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LinkedIn is making a big push into short-form, TikTok-style video content, attempting to position itself as the go-to platform for professional video engagement. This shift could have significant implications for employer branding and recruitment marketing, particularly as companies continue to embrace skills-based hiring strategies.

But is this move a genuine evolution of professional networking, or is it just another content trend that won’t deliver meaningful hiring outcomes? Let’s take a closer look.

The Rise of Short-Form Video on LinkedIn

LinkedIn has rolled out a full-screen, swipeable video feed on mobile and is now expanding it to desktop. The reported goal? To increase engagement and capture younger professionals who are used to consuming content in bite-sized, high-impact formats.

Fast Company highlighted how this shift has already driven results for some, with "influencers" (I really hate that word) reporting significantly higher engagement on LinkedIn compared to TikTok and other platforms. For example, finance creator Austin Hankwitz reportedly saw 1.5 million views on his LinkedIn video about Starbucks hiring a new CEO - 100x the engagement he received on TikTok for the same content.

This move isn’t happening in a vacuum and it's clearly part of a larger long-term strategy that's been brewing for some time. Some of us may remember not too long ago when LinkedIn invested heavily in trying to attract younger users, previously funding a $25 million Creator Accelerator Program in 2021 to get influencers to push content on the platform.

While some of these efforts fizzled out, the broader strategy is clear - LinkedIn wants to remain relevant for the next generation of professionals.

How This Ties to Skills-Based Hiring

For years, LinkedIn has been championing skills-first hiring, shifting the focus from degrees and traditional credentials to demonstrable competencies. This new short-form video push aligns well with that strategy in several ways:

1. Showcasing Skills in a More Engaging Format

Instead of relying on static resumes or keyword-stuffed profiles, job seekers could visually demonstrate their skills through video. Imagine a software engineer sharing a 60-second breakdown of a new coding project, a marketing professional summarizing a campaign strategy, or a customer success rep showcasing their communication style.

This could potentially make hiring more dynamic and competency-driven, reducing reliance on outdated credential-based filters.

2. A New Tool for Employer Branding & Recruitment Marketing

For employer branding professionals, LinkedIn’s short-form video feature could offer an opportunity to:

• Highlight real employees sharing workplace experiences in a more digestible, engaging way.
• Showcase on-the-job skills and career progression stories.
• Create bite-sized content for early-career professionals who prefer video over long-form articles.

3. Reaching Younger Talent in a Way That Feels Authentic

LinkedIn has struggled to attract Gen Z and younger Millennials, which is partly why they’ve experimented with creator programs and content investments. The introduction of short-form video may help make LinkedIn feel less like a digital resume warehouse and more like a place where younger professionals actively engage, learn, and showcase their abilities.

This shift could help companies connect with emerging talent in a format that feels more natural to them as long as the content is genuinely valuable and not just more corporate fluff.

A Healthy Dose of Skepticism

While LinkedIn’s short-form video strategy looks promising, there are a few reasons to be cautious:

• Engagement ≠ Hiring Success – More video views don’t necessarily mean more qualified applicants or better hires (we've sang this song before, folks.) Just because an employer brand video goes viral doesn’t mean it translates into the right talent pipeline.
• Signal vs. Noise – Will recruiters and employer branding teams actually find this useful, or will the feed get flooded with content that’s more performative than practical?
• Platform Dependency – As discussed in my recent post about Twitter’s decline, companies must be careful about “renting” their employer brand presence on platforms they don’t control. If LinkedIn’s algorithm changes or short-form video flops, or they "pull a Google," (I'm still mad about Wave) will companies be left scrambling for another way to connect with talent?

Final Thoughts: Worth Exploring, But Stay Intentional

LinkedIn’s move into short-form video could be a valuable tool for employer branding and skills-first hiring if used strategically. The key is thoughtful experimentation:

1. Try it out: Test short-form video as part of your employer branding strategy but measure real impact beyond vanity metrics.
2. Keep it skills-focused: Instead of overly polished corporate promos, highlight real employees showcasing real expertise.
3. Don’t go all-in just yet: Treat LinkedIn video as one part of a broader employer branding and recruitment strategy, not the entire strategy.

The platform shift is happening, and it’s up to employer branding and TA teams to decide how much they want to invest in the trend. As always, the brands that adapt thoughtfully - without blindly chasing engagement - will come out ahead.

What do you think? Could LinkedIn’s short-form video format help advance skills-first hiring? Or is this just another content trend that won’t stick? If you're already part of the new and free Talent Brand Community powered by CXR, we'd love to hear your thoughts.