Social media is where we project a version of ourselves. And a pensive Dan Kelsall is nothing like his rowdy character on LinkedIn, the social media platform famously tagged “Facebook for suits”.

In the online world the co-founder of Manchester marketing firm Offended makes sure his business lives up to its name. His posts stick out for the prevalence of profanity and no holds barred humour.

Offended specialises in guerrilla marketing, turning the world of corporate messaging and polished branding upside down. As the irreverent Mr Kelsall puts it: “We don’t just get our own ads banned, we get ads banned for our clients too.”

With 900 million of the world’s professionals registering their personal CV and career attainments on the site, LinkedIn has become a valuable resource for head-hunters and human resources departments.

But over the last three years or so, this once staid community billboard of career updates and business launches has seen a change in tone.

Many posts have become more personal, featuring the emotional backstories of its members with accounts of childhood influences and admissions of failings and frailties.

This is a far cry from the hard-sell approach beloved of many corporate players and not everyone is happy. Critics murmur that these posts are more suited to the weekend musings of Facebook or the raucous tone of Twitter.

So what has triggered this change? According to Mr Kelsall, boredom with corporate marketing is one culprit.

It’s hard to imagine, but Mr Kelsall once worked as a copywriter for a tax software firm, producing “some of the driest things I’ve written”. He may not have enjoyed this time, but it did give him an insight into what pulls in readers.

“Consumers are less and less trusting of big brands. People are tired of boring marketing.

“The skill is to speak like your audience and be relatable to your audience. I’ve been on LinkedIn for seven years and I’ve got 66,000 followers. That’s a really engaged audience.”