LinkedIn is witnessing a transformation with an increasing amount of thought leadership content, making it an essential platform for brands like Lyft and Notion. At the ADWEEK Social Media Week conference, marketing strategists discussed how Notion identified LinkedIn's potential by observing a surge in creators focused on leadership content. Notion launched the 'Notion Faces' campaign, enhancing brand awareness through creator partnerships. Similarly, Lyft utilized its executives, like CEO David Risher, to engage followers with personal narratives, steering engagement away from traditional job-related posts toward community building.
"LinkedIn was just starting to become a platform where people were posting more thought leadership content versus just looking for a job."
"The brand noticed that people were steering away from 'bragging about their new jobs' and instead beginning to build communities among their followers through personal posts."
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