Something for the weekend - LinkedIn’s algorithm uses 'proxy bias' to suppress visibility. Here's who gets hurt

LinkedIn’s algorithm changes in early 2025 altered who is seen and heard on the platform in ways that were neither random nor isolated. The design choices were consequential. The outcomes are reproducible.

A recent 90-minute webinar hosted by European Women’s Management Development (EWMD) brought together entrepreneurs, technologists, and career coaches to document what many participants said they had been experiencing for months.

The numbers don’t lie

Cindy Gallop, founder and CEO of MakeLoveNotPorn, told the webinar that her reach collapsed in early 2025 despite having more than 142,000 LinkedIn followers. She explained:

Around February, my reach and impressions fell off a cliff. I have over 142,000 followers, I’ve hit the connection limit, and my posts now average a few hundred impressions.

Gallop framed the impact in commercial terms:

LinkedIn drives around 80% of B2B social media leads. If the people who follow me could ...