Name: LinkedIn CMO on the Platform's Video Push and Courting Gen Z
Uploaded: 2026-06-23T13:43:00Z
Duration: 9 min 56 s
Description: LinkedIn chief marketing officer Jessica Jensen breaks down the platform's recent push into video to attract Gen Z users and the launch of a new creator marketplace. Jensen also details how corporate leaders can build trust through authentic posts and explains why brand and performance marketing are essentially the same investment.

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LinkedIn chief marketing officer Jessica Jensen breaks down the platform's recent push into video to attract Gen Z users and the launch of a new creator marketplace. Jensen also details how corporate leaders can build trust through authentic posts and explains why brand and performance marketing are essentially the same investment. Photo: WSJ Leadership Institute

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LinkedIn chief marketing officer Jessica Jensen breaks down the platform's recent push into video to attract Gen Z users and the launch of a new creator marketplace. Jensen also details how corporate leaders can build trust through authentic posts and explains why brand and performance marketing are essentially the same investment.

LinkedIn CMO on the Platform's Video Push and Courting Gen Z

We're joined today by Jessica Jensen. She's the CMO at LinkedIn, a company we all know, in the professional space in particular.

Just a little bit.

She's also very funny which you may not expect for a CMO, but CMOs are actually the funny ones in the C-suite.

If i had to pick a group in the C-suite to hang out and laugh with, it'd be CMO or CRO. And when you get 'em together, things get zany.

Yeah well, we've been getting CTOs and CMOs together.

There are some funny CTOs and when you find them, you have to cherish them.

When you find them, you hold on.

That's right. That's true.

I thought it would be interesting because the rules of marketing have really changed and a lot has changed on LinkedIn actually. You guys are doing a big push into video and into the creator space, and I thought we would start there. Because I think I was mentioning earlier that I was part of a creator program when they first launched maybe four or five years ago. And they desperately wanted us to post video and it was like, I just wouldn't move. I was like, "Why are you making me do that?" But now it's a very different story. So what unlocked in the organization that made that work? And why is it a priority?

Well, listen, I mean, gen Z is digital native. They eat video for breakfast, lunch, and dinner. So we have to resonate. I mean, we have 1.3 billion people on the platform, but Gen Z and even younger are such a growing part of society and video is what they need and want and share. And so we have had to orient for that audience. It's also the way that you convey trust. You know, I follow you avidly on video, on LinkedIn. I know your personality, I know your beliefs. I believe you. And so I think that video just communicates so much trust. We have oriented the feed to serve and distribute video much more actively. You mentioned creators. They are blossoming on LinkedIn. We've seen 90% increase in the people adding creator to their profile recently. And again, if you wanna build a business, LinkedIn is the place to connect with all of your potential customers, and to get your brand message out. So we've launched a creator marketplace that matches brands with creators. And again, that's what people trust and they want to see it on video.

But it is definitely a shift because-

Yes, absolutely.

It's a brand perception shift. So how have you thought about that? And how are you getting people to see the brand differently?

Yeah well, when I joined LinkedIn a year and a half ago, I was predominantly a text poster and a very avid one. And then I got there and they're like, "Hey, lady. Video." And I was like, "Yep, you're right." So we do a lot of marketing around the value video. We train executive leadership teams on sharing on video and platform and how to build an audience. We nurture creators and celebrities and top voices. And then once you're marinating in the product, you are getting, you know, fed very, very targeted, very, very relevant videos. And the product and the marketing feed each other.

So I remember years back when I was a CMO at Nextdoor, maybe it wasn't that far back, I don't know. Having a conversation with somebody who was in your seat then. And we would lament the fact that it was so difficult in the world of tech to explain the importance of brand. And we used to joke, I would be like, "Would you like my decks? 'cause maybe this'll work better for you, and I'll take yours." But really, it's an interesting question. Because tech, and you've been in it for a long time, it was hard for tech to understand the importance of branding.

I was part of that era.

Why do you think has really shifted?

Yeah, I think that their CEOs and boards have fortunately gotten educated by a lot of very hard pushing CMOs that anything that you think that drives the performance of your marketing and the growth of your business is augmented by brand. And how many measurement studies are there out there that if you are doing effective, good brand marketing, your performance marketing will perform 3, 5X better. So I think the math was the compelling link for CFOs and CEOs. And now fortunately, we have a lot of big tech CEOs who are all in on brand, because I fought those fights too. And now that we're in the era where people understand that brand and performance are actually the same delicious soup. I think that's been a major unlock.

I think partly one of the difference was they return on performance or turn on brand, but really it's the combo that unlocked something.

That is exactly right. That is exactly right.

So how do you think about trust on the platform?

Yeah, it is utterly critical. And we have 100 million people who are verified on the platform, which means they've gone through an easy but rigorous process to be verified. You know, there are a lot of other platforms out there where you don't have to use your real name. Your professional identity is not on the line. We're very fortunate on LinkedIn that you are yourself and your identity and your brand follows you, and people behave better. And we work very hard to reduce AI junk and AI comments. And we are super invested in making sure that when people on LinkedIn, they learn, they discover great creators and information, they find jobs, and trust is the bedrock of that.

So we met at a Fortune Most Powerful Women years ago, maybe not that many years ago.

Couple few.

A couple few. You know, not everybody in that room was comfortable posting on LinkedIn. So how do you bring people along in the C-suite which is different than the 20-year-olds?

Well, first of all, I say you deserve to build your own brand as a leader for your career. And you will greatly help the enterprise that you work for by doing that. I know so many people are super intimidated by video. I was too. Grab your phone, shoot yourself. What am I learning? Who have I learned from? What have I seen? What am I struggling with? What am I working on? And if you shoot that video in your bathroom and do it three or four times, you will get used to it. And then like you and me, you'll do video in there all the time and it won't freak you out.

Well, Gary Vaynerchuk says it's okay to be messy.

I'm messy. I mean, my team will tell you, I shoot some things that comms is not so happy with, but it's part of being leader and being a real person. And I admire Gary for that. He does a lot of very positive things, but he does some really tough and messy things. And that's what makes people trust you.

But you get to know him as a person and you sense that it's an authentic view, that it's not packaged.

Exactly. So rather than company X launches product Y, which everyone is like, if you have three amazing creators and your entire team in the company posting about it and sharing their real experience and maybe even some of the messy bits, people are gonna be like, "Oh, that's probably legit."

So there's a lot of people pivoting or transitioning. How do you think they should think about LinkedIn?

I think that if you want to build a business, or a brand, or a nonprofit, or reach policy makers, there's no other place. And by building a network, reaching out to people, introducing yourself, having a friend, making an... The power of that network to get you access to jobs, people, partnerships, governments is incredible. And if you are doing video anywhere else on the internet and you wanna build a business, you must come to LinkedIn. Sports figures now are on fire on LinkedIn.

Did you go court them or did it just happen organically?

A few but a ton of it is organic. There was a huge news article two weeks that the World Cup team recruited a player on LinkedIn. We had nothing to do with it. So athletes want to be entrepreneurs, be creators, create brand partnerships. They're realizing the power of LinkedIn to do that.

I tell people all the time because when they're pivoting, people feel anxious, right? I don't have a title. I don't know what I'm doing. And I say, "But you have a trove of information." Be useful, don't retreat, be present.

Thank you.

Wait, am I supposed to be saying that?

Thank you. That was excellent. You are an expert in something or you at least have experience in something. What have you learned? Did you build something with AI? We'd like to know about it. I mean, I meet 22-year-olds and they're like, "I don't know anybody. I don't have anything to say." And I'm like, "That's not true. Of course you do." I bet if I asked you how are you using AI right now and what you've built, you would blow my socks off.

But there's still a lot of people in the C-suite and I know we're gonna be at time, that look down on people having a personal brand or sort of being present.

Well, they're wrong,

But what would you tell? Well, they did tell me that you were gonna be a straight shooter. But that still exists, right? People who sort of frown on that. I remember somebody called me once and said, "Why are you posting on social?" She was passing on whatever was going on to me via the phone.

Well, there's a difference between tooting your own horn, which can be obnoxious, and actually sharing relevant, interesting insights, data, business use cases, AI building. If you are thinking about the value of the content that you're sharing, sure, you're building your personal brand but you're helping other people.

So be useful.

Be useful, and be interesting, and maybe even a little messy or maybe even funny.

Well, that's a perfect note. Thank you so much for coming.

Thank you. Appreciate it.

Or for inviting me to come.

Well, thank you.

And I hope you stay cool.

And you too. Let's sweat it out together, folks.