LinkedIn isn’t the problem — it’s how you’re using it

A LinkedIn post by an "Open to Work" data management master who has freelanced for defence, nuclear, and pharma clients epitomises many IT contractors' predicament in the current jobs market.

Here's a LinkedIn question that more than one contractor is asking

Not being approached about the sort of temporary assignments that they once couldn't shake off with a stick, the contractor asked whether LinkedIn is even the right place to look for work anymore. Their words were raw, reflecting the frustration many contractors are feeling right now, writes Matt Craven, founder of The CV & Interview Advisors and a Winning Work Expert.

The lowdown on how to find high-paying (unadvertised) IT contracts

Before I get into explaining why, very often, it's not LinkedIn but how people are using LinkedIn that's the problem, if you relate to the OP, you might like to know that tomorrow (Tuesday Oct 21st), I'm going to reveal "How To Find High-Paying Unadvertised Contracts".

It's a free webinar for readers of ContractorUK and registration is quick and easy. You can sign up here.

LinkedIn as 2026 comes into view feels like…

But let's now get back to our tech job-hopeful feeling hopeless.

They described LinkedIn as a murky repository for views on politics, adverts, and daft selfies. I tend to agree. LinkedIn does feel a little off at the moment, but it's not LinkedIn's fault; of course, it's just the state of the world and how people are feeling.

But that reality doesn't help folks trying to win work!

'LinkedIn posts seeking employment generate little traction'

This particular contractor was discussing how little traction their job-seeking posts were getting, which is an understandable gripe. It's extremely hard to get noticed on LinkedIn, and applying for roles can feel like a bunfight, with hundreds of applicants for every role.

And yet, the question they asked — "Is LinkedIn still the right place to look for work?" deserves a serious answer. Because the truth is, LinkedIn still works, but only if you use it properly.

Visibility v value

Ok, let's start with some plain talking by me based on what I found looking at the OP's profile.

The contractor had years of experience, a solid technical background, and a clear upward career trajectory. Three big ticks.

But (and it's a big "but"), their LinkedIn profile didn't convey any value beyond the tasks they have performed.

Our contractor's LinkedIn profile: assessed and analysed

Their "headline" was a string of contractor job titles, rather than a compelling value proposition.

Their LinkedIn profile's "About" section listed responsibilities but no achievements.

And there were no measurable outcomes, no examples of impact, and no clear sense of how they make organisations better.

If a recruiter read such a profile, they'd see experience but not evidence. Being blunt — in today's temporary labour market for professionals, that's the difference between success and failure.

To succeed, you must EVIDENCE your impact as a contractor

Profiles on LinkedIn and other online skills marketplaces built around tasks and tools sound competent, but they're not compelling.

The most successful professional job-seekers advertising their skills online bring their work to life with:

The value for contractors of STAR case studies

We can go into greater detail on Tuesday, but as a minimum, here we recommend that contractors on LinkedIn use short case studies that follow the STAR methodology:

STAR is key because recruiters and clients don't just want to know that you managed projects; they want to know you delivered results, i.e., savings, efficiencies, improvements. That's what separates strong candidates from the weaker ones.

Having STAR case studies in your LinkedIn "Projects" section will showcase your value and provide the evidence that you don't just do a job, you do it well.

Keep it all in

At times when the hiring market isn't performing quite as we want it to, I see many people turning to social media to vent their frustration, which is completely understandable.

Being out of work can be tough, and getting support from your professional network can be cathartic.

But as a contractor, your personal brand matters.

Venting might win sympathy from peers, but it rarely inspires confidence from potential clients. A few "Why won't recruiters call me back?" posts can start to damage your credibility.

Would you hire Mr Grumble or Mrs 'Yes, Leave it with Me'?

Of course, we like to see authenticity, but do clients respond to pessimism? The most successful contractors are the ones who can exude positivity, share positive vibes, and use social media as a platform for educating.

I think job-seekers often underestimate how their social media presence affects their job prospects.

In a world full of frustration and hard knocks, I fully admire the idea of a "Say Whatever You Want Day" where you can give anyone who crosses you 'both barrels' and all memory is erased the next day. It would be fun, but we can only dream. Back in the real world, cultivating a positive personal brand will get you further.

Missing thought leadership?

Another potentially missing piece of the puzzle over why your LinkedIn job prospects ain't what they used to be might owe to a lack of Thought Leadership. In other words, you not being a Thought Leader.

When professionals who charge by the day offer no opinions, no commentary, and no insight, their presence and status get diminished, not amplified or enriched.

I've been championing thought leadership for donkey's years, but this stuff is now mainstream. I regularly speak to employers and recruiters who assert that there's simply an expectation that more senior folks have something useful to say.

What can Thought Leadership achieve for contractors?

Contractors who build themselves into recognised industry experts and use their LinkedIn profile to amplify such status by sharing their thoughts are much less likely to be 'on the bench' than those who stay under the radar.

In a sea of sameness on LinkedIn or elsewhere online, Thought Leadership can be what turns 'Open To Work' into 'In-Demand'.

You don't need to post daily or chase 'Likes,' — you just need to contribute value.

Three quick ways to start Thought Leadership

With Thought Leadership, it's not about shouting louder; it's about showing you understand your craft better than most — you don't have to be the world's greatest.

The irony which I'm noticing is that those who offer value attract it. People who share ideas, case studies, and advice win more contracts, not because they are louder, but because they demonstrate expertise that attracts opportunities.

Three LinkedIn profile clues you're hiding

Some LinkedIn users (including our OP) also restrict their visibility and likelihood of receiving job offers or merely being contacted by:

Doing these three things on your LinkedIn profile might feel like you're showing that you take privacy seriously. But in business terms, it's invisibility. If decision-makers can't easily see who you are, or definitively identify you, or contact you, you're sabotaging your own success.

Be like a business at all times, including with 'contact info'

Limited company contractors eyeing outside IR35 roles should think like business owners at all times, including making it easy for people and prospective clients to find them. It should be almost instantaneous for decision-makers to understand your value, and straightforward to contact you if they're interested in engaging your services.

Having no telephone number or email address in your LinkedIn profile page's "Contact Info" tab isn't quite the thinking of a successful, truly 'open for business' contractor.

Avoid the bunfight

Contractors relying solely on online applications are stuck in a bunfight.

There are hundreds of candidates vying for each assignment, so a better strategy is to create a pipeline of clients through networking and business development.

Most contractors think of themselves as businesses, and operating as a business usually lends itself to business development.

The 5 stages of Business Development as a contractor

And LinkedIn still is a great place for contractor business development!

I like to think of business development in 5 stages: Search, Connect, Nurture, Impress, and Talk. Translated for contractors, the five are:

These five transform LinkedIn from a job board into a business-development engine.

Is LinkedIn the problem?

Yes, LinkedIn can be frustrating. It's crowded, political, and occasionally shallow.

But it's the single most powerful networking and business-development platform for contractors.

The platform hasn't failed you, but LinkedIn has evolved. If you treat it as a marketplace for opportunity rather than a place to air frustrations, it can still deliver.

Abandon all hope ye who enter LinkedIn?

Absolutely not! Instead, follow my five top tips if you're seeking contract work on the world's largest business networking site.

Further help

ContractorUK readers can request a free, confidential 1-to-1 review of their CV and LinkedIn profile from one of my team of personal-branding experts:

And if you'd like to go deeper into how to access the hidden contract market, including what recruiters really see in LinkedIn Recruiter™ (and how to build a network that drives opportunities), you can join tomorrow's webinar: