How LinkedIn is Using AI to Increase User Engagement?

👋 Hey, SK here!  Welcome to XTEN10X. I write about startups, product management , career growth and other stories based on real-world learnings.

In today’s post, we’ll be talking about how LinkedIn is leveraging AI to increase user engagement on the platform.

Recently, LinkedIn has launched its first AI Agent - Hiring Assistant!

This Hiring Assistant aims to automate these time-consuming tasks, allowing recruiters to focus on people-centric activities.

Future enhancements will include messaging for candidate communication, interview scheduling, and follow-up support.

This is a great addition to LinkedIn:

✅ Targets LinkedIn’s B2B sector, a major revenue driver

✅ Aligned with ongoing recruitment innovation (e.g., Recruiter 2024)

✅ Extensive network access provides a competitive advantage over standalone tools

✅ Integration with LinkedIn’s ecosystem creates a strategic edge

This has also made me think about how LinkedIn uses AI to keep users engaged on the platform.

LinkedIn has nearly 310 million monthly active users.

Behind the scenes, LinkedIn is using some pretty cool AI models to keep us hooked.

From content that seems almost too relevant to job recommendations that fit like a glove, LinkedIn’s AI is working overtime to make sure we’re getting the most out of the platform.

Here’s a peek at how they’re doing it—and why it feels like LinkedIn just “gets” us!

1. Content Recommendations that Feel Like They Were Picked Just for You

When you log in, LinkedIn's AI-driven content recommendations greet you with posts, articles, and news updates that seem... well, oddly personal.

If you are a Product Manager like me, LinkedIn might feature an article on “Top Product Management Skills” right when you’re brushing up for an interview, or a trending post about AI if you’re into tech.

But, why does this matter?

Well, no one really wants to read something that is unrelated to them. Hence, showing relevant content to users keep them more engaged with the platform.

How It Works:

LinkedIn’s AI uses your profile data—like your industry, job title, skills, and even what content you’ve previously interacted with—to decide what shows up in your feed.

They also analyze the behavior of people in similar roles, which helps to surface content that you’re likely to engage with.

Real Example:

Imagine you’re a product management professional.

If you’ve liked a few posts on agile methodologies, the next time someone in your network shares an article on agile in product management, it’s likely to pop up at the top of your feed.

LinkedIn’s AI is connecting those dots for you, making sure you see more content that’s directly relevant to your interests.

2. Smarter Job Recommendations (No More “Mismatch” Listings!)

LinkedIn has leveled up job searching with AI by giving you job recommendations that are actually relevant.

How?

By matching your skills, experience, and even your interactions on the platform to open positions.

How It Works:

LinkedIn’s AI uses natural language processing (NLP) to read through job descriptions and then compare them with your profile.

It looks at keywords, skills, and even location preferences to score how well a job fits you. The higher the score, the more likely it is that LinkedIn will show it to you.

Real Example:

Let’s say you’re a software engineer with a focus on machine learning.

LinkedIn’s AI will prioritize job openings that specifically list machine learning, Python, or related keywords.

And, it goes beyond simple keywords, too.

If a job post highlights a “collaborative team environment” and you’ve engaged with posts around teamwork and collaboration, LinkedIn might boost that listing on your feed.

They also have an “Open to Work” badge you can activate so recruiters know you’re looking—and LinkedIn’s AI will use this to tailor even more specific recommendations.

3. Network building: Suggesting Connections and Conversation Starters 

Remember those “People You May Know” suggestions that show up on LinkedIn?

They’re not random.

LinkedIn’s AI is actively helping you connect with people who can enhance your career, grow your network, or introduce you to fresh perspectives.

Noticed how LinkedIn sometimes suggests replies when someone messages you?

These are LinkedIn’s “smart replies,” and they make conversations easier, especially for us busy professionals who appreciate quick ways to respond.

How It Works:

The AI examines shared connections, similar companies or industries, and even groups you’re part of to recommend profiles that make sense for you.

It’s not just about throwing anyone on your radar; LinkedIn wants these connections to be meaningful.

Then comes smart replies that use AI to generate conversation starter prompts to break ice and also suggest responses based on what the other person said.

For example, if someone congratulates you on a new job, LinkedIn might suggest responses like “Thank you!” or “Really appreciate it!” It’s a simple touch, but it lowers the barrier to engagement and makes responding quicker.

Real Example:

If you recently joined a group on AI in healthcare, LinkedIn will likely start suggesting connections with other members in that group or professionals who also specialize in AI for healthcare.

The more you connect with people aligned with your interests, the better your experience becomes on the platform.

You might get a message from a new connection who says, “Nice to connect!” LinkedIn will offer quick replies like “Likewise!” or “Thanks for connecting!” If you want to keep the conversation going, these one-tap responses make it easy to be polite and engaged without much effort.

4. Skill assessments: Test Your Skills with Precision

LinkedIn’s skill assessments are a great way to prove you’ve got what it takes. These quick tests let you earn a skill badge that boosts your profile’s credibility with recruiters.

I’m sure you might’ve given at least one skill assessment on LinkedIn.

These skill suggestions are not random, AI works in back ground to suggest right skills based on your career interests and the interactions you’ve made with content on your feed.

How It Works:

LinkedIn looks at the skills you’ve added to your profile. It analyses your interactions with posts on LinkedIn. If you like/comment or even follow any hashtag related to a particular skill, LinkedIn will suggest you to take up the skill assessment.

The AI’s job is not over yet. It also does the following:

• AI creates customized questions that align with the latest industry standards.

• Your answers are evaluated instantly, giving you real-time feedback.

• Pass the test? You get a shiny skill badge to show off your expertise!

Real Example:

A software engineer looking to highlight their Python skills takes LinkedIn’s Python assessment.

The AI-driven test evaluates their code-writing and debugging abilities, and after passing, the engineer earns a “Python” skill badge.

This badge makes their profile stand out, leading to a recruiter reaching out with a job offer.

5. AI for Platform Safety: Keeping LinkedIn Safe and Professional

With millions of users, LinkedIn needs to stay safe and spam-free. AI helps by moderating content and flagging anything that doesn’t belong in a professional space.

How It Works:

• Content Moderation: AI reviews posts and comments, looking for harmful language or inappropriate material.

• Spam Filters: AI detects and blocks spammy messages or phishing links.

• User Warnings: If someone steps out of line, they get a gentle (or not-so-gentle) nudge to fix their behavior.

Real Example:

A user receives a message with a suspicious job offer that includes a phishing link.

LinkedIn’s AI flags the message, warns the recipient, and takes action to block the sender.

This proactive moderation ensures the platform remains a trusted environment for users.

6. LinkedIn Sales Navigator: Empowering Sales Teams

LinkedIn Sales Navigator is a game-changer for sales professionals, helping them discover leads and close deals efficiently. AI drives this tool to provide precise recommendations and actionable insights.

How It Works:

• Lead Suggestions: AI recommends potential clients who are most likely to need your services.

• Smart Insights: AI tracks company news, like recent funding or product launches, so you know exactly what to talk about.

• Prioritization: AI even ranks leads by their engagement likelihood, saving you tons of time.

Real Example:

A sales manager for a SaaS company uses LinkedIn Sales Navigator to identify decision-makers at target companies.

The AI recommends leads who recently moved into leadership roles, increasing the chances of a warm conversation.

Insights about the company’s recent product launch help the manager craft a personalized pitch, resulting in a successful deal.

Why LinkedIn’s AI-Driven Features Work

These AI features work together to keep you engaged without feeling overwhelmed.

So next time you log in, take a second to notice how LinkedIn seems to know just what you want to see.

That’s the power of well-tuned AI, working hard behind the scenes to make sure you’re not just scrolling, but actually connecting.

If you found this interesting, stay tuned for more insights on how AI is transforming platforms we use every day!

That’s all for today, see you again!

Cheers,
SK