Business social network LinkedIn, which recently turned 20, has been going through some changes recently.

The long-running employment platform, which hosts over 900 million members, has a reputation for being staid and professional, with users self-censoring in order to make themselves seem more appealing to prospective employers and customers.

However, there are signs that LinkedIn is planning on ditching the buttoned-up approach. Posts are becoming more personal, with some opting to share updates from their family lives or even admissions of failures.

One user seeking to shake off the stuffy corporate image is Dan Kelsall, who founded a guerrilla marketing company called ‘Offended’. Kelsall, who says he has amassed over 66,000 followers during a seven-year stint on the social network, says that consumers are becoming “less and less trusting” of big brands.

Like many others, he believes that marketing should be about telling relatable stories – a trend that may resonate more with Generation Z.

Although LinkedIn has been around longer than Facebook and is owned by Microsoft, there are signs that the platform is shifting towards the younger generation, with an emphasis on video content and podcasts rather than written articles.

Could we see a future in which video applications for jobs are the norm, rather than an oddity? LinkedIn has experimented with similar features in the past, implementing Instagram-style stories that were swiftly dropped.

Some have questioned whether the social network – which has largely avoided the backlash that rivals Facebook and Twitter have experienced – needs to change. After all, the website handles 4,500 job adverts a minute, and claims that six people find a new job every sixty seconds, too.

Perhaps it is best left to tick away in the background, fulfilling its purpose without any flashy new ideas or drastic changes.