Our Digital Director Emma Maule explains the latest LinkedIn update you need to be aware of – 360Brew – and looks at what to do now to remain visible.
LinkedIn has quietly introduced 360Brew – its new large-scale AI ranking and recommendation system – and it’s a huge shift. This isn’t just another algorithm tweak; it’s a complete rethink of how LinkedIn decides what to show us – from content and connections to job posts.
Why 360Brew is different
The “360” part refers to a full, holistic view of your professional activity – your posts, comments, profile, and network – all of it now counts.
The “Brew” aspect is a nod to how the AI blends hundreds of signals (timing, relevance, relationships) to create genuinely personalised feeds. It doesn’t just look for keywords anymore – it understands the meaning behind your words. That’s a big leap.
What this means in practice is that LinkedIn now rewards relevance, not volume. Your posts are shown to people based on how useful they’re likely to find them – not just because you posted something.
It’s great news for thoughtful professionals and smaller voices with something meaningful to say. It also means the days of engagement pods, viral gimmicks, and copy-paste hooks are (thankfully) numbered.
What this means for your posts
This update puts quality, credibility, and human connection right at the centre. To stay visible and relevant under 360Brew, focus on clarity, value, and genuine engagement. Here’s how:
- Say something helpful – and say it clearly
Forget chasing “likes”. Write as if you’re explaining your expertise to someone who is smart but curious – intelligent, but not an expert in your area. Avoid “fluff” posts that feel braggy or cringe, and also jargon-heavy posts. Instead, create content that is genuinely authentic, helpful, and professional.
- Pick your themes and stick to them
Scattergun posting confuses the algorithm. If you post about everything, LinkedIn won’t know what to associate you with. Focus on a few consistent areas that reflect your expertise – and post around those regularly. Three content pillars we use when training are: expertise / employer brand / personal.
- Optimize your profile
Use relevant keywords in your profile that match your niche. Include real case studies and examples to solidify your authority. Also think about social proof: third-party endorsement of your expertise, such as media coverage, speaking slots at events, or client testimonials will all build your brand.
- Think about your engagement strategy
Leaving insightful comments is crucial and triggers reciprocity, but as well as this, diverse engagement (reposts, saves, views) is more valuable than just a high number of one type. The algorithm now pays attention to how you use the platform in terms of how much you engage, not just what you publish. As well as posting, think about how to boost your engagement: sending DMs, reacting to posts, viewing people’s profiles and company pages, as well as saving, reposting and sending posts, all count.
- Encourage shared advocacy from your team
If you lead or work within a team, get colleagues involved. It’s about shared advocacy, not self-promotion. LinkedIn algorithm guru Richard van der Blom suggests creating your own ‘advocacy hub’ for collaboration within your firm – there is a huge increase in reach for posts with colleague engagement.
The bigger picture
The new update values clarity, authenticity, and expertise. It’s less about “going viral” or posting every day, and more about being useful to your network.
So take the pressure off. You don’t need tricks or templates – just genuine insight, written clearly and shared consistently. If you can add in a bit of warmth or a snippet into your own life, then so much the better.
