Gen Z on LinkedIn: What New Research Reveals

Networking on LinkedIn isn’t that easy, even for younger generations who grew up constantly connected online. When it comes to building professional relationships on the platform, many Gen Z professionals still aren’t quite sure where to start.

According to new research from LinkedIn, Gen Z often hesitates to network because they don’t want to bother people, worry about being judged, or fear coming across as inauthentic. So, what does this tell us about how Gen Z uses LinkedIn and what can brands learn from it? Let’s take a closer look at the data and what it means for your social media strategy.

The Confidence Gap, By the Numbers

72% of Gen Z professionals feel disconnected from the people who could help their careers, even though they spend plenty of time online.

What’s getting in the way?

• 37% worry about bothering people.
• 37% fear being judged.
• 34% worry about sounding inauthentic.
• 53% aren’t sure how to get started.
• 52% don’t know how to turn a contact into a real connection.
• 64% say no one has clearly shown them how to build professional relationships.

For social media managers, this is an important signal: Gen Z isn’t avoiding networking because they don’t see the value. They’re avoiding it because they’re not sure how to do it, and they’re worried about getting it wrong.

That’s where content can help. 

Think outreach templates, tips for commenting without overthinking it, or posts that show how small interactions can lead to meaningful connections. The goal is simple: make professional networking feel less intimidating and more accessible.

Why This Matters for Brands Targeting Gen Z

Now for the part social media managers should really pay attention to.

89% of B2B marketers say their company’s future growth depends on influencing Gen Z and Millennial decision-makers. Gen Z isn’t just tomorrow’s audience. They’re already influencing purchasing decisions today.

But there’s another shift brands need to understand: how Gen Z decides which brands to trust.

• 86% of US marketers say Gen Z and Millennial buyers trust peer recommendations and expert voices more than branded marketing.
• 73% say brand credibility is becoming more important than brand visibility.
• 78% believe brands need to show up in trusted professional networks to build that credibility.
• 84% say Gen Z buyers are more likely to consider a brand that’s been validated by someone in their professional community.

The takeaway? Being visible isn’t enough anymore. Brands need to be credible, and that credibility often comes from people, not logos.

Employees, creators, industry experts, and other trusted voices can give brands something polished brand messaging can’t: third-party validation.

For social media managers, that means it’s time to think beyond the brand page. The people who represent your brand can be just as important as the content published by the brand itself.

What Content Actually Works

So, what should you be posting if Gen Z is part of your LinkedIn strategy?

According to the research, two formats stand out:

• 49% of marketers say short-form video is the most effective way to engage Gen Z buyers.
• 42% say content from expert voices (employees, creators, or industry experts) works best.

That gives social media managers two clear priorities.

First, invest in short-form video for LinkedIn. Don’t just copy and paste your TikTok or Reels strategy. Think about what makes video useful and engaging in a professional context.

Second, put more people behind your brand. Employee advocacy and creator partnerships can help you build the trust that a brand page alone may struggle to create.

The LinkedIn Tools Built to Close This Gap

LinkedIn is also highlighting several tools designed to make professional connections easier — and they’re worth knowing if you manage a brand or personal presence targeting Gen Z:

• Creator Marketplace: Helps brands find relevant creators and increase visibility through Thought Leader Ads.
• Thought Leader Ads: Allows brands to promote content from executives, employees, and industry experts to build credibility at scale.
• AI-powered people search: Lets users describe who they’re looking for in plain language to find relevant professionals.
• Grow and Catch Up tabs in My Network: Surface moments like new jobs and work anniversaries, giving users natural opportunities to start conversations.

For social media managers working on employee advocacy or thought leadership, Thought Leader Ads and Creator Marketplace are the ones to watch.

The data tells a pretty clear story: Gen Z wants connection and guidance. They just need a clearer path to get there.

For brands, that means rethinking the traditional LinkedIn playbook. Less cold outreach. Less one-way brand messaging. More expert-led content, short-form video, employee voices, creators, and peer validation.