LinkedIn is seeing a growing number of professionals turn their expertise and day-to-day work into personal brands, with creators on the platform increasing 60% since 2024, according to CEO Dan Shapero, Inc. reports.
Dubbed “workfluencers,” 83% of these creators post while holding a day job, and some earn brand partnerships worth hundreds to tens of thousands of dollars. Rather than replacing traditional employment, the trend offers professionals additional income, career opportunities and a potential safeguard against job uncertainty.
The approach is also gaining traction among businesses, with LinkedIn and Ipsos finding that 55% of B2B marketers already use creator marketing on the platform in 2025. Fifty-six percent of B2B buyers who engage with creators said they rely on their input during the final stages of purchasing decisions to validate recommendations.
Professionals in specialized fields like computer and network security and software development are seeing particularly strong growth, with workfluencers in those fields increasing 128% and 117%, respectively, over two years. Teachers, researchers, editors, creative directors and graphic designers are among the most common creators.
Experts say successful workfluencers distinguish themselves by sharing practical industry insights, professional experiences and personal perspectives rather than relying on generic corporate messaging. Building credibility through authentic, expertise-driven content can help professionals attract job offers, clients and partnerships while still employed.
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