From job board to influencer hub: How LinkedIn became a creator goldmine

LinkedIn isn’t just for job seekers and recruiters anymore—it’s turning into a hotspot for influencers who are changing how professionals connect, share ideas, and build their brands.

But these LinkedIn influencers aren’t your typical lifestyle content creators from TikTok or Instagram. Often called “professional influencers,” they never set out to make money off their content. Instead, they focused on sharing industry insights, offering business tips, and telling real-world career stories. Now, they’re stepping into the spotlight and shaking up the platform in a whole new way.

To dive deeper into this trend, I spoke with five LinkedIn influencers to understand why this shift is happening and what it means for the next wave of influencer marketing.

The unexpected path to LinkedIn influence

Sometimes, a single post can spark unexpected momentum. For Jess Ramos, it started with a casual late-night post on remote work that went viral, amassing nearly 5 million views and igniting her passion for community building. Now, with 212,000 LinkedIn followers, Ramos is the Founder of Big Data Energy and a Senior Data Analyst at Crunchbase. “I never set out to be a content creator or LinkedInfluencer,” she shares. Yet, over time, her niche naturally emerged, and her audience steadily grew.

The journey to becoming a LinkedIn influencer often starts unexpectedly, as creators are drawn to the platform for different reasons.

“LinkedIn has become a home for a new kind of creator,” confirms Kaya Yurieff, a LinkedIn Top Voice and team lead for the Creator Economy section at The Information. She points out that professionals with full-time jobs in fields like marketing or accounting are increasingly using the platform, adding that it remains a ‘white space’ with relatively less competition.”

Ruben Hassid, a LinkedIn influencer with 433,000 followers and a Top Voice in AI, found himself at a low point after his dream of making it in the music industry fell through. Reflecting on that challenging period, he shared, “After weeks of delusion, hating myself for letting a dream slip away, I made a bold choice: to post on LinkedIn for 30 days straight. Thank God I picked that one.”

Some influencers are fueled by a genuine desire to help others, especially during challenging times like job searching. Melissa Grabiner, ranked as the number one HR LinkedIn Creator in the USA with 400,000 followers, found her passion in supporting job seekers. “I am a champion for job seekers,” she explains, “and I use LinkedIn to provide insightful, uplifting content to motivate those who need support the most.”

Adam Broda, who has amassed 423,000 LinkedIn followers, noticed a gap in the advice typically shared by LinkedIn influencers, observing that much of it came from recruiters. Drawing on his 11 years of experience as a Hiring Manager and Founder of Broda Coaching, he aimed to offer a fresh perspective. “I wanted to provide insights from a Hiring Manager’s point of view,” he explains. “In early 2020, I began posting three times a week. After a few months of steady growth, I realized LinkedIn would be key to unlocking new opportunities—and I wasn’t wrong.”

Evolving content strategies on LinkedIn

There’s no one content format that works universally on LinkedIn as every influencer has tested multiple formats and has doubled down on the format that resonates the most with their audience.

Historically video posts have not performed well on LinkedIn; however, in 2024, that is no longer the case. “Short-form video is actually the fastest-growing type of content on LinkedIn, according to the site’s parent company Microsoft’s Q4 2024 earnings call in July, with video uploads up 34% year-on-year.”

Selena Rezvani, author of Quick Confidence and a LinkedIn Top Voice with 60,000 followers, is fully embracing the power of short-form content. She says that her posts focus on “actionable advice, personal anecdotes, roleplays, and practical tips on leadership and career advancement.” For every video she shares, Rezvani asks herself one key question: “Will this add value?” If it doesn’t meet that standard, she says, “it goes in the trash.”

Giving away free value establishes your credibility as a thought leader, and Broda has seen that firsthand. “My goals have shifted from quickly growing a large following to growing an engaged audience who believes in my expertise. What works today are posts with actionable steps my readers can follow to achieve a result or learn a key insight. ‘How-To’ posts, job search success stories, and tales from my experiences as a Hiring Manager in Big Tech consistently deliver for me.”

Similar to Broda, Hassid strongly believes that “LinkedIn is the platform for education.” He strengthens his argument by sharing that you must help your audience transform through education, and the best way to do that involves three things: “educational cheat sheets, images that look not like an ad, and carousels that teach you one thing.”

It’s no secret that LinkedIn is more buttoned up and professional than other social media platforms, which is why influencers that go against the grain stand apart. “What’s working is being my true authentic, unfiltered, and unhinged self,” reveals Ramos. There are too many stuffy, professional people on the platform, and I believe that I bring a new, fun energy.”

Turning influence into income

Although LinkedIn currently lacks built-in monetization options like YouTubers have with ads, influencers on LinkedIn are finding innovative ways to generate income. They are exploring avenues such as brand partnerships, online courses, coaching services, paid communities and newsletters, and speaking engagements, among others.

While some argue that LinkedIn influencers are not “real” influencers, Rezvani would beg to differ. She recently secured her largest partnership to date—a six-figure deal with a major corporation worth $125,000. “I’ve collaborated with over a dozen companies on multifaceted campaigns that included sponsored LinkedIn posts and videos, as well as spokesperson work. This has helped me secure speaking engagements ranging from $15,000 to $20,000, with consulting fees varying from $25,000 to $50,000 per project.”

Brand sponsorships and brand ambassadorships are also how Grabiner monetizes the brand she has built, earning over $50,000 through these partnerships. She also started a small company helping job seekers with resume review, LinkedIn profile optimization and interview prep” and this is all thanks to the brand she built through content.

Coaching is nothing new as Broda also launched a one-on-one coaching business, and between 2020 and 2023, he worked with nearly 160 clients, generating over $100,000 in revenue while dedicating just five to ten hours per week. He has experienced a significant surge in brand partnership inquiries as well. “In the last 12 months, I’ve seen a remarkable increase in brand-deal requests. In 2023, I was approached by just six companies for sponsorships. However, in 2024, I’ve already received that same number every month.”

After securing several brand deals, some LinkedIn influencers are starting to launch their own ventures, particularly beyond coaching. Hassid began with brand partnerships, completing over 50 deals and earning close to $1 million. He then sold more than 3,000 digital courses on Gumroad at $89 each. Now, he has launched and bootstrapped his own LinkedIn ghostwriting software, “EasyGen.” “Thanks to my LinkedIn content, which has reached 120 million people, I’ve successfully converted 5,000 of them into paying customers.”

The rise of influencers on LinkedIn signifies a major shift in the creator economy. By sharing authentic insights, these influencers are transforming the platform from a traditional job search platform to the “professional’s social media platform”. Brands are increasingly recognizing the potential of collaborating with LinkedIn influencers, unlocking new monetization opportunities. As this trend continues, LinkedIn is set to lead in educational content creation, reshaping the influencer marketing landscape.