Everyone hates performative LinkedIn posts. Workers feel like they have to write them anyway.
Workers feel they can't afford to stop posting on LinkedIn, even if the personal-brand arms race is making the platform messier.
Many LinkedIn users feel compelled to create personal brand posts to advance their careers, despite finding the self-promotional content cringe-worthy. Some companies are even paying ghostwriters, like those from Hat Tip, to write LinkedIn posts for their employees. Christian Di Bratto, founder of Hat Tip, quotes clients $8,400 a month for three employees, three times a week.
LinkedIn is witnessing a hybrid of performative professional posting and personal sharing, aided by AI tools. In July, LinkedIn began flagging posts that seem AI-generated, estimating 41% of long-form posts and 30% of shorter ones are AI-generated. Workers are finding themselves in a catch-22, feeling the need to post regularly for career growth while cringing at the polished, self-promotional content.
Some clients pay agencies like Cherry Media for at least three months of services to help them build personal brands on platforms like LinkedIn, aiming for better job opportunities, speaking engagements, or professional connections. Posting on LinkedIn does have career benefits for some, but too much posting can signal to recruiters that a person is busy and not in high demand.
Experts recommend sharing one to two posts a week, focusing on authentic, valuable updates to maximize engagement from the network.
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