Social media's rise in recent years has propelled personal branding into the mainstream, and whereas a great many celebrities have become household names thanks to YouTube or Instagram, others like President Trump have thrived on Twitter, and the place for a business to really shine is LinkedIn.
Once a place to professionally network, LinkedIn has evolved into a vehicle for marketing execs to weigh in on the hottest industry topics du jour in blog posts, self-promote and even dish out advice on entrepreneurship in their status updates.
"LinkedIn has become far more cluttered with these marketing gurus recently than it used to be," said Eric Schiffer, CEO of reputation management firm Reputation Management Consultants. "The presupposition is that it makes you appear more credible in business."
The gold rush for personal fame on LinkedIn can, in part, be attributed to LinkedIn’s own evolution as a platform. A key feature of this is its influencer program, an official invite-only program comprised of around 500 of the world's top business leaders who regularly share news and insights on the platform. The program has helped propel advertising heavyweights like VaynerX and VaynerMedia CEO Gary Vaynerchuk and Y&R CEO David Sable to even greater heights, giving them access to wider audiences and a chance to further their influence beyond advertising.
"One of the reasons I like LinkedIn is because it is a broader audience, I’m interested in business in general, not necessarily just advertising," Sable told Business Insider. "I’m always learning from people’s responses–it’s interesting to read comments and see what people respond to."