LinkedIn lijkt steeds vaker op Facebook, of toch niet?

"LinkedIn is starting to look more and more like Facebook." It is a remark Toni van Dam hears in nearly every organisation he visits. The funny thing, he writes, is that it is largely down to the user: the algorithm shows what it judges relevant based on your own behaviour on the platform.

But something bigger is going on. The market is shifting from company to individual: large brands put a person out front instead of the logo — Jumbo with Frank Lammers, Coolblue with Pieter Zwart. Building a relationship with a person is easier than with a logo, and that requires something personal to hold on to: emotions, experiences, the life behind the job.

So the conclusion is not that LinkedIn is becoming Facebook, but that business is becoming more personal. Not wedding photos — personal interests in combination with the business. And if it still bothers you, you hold the controls: scroll past it, tell LinkedIn you are not interested, and the algorithm adjusts.