LinkedIn has long been seen as the professional social network — and for good reason. With over 1 billion members worldwide and a strong emphasis on career development, sector insight, and B2B networking, it’s no surprise that many membership organisations see LinkedIn as their digital home. But while LinkedIn remains a key channel for professional engagement, it’s not the only space worth your attention.
So, is LinkedIn the place to be? Absolutely — but it shouldn’t be the only place you look.
The Obvious Benefits of LinkedIn
For membership organisations, LinkedIn offers a wealth of advantages:
- Professional credibility – It reinforces your organisation’s standing as an authority within your sector.
- Thought leadership – It’s a platform primed for sharing industry updates, policy changes, and research – all the things your members care about.
- Networking opportunities – With tools like Groups and Events, you can nurture and facilitate conversation, encourage peer-to-peer support, and promote CPD opportunities.
- Targeted visibility – LinkedIn’s ad platform allows you to target by job title, industry, and seniority – ideal for attracting new members or promoting relevant offers. However, for stretched marketing budgets, it’s not cheap.
For established organisations targeting mid- to senior-career professionals, LinkedIn is often a natural fit.
But What About the Next Generation?
Younger members — including students, early-career professionals, and the Gen Z workforce — are not always active on LinkedIn in the same way. Their digital attention is often elsewhere: TikTok, Instagram, Discord, or emerging platforms that prioritise immediacy, creativity, and informal community. They may be on LinkedIn, but are they really into it?
If you’re looking to grow your membership base or diversify your reach, it may be time to explore these other channels. You should probably ask yourself (if you aren’t already):
- Where are your potential members already spending time online?
- Are you showcasing the experience of being part of your organisation, or just the credentials?
- Could your content be more interactive, social, or value-driven?
Diversifying Without Overstretching
Of course, building a strong multi-channel strategy requires time, planning, and often a dedicated resource. Not every organisation has a full-time social media manager — and that’s OK.
The golden rule? Do one channel, and do it well.
If LinkedIn is where you’re seeing traction, then commit to it. Make it a hub for conversation, not just announcements. Post consistently, reply to comments, share member success stories, and engage with others in your sector.
But don’t ignore untapped potential elsewhere. Small experiments on other platforms — a behind-the-scenes Instagram story, a short-form video series on TikTok, a member Q&A on YouTube — can offer insight into where your future audiences may be more active.
Adding Value Beyond Content
No matter the platform, your strategy should be about more than just broadcasting. Think about:
- Giveaways and competitions – spark engagement and reward your community.
- Experiential content – from member takeovers to event highlights, show the real-world benefits of membership.
- Community-building – create a sense of belonging and encourage dialogue, whether through comment threads, private groups, or live interactions.
The goal is not just to be seen, but to be remembered.
Final Thought
LinkedIn remains a powerful tool for professional engagement, and for many membership organisations, it will continue to be a primary platform. But don’t let its strength limit your curiosity. The social landscape is evolving fast — and with the right balance of focus and experimentation, your association can evolve with it.
After all, membership is about connection. And today, connection can start almost anywhere.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
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