Although it was originally intended for purely professional contacts, this social network is increasingly used to develop personal and intimate relationships, to the point of becoming a real dating site.
Times are tough for Tinder, Bumble, Badoo and company. In three years, Tinder, the dating app giant, has seen a drop of around 20 million users, while the largest group in the sector, the American Match Group, has seen its market capitalization plummet by more than 70% since its peak in 2021. Weariness of swiping, disappointment in love, feeling of superficiality… It seems that platforms need to reinvent themselves! In the meantime, users are looking for their happiness elsewhere. And the answer could come from where you least expect it… LinkedIn!
The platform dedicated to professional networking has become essential, with more than a billion users worldwide. And, over time, it ended up becoming a flirting tool like any other for many Internet users. Some users go so far as to swear that it is the best social network for “targeting the best parties”, as reported in the Welcome to the Jungle survey.
It must be recognized that LinkedIn is full of resources for promoting and preparing meetings. Photos, diplomas, jobs, interests… So much practical information to take the first step and create a link with a colleague or a professional contact, which traditional dating apps do not necessarily have. This gives the feeling that the profiles are authentic and reliable – even though fake profiles are common on LinkedIn.
Many users go looking for love on the professional social network. According to an American study carried out last February, 52% of them used this method to get a date, which is much more than traditional dating sites – only 45%. In itself, this is not that surprising. Many couples have been forming in the workplace for years. Using LinkedIn is therefore just a simple evolution of classic meetings.
But, as always, this practice can quickly become uncomfortable, because many users face excesses. According to an American study, 91% of American LinkedIn users have already received inappropriate messages or romantic advances. 30% of them receive these inappropriate proposals monthly, and 25% daily. Around 43% have even repeatedly reported users trying to flirt with them.
The latter use the professional excuse, including when the respective sectors of activity are different, to then drift towards what really interests them. Some people do not hesitate to use their position to try to establish a power dynamic… In short, this can quickly degenerate into harassment. A phenomenon that leads women to reduce their visibility on the social network. More than 74% of users who have already received inappropriate messages on LinkedIn end up limiting their activity on the platform.