Why Authenticity Is the Currency of Influence on LinkedIn
Mar 25, 2025
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Katie Carroll, Senior Editor at Large at LinkedIn, shares her expertise on transforming LinkedIn from a job board to a vibrant community for sharing insights. She emphasizes that authenticity is now the currency for influence, guiding content creation towards vulnerability and genuine connections. The conversation explores how LinkedIn News enhances transparency and fosters meaningful dialogue among professionals. Katie also recounts her personal journey to London, showing how authentic engagement can unlock exciting opportunities.
LinkedIn has evolved into a vibrant community focused on meaningful professional dialogues, enabling users to share insights and create unique opportunities.
Authenticity and vulnerability in content are crucial for engagement on LinkedIn, as they foster genuine connections and encourage supportive dialogue among users.
Deep dives
The Evolution of LinkedIn as a Community Hub
LinkedIn has transformed from a job search platform into a rich community for professional dialogue and idea sharing. The emphasis is now on fostering meaningful connections between users, enabling them to engage in professional conversations and share insights, which can lead to unique opportunities in their careers. By providing a space for varied voices, members can discuss trending topics and industry developments, benefiting from the knowledge and experiences of a diverse user base. This shift highlights the growing significance of building professional networks and cultivating an engaged community through shared content.
Defining Success as a Creator on LinkedIn
Being a successful creator on LinkedIn involves not just cultivating quality content but also establishing an authentic connection with the audience. Key factors for success include the ability to address timely topics that resonate with followers and present an authentic voice, as demonstrated by examples like Richard Branson, who has effectively utilized the platform to share insights about his business journey. The expectations for creators have evolved, with a greater appreciation for transparency and genuine communication, as users are increasingly drawn to content that reflects personal experiences rather than corporate messaging. This authenticity fosters deeper engagement and builds trust within the professional community.
The Role of Vulnerability and Expertise in Content Creation
Creators are increasingly encouraged to showcase their vulnerability and share unique perspectives, helping them to forge connections with their audience. Articulating personal viewpoints or workplace dilemmas can lead to supportive dialogue, as seen through various posts that invite audience interaction and advice. Encouraging this kind of authentic engagement can diminish the intimidation of posting, allowing individuals to share their expertise in relatable, approachable ways. LinkedIn serves as a supportive environment where professionals can experiment with content, connecting over shared experiences and insights that foster growth and collaboration.
In Ep. 166 of Earned, CreatorIQ CMO Brit Starr sits down with Katie Carroll, Sr. Editor at Large at LinkedIn. To start, we dive into LinkedIn's transformation from job-seeking platform to a dynamic space for sharing ideas, fostering conversation, and building personal brands. Katie shares her insights on the shift towards authenticity and vulnerability in content creation, emphasizing the importance of genuine connections and the power of video content. We explore how LinkedIn News plays a crucial role in the editorial landscape and offers transparency and accessibility through original reporting and curated member perspectives. The discussion also explores the creator economy on LinkedIn, recognizing creators as entrepreneurs and brand owners who contribute significantly to the professional community. Katie shares her personal journey of manifesting a move to London, illustrating how authentic engagement on LinkedIn can lead to exciting opportunities. This episode is a must-listen for anyone interested in leveraging LinkedIn for professional growth.
In this episode, you’ll learn:
How LinkedIn is redefining what it means to be a creator: No longer just a job-seeking platform, it’s become a space where professionals share insights and engage in meaningful conversations.
The kind of LinkedIn content that stands out: Authenticity is the key to engagement. The best posts spark discussion, offer unique perspectives, and feel like a conversation rather than a press release.
How LinkedIn helps turn ideas into opportunities: Posting, commenting, and engaging with others can lead to unexpected connections, partnerships, and career growth.