"Dear Network...": the rise of the "Linkedin-merchant"

Linkedin-merchant (definition #2)

NOUN

1. A serial poster, someone that looks to inform their network about everything, no matter how insignificant.

• Exeter University Library: "They're bragging about their second year results and thanking their lecturers who will never see this post, they are such a Linkedin-merchant!"

Dear Network,

I have often found that things that make complete sense in my head are completely lost on some people. For this reason, it seems only fitting that I dedicate this first post to a bit of an explanation on the exact meaning and origins of the "Linkedin-merchant" (LM) whose narrative I am so desperately trying to break.

The term has etymological roots similar to that of "wind-up merchant", defined by WordSense as follows:

wind-up merchant (pl.wind-up merchants)

1. (England, colloquial) One who enjoys winding others up in the sense of making fun of them or playing practical jokes.

   • 2010, "The Gig and the Girlfriend," episode 2 of series 3 of The Inbetweeners Jay: He's such a wind-up merchant.

(wind-up merchant: meaning - WordSense)

Most commonly found applying to the Big Four and interacting with Unilever posts, the typical LM is a motivated, entrepreneurial thinker with proven track records in problem solving and being a team player and are commonplace on my daily Linkedin feed. A closer examination of their work experience often includes a summer at daddy's insurance firm, a gap year to South-East Asia and a loyal stint as "Head of School". These chronic posters and commenters, perhaps unwittingly in their defence, can make us feel like we are not only completely disorganised and unmotivated, but destined for mediocrity at best. Coming from a private school and then Exeter University, this is the archetypal personality of these spaces.

Another variant of LM is a major source of jealousy and admiration. These are people that have worked like Trojans balancing their studies, professional ambitions and part time jobs to get themselves a well-earned spot on a solid graduate scheme through summers of courses, internships and self-betterment. More power to them, but they still make us feel rubbish right?

It is also worth noting that these two subtypes are not mutually exclusive.

The third subtype of LM that I have identified so far is the "serial poster" and this is really what the definition from this post refers to. Intentions pure or not, these constant commenters, re-sharers and reactors will post about anything and everything to the extent where they almost undermine their own legitimate achievements. Linkedin swiftly becomes their entire personality and upon seeing them in person, you cannot view them the same way. You're doing great, mate, who are you trying to convince?

Despite my cynicism, the LM's themselves are not to blame as the concept of the "Linkedin-merchant" did not emerge organically. Countless employability seminars constantly stress the importance of having an up to date Linkedin page and to take steps to increase our chances in the working world, solid advice for sure. However, our fear of inadequacy as young professionals has driven us to take this advice perhaps a little too literally and the overarching narrative that comes from these posts, again probably unintentionally, is that we aren't doing enough. The simple fact, at least in my mind, is that is not true.

I am aware that care needs to be taken here. At no point am I shunning anyone for their achievements and I would be lying if I said I was not chasing them as well, just unsuccessfully. I have been through the assessment centres, the cover letters, the situational judgement tests too and they are the worst. I think through this blog I am trying to convey the idea (or perhaps delusion) that I am not the only one that feels like this. I am of the firm belief that it's okay to not be fully career-focused just yet and that we shouldn't shame ourselves (or each other) for not spending every spare minute we have on Excel courses and "Introductions to Digital Marketing" and taking a break for whatever reason is completely valid. Perhaps most critically, we need to accept that we are all guilty of being a LM sometimes and that is not intrinsically bad! Monkey-see, monkey-do and it's a dog eat dog world right?

Each time I post, I want to propose a new definition of "Linkedin-merchant" and unpack some of the typical cliches that we see amongst my demographic as we transition from student to hard-working, corporate adults. I also am going to document my own journey since finishing my exams and see what I wind up doing as a man really with no concrete plan as of yet. I hope that you can follow along with me and share whatever shenanigans you're getting into during this period of complete limbo.

Is it to make myself feel better? Maybe. Am I bitter and petulant? Maybe. Should anything I say be taken too seriously? Certainly not.

Linkedin is a funny place, rejection is hard, this is an extremely weird stage of life. Let's laugh about it together.

Your favourite secret LM,

AT