LinkedIn as a tool for building the professional identity of Generation Z in light of survey research

Abstract

The article analyzes how young adults representing Generation Z use LinkedIn to build their professional identity. Based on a survey, it presents how young users engage with the platform, which features they consider most important, and what types of activity they undertake when browsing content. The findings show that LinkedIn primarily serves as an observational space: respondents regularly view content but rarely, if ever, publish their own. Profile aesthetics and a consistent, credible presence on the platform are highly important to them. Respondents also emphasize the value of authenticity, preferring to present their experiences realistically rather than create an overly idealized image. The analysis indicates that young adults perceive LinkedIn mainly as a tool for navigating the professional environment and establishing a basic professional profile, rather than as a space for intensive self‑promotion.