LinkedIn Is the New Stage - and Gen Z Is Stealing the Spotlight

UK/US-based brand consultant Nancy Ampaw unpacks why professional branding is Gen Z's smartest currency in 2025 and beyond
London, UK - August 25, 2025 - LinkedIn is no longer just a static job board. In 2025, it has become a strategic platform where Gen Z professionals actively shape their careers. As layoffs persist across industries and automated hiring systems filter out qualified applicants, younger workers are turning to LinkedIn to remain visible, relevant, and competitive in a changing job market.

In February 2025, LinkedIn recorded 1.77 billion monthly visits. An estimated 56 percent of that traffic came from users aged 25 to 34. As the user base has shifted, so has the platform's tone and function. Today, it features more than job updates, offering marketing commentary, industry analysis, career transitions, and personal reflections from professionals navigating uncertainty.

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This evolution reflects a wider dissatisfaction with traditional recruitment processes. Many candidates are overlooked by applicant tracking systems or receive no response at all. Gen Z professionals, already fluent in digital expression, are adapting by using LinkedIn as a space to demonstrate expertise while building credibility and sharing perspectives through consistent public engagement.

A recent study from Morning Consult found that 67 percent of Gen Z adults believe a strong personal brand is essential for career success. For this generation, professional identity is not confined to resumes or cover letters. It is actively shaped through content, conversation, and community interaction.

Nancy Ampaw, a UK and US-based brand consultant, views this shift as a necessary adjustment to modern professional life.

"Where your employer can change their mind overnight, your professional brand is your digital currency," says Ampaw. "It allows you to be recognized for your value before a role is even on the table."

LinkedIn has responded to these behavioral changes by introducing new features aimed at content creators. These include newsletters, analytics tools, and short-form video. The platform has become a space where professionals can clarify their niche, showcase their thinking, and develop long-term visibility.

Despite the growth in engagement, not everyone welcomes the change. Some longtime users express concern over the platform's informal tone. Others, however, see it as a natural reflection of Gen Z's approach to work. This generation prioritizes transparency, proactive career development, and peer-driven learning as part of its professional values.

Rather than waiting to be noticed, Gen Z professionals are choosing to lead with initiative and clarity. In a job market where qualifications alone no longer guarantee success, those who demonstrate their ideas publicly are the ones who gain traction.

LinkedIn is no longer a tool used occasionally during a job search. For many emerging professionals, it has become an ongoing strategy for growth, connection, and influence within their industries.

About Nancy Ampaw

Nancy Ampaw is a UK and US-based brand consultant, marketer, and writer with eight years of experience in public relations, content strategy, and audience engagement. She is the founder of The BrandFix, a platform that helps brands their voice and build long-term presence. Her work has been featured in Franchise Magazine USA and widely shared across LinkedIn.

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