Is LinkedIn still living to the hype for Kenyan jobseekers?

Among Kenya's young professionals, the social media site evokes mixed feelings. Some see it as a quiet goldmine for job leads and online recruiters. Others feel it is a stiff, suit-and-tie space where creativity goes to die.

Some log in daily, and others have not touched their profile in years. And then there are the sceptics—people who downloaded the app, scrolled once or twice, and left it to sit in the background of their phones or computers like a well-meaning but awkward acquaintance.

Which user are you?

LinkedIn felt like the dress you keep, but never wear

When Tecla Ekirapa landed her first job as an editor for a children's programme on Magharibi TV in 2016, co-workers encouraged her to join LinkedIn. They said it could help her find more opportunities by showcasing her work and professional credentials.

"Being new to the industry, I guess I also wanted to impress people. It felt like the 'professional' thing to do," she recalls.

Though never particularly active, Tecla gave the platform another shot during the Covid-19 lockdown in 2020, hoping to land scriptwriting gigs.

Unfortunately, no opportunities came through. She held on to the app anyway—until one day in 2024, when it finally hit her: LinkedIn had become that one dress you keep in your closet, thinking it will make sense… and it never does.

"So, I let it go and never looked back," she says.

For Tecla, the main reason LinkedIn didn’t work was its overall feel and structure. "It felt like a space for professionals in suits, not for creatives or people still figuring things out. Unlike YouTube, TikTok, Facebook, or Instagram, you can’t fake it until you make it there, so the space is a bit limiting for me."

She adds that, just like any other social platform, engagement matters—and LinkedIn simply didn't fit her creative rhythm.

"Apart from scriptwriting and producing, my sister and I have a YouTube channel and a TikTok account where we create content. Our target audience is mostly Gen Zs and Alphas, and some millennials. So, using a platform like LinkedIn, we would appear unprofessional and inexperienced in a space that rewards polish and status."

To her, LinkedIn felt more like a social media obligation than a place for growth or authentic connection. Tecla says after deleting her account she didn't regret.

"I was indifferent as I never gained nor lost anything—other than my Gmail space," she quips.

Surprisingly, her job prospects and visibility haven't suffered.

"Most of the time, when I’m applying for writing or producing labs or workshops, they usually ask for Facebook and Instagram handles, where they can see my work and my bio."

Has she ever considered returning? "I haven't yet, but if I were to do so, maybe LinkedIn could consider things like creator-friendly tools—e.g. embedded video reels, scripts, or scene breakdowns.

Also, it could build a culture of realness where people can share how they got ghosted after a pitch session or what it feels like to be a broke-starting filmmaker.

That would help people relate and share experiences that help them learn. Last, having a creative collab marketplace where users can pitch or scout for small creative jobs."

To anyone thinking of deleting their LinkedIn account, Tecla advises, "If it has given you a glimpse of hope, don't be quick to delete it. Give it a fair chance. At the end of the day, do what helps your career. If LinkedIn is not it, then delete it."

I've secured several jobs thanks to LinkedIn

When Dorcas Onsongo, a 30-year-old digital journalist, started using LinkedIn in 2018, it wasn't out of curiosity—it was a deliberate move.

She was in the fourth year of her university studies and needed to secure an internship.

"I simply knew it was a job search platform via Google, and since I didn't have direct connections in the media world, LinkedIn felt like my best shot at finding opportunities," she says.

With clear intentions of getting an internship, Dorcas prioritised networking over posting on LinkedIn.

"I sent curated messages to recruiters outlining what I was looking for, followed pages of companies I was interested in, and kept track of people in roles I aspired to. It was all about building connections and staying visible within the right professional circles," she says.

Just four months after joining, she landed her first internship—despite the company not advertising any slots. She found their contact email on their LinkedIn page and reached out.

"After my internship, I also landed my first job through LinkedIn. I searched for roles like writer, digital journalist, social media manager, and content creator. The platform's 'Top job picks for you' section was really helpful. I made sure to incorporate job-specific keywords throughout my profile, especially in the 'About' section. I added my experience, skills, and summary using industry-relevant terms, and including my target job titles helped boost LinkedIn ability to recommend relevant jobs to me."

Since then, Dorcas has landed two jobs through LinkedIn. For her current position, it was the recruiter who contacted her.

"That is when I knew my profile was working for me—proof that optimising your profile really does make a difference," she shares.

Was the interview process any easier thanks to LinkedIn? "For my first job, I went through the standard interview process, probably because I didn't have much experience at the time. But after that, things moved faster. In most cases, I was just given a test, and once I passed, 

I'd receive a contract shortly after. LinkedIn helped streamline that process."

To anyone unsure where to begin, Dorcas offers some practical advice: "Optimise your profile. For instance, make sure your picture is professional, your headline reflects the role you're targeting, and your summary clearly highlights their skills and career goals."

She also recommends staying proactive. "You should engage with posts and share relevant content to stay visible if you like posting."

Will she use LinkedIn again in the future? "Absolutely. It has become easier to get jobs there compared to other platforms. Branching out is also an option for me, checking company websites for job postings, exploring platforms like Fuzu, and don't forget about word of mouth. Sometimes opportunities come from unexpected places."

LinkedIn just isn't that engaging

When Leonard Ngatia, a 27-year-old, first created his LinkedIn profile, it wasn't on a whim. It was after a strong push from his university lecturer.

"My university lecturer insisted we have a strong profile to attract employers in the job field," he explains.

For two years, Leonard actively maintained his presence on the platform. But over time, he found it less engaging and eventually stepped back, now going three years as a dormant user.

Does he ever feel like he's missing out? "Not really because for the years that I have used it, majorly it is about connecting people with employers and employees. And if I compare that to the platforms, I don't think I'm missing out a lot."

Working in sales and marketing, Leonard feels LinkedIn doesn't quite serve his needs.

"Because most of the engagement that we get is from platforms like TikTok or Instagram compared to LinkedIn."

To him, LinkedIn's usefulness seems exaggerated in some industries, especially where visibility and customer engagement happen elsewhere. Yet, when it comes to job searching, Leonard wouldn't rule LinkedIn out.

"In LinkedIn, I'm sure I can see potential employers and dig more about them from their profile," he says.

So, what would bring him back? "For LinkedIn to consider using [sic] more, the app needs to tap into engaging users more than a platform for job hunting."

Too formal, too public—that's why I'm not active

Lucy Wanjiru, a 23-year-old in the communications field, downloaded LinkedIn—but never quite got into it.

She is uncomfortable with sharing her professional details in public.

That hesitation, coupled with not actively job hunting at the time, meant she didn't feel a strong need to use the platform. But recently, Lucy admits she's started feeling like she is missing out.

"A friend of mine also nudged me to be more active on the platform when he shared about the many job opportunities he knew of, and I didn't know any," she says.

For now, her career updates and job leads come through more traditional means.

She says, "I get to learn about professional opportunities through personal networks, friends, family, former classmates who have some job leads and Google searches."

To her, LinkedIn is overrated and not useful to all industries, as it leans heavily on white-collar and corporate jobs, where, if you are in local service jobs, the platform is less relevant.

So, what if a recruiter looked her up on LinkedIn and didn't find much? Would it bother her?

"Not as much because that is not the only source of my profile. They can opt to come to where I am and get every detail they need of pertaining me."

That said, she's not writing it (LinkedIn) off completely. In the future, she is optimistic about being more engaged with the platform as she is slowly being swayed by those who have reaped benefits from those who closely use the application.

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