Daniel Shapero, CEO of LinkedIn, calls this trend "workfluencer"—people who maintain their main jobs while building influence on social media using their experience and expertise.
In an interview with Fortune , Shapero stated that many workers are leveraging LinkedIn to share what they've learned on the job, analyze industry trends, or offer advice to help others work more efficiently. As a result, they are not only attracting followers but also starting to generate significant income.
"Those who are still working full-time are starting to get deals with brands, worth hundreds to tens of thousands of dollars in some cases," he said.
According to LinkedIn data, the number of content creators on the platform increased by 60% compared to 2024. Notably, 83% of these individuals maintained their primary jobs, rather than transitioning entirely to professional content creation.
