LinkedIn Engagement Boost: Female Professionals Find Better Results When Pretending to be Men
Are your professional networking connections recognizing you as a industry expert? Do numerous respondents applauding your insights on expanding your venture? Do recruiters reaching out to explore opportunities?
Should that not be the case, the reason could be that you're not male.
The Experiment: Modifying Gender Identity to achieve Increased Reach
Dozens of female professionals participated in a collective professional network test this week after popular discussions suggested that switching their gender to "male" boosted their platform visibility.
Some participants rewrote their professional summaries to incorporate what they called "bro-coded" language - inserting results-driven business buzzwords like "propel", "revolutionize" and "expedite". Anecdotally, their visibility also improved.
Systemic Preference Concerns Brought Up
The improved metrics has led some to speculate whether an inherent sexism in the platform's system favors men who use online business jargon.
Like most major social media platforms, LinkedIn utilizes a computerized system to determine which content are shown to which members - promoting some while suppressing others.
Platform Response
Through a blog post, LinkedIn recognized the phenomenon but stated it does not consider "demographic information" when determining content distribution. Rather, the company explained that "numerous factors" influence how content are received.
Modifying profile gender on your profile does not affect how your posts appears in search or feed.
Individual Results
Simone Bonnett, who modified her pronouns to "male pronouns" and her name to "Simon E", reported extraordinary outcomes.
"The numbers I'm seeing indicate a sixteen-fold rise in profile views and a thirteen-fold jump in content views," she commented.
Another professional, a communications strategist, started testing after noticing her reach decline substantially.
The Process
- Initially, she modified her gender to "man"
- Then, she used AI tools to rephrase her professional summary using "masculine-oriented" language
- Finally, she repurposed old posts with comparable "agentic" language
The outcome was instantaneous: a 415% increase in visibility within one week.
The Negative Aspect
Although the positive results, Cornish voiced dissatisfaction with the method.
"Before, my content were softer - concise and clever, but also friendly and relatable," she explained. "Now, the bro-coded version was assertive and confident - similar to a Caucasian man swaggering around."
She discontinued the experiment after seven days, stating "Each day I persisted, and outcomes improved, I became angrier."
Mixed Results
Some participants experienced positive results. One writer who modified both her profile gender to "male" and her race to "Caucasian" described a decrease in visibility and engagement.
"We understand there's algorithmic bias, but it's extremely difficult to comprehend how it operates in specific cases or the reasons behind it," she remarked.
Broader Implications
These experiments occur alongside ongoing conversations about LinkedIn's distinctive position as both a professional network and community site.
Platform modifications in the past few months have apparently caused female creators experiencing markedly lower exposure, resulting in unofficial tests where identical content by male and female users received dramatically unequal reach.
System Details
According to LinkedIn, the network uses artificial intelligence to classify and spread content based on multiple factors, including post content and the user's professional identity.
The company states it regularly evaluates its systems, including "checks for gender-related disparities."
A spokesperson suggested that recent declines in certain members' visibility might stem from higher volume due to more content on the platform.
Evolving Environment
According to a tester observed, "bro-coding" appears to be increasing on the network.
"Users typically consider LinkedIn as more businesslike and polished," she commented. "This is evolving. It's turning into increasingly competitive and unpredictable."