Blom, Founder & CEO at Just Connecting Hub.

Comments are the new currency. Thoughtful engagement nurtures relationships and expands your visibility. When you spot an interesting post, don’t just scroll – connect, comment, and engage. Proactive, consistent interaction is the foundation for building a powerful network and unlocking opportunities you didn’t know you had in the first place.

Here are some additional algorithm updates to watch out for in 2025:

📍 Posts related to trending news/events get a +50% visibility boost in the first 12 hours.

📍 Content that generates discussion-worthy comments tends to be popular for 7 days.

📍 Polls on trending news have a +70% increase in engagement.

📍Adding keywords to your comments is a new visibility hack! Use niche terms and industry specific buzzwords for maximum impact.

💡 Success starts with a solid strategy built on consistency.

Main takeaway? Adapting your strategy is crucial. Blend authenticity & storytelling in your next post, share behind-the-scenes pictures, show more human side of your company and don’t forget the importance of engaging.

Personalization & AI is Getting Even More Important

AI is now at the core of LinkedIn’s strategy, revolutionizing how we learn, hire, and connect. AI-driven personalized learning is on the rise, and this efficiency allows companies to achieve much more with fewer resources.

📍 In hiring, tools like LinkedIn Recruiter AI are streamlining candidate searches. Users can now interact with the AI through prompts, specifying desired skills, experience, and attributes of candidates, and receive continuously updated best matches for the job. Recruiters can now focus on conversations with top candidates instead of manual tasks.

📍 AI-assisted InMails are another game-changer. By analyzing factors like a candidate’s background, skills, and activity, these messages are hyper-personalized, leading to significantly higher response rates – often 5x to 6x better than generic outreach.

💡However, while AI is a powerful tool, it shouldn’t replace human judgment entirely. Use AI to handle manual tasks and accelerate workflows but prioritize human-to-human conversations.

As we move into 2025, those who leverage AI efficiently while keeping the human element intact will lead the way forward.

Your takeaway: personalization is now the key to standing out as generic messages struggle to gain traction.

LinkedIn’s 2025 landscape is clear – those who embrace change, blend human authenticity with AI efficiency, and focus on meaningful engagement will lead the way.

Whether it’s developing skills for the future, sharing real stories that resonate, or leveraging AI tools to personalize outreach, success lies in adapting to the trends and staying consistent with your content and engagement.

LinkedIn is not just a platform – it’s a dynamic space for growth. We encourage everyone to evolve with it! 🚀

We can help you nail LinkedIn in 2025 and beyond. 👇

Bottom line