Does LinkedIn network matter?

A common question when building a professional profile on LinkedIn is whether or not one’s network size actually matters for career success. Many wonder if simply having a large number of connections provides any real advantage or if quality connections are more important. In this article, we’ll explore both sides of this debate and look at the pros and cons of prioritizing network size versus network quality on LinkedIn.

Does the size of your network matter?

There are a few potential benefits to having a large LinkedIn network:

• Increased visibility – With more connections, your profile and activity have broader reach, which can help you be discovered by recruiters or business contacts.
• Lookup credibility – Some people equate more connections with being more established professionally.
• Direct access – A bigger pool of connections gives you more people to potentially interact with for advice, referrals, partnerships, etc.

So in some ways, yes – the size of your network does matter and can provide advantages. However, there are also limitations to focusing solely on the quantity of connections:

• Many connections are inactive – Just because you are connected doesn’t mean there is active engagement or even familiarity.
• Relevance is key – Generic connections provide less value than strategic, relevant connections aligned with your goals.
• Dunbar’s number – There is a cognitive limit to how many meaningful relationships we can maintain, typically estimated around 150.

Does the quality of your network matter more?

While size has some benefits, the overall value of your LinkedIn network tends to depend much more on the quality of your connections:

• Engaged connections – Regularly interacting with your network leads to deeper relationships and higher response rates when you need advice, referrals, etc.
• Relevant connections – Connecting strategically with those in your industry and ideal roles provides better insight and opportunities.
• Influential connections – Well-connected profiles in key companies or positions can amplify your visibility and credibility.
• Diversity – A diverse network exposes you to more ideas and resources beyond your own bubble.

So it’s important to focus not just on the quantity of your network, but on building quality connections that align with your professional needs and goals.

Strategies to improve your LinkedIn network quality

Here are some tips to focus your LinkedIn networking on quality over quantity:

• Connect strategically – Be selective in sending connection requests and target those you can build mutually beneficial relationships with.
• Provide value – Look for ways to help others in your network through advice, resources, endorsements, recommendations, etc.
• Engage regularly – Proactively interact with your connections by commenting, liking, sharing content, sending messages, etc.
• Join groups – Become part of relevant industry and interest groups to meet like-minded professionals.
• Follow companies – Follow key companies you want to work for or partner with to stay updated and network with employees.
• Get introduced – Leverage shared connections for warm introductions to high-value contacts.
• Build in-person – Use LinkedIn to strengthen real-life connections by connecting after meetings, events, etc.

How to balance size and quality in your network

The ideal LinkedIn strategy is to focus on growing your network in a way that enhances both size and quality. Here are some tips to find that balance:

• Set networking goals – Define specific targets for the size and composition of your network based on your career objectives.
• Add strategically – Periodically make strategic connection requests with relevant profiles even if you don’t know them directly yet.
• Engage thoughtfully – Set aside dedicated time to provide value to your connections through content, comments, likes, and messages.
• Review regularly – Audit your network periodically to re-evaluate relevance and remove dormant connections as needed.
• Limit passive growth – Be selective about accepting connection requests and avoid “click happy” behavior that sacrifices quality.
• Enrich existing ties – Look for ways to strengthen high-potential connections through shared experiences, introductions, repeat interactions, etc.

Limits to how much network size matters

While both size and quality have networking advantages, it’s important to keep in mind the limits and unlikely extreme scenarios:

• Dunbar’s number – There are still cognitive constraints to how many active relationships people can manage at approximately 150.
• Characteristic selectivity – No matter your network size, people ultimately hire and partner based on assessment of fit and perceived value, not just connections.
• Algorithm uncertainty – LinkedIn’s algorithms that determine things like search rankings and feed visibility are proprietary secrets, keeping the actual impact of network size unclear.
• Organic growth – Professional networking tends to accumulate naturally over time for most active LinkedIn users, making inorganic growth tactics less crucial.

So while building out your network is important, success ultimately comes down to nurturing quality relationships, producing value, and effective personal branding – not just having the highest connection count.

Focus on trust, knowledge sharing, and credibility

Rather than obsess over the size of your network, it is healthier and more effective to focus your LinkedIn networking on:

• Building trust and rapport through consistent, thoughtful engagement.
• Generously sharing knowledge that provides value to your connections.
• Developing subject matter expertise, thought leadership, and credibility within your industry.
• Cultivating deep, nourishing professional relationships and community.

These behaviors organically attract people to connect with you while also strengthening the quality and impact of your overall network.

Data on ideal LinkedIn network size

While the optimal network size depends heavily on your industry and goals, some surveyed benchmark data suggests:

However, these numbers could vary significantly based on factors like your field, role type, geography, company size, growth ambitions, and more. The key is not to get fixated on any particular number, but to actively network in a way that supports your professional aspirations.

Prioritize quality in your asks of connections

When leveraging your network for things like advice, referrals, recommendations, etc., focus on making requests that add value:

• Ask for introductions to highly relevant contacts who are a great fit to help with your specific needs.
• Ask thoughtful, well-researched advice questions that make the other person’s time worthwhile for engaging.
• Ask for feedback tied to expanding your skills, knowledge, and capabilities in your field.
• Ask people you have invested time helping previously rather than only reaching out when you need something.

High-quality, selective asks encourage your connections to continue interacting and collaborating. Generic asks often do not.

Yes, LinkedIn networking matters for your career

At the end of the day, thoughtfully building and leveraging your professional network on LinkedIn does provide significant advantages:

• Increases discoverability for recruitment and partnerships
• Provides access to insider intel that influences decisions
• Enables you to build a personal brand and credibility
• Gives exposure to new ideas and best practices
• Develops relationships that drive referrals and endorsements
• Creates opportunity through expanded reach and visibility

So regardless of the size your network grows to, putting in the effort to actively engage and cultivate quality connections on LinkedIn can benefit your career in a variety of meaningful ways.

Conclusion

While the size of your LinkedIn network provides some advantages in terms of reach and visibility, the overall quality and strategic value of your connections matter much more when it comes to effectively using LinkedIn to support your professional aspirations and goals. Focus on cultivating trust, sharing knowledge generously, building subject matter expertise, and developing meaningful relationships throughout your network. This will organically attract the right people and opportunities. Network size has its place, but should not come at the expense of nurturing depth, engagement, and selectivity in your connections. Find strategies to actively network in ways that enhance both the size and quality of your network over time.