🔗 Share this article

Are your LinkedIn connections viewing you as a industry expert? Do numerous commenters applauding your insights on growing your business? Are headhunters making contact to discuss opportunities?

If not, the reason could be your gender.

The Test: Changing Profile Gender for Better Visibility

Dozens of women participated in a collective professional network test this week after popular discussions suggested that switching their gender to "man" boosted their platform visibility.

Some participants modified their profiles to include what they called "bro-coded" terminology - inserting results-driven professional jargon like "drive", "transform" and "accelerate". Based on reports, their exposure also improved.

Systemic Preference Questions Brought Up

The improved metrics has led some to speculate whether an inherent sexism in LinkedIn's algorithm prioritizes men who use professional networking terminology.

Similar to most major social media platforms, LinkedIn utilizes a computerized system to determine which content appear to which users - boosting some while suppressing others.

Company Statement

Through a blog post, LinkedIn acknowledged the trend but claimed it does not consider "demographic information" when determining post visibility. Instead, the company mentioned that "hundreds of signals" affect how posts are received.

Changing gender on your profile does not influence how your content appears in search or feed.

Individual Results

Simone Bonnett, who modified her pronouns to "he/him" and her profile name to "a masculine version", described remarkable results.

"The numbers I'm seeing indicate a 1,600% increase in profile views and a thirteen-fold jump in impressions," she noted.

Another professional, a marketing expert, began experimenting after noticing her audience decrease significantly.

The Process

• Initially, she modified her profile gender to "male"
• Then, she used artificial intelligence to rephrase her profile using "male-coded" language
• Lastly, she repurposed old posts with similar "assertive" language

The result was instantaneous: a 415% increase in reach within seven days.

The Downside

Although the success, Cornish voiced unhappiness with the approach.

"Previously, my posts were softer - brief and insightful, but also warm and human," she explained. "Currently, the masculine version was assertive and confident - similar to a white male swaggering around."

She discontinued the experiment after seven days, saying "Every day I continued, and outcomes improved, I became angrier."

Varying Outcomes

Some participants encountered positive outcomes. Cass Cooper who modified both her gender to "male" and her race to "Caucasian" reported a decrease in reach and engagement.

"We know there's systemic preference, but it's very challenging to comprehend how it operates in particular situations or the reasons behind it," she commented.

Wider Consequences

These tests occur alongside continuing discussions about LinkedIn's unique role as both a business platform and community site.

Platform modifications in recent months have reportedly resulted in female creators experiencing significantly reduced exposure, resulting in informal experiments where identical posts by men and women received vastly different reach.

Technical Explanation

According to LinkedIn, the platform uses AI systems to categorize and spread content based on various elements, including post content and the member's career profile.

The company states it regularly evaluates its systems, including "checks for gender-related disparities."

A spokesperson proposed that current reductions in certain members' visibility might originate from increased competition due to additional posts on the platform.

Evolving Environment

According to a tester observed, "bro-coding" appears to be increasing on the platform.

"Users typically consider LinkedIn as more businesslike and refined," she commented. "That's changing. It's becoming increasingly aggressive and unpredictable."