Students, academics and university administrators are increasingly using and producing digital platforms, including social media. This paper focuses on LinkedIn to start tackling the question of the effects on higher education as a sector, its actors and the established social practices. It argues that LinkedIn moves beyond the passivity of advertising to its users towards actively structuring digital labour markets, in which it strategically includes universities and its constituents. By introducing the term 'qualification altmetrics', the paper suggests that LinkedIn is building a global marketplace for skills to run in parallel to, or instead of university degrees. Qualification altmetrics might challenge the established practices of knowledge production and valuation.