Illustration: Shira Inbar

Inside LinkedIn: the Rise of the Normcore Social Network

How the professional platform became a site that millions of people check every day — even when they’re not looking for a job

LinkedIn’s audience has grown over 60% and its revenue has nearly doubled, to over $7 billion.

No LinkedIn growth hack will live on in greater infamy than “broetry.”

“What I love about LinkedIn is that the editors are taken out of the picture. It’s a direct connection to an audience that cares about what I care about.”

LinkedIn has largely steered clear of the disinformation that plagues Facebook and the hate speech that plagues Twitter precisely because it has stayed in its lane.

Perhaps the best measure of LinkedIn is its impact on business culture.

Writer based in Oakland. I’m interested in tech ethics, automation, and the future of work. Work @IDEO. Newsletter here: