Oversharing, AI posts and other faux pas: Why you're using LinkedIn wrong

Straits Times

07-06-2025

Be mindful of the pitfalls of posting on LinkedIn, or it could lead to cringeworthy content. PHOTO: ISTOCKPHOTO
Oversharing, AI posts and other faux pas: Why you're using LinkedIn wrong
SINGAPORE – A widely circulated meme mocking LinkedIn entries goes like this: 'When I was a little girl, I always dreamed of growing up to satisfy user needs in a way that meets business goals for transformative outcomes.'
While the post is satirical, its virality hints at how it captures the unique – and often cringeworthy – way that people write on LinkedIn.
The professional networking platform, which launched in 2003, is where humble-bragging routinely meets oversharing . U sers find ways to draw leadership life lesson s from the most mundane of daily activities, such as conversations with a taxi driver or doing a presentation.
Such oversharing is not without consequences.
In May, Singaporean LinkedIn user Janney Hujic, who runs tour agency Elysian Expeditions, posted about a life lesson learnt from meeting former DBS Group chief executive Piyush Gupta – only for Mr Gupta to later comment: 'Sorry to disillusion you. That isn't me!'
I f not for the mistaken identity, Ms Hujic's post would probably have gone unnoticed on the platform. LinkedIn has over one billion users worldwide – more than four million of whom are based in Singapore – all plugging their own professional and personal pursuits.
Many of the initial comments lauded her for writing about this fortuitous 'chance encounter'. Even after Mr Gupta weighed in to dispute the account , some commenters suggested that the post , left up for a week, could draw attention to Ms Hujic's tour company. But at the end of May, her LinkedIn account was gone.
What is the line between authenticity and misreading the room? Between clout-chasing and networking? Being vulnerable and oversharing?
The Straits Times spoke to recruiters, public relations experts and LinkedIn's 'top voices' to find out why you are likely using LinkedIn wrong.
Here are five questions to ask before you post.
1. Is it cringe or 'context collapse'?
When you post on LinkedIn, for whom should you be writing ? Y our future boss? A potential recruiter or hiring manager? Your current colleagues? Perhaps your old schoolmates or industry acquaintances?
While you might imagine a particular audience, the answer is really: 'All of the above.'
Internet researchers have coined the term 'context collapse' to refer to how social media creates a form of communication that collapses many distinct social contexts into one.
Offline, it is an easy feat to change your tone and language when schmoozing with your boss, sharing workplace gossip with a confidant or impressing a recruiter.
Online, these contexts are flattened into a single feed that all of these potential audiences – and your mum and mother-in-law – can access.
This partly explains why many LinkedIn posts feel 'cringe'. Users often post to impress future hiring managers or build a specific follower base, which is perhaps an expectation that current colleagues or general audiences might not share.
It also explains why certain posts land their creators in hot water.
Posts on LinkedIn are visible not only to one's target audience, but also to the public.
PHOTO: LINKEDINLUNATICS
Ms Bethany Bloch, managing editor at public relations firm Mutant Communications, says leaders need to be mindful of the opinions they share, as well as prevailing public sentiment.
'We saw what happened with the now former vice-president of the Law Society of Singapore , which is a classic example of oversharing that led to a PR crisis for them and a personal crisis for him ,' she says, referring to Mr Chia Boon Teck, who resigned from his position after he penned a LinkedIn post in March which was seen as casting blame on a rape survivor.
Mr Chia likely expected his post to stay within a small circle of friends in the legal fraternity. However, context collapse meant that strangers – including those on Facebook and Instagram – who held divergent viewpoints became his audience, judge and jury.
Recruitment experts speaking to ST affirm the importance of being wary about one's LinkedIn activity, noting that it is now common practice for recruiters to look through a candidate's posts to assess his or her personality and values , and identify potential red flags .
2. Are you authentic enough?
Nearly all experts speaking to ST identified 'authenticity' as an important trait to project on LinkedIn , but it is an amorphous concept that defies definition.
'Beyond qualifications, cultural and personality fit are critical factors in the hiring process,' says Ms Jaya Dass, Asia-Pacific managing director at human resources firm Randstad Enterprise, who notes that she sees inappropriate jokes and personal rants as red flags.
On the other hand, insightful content about personal takeaways – instead of merely posting often – and posts showing appreciation for colleagues are her green flags.
Content that drives the most engagement on LinkedIn includes business news – earnings, mergers and organisational changes – as well as career advice and industry trend perspectives, says Ms Serla Rusli, a LinkedIn career expert and senior editor at LinkedIn News.
Who is posting matters. She notes that more business leaders are using LinkedIn to explain the how and why behind major professional decisions, citing a 52 per cent increase in posts from chief executives over the past two years. These average eight times more impressions and four times more engagement than posts from others.
There has been a 52 per cent increase in posts from chief executives in recent years, though engagement may not always be positive.
PHOTO: LINKEDINLUNATICS
Sharing videos is another approach to consider. Ms Rusli notes that video is a fast-growing format on LinkedIn, with time spent watching videos up by 36 per cent as at April.
Ms Christel Goh, chief executive of local public relations agency Grow Public Relations, warns against overusing personal stories , a common trope on LinkedIn.
'There's a fine line between meaningful sharing and oversharing. When every moment becomes a 'teachable lesson', it can feel forced, cringey or overly dramatic,' she adds.
An overemphasis on achievements, using the platform to shame and blame others, and an excessive dependence on artificial intelligence (AI) to generate content are other common mistakes on the platform .
LinkedIn users' frequent overemphasis on achievements and 'teachable' moments is often satirised.
PHOTO: LINKEDINLUNATICS
'LinkedIn is a professional networking space, and because of its nature, many users feel compelled to present a highly polished, positive image of themselves,' Ms Goh says.
'While this might seem appropriate for a professional platform, the overly curated and idealised tone can come across as unrealistic. People don't typically communicate in such a polished manner in everyday life. '
The key is setting editorial guidelines for yourself, says Dr Juliana Chan, a LinkedIn Top Voice with more than 100,000 followers, and former Massachusetts Institute of Technology scientist-turned-branding-coach who prides herself on speaking 'fluent LinkedInese' .
''Does this story serve my professional audience? Does it add value or context to my expertise and job as a branding coach?' If yes, I'll share it authentically. If it's just unnecessary personal drama or random life updates, it stays private,' she says.
She points to a post she made in November about her father's death in 2024 because she had written about him on LinkedIn in the past. She sees this as professionally relevant context because it 'helped people see that I am only human and not some digital avatar'.
The challenge lies in where to draw these lines. What constitutes oversharing versus insight? Bluntness versus offence? The inherent risk of using LinkedIn as a platform is that not everyone agrees on boundaries. Unfortunately, any misjudgments are linked to your employer and a detailed resume.
For another LinkedIn Top Voice and founder of career development organisation The Mindgem, Ms Ratna Juita, the answer lies in understanding that you cannot please everyone.
'In today's attention economy, appealing to everybody means appealing to nobody,' she says. ' Embrace strategic polarisation. Take clear stands on industry issues, share your unique perspectives and don't be afraid to repel the wrong audience while attracting the right one.'
3. How are you using your connections?
One of LinkedIn's most important functions is the ability to connect with others. But this, too, can be a potential source of networking faux pas.
Ms Yeo Sha-En, a professional speaker and LinkedIn Top Voice, considers immediately asking for something upon reaching out to be a networking red flag.
'In the case of networking or mentorship, this is equivalent to meeting someone for the first time and expecting him or her to give you something,' she says. 'People need time to get to know you before they can mentor you.'
Similarly, Dr Chan thinks it is a common networking mistake to send connection requests without adding a custom note.
'If I receive 100 connection requests, often only two to three of them have a thoughtfully written custom note attached to it,' she says. ' Every single time, I consider these requests first.'
Ms Juita says: 'Strategic networking isn't about collecting contacts. It's about building a community of mutual support and shared professional growth.' She highlights the importance of finding ways to turn online connections into offline ones and setting healthy boundaries on what you should share .
Being retrenched in 2018, she adds, taught her a hard lesson on the importance of establishing a personal brand that extends beyond a single company or employer .
'The traditional employment contract where loyalty guaranteed job security no longer exists,' she says. 'Companies restructure, industries evolve and even the most dedicated employees can find themselves unexpectedly looking for new opportunities.
'When that happens, your LinkedIn network isn't just helpful, but it can also be your lifeline.'
4. Is sharing your layoff a good idea?
Posting about being #opentowork or a recent layoff has become a common LinkedIn trope, but is sharing such news online a good idea?
Nearly all recruitment experts who spoke to ST say being open about a layoff is a useful way to put yourself on the radar of recruiters – and get some much-needed support from others .
'From a recruiter's perspective, layoffs are rarely seen as a negative mark, especially given today's economic climate,' says Ms Kris Tan, an associate partner at recruitment firm Page Executive.
'Authenticity is a valued quality in candidates, and many employers appreciate when individuals are transparent about their job search efforts.'
Recruiters say it often comes down to discoverability.
'Recruiters monitor these posts, and such announcements can increase visibility and encourage referrals,' says Ms Ilse Clement, senior consultant for human resources and business support at recruitment agency Robert Walters Singapore.
' Be tactful and forward-looking. Frame it as a transition rather than a setback,' she adds.
Ms Clement also notes that active LinkedIn users who post regularly and engage with others are more likely to appear in search results due to the platform's algorithm.
As recruiters use keywords to find candidates, it is important that your profile includes relevant industry terms, skills and certifications.
Candidates can also use LinkedIn's built-in 'Open to Work' feature to discreetly signal to recruiters that they are open to opportunities.
Not everyone agrees with this approach. Dr Leon Qiu, a PhD graduate from the Singapore Management University and prolific LinkedIn poster , believes that signalling you are #opentowork – using the platform's built-in profile frame – can be 'self-sabotage '.
'It hurts your chances and negotiating power. It signals to the job market you are of poorer labour quality,' he says. ' Conversely, if you are open to hire, you have greater power and are perceived to be more capable. But it's just my hypothesis.'
5. Falling for the 'thought leadership' trap?
Considering the effort required and the many reputational risks, why post on LinkedIn at all?
The answer usually revolves around 'thought leadership', one of LinkedIn's most persistent buzzwords. The term refers to establishing oneself as an authority in a field.
Advocates see it as genuine expertise that influences industries and drives change. Sceptics argue it is little more than dressed-up self-promotion, recycled ideas and meaningless business jargon.
The desire for 'thought leadership' has created a lucrative industry around it , where it has become common practice for public relations agencies to sell thought leadership as a service – meaning the creation of op-eds and, at times, LinkedIn posts for a tidy sum .
Ms Charu Srivastava, co-founder of communications consultancy firm TriOn & Co, says her firm works with clients on LinkedIn strategy and thought leadership content development.
'The main reason they come to us is to ensure quality, authenticity and a consistency of LinkedIn engagement,' she says.
'The clients have full oversight of the content, and we incorporate their personal voice and nuances in the content development process. This provides our clients with the balance of strategy and guidance with full ownership of their profiles.'
But AI also adds a new dimension to this , with many users turning to generative AI tools like ChatGPT to create posts and insights.
Nearly all experts ST spoke to highlighted mindlessly using AI without supervision to create a flood of generic content as a flaming red flag.
'One of the biggest mistakes is posting content just for the sake of it,' says Ms Srivastava. 'There is more of this happening on LinkedIn these days, due to the increasing use of GenAI to create content.'
'There is a running joke about how people post about the most mundane professional developments with a 'LinkedIn flair',' she adds, noting that many users inflate achievements, and conflate their personal and professional lives.
Recognising the reality that many posts are not written by users themselves – the platform has even introduced a feature to use AI-generated responses as comments – is key to understanding that not all engagement on the platform is meaningful.
As such, the quest for engagement on the platform can sometimes be a performative trap, reinforcing that virality is far from the equivalent of becoming a thought leader.
This is especially true for those who create generic listicles and inspirational quotes without a clear point of view, say experts.
Dr Chan says 'not everyone needs to build an audience on LinkedIn'. For entrepreneurs, consultants and executive coaches – as well as those seeking speaking opportunities or board positions, or being headhunted – active engagement makes sense.
For others, it may not.
Her advice: Focus on 'signature content' that stems from your unique experience and cannot be replicated by others .
'Likes on LinkedIn don't pay the bills,' she says. 'It is more financially productive to attract people who want to collaborate with you. Every post should increase your 'surface area of luck' if done correctly.'
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