How LinkedIn Transformed from a Job Board to a Creator Goldmine

Coming to you live from SXSW in Austin!! I am exhausted after a legit marathon of speaking events, creator dinners, and brand meetups. But before I crash, you know I had to get this newsletter out to you!

For this newsletter, I’m diving into the buzz around this whole “LinkedIn Creator Goldmine.” But instead of just sharing my take, I went straight to the source—I interviewed the top Creators and Brands (like ClickUp, HubSpot, Wix, & Teachable) on the platform to get their insights.

For years, LinkedIn was seen as a digital resume—a space for networking, job hunting, and recruiter outreach. But today, it has transformed into a creator goldmine, where professionals build influence, share expertise, and even land six-figure brand deals.

What’s behind this shift, and why are brands scrambling to tap into LinkedIn’s influencer economy? Let’s break it all down.

The Rise of LinkedIn Influencers

Unlike Instagram or TikTok stars, LinkedIn influencers are industry insiders, executives, and thought leaders. They’ve built audiences not through viral dances or entertainment, but through high-value content—industry insights, career strategies, and leadership lessons.

The best part? Most LinkedIn creators never set out to become influencers. Their growth has been organic, driven by trust and credibility.

🔹 Jess Ramos went viral with a single remote work post. Today? 212K followers and counting.
🔹 Ruben Hassid pivoted from music to AI content. Now? 433K LinkedIn followers and major brand partnerships.
🔹 Melissa Grabiner, an HR expert, built a 400K+ audience helping job seekers navigate the hiring process.

Kaya Yurieff, a LinkedIn Top Voice, describes LinkedIn as a “white space” opportunity—relatively low competition, yet high engagement from professionals who actually care about content that makes them smarter.

Why Brands Are Betting Big on LinkedIn Creators

For brands, LinkedIn offers a hyper-targeted audience with higher trust levels than any other platform. Unlike other social media platforms, where influencers often promote lifestyle products, LinkedIn is about knowledge, expertise, and business impact.

Brands like HubSpot, Wix, ClickUp, and Teachable are leading the charge, partnering with influencers to reach decision-makers, executives, and professionals who drive business outcomes.

“When someone with a high title at a successful company speaks, you’ll listen.” — Chris Cunningham, ClickUp

“We’re at a point where influencers aren’t just entertainers; they’re educators.” — Olivia Owens, Teachable

And it’s not just B2B brands getting in on the action—B2C companies are waking up to the power of high-trust, high-value content.

How LinkedIn Creators Are Monetizing (And Earning Big)

Unlike YouTube or TikTok, LinkedIn doesn’t have built-in monetization tools. But that hasn’t stopped creators from turning their influence into major revenue streams. Here’s how they’re doing it:

✅ Brand Partnerships & Sponsored Content – Influencers are landing six-figure deals, proving LinkedIn is a legitimate marketing channel for businesses.
✅ Coaching & Consulting – Thought leaders charge premium rates for 1:1 strategy sessions.
✅ Courses & Digital Products – Ruben Hassid has sold thousands of online courses and built his own LinkedIn ghostwriting software.
✅ Speaking Engagements & Paid Communities – A loyal LinkedIn audience = high-value business opportunities.

Big shift: Brands are moving from short-term deals to long-term influencer partnerships, embedding creators into their marketing strategies.

The Surge of LinkedIn Video - Trends and Statistics

Video content has become a powerful tool on LinkedIn, driving higher engagement and expanding reach. Here’s why video should be integral to your LinkedIn strategy:

• Higher Engagement: Video posts on LinkedIn receive 5 times more engagement than other content types. Moreover, LinkedIn members are 20 times more likely to share a video than any other type of post.

• Increased Brand Awareness: Utilizing video content can boost brand awareness by 50%, making it an effective medium for reaching broader audiences.

• Enhanced Lead Generation: A staggering 80% of B2B leads sourced from social media come through LinkedIn, underscoring the platform's effectiveness for business development.

• Mobile Consumption: Approximately 57% of LinkedIn video views occur on mobile devices, emphasizing the importance of optimizing video content for mobile viewing.

• Short-Form Video Preference: Videos under 30 seconds achieve a 200% higher completion rate, indicating that concise content resonates more with LinkedIn's professional audience.

• Live Video Engagement: LinkedIn Live videos receive 7 times more reactions and 24 times more comments than native videos, highlighting the potential of live streaming for real-time interaction.

The rising significance of video content on LinkedIn is clear from these statistics. To leverage this trend, integrate short, informative videos into your content strategy, use live video for product launches or Q&A sessions, and make sure all your video content is optimized for mobile devices.

What’s Next for LinkedIn Influencers?

• Thought Leader Ads – Brands can now boost influencer content, expanding reach like never before.

• Short-Form Video Growth – Microsoft reports a 34% YoY increase in LinkedIn video uploads—big opportunity for creators.

• Deeper Brand Collaborations – More ambassador-style influencer partnerships on the horizon.

The LinkedIn creator economy is booming, and we’re still early. Whether you’re a brand looking for new marketing channels or a creator ready to monetize expertise, LinkedIn is the place to be.

Whether you are a Creator or a Brand, are you maximizing LinkedIn?

— AJ Eckstein, Founder of Creator Match