LinkedIn, the professional networking platform owned by Microsoft, has been blocked in China since 2014. This has left Chinese professionals without access to the dominant global platform for establishing professional connections and finding job opportunities. However, various homegrown alternatives have emerged in China to fill the social networking gap.
Why is LinkedIn blocked in China?
The Chinese government’s internet censorship apparatus, known colloquially as the Great Firewall, blocks access to many foreign websites and apps. Social media platforms are particularly likely to be blocked if they allow political organizing or dissent against the Chinese Communist Party.
Although LinkedIn is strictly a professional networking site, the free flow of information and discussions on the platform are seen as a potential threat. The government prefers to have control over social networking activities within China’s borders.
Some specific incidents may have triggered the blocking of LinkedIn in 2014. Around the 25th anniversary of the Tiananmen Square protests in June 2014, there was an increase in politically-charged content being shared on LinkedIn. Attempts by LinkedIn at the time to voluntarily censor politically sensitive content did not seem to satisfy authorities.
Mianliao
Mianliao was a pioneering social networking app in China prior to the blocking of sites like LinkedIn and Facebook. It combined features like messaging, photo sharing, and professional profiles.
Launched in 2008, Mianliao gained tens of millions of users and remained popular even after LinkedIn entered China in 2014. However, authorities eventually forced Mianliao to shut down in 2016 for failing to properly censor and monitor content.
Key Features
- Messaging and group chat functionality
- Photo sharing
- Professional profiles and resumes
- Jobs boards
- Events listings
Reasons for Popularity
- Wide range of features beyond just professional networking
- Local company that understood Chinese internet culture
- Fun features like horoscopes and friend matchmaking
- Network effects of early adoption
WeChat is the dominant multi-purpose messaging, social media, and payments app in China. It was developed by Chinese tech giant Tencent and launched in 2011.
Although WeChat does not have a dedicated professional networking function like LinkedIn, many Chinese professionals use it for establishing work connections and finding job opportunities. This takes place organically through social connections and networking.
Key Features
- Messaging, voice, and video calls
- Sharing of text, photos, videos
- Moments feed like Facebook and Instagram
- Payments and e-commerce integration
- Mini programs for services like ride-hailing, food delivery
Reasons for Use
- WeChat has become the single most essential app in China with over 1 billion monthly active users
- Many professionals already use it daily for chatting and sharing
- Network effects – you can connect with anyone else who already uses WeChat
- Easy to nurture professional relationships organically from existing friendships and connections
Zhihu
Zhihu is a Chinese question-and-answer website similar to Quora. It allows users to ask and answer questions, create posts, and connect with experts in various fields.
In recent years, Zhihu has developed robust professional networking features for users to display their expertise, list work experience, and connect with professionals in their industries.
Key Features
- Q&A posts
- Follow topics, organizations, and other users
- In-depth user profiles
- Publications to showcase expertise
- Jobs board
- Professional messaging
Reasons for Use
- Established platform with high engagement, especially among knowledge workers
- Robust profiling and publications help demonstrate professional capabilities
- Network effects of migrating existing platform into professsional connections
- Leading jobs board in China for white-collar positions
Maimai
Maimai (also called Pingpad) is a dedicated professional networking app developed by Chinese tech firm ByteDance. It launched in 2015 shortly after LinkedIn was blocked.
Maimai has similarities to LinkedIn, with profiles, messaging, jobs listings, and ways to connect with professionals at various companies.
Key Features
- Profiles with work history and skills
- Professional messaging and search
- Jobs board
- News feed
- Corporate talent pages
Reasons for Use
- Dedicated platform just for professional networking
- Backed by well-funded ByteDance
- Integration with workplace messaging app Lark
- Partnerships with HR departments at companies and universities
Boss Zhipin
Boss Zhipin (also known as BOSS Direct Hiring) is a Chinese recruitment and networking app developed by Kanzhun Ltd. It first launched in 2014.
In addition to active job listings, Boss Zhipin facilitates professional networking so that users can develop connections and find opportunities.
Key Features
- Job postings and company pages
- Resume builder and sharing
- User profiles and professional connections
- Chat and messaging
- Salary comparisons
Reasons for Use
- Strong database of active job listings and employer pages
- Tools tailored to Chinese job hunters
- Networking features help users discover connections at target companies
- Popular app among young professionals and recent graduates
Conclusion
Chinese professionals leverage a mix of social networking platforms to build connections and further their careers in place of LinkedIn. WeChat has become the de facto option based on its widespread adoption for social and professional communication. More specialized apps like Maimai and Boss Zhipin also offer networking tailored to Chinese job seekers and employers.
The development of these alternatives reflect China’s unusual internet environment. The government’s approach to censorship and control has nurtured a distinct technology ecosystem. However, a lack of access to globally dominant networks like LinkedIn also presents drawbacks for Chinese professionals seeking to connect and collaborate internationally.