BEHIND THE SCENES: The REAL LinkedIn Algorithm Secrets

Published Jul 19, 2023, 11:00 AM

In Episode #2513, we shed light on some shocking information about the LinkedIn algorithm and its manual filtering from someone who works in its influencer program. You’ll hear about how they manually manipulate the reach of viral content, the types of accounts that get down-ranked and up-ranked, and why. We explain some of the criteria that affect this, the four levels they use to rank content, and the topics you should talk about if you want your posts to rank. We also discuss the lack of transparency about the algorithm and how LinkedIn differs from Twitter in this regard. Tune in to find out the truth about the LinkedIn algorithm! 

TIME-STAMPED SHOW NOTES:

  • [00:00] Today’s topic: the secrets of the LinkedIn algorithm.
  • [00:30] Shocking info on the manual filtering of LinkedIn from someone on the inside.
  • [01:37] Typical account types that get down-ranked and up-ranked.
  • [02:10] How the criteria changes per country and other factors that affect it.
  • [02:31] Topics you should talk about depending on your racial profile. 
  • [03:17] The four levels that they use to rank content.
  • [03:50] Thoughts on the incentives that drive this.
  • [04:11] How our hosts would do things differently if they worked at LinkedIn.
  • [04:47] A case study that Eric looked at and the value of playing by the rules.
  • [05:16]  Thoughts on the level of transparency when it comes to algorithms in LinkedIn versus Twitter.
  • [06:33] That’s it for today! Don’t forget to rate, review, and subscribe!

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All right, so we're going to talk about the secrets behind the LinkedIn algorithm. But this one, this episode's a little different because this is from behind the scenes. So when we were talking behind the scenes about doing this episode, Neils like, we did this already. But I was like, Neil, my friend this morning told me there's actually a lot more that happens behind the scenes. And this is my friend talking to a person that actually works at LinkedIn. So Neil, do you want me to let her rip here?

Yeah, because I didn't talk to your friend who has a friend that LinkedIn, So.

Okay, I was like hey, I was like, hey, do you want me to give you credits? Like, no, no, I'm going to get bad if you give him cdits. I'm not going to give him credit. So here's what he says. So, seeing how they're doing things as a trip right now, I talk to a person who runs their influencer program and she said it is totally rigged, and I mean hand selected eric quote. What they do is you get traction on stuff your account hits a list that they manually reviews. So let's for for example, let's say I had a picture and it goes viral and it has four thousand likes on it, right, they're like, okay, that triggers a manual review. I didn't know that they have a criteria race, gender, topic, age, school, et cetera. And if you don't fit there current initiative, they tag you and they down rank you, and once they do, it's almost impossible to get out of their system. You want to pause for a second.

I have more here, Keep going, keep going.

Just sorry it so, she said, if your follower stopped growing significantly last year, it's because they're too many people going viral that don't fit their criteria. They basically down rank them all but the few that they did let through most of those people. So they did let a few people through, sorry, but most of the people that don't fit their initiative, they essentially throttle your account down. She said. It's the most manual filtering of any platform. I'll pause for a second again, I got more.

Keep going, Okay, just keep going.

I asked her, what would be an example of the worst account you've wanted de list? Okay, guys, this is the messenger. Don't shoot us. Okay, we get called out for this all the time. So, she said, young white growth hacker, get rich quick guy, and then young pretty fitness model, health supplement girl, and then rich white tech bro. I said, who would you up rank and give extra priority to. She said, disabled black immigrant financial professional number two, Harvard educated Asian doctor, health and fitness content number three LGBTQ plus tech manager. She said the criteria changes per country too, and it's really in line with the corporations that need to use LinkedIn for the premium HR products. Okay, and that algo does not actually give preference to the best performing content because then all the growth hackers and marketers will get to the top, so they have to manually filter, so the ad inventory works best for corporations. Diversity and inclusion initiatives. Final thing I'll add here. I asked her, as a white dude, what should I talk about? She said inclusive leadership. I said, if you're Asian, what should you talk about? She said health and wellness? And I said, if you're black, she said personal finance. So guys, I'm switching over to health and wellness guys.

Wow, dude, you know, at the end of the day, they are corporation. They're going to do what benefits them. One interesting thing though, that you said that. I didn't actually think about, but it totally makes sense. They adapt it per country because culture in each country is totally different on what companies and people want. The one thing that I don't hate on and I expected this is they adapt their algorithms to make them the most money. Facebook does that, Instagram does that, Twitter does that. They all do that.

Here's another thing. So there are four languages or four different levels that they have. Okay, so if you're a vetted person on LinkedIn, it's basically someone from LinkedIn that wait, So vetted means they've chosen you right standards, AKA, someone has an initiative. So it could be LGBTQ that that could be an initiative, right valuable. That's determined by the internal review team at LinkedIn, so it's a team instead of an individual. Unique is for example, like a white tech guy talking about tech pro stuff is not unique. For example, LGBTQ tech person talked about product management tech stuff is. So take it for what it is, but it just reminds me. So I have the statue over here, it's this one. So this one's Charlie Munger. You can't quite see his full face, but he always says, show media incentive and I will show you the outcome. Everyone is driven by incentives. Every company is driven by incentives.

So dude, yeah, well it's business too question for you. All right, here's a real question. What would you do if you're linked in?

I think I do the same thing.

Yeah, I would modify the algorithm for me to make the most money.

Yeah, they're a publicly traded company. Well sorry, no, Microsoft bought them, so they're still publicly traded. I guess they have numbers to hit and they want to make the most of this acquisition, so I don't fault them for doing it. I think, you know, transparency would probably be a little more helpful. I think that would be nice. But then what happens is, like my friend said, marketers will come in and pollute everything, so it's best that they keep it under wraps. So like, sometimes there's no clear cut answer. There's no clean cut answer, and there's a lot of variables. So yeah, yeah, one other thing I'll say too, So he linked me to someone else's profile. He's like, use this guy's profile as a case study. So this account has massive followers, post for going viral big time. One day he talked about Russia and they smacked him hard and so so he ended up deleting a bunch of posts and he's kind of on a bounce back right now, but he used to post every day. So it just goes to show you again that you know, at the end of the day, you're living within these kind of gardens and you have to play within their rules and you have to understand each game that you're playing.

Dude. You know what's so funny. A lot of these social networks are posting their algorithms online, right and they're talking about like, hey, here's transparency, here's what's affecting our rankings. I bet you a lot of them do this kind of stuff, and they don't post all this online, right, Like when you're just saying, hey we're gonna open so shag than here it is, I'm like, yeah, you probably are not showing everything.

Yep. You know what's interesting. I don't think LinkedIn necessarily is, but I kind of feel like Elon is because like you know what I mean, like the Twitter files, the code and everything. I think he is right, Like I think other companies like there's more stuff to hide or whatever, but this guy, I mean he took to company private, right, there's I don't know if there's that much for this guy to lose, And I don't think that's about that. I don't think this guy really cares. And so by the way, here come all the haters for us that support Elon.

So Elon and Twitter a little bit different because I don't think he actually cares what people say or think if he just is transparent and it, but I think a lot of other social networks are different.

He's not running.

Yes, he has to make Twitter profitable, but you know, his original intention of buying it wasn't for a business purposes. From what it seemed like he was. He just believed it's like a great town hall and he just wanted to make sure that it kept doing well supposedly right well.

I think eventually he tries to push it toward x dot com. He's original vision for that, but that's for another episode. So anyway, we hope you all enjoyed this one. This one's a little behind the scenes. Let us know what else do you like us to help find out behind the scenes. Don't forget to rate and read subscribe five stars. Please share this with your friends, family, dog, and we'll talk to you later.