How to ‘Talk’ to the LinkedIn Algorithm, According to Justin Oberman

In a recent LinkedIn post, Justin Oberman offers a contrarian perspective on understanding the LinkedIn algorithm, emphasizing a human-centric approach over direct algorithmic manipulation. Oberman argues that the key to visibility lies not in deciphering complex code, but in engaging the platform’s actual users.

Oberman challenges the common desire to “understand” the algorithm, stating:

“Everyone says they want to ‘understand’ the LinkedIn algorithm. But the algorithm has no interest in understanding you.”

Instead, Oberman posits that the algorithm’s primary function is to observe and amplify human interaction. The focus, therefore, should shift from trying to please the algorithm to captivating the audience it serves.

Shifting Focus from Algorithm to Audience

Oberman’s core message is that direct engagement with the algorithm is a futile exercise. He asserts that the algorithm is merely a tool for amplifying attention, and that attention is generated by people, not code. This perspective reframes content creation as an act of human connection rather than a technical puzzle.

According to Oberman, the pathway to algorithmic favor is paved with genuine human engagement. He outlines a strategy for communicating with the algorithm indirectly by focusing on the audience:

“So here’s how to talk to the algorithm without talking to the algorithm: You don’t. You talk to the people the algorithm is eavesdropping on.”

This approach suggests that by creating content that resonates with users, creators can effectively influence their visibility on the platform.

The Art of Capturing Human Attention

Oberman details specific tactics for capturing and holding audience attention, which he believes are the true drivers of algorithmic amplification. He lists several key actions that content creators should aim for:

• Make them laugh
• Make them stop
• Make them DM you
• Make them feel something
• Make them remember you

As Justin Oberman notes, these actions are designed to create a strong, memorable impact on the reader, fostering a deeper connection than superficial engagement might allow. He emphasizes that these human-generated moments of attention are what the algorithm ultimately seeks to identify and promote.

Amplification Through Connection

In Oberman’s view, the relationship between humans and algorithms is one of cause and effect. Humans generate the initial spark of attention, and the algorithm acts as a magnifier. He concludes his post with a powerful summary of this dynamic:

“Humans create attention. Algorithms only amplify it. Learn to talk to the humans, and the algorithm has no choice but to follow.”

This perspective offers a practical and relatable strategy for navigating the complexities of social media platforms like LinkedIn. By prioritizing authentic connection and compelling content, creators can, in Oberman’s estimation, achieve greater reach and impact without getting lost in the technicalities of algorithmic optimization.