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Recent graduates’ usage and thoughts about LinkedIn

The relation between how LinkedIn is used and perceived as a tool in job search and networking amongst recent graduates with a Bachelor of Science in Media Technology

Written by Leonora Ruth Larsen

Paper category

Bachelor Thesis


Business Administration>Human Resources




Bachelor Thesis LinkedIn: LinkedIn is an Internet-based job search and job posting social network. The network and the ability to find unique candidates are the main reasons for entering the platform (Johnson and Leo, 2020). LinkedIn can be used on a computer based on the web, or through an application on a smart phone. On LinkedIn, users have the opportunity to create a personal profile that lists their most important characteristics, relevant education, experience, and past and current jobs. The network provides opportunities for following organizations, people that the person knows, and people that the person wants to reach or be interested in. At the front of the network is a page that publishes posts from individuals and companies, as shown in Figure 1 above. The homepage provides users with the opportunity to write their own posts or articles to appear in the news feed. In the post, users can choose to write text, or add documents, videos, pictures, polls, or hashtags. Users can "like", "comment" and "share" the posts already in the feed. On some posts, LinkedIn provides comment suggestions to users, and users can click on these suggestions to post a "comment" instead of writing a comment by themselves. The "Like" button also includes different ways for users to react to the post. These reactions are "like", "celebrate", "love", "insightful" and "curiosity" and are visualized through different pictures and colors. Further Figure 1 shows that the home page includes a quick resume of the user's own personal information, which can also be seen when posting "posts", suggestions that people and companies follow, and advertisements in the news feed. At the top, the user has a toolbar that leads to "My Network", "Work", "Messages" and "Notifications". LinkedIn can communicate with other people through the chat function (see the lower right corner of Figure 1), and can form smaller groups with other users (see the lower left corner of Figure 1). LinkedIn has a feature where users can see who has visited their personal information, once a week, through emails and notifications on the website to be displayed in the list. (LinkedIn, 2020b; Johnson and Leo, 2020) LinkedIn offers a premium version, where users can pay a certain amount each month to get more features than the free version. In the free version of LinkedIn, they will tell the person viewing the user’s profile which industry they work in, while in the premium version, they will tell exactly who the person is. (LinkedIn, 2020b) 2.3.1 LinkedInprofile LinkedIn profile, as shown in Figure 2, is fact-based and has a simple appearance. The user shows himself a profile picture, if a header picture is needed. In addition, the personal information is formatted as a resume, the text of which is mainly arranged in a list, listing relevant factual information about the person, as shown in Figure 2, such as education, current and early work, volunteer experience, and skills and recognition . 2.4 The use and perception of the LinkedIn algorithm social network is affected by the social network algorithm. Algorithms affect how users perceive content in social networks and what is visualized to them. (Castillo-de Mesa and Gómez-Jacinto, 2020) The reason behind the algorithm is that the amount of information users share with others is higher, and the usage rate of "like", "comment", "share" and "post" functions is higher. The content presented by the user is determined by the algorithm, so the idea is to present different types of content to the user without having to find the content by themselves. (Berg, 2014) The posts that users see on the LinkedIn homepage come from the posts they choose to follow, as well as the content that people in their network like or comment on, and the content that LinkedIn believes to be relevant to the user based on the published information has been published. (LinkedIn, 2020b; Johnson and Leo, 2020) This is because the LinkedIn algorithm is based on human-computer interaction on LinkedIn, so the content flow is mainly determined by the users on LinkedIn. (Foote, 2019) The LinkedIn algorithm works by providing quality scores for the content posted by users in the news feed. This quality score is given before the post is seen by others and checks how the content will react from other users. Then the content will be visible to users of previously existing connections. If it is considered high-quality content, it will be visible to other connections of the user. The algorithm also considers quickly displaying content to receive any response. High-quality posts are posts that attract others to participate through functions such as "Like", "Comment", and "Share". The algorithm’s evaluation of "comments" is higher than "likes", so posts with more "comments" will get a higher score through the algorithm because it is then considered as a contribution to the new feed. The LinkedIn algorithm does not remember whether users have posted high-quality posts before, which means that all posts created by users are uniquely rated. (Foote, 2019; Gomez, 2020) Using and satisfying theories wants to explore the reasons and needs behind the use of online media and the use of traditional media. The theory of use and satisfaction believes that users of online media are active and have clear goals, which allows users to choose media channels that can meet their needs. The principle behind the use and satisfaction theory is that the benefits of a social network indicate how individuals will use it and what their behavior on the platform will be. When researching SNS, the theory of use and satisfaction has become the most applied theory, with the goal of explaining why social networks have become popular and why they are used. (Florenthal, 2015; Kim and Malek, 2018) Read Less