LinkedIn’s 2025 Algorithm update. More inbound candidates and more inbound clients

As a recruiter, you’ll know the importance of LinkedIn posts that generate inbound candidates and clients.

We hope you’ll find this 2025 research extremely valuable to improve organic reach of your LinkedIn posts and to train recruiters in your business.

LinkedIn’s organic reach has undergone significant transformations in 2025, marked by a 13% decline in median impressions since Q4 2024 and a widening performance gap between average and exceptional content1 5. While the top 1% of posts continue to thrive, the platform’s algorithm now prioritizes expertise, meaningful engagement, and native content formats, demanding a strategic overhaul for creators aiming to maintain visibility1 3. This report synthesizes findings from industry analyses, performance benchmarks, and algorithmic updates to provide actionable insights for optimizing content in LinkedIn’s evolving ecosystem.

Algorithm Updates: Prioritizing Expertise and Engagement

The Three-Stage Content Filtering System

LinkedIn’s algorithm employs a rigorous three-stage process to curate feeds:

Quality Filtering: Posts are immediately classified as spam, low-quality, or high-quality. Violations include excessive tagging (>5 tags), frequent posting (<12-hour intervals), or engagement bait (e.g., “Comment YES if you agree”)1.
Engagement Testing: Content that passes initial screening is shown to a small audience. Strong engagement within the first hour (“golden hour”) triggers distribution to second- and third-degree connections1 3.
Network/Relevance Ranking: Posts from users and topics a member frequently engages with receive priority. Dwell time—the duration users spend interacting with content—has emerged as a critical ranking factor1 5.

Key 2025 Algorithm Changes

Expertise-Driven Visibility: LinkedIn now amplifies content from active creators and subject-matter experts. For example, a marketing professional consistently publishing original case studies may see their posts prioritized over generic advice1.
Clickbait Penalization: The platform demotes posts using manipulative tactics, favoring substantive discussions. A post titled “5 Secrets to Triple Your Followers” would underperform compared to one analyzing verified growth strategies1 3.
Native Content Boost: External links in posts reduce reach by ~40%, while native formats like carousels and text-only posts receive 2–3x higher impressions1 5.

Content Performance Metrics: Format-Specific Insights

Text-Only Posts

Despite the rise of visual media, text posts remain highly effective, particularly those structured with 14+ paragraphs (1,242–2,500 characters). For instance, HubSpot’s text-based discussion on “work besties” achieved an 85% higher engagement rate than its video content by sparking relatable conversations3 4. Optimal text posts use:

Pattern Interrupts: Opening lines like “Stop scrolling—this will change how you pitch” capture attention.
Conversational Language: Short sentences (4–5 words average) and humor increase readability3 4.

Visual Formats

Carousels: Scroll-stopping titles with urgency (e.g., “7 Mistakes Killing Your CTR—Fix Them by Friday”) outperform neutral headlines by 302%. The “do this, not that” format, paired with bold visuals, drives 5.4x more clicks than standard infographics1 5.
Videos: Educational tutorials (e.g., “Step-by-Step SEO Audits”) generate 29% higher dwell time than promotional product demos. Vertical videos with high-contrast colors see 2.1x more shares1 3.

Engagement Metrics Benchmarking

Impressions: Top-performing posts average 50,000–100,000 impressions, but median impressions have dropped to 15,000–20,0001 5.
Engagement Rate: The 2025 benchmark is 3.85%, with posts exceeding 5% classified as “exceptional”3.

Engagement Strategies: Beyond Likes and Shares

Comment Optimization

Posts with comments exceeding 50 words receive 302% higher visibility. For example, a user dissecting a LinkedIn algorithm update in the comments section can extend the post’s reach to their network1 5. Strategies include:

Provocative Questions: “Would you hire a candidate with AI-generated comments?” sparks debate.
Expert Tagging: Mentioning industry leaders like Neil Patel in relevant discussions increases credibility and algorithmic favorability3 5.

Reposts and Dwell Time

Reposts: Content shared by followers with added insights (e.g., “This framework revolutionized our sales process”) signals value to the algorithm, boosting impressions by 29%1 5.
Dwell Time: Posts with a 2.5+ minute average view duration (for videos) or 1.5+ minute read time (for text) rank higher. Interactive elements like polls or downloadable templates prolong engagement1 3.

Content Characteristics: Structuring for Success

Post Length and Structure

Long-Form Content: Posts between 1,300–2,000 characters (14–20 paragraphs) perform best, particularly when segmented with subheaders (e.g., “Problem,” “Solution,” “Results”)4 5.
Short-Form Content: Sub-300-character posts succeed when paired with bold claims (e.g., “LinkedIn’s #1 mistake: Ignoring this metric”) or quick tips4.

Word Choice and Readability

Simplified Vocabulary: Words averaging 4–5 letters (e.g., “tips,” “data,” “growth”) improve accessibility. Complex jargon reduces dwell time by 17%3 4.
Lists and Frameworks: Numbered lists (e.g., “3 Unignorable Trends”) yield 11.2x more impressions than narrative formats by enhancing scannability1 5.

Best Practices for Sustainable Growth

Building Authority Through Thought Leadership

Niche Specialization: A cybersecurity analyst publishing weekly threat reports gains algorithmic recognition as an expert, increasing post reach by 40% over six months1 5.
Collaborative Content: Co-authored posts with influencers (e.g., “With [Industry Leader]: Mastering Cold Outreach”) tap into dual networks, doubling engagement3.

Authentic Community Engagement

Proactive Commenting: Users engaging in 10+ daily meaningful comments (50+ words) see a 29% impression boost on their own posts1 3.
Avoiding AI-Generated Content: Posts identified as AI-written suffer a 50% reduction in reach. Manual editing to inject personal anecdotes (e.g., “In my 2023 campaign…”) restores authenticity1 5.

Industry Trends: Rising Competition and Strategic Shifts

Performance Benchmarks

Declining Median Reach: Median impressions fell 13% YoY, but the top 1% of posts saw a 22% increase, highlighting content polarization1 5.
Engagement Rate Growth: Overall engagement rose 44% YoY, driven by LinkedIn’s user base growth and algorithmic rewards for quality3.

Emerging Content Strategies

Serialized Content: Weekly series (e.g., “LinkedIn Algorithm Myths—Busted”) build anticipation, increasing follower retention by 35%3 5.
Hybrid Formats: Text posts embedded with video snippets (e.g., “Watch me break down this data”) combine dwell time benefits with readability, achieving 2.8x higher CTR1 3.

Conclusion: Balancing Quality and Algorithmic Alignment

LinkedIn’s 2025 algorithm demands a dual focus: creating exceptional content that resonates professionally while adhering to technical ranking factors. Success hinges on leveraging native formats, fostering substantive engagement, and establishing niche authority. As the platform continues to deprioritize mediocre content, creators must invest in strategic experimentation, using analytics tools like Sprout Social and Hootsuite to refine their approach2 5. Ultimately, the intersection of expertise, authenticity, and algorithmic savvy will define visibility in LinkedIn’s next era.

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