Once primarily a job-search platform, LinkedIn has transformed into a powerful business networking tool, with professionals leveraging the platform to build their brands, secure business deals, and establish thought leadership.
Lawyer Paul Verrico experienced this firsthand when, in March 2020, he posted a request for hand sanitiser for his cancer charity. This led to an unexpected connection with the COO of a major Hong Kong energy firm, ultimately landing his team at Eversheds Sutherland its biggest safety consultancy project to date. “Yin and Yang, almost,” Verrico remarked.
Verrico, who has over 9,000 LinkedIn followers, is among the platform’s “superusers”—professionals who invest significant time in curating content and expanding their networks. Some, like LinkedIn branding coach Jasmin Alić, with 300,000 followers, have even turned their expertise into a business. Alić advises users to engage extensively—commenting 50 times a day, posting multiple times a week, and focusing on content that adds value.
LinkedIn has actively encouraged this shift, rolling out features like “creator mode” and refining its algorithm to prioritize relevance and expertise. Dan Roth, LinkedIn’s editor-in-chief, emphasizes the importance of “building a voice” in today’s professional landscape, stating that personal branding is key to career success.
However, the rise of LinkedIn influencers has sparked debate. While some see the growing networks as a boon for opportunities, others, like business professor Alison Taylor, argue that expanding followings can dilute meaningful engagement. After surpassing 15,000 followers, Taylor found that her interactions became less focused, with increased trolling and demands for public commentary.
Despite such concerns, the numbers show LinkedIn’s increasing engagement: comments have risen by 37% year-over-year, and video content has doubled. The platform’s evolution from a digital résumé repository to a dynamic professional space underscores the changing nature of networking in the modern era.
