What happened to the professional playground we all loved?

Once upon a time, LinkedIn was my go-to place for inspiration. A hub of professional insights, genuine connections, and thoughtful content that helped me stay sharp and connected in the B2B world. It was like a well-curated networking event you could dip into any time of day, without needing to put on heels or find a lanyard.

But lately? It’s starting to feel more like a never-ending awards ceremony where everyone’s clapping for themselves. And I’m not sure I want to be in the audience anymore.

When did it all get so… personal?

Don’t get me wrong, I love a good success story. I’m in the business of telling them, after all. But what I’m seeing more and more on LinkedIn isn’t about sharing valuable lessons or celebrating team wins. It’s personal. It’s self-congratulatory. And it’s constant.

I just want to understand about achievements in a business context, not a ‘look how great I am’ personal context.

Every time I scroll, it’s another post about someone’s personal journey, their latest promotion, their incredible resilience, their amazing team (who they’ll name-check but not tag), and how proud they are of themselves. It’s like a humblebrag parade, and it’s exhausting.

And maybe I’m just being a typically reserved Brit. Maybe I should be more comfortable with the American-style self-promotion. But there’s something about it that feels… off. A bit crass. A bit too much.

Where did the value go?

LinkedIn used to be a place where I could find genuinely useful insights. Thought leadership that made me think. Industry news that helped me stay ahead. Stories that inspired me to try something new in my own work. Now, I have to wade through a sea of self-congratulation just to find one nugget of value.

It’s just becoming full of noise to the point where I’m going there less and less.

And that’s the real shame. Because LinkedIn still has so much potential. It’s still the best place to connect with other professionals, to learn from each other, and to share ideas that actually make a difference. But the signal is getting drowned out by the noise.

Let’s bring back the business

What I’d love to see is a bit of a reset. A return to what made LinkedIn great in the first place. Less personal PR, more professional value. Less self-congratulation, more collaboration. Less noise, more insight.

I want LinkedIn to go back to being a place where you find true, natural, valuable information and insights.

That doesn’t mean we can’t celebrate success. But let’s do it in a way that’s meaningful. Let’s talk about what we learned, what we’d do differently, and how others can benefit from our experience. Let’s make it less about the individual and more about the impact.

So what’s next?

For me, it’s about being more intentional with how I use LinkedIn. I’m curating my feed more carefully. I’m unfollowing the noise and leaning into the voices that offer real value. And I’m thinking twice before I post. Am I adding something useful to the conversation? Or am I just adding to the echo chamber?

And as someone who helps businesses tell their stories, I’m doubling down on authenticity. On relevance. On making sure the stories we tell aren’t just about how great someone is, but about what others can learn from them. Because that’s what makes a story worth sharing.

Let’s raise the bar

We all have a part to play in shaping the kind of content we want to see. So let’s raise the bar. Let’s be generous with our insights, thoughtful with our storytelling, and mindful of the space we take up in people’s feeds.

LinkedIn can still be the brilliant, professional playground it once was. But only if we treat it with the respect it deserves.

Now, if you’ll excuse me, I’m off to scroll past another 500-word post about someone’s morning run and how it taught them to be a better leader. Wish me luck.