Dan Roth, editor-in-chief of LinkedIn, and Alice Xiong, head of product management, provided details. These are five changes to keep in mind:

1. serve your own bubble

Users seem to value content in their timelines that is based on knowledge and advice written by people they know and find relevant. Posts by people whom users follow are more likely to be clicked on. This is now additionally supported by the algorithm. Therefore, important contacts should be intensively cultivated. Actively sharing and commenting on posts by followers and contacts increases the likelihood that one's own posts will also be shown in the feed of followers and people outside one's own network. 

2. score with expertise

In order to reach people outside of one's own network, posts must convey knowledge and contain concrete advice and instructions for action. This content is preferred by the algorithm. With this, LinkedIn wants to counteract the trend of sharing content of a private nature on LinkedIn. Expertise and professionalism are now in demand rather than intimate insights into business culture or team life. The algorithm uses various criteria to recognise whether posts convey knowledge and advice. It is important to note that the algorithm does not only evaluate the content of the post, but also the authors. If someone writes about a topic on which they have no expertise, the algorithm will only show the post to a few users. It is therefore advisable to concentrate on one's own areas of expertise. Financial advisors write better about long-term investment strategies than about innovations in corporate law.

3. enrich content with keywords

It is also very important to consider who specifically should be addressed. Because the algorithm also takes this question into account. The algorithm determines which posts are shown by analysing the activities and information on the profiles of the users, among other things. It is therefore worthwhile to identify keywords on the profiles of the target group and to include them in your own post. If you are writing an article about the importance of long-term investment strategies, it is better to check the profiles of the target group beforehand. If this research reveals that many of these profiles contain terms such as risk management and diversification, it is better to include these terms in your own post.

4. express strong opinions

Posts should be about more than just imparting knowledge. In the case of specialist posts, it is not just about passing on knowledge, but also about classifying it and formulating pointed views. Personal views and own thoughts have recently been given even more weight. In the case of the example of long-term investment strategy, the algorithm is likely to reward contributions that also address personal experiences - such as failed approaches and the associated gains in knowledge.

5. Respond to comments 

As already mentioned, one's own network is becoming more important. This does not only apply to your own followers, but to the community as a whole. Posts with a high engagement rate are considered important and are displayed to more users. It is therefore worthwhile to respond to comments under the post. When it comes to engagement, it is also elementary that comments really refer to the content of the post and are not of a general nature such as "Well done" and the like. The professional background of the commenters is also crucial. If they are part of the target group determined by the algorithm, more people will see the post. If a post is published about the importance of long-term investment strategies and if it receives lively comments from the financial community, this is an essential criterion for the algorithm as to whether the post is shown to more people.

Conclusion: Quality remains decisive

In summary, it can be said that engagement is still the most important criterion for the algorithm. But beware: LinkedIn does not reward virality. This is justified by the fact that the goal of the platform is not to reach as many people as possible, but to connect the right people.