For years, LinkedIn was seen as the last “neutral” corner of the internet, a space reserved for professional milestones, job updates and sanitised thought leadership. However, that’s quickly changing.
As political tensions rise offline, users are bringing their outrage and advocacy online, to a platform not known for protest. And they’re not holding back.
Samuel Kariuki, a videographer, photographer, and founder of Maridadi Online—an e-commerce platform that leverages artificial intelligence to bridge gaps for young people who lack access to traditional education or technical training—says his presence on LinkedIn has evolved significantly over the years.
“But when AI started gaining traction, it completely shifted my trajectory. The goal was to create jobs by empowering youth to use AI tools for graphic design or content creation even if they haven’t studied those things formally,” he explains. “That way, they can still be competitive.”
Before the Gen Z protests in June last year, Kariuki says his LinkedIn posts mostly centered around tech innovation.
“I used to post about new products powered by AI, earphones that translate in real time, smart beds with different temperature settings... things like that,” he says. “That was my focus until June 25th.”
That day marked a shift not just in his content, but in his purpose for using the platform. “I noticed the traction on my LinkedIn was growing, and I felt like I had a platform that could help make change,” he says.
“It was painful watching young people getting shot in the streets for protesting. They weren’t asking for anything unrealistic.”
Kariuki began posting political content as a way of voicing not just his frustrations, but what he saw as a collective mental health crisis triggered by repression and silence.
He says what pushed him further was the realisation that everyone in the country was already talking about the issues just not publicly.
“People were talking about the protests in offices, in restaurants, in clubs, everywhere, but in hushed tones. And that’s the problem. People are scared to voice what’s happening.”
When it comes to deciding what to post, Samuel says it’s often spontaneous, driven by unfolding events and verified sources.
“If it’s happening now, like the recent demonstrations, I post as things unfold,” he explains. “I get content from social media, but also from WhatsApp groups especially political ones. They share videos and updates, and then I crosscheck with sources like NTV before I post anything.”
His voice has found resonance and sometimes, resistance.
“Most people engage with the discussion. They share their thoughts, and we build a conversation,” he says.
But others are hostile. One instance that stuck with him was a comment from a fellow Kenyan living in Dubai. “He asked me why I was posting political stuff on LinkedIn,” Samuel recalls. “He said we’re just making noise. That we’re on a current high. But that’s the problem, if everyone only looked out for their own interests, we’d never be united.”
For him, LinkedIn isn’t the wrong platform; it is the perfect one.
Maridadi Online Founder Samuel Kariuki during an interview at Nation Center in Nairobi on June 24, 2025.
Photo credit: Francis Nderitu | Nation Media Group
“People don’t understand that LinkedIn is not just for jobs; it’s for connecting, networking, and sparking conversations.”
He’s noticed more Kenyans shifting toward political conversations on LinkedIn, but most, he says, remain cautious.
“I don’t blame them. I’m not employed, so I have no one to answer to,” he says. “But for those who can speak, we need to bring the conversation to where it’ll have an impact.”
Samuel believes that his posts have made a difference. “Most of the posts that I’ve shared have sparked conversation,” he says. “They’ve helped people think differently. I’m not just shouting. I’m hoping to shift something.”
Like Samuel, Nyandia Gachago’s LinkedIn profile was once a space for creativity and commerce, filled with updates on brand strategy, posts about leadership and digital transformation, and the occasional teaching moment about applying AI in business.
She would speak to and for the professionals navigating Kenya’s innovation economy startup founders, marketers, tech adopters, drawing from her broad experience across sectors like education, agritech, hospitality, FMCG and development.
But that was before she read the contentious 2024 Finance Bill.
“I read every painful clause,” she says. “And I was angry. Not just at the bill itself, but at the realisation that so many of us especially in professional spaces hadn’t taken the time to read it at all. That’s when I knew I couldn’t stay silent.”
It was a turning point. And it pulled her political expression right into the heart of LinkedIn.
Nyandia is a marketing and PR strategist, a digital innovator, and an AI expert. She runs MintyLime, an AI-powered creative agency that bridges technology, culture, and civic action. But at her core, she describes herself as a storyteller someone who uses narrative to shift culture and build impact.
So, when protests erupted and online spaces turned volatile, Nyandia didn’t run to X or Instagram. She stayed exactly where she had always been: LinkedIn.
“Because LinkedIn is where power listens quietly,” she explains. “It’s where the corporate class scrolls. It’s where policymakers are watching. I didn’t want to shout into the void. I wanted to speak where the silence was loudest and where it could echo longer.”
Her decision was deliberate. She wasn’t just responding to the noise of the moment; she was inserting meaning into it. Her posts began to weave governance, economic justice, and digital activism into a broader, storied framework.
She wasn’t simply calling out the chaos, she was connecting the dots, placing current events within a lineage of systemic inequality and urging her peers to do the same.
“Silence is also a political act,” she says. “And professionals can’t afford to detach from political discourse anymore. It shapes everything — our taxes, our rights, the future of our work.”
Her words didn’t just gather likes, they moved people. Some messaged her to say they finally understood the Finance Bill because of her post.
Others said her reflections gave them the courage to speak out, or even to join the protests themselves. Still more, often senior figures reached out quietly, away from the public feed, to say: Keep going. You’re saying what we’re all thinking.
“I’ve had pushback too, of course,” she admits. “The usual ‘be careful’ messages. But the support has been just as unexpected, and more powerful.”
Nyandia has noticed a shift across her network. Professionals who once thought neutrality was a shield are now slowly shedding that illusion. They’re starting to speak up about politics, yes, but also about justice, dignity, and the country they want to live in. LinkedIn, she says, is becoming more human. And that’s a good thing.
For Nyandia, this season isn’t just a reaction to current events. It’s a shift in posture, a recommitment to using storytelling for civic transformation.
This shift in tone and content on LinkedIn hasn't gone unnoticed by those in the HR world. Jane Mutisya, a Nairobi-based human resource specialist, says the platform’s evolution from a purely professional networking space to one where political and civic discourse is happening marks a turning point in workplace culture.
“LinkedIn has evolved. It’s no longer just about CVs, promotions, or job announcements. It’s also where professionals voice concerns about governance, inequality, and social justice. That’s a new reality we have to grapple with in HR.”
For years, the prevailing unwritten rule was that professionals should steer clear of political discussions especially on platforms associated with work. But that line is increasingly being blurred. While the rise of politically vocal Gen Z professionals is often cited as a key driver, Jane believes the change is broader.
“Many employees now view LinkedIn as a space to express values they care about, not just to network,” she says. “This shift challenges the traditional HR approach, which has always emphasised keeping personal and professional spheres separate. For us, it’s both an opportunity and a challenge to support self-expression, while also protecting the organisation’s brand and workplace harmony.”
The dilemma, she notes, is particularly complex when a political post goes viral or triggers backlash.
“In such cases, HR usually assesses the post’s impact; does it violate company policy? Does it affect team cohesion or reputation? Sometimes it calls for a formal response, other times it’s more about coaching the employee on how to manage their digital presence,” she explains.
Nyandia Gachago, a PR and digital strategy expert, has transformed her LinkedIn page into a platform for political expression, using it to speak out on governance, civic issues, and social change.
Photo credit: Pool
Still, she believes that political expression online, even when uncomfortable doesn’t always have to be seen as a liability. In some instances, it can demonstrate courage and leadership.
“When done respectfully and thoughtfully, political expression can enhance someone’s professional brand,” she says. “It shows authenticity, values, and sometimes, thought leadership. That’s especially true when the content is tied to their work say, in the public sector, civil society, or fields like sustainability and DEI.”
However, she’s quick to add that professionals must still consider context. “Your online voice should reflect your personal brand and align with your career goals,” she says.
“Even if you feel strongly about an issue, how you say it matters. Rants can backfire. But reasoned arguments and respectful discourse can elevate you.”
As for whether Kenya’s HR sector is ready for this evolving professional landscape, Jane says companies are slowly catching up.
“HR culture is adapting, but it’s a work in progress,” she says. “We’re seeing more organisations especially those hiring Gen Z talent begin to accept that employees will speak out. The question now is: how do we create policies that reflect this reality while still protecting the company’s values?”
She believes one key solution lies in clearer, more empathetic guidelines around social media use.
“Companies need to move beyond vague do’s and don’ts,” she says. “Social media policies should offer guidance and not just restrictions. They should help employees understand how to express themselves online in ways that are safe, professional, and aligned with organisational culture.”
Ultimately, she argues, the conversation professionals are bringing to LinkedIn about justice, identity, politics, and belonging is not something employers can ignore. Nor should they.
“We live in a political world,” she says. “Our taxes, freedoms, rights they’re all tied to policy. We can’t ask people to mute that part of themselves Monday to Friday. Instead, we should be creating workplaces that embrace authenticity and responsible expression.”
