By Manisha Kapoor
If you’ve noticed LinkedIn posts sounding more like mini sales pitches lately, you’re not alone. LinkedIn has long held a reputation as the place for serious networking and knowledge-sharing. Unlike Instagram or Twitter, where product placements and brand deals are out in the open, LinkedIn was supposed to be a space for career advice and unbiased industry insights.
But as LinkedIn evolves into a broader platform for thought leadership, a new wave of influencers — known colloquially as “Linkedfluencers” — is emerging. While they may be CEOs, founders, and other high-profile leaders, many are being called out for crossing the line into unmarked promotional territory. What once felt like genuine industry insight is increasingly looking like undisclosed brand endorsements, sparking concerns about the erosion of trust on LinkedIn.
Corporate leaders have a unique standing on LinkedIn. They’re seen as credible voices of reason, guiding their followers through complex industry landscapes. So, when they share advice or recommend a product, followers naturally assume it’s based on deep expertise, not a hidden agenda. However, the problem arises when these leaders start endorsing products, services, or business philosophies without making their material connections clear.
When the CFO of a tech company praises a software provider without mentioning that they’re a vendor or partner, it blurs the line between genuine recommendation and hidden advertising. And when this happens repeatedly, it’s no surprise that audiences feel misled. In a recent case, a CMO praised a full-page advertisement of an unrelated company. It was soon discovered that several others were sharing similar posts, making it evident that this was a campaign rather than a genuine post. The CMO was called out, and he sheepishly added a disclosure that his post was an ad.
Why are corporate leaders straying into promotional territory on LinkedIn? The motivations are often more complex than simple profit.
Financial incentives: Some leaders might have direct investments in the companies or products they endorse, or perhaps they even receive compensation to promote them. By leaving out this information, they make the endorsement look “unbiased” while benefiting financially.
Personal branding: LinkedIn is a prime platform for building one’s personal brand. Leaders who regularly post about the latest tools or industry trends position themselves as innovators and visionaries. This not only boosts their influence but also makes them more appealing to potential business partners, clients, and even future employers.
Corporate favours: Many executives have partnerships, alliances, or long-standing relationships with other companies. A well-placed endorsement might be a way to strengthen the connections or reciprocate favours, even if no money is changing hands.
While these motivations aren’t inherently unethical, they become problematic when adequate disclosures are absent. People come to LinkedIn expecting genuine insights and information and are likely to engage with content they believe to be impartial. Without transparency, they have no way of knowing what’s driving these so-called “insights”.
One might argue that corporate leaders should be more aware of advertising norms and regulations than the average social media influencer. They are often highly educated, hold important roles, and could also be managing their company’s public image and communication strategy. They understand the importance of ethics and transparency in building trust.
The Advertising Standards Council of India and the Central Consumer Protection Authority have specific guidelines on influencer endorsements, requiring influencers to disclose material connections. By failing to disclose these ties on LinkedIn, corporate leaders not only risk damaging their reputations and that of their organisations, but they could also attract regulatory scrutiny.
Most major social media platforms offer tools for tagging sponsored posts and marking brand partnerships, making it easy for influencers to be transparent. LinkedIn, however, hasn’t introduced such features. As a result, posts with material connections often blend in with regular content. While the lack of platform disclosure tools doesn’t excuse Linkedfluencers who promote brands and products, a standardised template helps.
LinkedIn’s lack of disclosure tools also puts a heavy burden on the audience to “read between the lines”. Without standardised labels or tags, followers may interpret the endorsements as genuine, unbiased advice, potentially leading to poor decisions.
Part of what makes this situation concerning is that LinkedIn’s audience isn’t like that of other platforms. LinkedIn users are typically professionals, recruiters, business owners, and industry experts. They come to LinkedIn not for entertainment, but for career growth, networking, and insights. In other words, users value authenticity and professionalism, unlike other social media platforms where followers are accustomed to influencer marketing and product placements.
As LinkedIn becomes an increasingly influential platform, it’s up to corporate leaders to step up. Here are a few steps that Linkedfluencers can take.
Self-disclosure: Leaders can take it upon themselves to disclose any material connections in their posts. A simple note like “My company partners with X brand” or “I have an investment in Y product” can make a big difference in how followers perceive the post.
Company policies on transparency: Organisations can also establish internal guidelines for executives on LinkedIn. Encouraging employees to disclose any partnerships, vendor relationships, or investments they mention on LinkedIn can help maintain a consistent standard of transparency.
Calling for LinkedIn improvements: LinkedIn itself can help facilitate this by creating tools that make disclosure easier. A “sponsored” or “partnered” tag could nudge influencers to be more transparent while helping followers quickly identify endorsed content.
The rise of promotional content on LinkedIn highlights the need for clear boundaries between organic content and advertising. As more corporate leaders establish themselves as influencers, they must recognise the impact of their words and the weight of their endorsements. Ultimately, Linkedfluencers have the power to set the tone for transparency and honesty on LinkedIn. And as users, it’s up to us to hold them accountable, ask questions, and demand the truth.
The author is CEO and secretary general, Advertising Standards Council of India.
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