LinkedIn Has Changed How Visibility Works – What You Need To Do

Introduction To What Has Changed

If your LinkedIn engagement has been sliding lately, there’s a reason – and it’s not you.

LinkedIn has quietly rebuilt the system that decides who sees your content. It’s called 360brew, and it completely changes how visibility works for professionals and organisations.

The old algorithm rewarded activity: likes, dwell time, hashtags, and frequency. The new one reads language. It looks at what you say, how you say it, and how consistent you are.

That means LinkedIn is no longer judging you on how much you post – it’s learning from the meaning behind your words.

It’s Not Engagement Anymore – It’s Understanding

For years, success on LinkedIn came down to generating signals. The more likes and comments you got, the further your post travelled.

360brew doesn’t care about that. It’s trained to recognise clarity, expertise, and authority. It can read your posts and profile, connect them, and decide what you’re credible for.

So when your post reaches fewer people, it’s not because LinkedIn is broken – it’s because it’s learning who you are.

Your Profile and Your Posts Now Work Together

Your headline, About section, and Featured content now carry real weight. They act as context for the AI to understand your posts.

If your profile says one thing and your content says another, LinkedIn doesn’t know how to categorise you – so it shows you to fewer people.

More…

LinkedIn’s “360brew” and what it means for your visibility, engagement, and reach

When your profile and content tell the same story, visibility improves. The AI knows what you do and who to show you to.

Frequency Doesn’t Matter – Consistency Does

You don’t need to post’s daily. You need to post consistently about the right things.

360brew learns through repetition. If your posts keep circling around your area of expertise, the system starts associating you with that subject. That’s what builds visibility and trust.

Jump around too much, and the AI can’t place you. That’s why so many creators are seeing low reach – they’re confusing the model.

Engagement Now Means Conversation

Likes are the weakest signal you can send. Comments, saves, and profile visits matter far more because they show interest and intent.

That’s why thoughtful conversations now outperform viral engagement tricks. Quality interactions between credible people are what the AI is watching.

If you’re a business leader, this is exactly where employee advocacy comes in. A few genuine comments from your team – not copy-paste ones – can send powerful visibility signals across your whole organisation.

What This Means for CEOs and Business Leaders

If you’ve been relying on volume or visibility tricks, they’re not going to work anymore. LinkedIn has become a communication platform powered by meaning.

That means it now rewards the people who:

• Choose 2-4 key topics and stay in your lane.
• Write clearly and with purpose.
• Weeks from now. Stay consistent with your key topics.
• Align your profile and content.
• Engage where your voice actually adds value.

360brew Doesn’t Care About Noise – It’s Looking For Credibility

This update changes everything about how professionals and organisations should approach LinkedIn.

And for CEOs, it means one thing: your profile, your message, and your voice now define your reach.