As a job-hunting expert would he advise someone to bare their soul there? His response is very qualified. "It's a matter of individual choice. You are putting yourself out there so a future employer can see you. You're trying to get a balance and you want to sound human, not generic or automated." Others are more pointed. Tom Skinner, of London marketing agency Go Up, fears LinkedIn's new emotional tone is merely a symptom of celebrity culture and "a society that celebrates people who can self-publicise above all else".