Why Lyft and Notion Turn to LinkedIn Influencers for Brand-Building

When most marketers hear "social media influencer," they picture Instagram models lounging on exotic beaches or TikTok creators dancing to the latest trend. LinkedIn? That's where you update your resume and occasionally humble-brag about a promotion, right?

Not anymore. The professional networking platform has quietly transformed into a powerful brand-building channel, with a new breed of influencers who trade dance moves and lifestyle content for thoughtful industry analysis and authentic professional insights.

At Adweek's Social Media Week conference in New York, Danielle Ito, Notion's influencer marketing manager, and Anya Schulman, Lyft's social media manager, pulled back the curtain on how they're leveraging LinkedIn's unique creator ecosystem to drive meaningful business results. Their experiences reveal why some of the smartest brands are shifting significant attention to this often-overlooked platform.

From Job Board to Thought Leadership Powerhouse

LinkedIn's evolution has been remarkable. What was once primarily a digital resume repository has transformed into a vibrant content platform where professionals share insights, build personal brands, and engage in substantive industry discussions.

Notion, the productivity and note-taking app that's become ubiquitous in startup circles, recognized this shift early. According to Ito, her team noticed LinkedIn's transformation about two and a half years ago.

"LinkedIn was just starting to become a platform where people were posting more thought leadership content versus just looking for a job," she explained.

This observation led Notion to experiment with LinkedIn creator partnerships as a way to showcase the app's diverse use cases. The strategy culminated in the launch of "Notion Faces" earlier this year – the brand's largest LinkedIn creator campaign to date, which invited users to create custom portraits for their profile pictures. The campaign generated substantial awareness by tapping into the platform's growing creator community.

Lyft took a slightly different approach when it began its LinkedIn marketing efforts a year ago. Rather than immediately seeking external creators, the rideshare company leveraged the existing followings of its own executives, including CEO David Risher, who regularly shares his personal experiences driving for Lyft on his account.

Schulman noted that Lyft was drawn to LinkedIn after observing a fascinating shift in user behavior. "People were steering away from bragging about their new jobs and instead beginning to build communities among their followers through personal posts," she said. This insight suggested LinkedIn was evolving into something more meaningful than a professional highlight reel – it was becoming a place for authentic community building.

Not Just Another Influencer Platform

Both Ito and Schulman emphasized that working with LinkedIn creators differs substantially from partnerships on platforms like Instagram or TikTok, primarily due to the nature of the content and audience expectations.

Schulman highlighted LinkedIn's inherently "brand-safe" environment, noting that creators on the platform are simultaneously representing their employers and professional reputations. This dynamic naturally encourages more thoughtful, strategic content compared to other social channels.

For brands accustomed to the highly produced content common on visual platforms, LinkedIn requires a mindset shift. Success on the platform demands authenticity and substance over style – qualities that align well with brands like Notion and Lyft that are built around solving real problems rather than selling aspirational lifestyles.

Finding the Right Partners in a Distinct Creator Ecosystem

Identifying the right LinkedIn creators requires a different approach than scouting influencers on other platforms. While follower counts matter, they're far from the only consideration.

Lyft's approach to creator selection is "bespoke and personal," according to Schulman. The company prioritizes creators who demonstrate a clear sense of purpose and focus on building community over those who simply have large followings. Notably, Lyft handles this selection process through an in-house team rather than outsourcing to a social media agency, underscoring the strategic importance they place on these partnerships.

"We want people who care, because we care as a brand," Schulman explained, highlighting how Lyft seeks creators whose values align with the company's mission.

Notion takes a similarly targeted approach, matching creators to specific campaign goals rather than maintaining a static roster of partners. The productivity app has found particular success within the startup ecosystem, where many influential voices are already organic Notion users. Interestingly, Ito mentioned that Notion welcomes direct pitches from creators, suggesting a more collaborative relationship than the traditional brand-influencer dynamic.

Why LinkedIn Creators Drive Different Results

The business impact of LinkedIn creator partnerships stems from several unique aspects of the platform:

Trust and Credibility: LinkedIn content is consumed in a professional context, where audiences are primed to evaluate information critically. When respected professionals advocate for a product or service, it carries distinct weight.

Relevant Context: Products showcased on LinkedIn are seen alongside professional discussions, making it ideal for B2B offerings or consumer products with workplace applications.

Longer Shelf Life: Unlike the ephemeral nature of content on platforms like Instagram or TikTok, LinkedIn posts often generate engagement for weeks or even months, extending the impact of creator partnerships.

Decision-Maker Access: LinkedIn's user base includes a high concentration of business decision-makers, making it valuable for products with complex sales cycles or higher price points.

For brands like Notion, which spans both personal productivity and enterprise use cases, LinkedIn offers a unique opportunity to demonstrate product versatility through the experiences of respected professionals. Similarly, Lyft can leverage the platform to highlight its corporate transportation solutions alongside its consumer-facing rideshare services.

The Future of LinkedIn as a Brand Channel

As LinkedIn continues to evolve as a content platform, brands that establish strong creator relationships now may gain significant advantages. The platform's recent investments in creator tools and content formats suggest Microsoft sees substantial growth potential in this space.

For marketers considering LinkedIn as part of their influencer strategy, several lessons emerge from Notion and Lyft's experiences:

Focus on Authentic Partnerships: Seek creators who genuinely use or understand your product rather than simply chasing follower counts.

Embrace Thought Leadership: The most successful LinkedIn content educates, informs, or provides unique perspectives rather than directly promoting products.

Tap Internal Advocates: Your executives and employees may already have valuable LinkedIn followings that can amplify brand messages with built-in credibility.

Think Long-Term: Unlike campaigns on other platforms that drive short-term spikes, LinkedIn partnerships often deliver cumulative value over time as content continues to engage new audiences.

The growth of LinkedIn as a creator platform represents a significant opportunity for brands willing to adapt their influencer strategies to the platform's unique environment. By prioritizing authentic partnerships and valuable content over traditional advertising approaches, companies like Notion and Lyft are discovering that professional networking can be powerful brand-building territory.

For marketers who have primarily viewed LinkedIn as a recruitment channel, it may be time to reconsider.