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The term “influencer” likely brings to mind glitzy social media pages with beautiful people seemingly living beautiful lives. Perhaps the term makes you think of wacky videos you see over your kids’ shoulders that make no sense but apparently somehow make their creators rich. Unfortunately, the subject of this article is much more boring than that. I would like to talk about LinkedIn influencers. Yes, LinkedIn — the business and employment-focused social media platform.
No longer just a repository for resumes, LinkedIn is seeing explosive growth in userengagement, reporting a 41 percent growth in content posted between the spring of 2021 and the spring of 2023. It’s not just celebrities and big-name executives either; there are “regular” folks creating content, building an audience and getting very significant engagements.
Micro-Influencers
In an active and engaged industry, like cannabis, for example, it’s not uncommon to see “average joes/jills” build up significant followings and develop engaged online communities. I see many such creators, without any specific claims to fame, without fancy titles, able to grow follower counts to 10,000, 20,000, 30,000 or more. At these levels, these micro-influencers can easily garner tens of thousands, even hundreds of thousands of impressions a post!
A person’s profile on LinkedIn, of course, is heavily linked to their body of work. Indeed, it is often their work in a certain field that is at the heart of their content creation and the audience engagement therein. To some extent, many creators post on a particular topic with that goal in mind — to become known as an expert. In other words: personal branding.
This opportunity to build a personal brand is now accessible to anyone willing to invest the time and effort, giving rise to an interesting dynamic where you may be working side by side with a person who is “LinkedIn famous.” An otherwise average person may be widely known, widely followed and even influential in a certain niche. In many cases, these LinkedIn influencers may even be more well-known than the company they work for.
For companies, hiring someone with LinkedIn fame can have both advantages and disadvantages. Let’s take a look at them.
Pros:
1. Instant credibility: When a company hires a known influencer, it gains instant credibility in the industry. The influencer’s reputation and following can help raise the company’s profile and attract new customers.
2. Thought leadership: Influencers are often thought leaders in their field, and their expertise can benefit the company. By hiring a well-known expert, a company can gain access to their knowledge and insights, which can inform business decisions.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
3. Content creation: Influencers are often prolific content creators, and their posts can help promote the company’s brand and values.
4. Networking opportunities: Influencers have extensive networks, which can open doors for the company. They may be able to introduce the company to new partners, clients or collaborators.
Cons:
1. Distraction: With a large following comes a lot of attention. The influencer may be bombarded with messages, requests for advice and other demands on their time, which could distract from their work for the company.
2. Loss of control: By hiring an influencer, the company may lose some control over its brand messaging. The influencer’s personal brand and opinions may not always align with the company’s values and mission.
3. Overemphasis on personal brand: An influencer’s personal brand may overshadow the company’s brand, leading to a blurring of lines between personal and professional.
4. Pressure to maintain image: The influencer may feel pressure to maintain their image and continue to produce content, which could lead to burnout or decreased performance in their role.
Final Thoughts
In conclusion, hiring a LinkedIn influencer can be a savvy move for companies looking to boost their credibility and thought leadership. However, it’s essential to weigh the pros and cons carefully and consider whether the influencer’s personal brand aligns with the company’s values and goals. With the right approach, companies can leverage the influencer’s following and expertise to achieve new heights of success.
