Does Gen Z perceive LinkedIn as cringe? The jury’s still out

On an online networking platform filled with corporate jargon and self-congratulatory posts, how can younger professionals entering the workplace carve their own identity?  

LinkedIn has long been a staple for most professionals across fields. Gen Z, however, feels differently about the platform. For them, it is often the ‘uncool’ corner of the internet—overrun by corporate jargon, self-congratulatory posts, and an overall formality that clashes with their preference for authentic and informal social spaces. While it may seem cringe-worthy to many young professionals, LinkedIn isn’t always all fluff and flexing. Beneath the surface, it can aid in career growth and networking. 

The Cringe Factor: Why Does LinkedIn Feel So Awkward for Gen Z?

For younger professionals, LinkedIn embodies a level of self-promotion and humility that often feels forced. Scrolling through your feed, it is easy to realise that LinkedIn is where everyone’s ‘humblebrag’ game is taken to new heights. Job updates, accolades, promotions—everyone seems to be broadcasting their latest achievements, and the language can often border on a self-congratulatory tone. Add to that the overuse of terms like ‘thought leader’ or ‘visionary,’ and you have a recipe for Gen Z’s collective eye roll.

Beyond these clichés and humblebrags, LinkedIn serves a purpose that goes beyond mere posturing. Unlike other online social networks where content is fleeting, LinkedIn is designed for professional longevity and credibility. It’s a platform where you can build and sustain a professional brand, making it critical for those in competitive industries or job markets. LinkedIn is a key space for establishing your professional brand, opening doors to potential opportunities—whether you’re fresh out of university or climbing the corporate ladder.

Why LinkedIn Still Matters

LinkedIn has a dual purpose: job hunting and networking. While LinkedIn’s style may feel a bit outdated for Gen Z, its utility cannot be overstated. In an age where remote work and digital-first job searches are par for the course, LinkedIn’s networking and job-search capabilities can be invaluable for young professionals, particularly in tech or creative fields where building a personal brand is essential. It’s one of the few platforms where a single profile can grant access to thousands of job listings, industry insights, and opportunities that may not be advertised elsewhere.

Recruiters actively use LinkedIn to discover talent, and failing to leverage LinkedIn could mean missing out on career-defining moments. For those still establishing themselves, LinkedIn offers a place to showcase work and network with leaders who would be inaccessible on other social platforms.

Networking Without the Cringe

So, how can Gen Z make the most of LinkedIn without getting bogged down by the apparent awkwardness? The key is to strike a balance—network smart but keep it real. Instead of collecting connections as if they are Pokémon cards, focus on people who inspire you or who work in fields you’re passionate about. Reach out with a personalised note rather than the standard “I’d like to connect.”

Building a LinkedIn profile doesn’t mean you have to adopt a persona of a corporate clone. Use your profile to reflect your personality and aspirations. Write a summary that’s more about what drives you than what you’ve accomplished, and highlight skills that align with your goals.

Like any social platform, LinkedIn is only as meaningful as the time you invest in it. Share articles, comment thoughtfully, and even create your own content—whether that’s writing posts or publishing articles. Engaging with content relevant to your field makes your presence known without resorting to overt self-promotion.

Stay clear of terms like ‘ninja,’ ‘guru,’ or ‘rockstar’—words that read like they belong in a cringe compilation. Instead, focus on clarity and authenticity. Write naturally in your own voice, and that your profile will stand out when you use simple language to describe what you do.

These steps can help Gen Z professionals make LinkedIn work for them in ways that feel real and relevant. There’s no need to embrace the traditional ‘business as usual’ attitude to get the best out of LinkedIn—you can optimise your LinkedIn profile without compromising who you are.

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