Name: LinkedIn CMO on Video, Algorithms and Brand Building
Uploaded: 2026-06-25T13:27:00Z
Duration: 20 min 13 s
Description: Jessica Jensen, LinkedIn chief marketing officer, shares video and algorithmic strategies for users to effectively use its platform, discusses the rise of its creator ecosystem and validates the effectiveness of LinkedIn's "Open to Work" profile badge.

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Jessica Jensen, LinkedIn chief marketing officer, shares video and algorithmic strategies for users to effectively use its platform, discusses the rise of its creator ecosystem and validates the effectiveness of LinkedIn's "Open to Work" profile badge. Photo: Maurizio Martorana for The Wall Street Journal

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Jessica Jensen, LinkedIn chief marketing officer, shares video and algorithmic strategies for users to effectively use its platform, discusses the rise of its creator ecosystem and validates the effectiveness of LinkedIn's "Open to Work" profile badge.

LinkedIn CMO on Video, Algorithms and Brand Building

I am so thrilled to be joined today by Jessica Jensen, SVP and CMO of LinkedIn.

Woo!

And as a reminder, I'll turn to audience questions at the end of the session. So start thinking now.

I wanna say that if you do not follow Julia on LinkedIn, you are missing out. I am her number one fan girl. I think your content and the way you share it is awesome.

Thank you so much. But we're here to get some insight from you as well.

I'm gonna shut up. I'll shut up.

So, Jessica, tell me what separates professionals who build true influence on LinkedIn from those who just accumulate followers.

Yeah. So obviously having a point of view, sharing your insights, and doing it on video from your mind and your heart is the winning solution. A lot of people use AI to write generic content, and they have gotten it into their brain that they should share that, you know, at 4:00 PM five days of the week. I want to assure you that there is no mathematical equation for succeeding. And that actually having ideas and insights. What are you learning? What are you failing at? Asking for people's input and reactions. And then you engaging in the comments is a huge, huge driver of your distribution and building your following. Video, did I say video? Video, video, video.

Okay. If it's video, video, video, though, videos are a big lift, and I would know. It requires a lot of time, a lot of energy, effort, and being camera ready. What makes a strong video on LinkedIn? And what shows authenticity?

I love you, and I'm gonna disagree with your premise.

Ooh, disagree away.

I take a phone, I think about a few points that I think maybe are helpful or illuminating. I shoot it in 30 seconds. If I flub it, I re-shoot it, and I post it. Now, the content that you do is beautifully crafted, and it's a level of professionalism that we should all hope to deliver. For most people, we need to take the bar way down and view it as fast, easy, and authentic. And I would encourage people to do video in a way that is not onerous for you, and your real content like that will resonate better. Now you're a journalist, so it's a different thing, but for a normal business person, shoot yourself on your phone. Let it out into the world.

So let's say you're a business person who just got really inspired by what you just said, and you haven't necessarily done a video before.

Sure.

What's my first video about?

What is your area? Are you a farm industry expert? Are you a digital marketer? Are you building things in AI and failing and learning and succeeding and growing? Like, what are you doing? What do you know? Did you go to a talk and it made you had a completely new thought and you're maybe even a little bit confused about it: "I heard this thing at this talk. I thought that was really thought provoking. Does anybody in my community have thoughts or inputs to share?" Don't overthink it.

Start there. Don't overthink it.

Okay, yeah.

Well, LinkedIn is a professional platform. Your name, your company on there, your manager sees you, your direct reports see you, your customers see you. So it can feel like your professional reputation is really at stake when you're posting. And at the same time, you mentioned posting opinions and posting what you really think. What would you tell an executive who feels uncomfortable sharing a strong point of view?

Well, listen, every company is different in terms of its tolerance and strictures. Every individual and leader is different. There are some leaders who feel more comfortable, you know, CFOs share earnings reports on video, on LinkedIn. That's not a wacky man on the street just making stuff up, right? So it depends on what your organization likes and tolerates. It depends on your personal personality and your style and also the weight or the magnitude of the content you are sharing. But again, for most people in your daily work life, you will build your personal brand and the brand of your company by sharing your real honest thoughts and learnings.

Okay. Let's say I'm convinced now, ready to post on LinkedIn. Give it to me straight. How often should we be posting on LinkedIn? And does timing actually matter?

There is no secret wizardry to the algorithm on time and space. People who post frequently and very importantly engage with the comments, 'cause then we know you're not just a spammer, you are a communications and conversation builder. Those are the people who do the best. I would say if you are serious about building your profile on LinkedIn, you know, couple, three times a week, but if you took a week off, good on you. You know, there's no time of day. People think there's all kinds of secret sauce and I'm like, just get on there and say some interesting things.

Sounds like the biggest hurdle is just hitting post and going for it.

And listen, I was very intimidated when I started doing it. I will be honest with you. And I went in my bathroom and I just got that phone and I did it five times. And I'd be like, "That's hideous. Delete. Oh my God, I hate myself. Delete. I'm an idiot. Delete." And then finally I said something I thought was marginally interesting and clear and I shared it. And then you get the comments back and you're like, people listen and they care. And now I'm debating with people. And if it's like public speaking, if you do it 50 times, you won't want to vomit before.

That's very true. Gets easier every time. What's the biggest mistake that executives make when they first try to start building their personal brand on the platform?

I think they over script it and try to be a professional: "I am a business woman and I have some business things to say to you." Now again, if you're a CFO doing earnings, like that's no joke. You can't riff on that, right? But you should share your personality, if you're a little bit funny, if you are serious, if you are struggling with something, like the biggest mistake is making it seem like corporate plum, not real sharing from a human being. And I will add to that, if you don't mind. In the world of AI, there is a sea of mediocrity and a sea of weak content. And the way that you stand out for yourself and for your brand is by building trust with human beings through your videos as a human being.

And Jessica, you have a background in improv comedy. For those of you who may not have...

Waka Waka Waka!

So I'm really curious, you know, you're talking about authenticity, you're talking about being yourself on the platform, not thinking too hard about it. What has that background in improv comedy taught you about how to post on LinkedIn?

I'm always the person most likely to wave a rubber chicken around in a board meeting. So you can imagine that has upsides and downsides. I think that I have gotten comfortable enough on LinkedIn to be a serious business person and silly. So I've done a lot of videos wearing like tropical parrot sunglasses or having a disco ball in my shoot. At Canva last year, they had a bubble pit. I shot videos from inside a bubble pit, wearing a stuffed flamingo. So I can be a serious business person and represent LinkedIn on economic data, AI product innovation, and real things. And also have fun because I'm a human.

There's a balance.

And I hope everyone will be truly themselves.

There's room for everything from the bubble pit to the earnings report on LinkedIn.

And listen, we have athletes now exploding on LinkedIn. The Cape Verde team recruited their number one player through LinkedIn. We have top football players, basketball, the athletes are building businesses, building brand partnerships, and they bring a different flavor to the platform. Snoop Dogg is real big on LinkedIn. He is a coach in the Olympics. He's hilarious. So all voices, we need all voices.

And I'm so glad that you mentioned Snoop Dogg this morning.

By the way, when he messaged me on LinkedIn, it was maybe the happiest day of my life. I sent a screenshot to the entire country, the company in LinkedIn. And I was like, "My work is done here!"

Can you share what you talked about?

He was like, "I like what you're doing there, Jessica, keep doing it." And I was like, "Snoop? Hello!" And I mean, I was in heaven. In heaven. And we're thinking about doing some event stuff together.

Oh, very exciting. Anything, to share there?

No, no, no, no, no, no.

No? Had to ask. So you mentioned Snoop Dogg, we've got Paris Hilton, Kevin Durant, Steph Curry, also all on LinkedIn.

Fernando Mendoza is one of the best athletes on the platform.

But these people, a lot of them, they've already built their business empires offline. So what's the strategy behind them being on LinkedIn?

Well, I think the big names that you listed have multiple businesses and they're far along. Do they still care about being perceived as business leaders? Yes, they do. And they do that on LinkedIn. But the up and coming middle tier who are trying to become superstars and have investments in businesses and be a creator and do brand partnerships, obviously they are building their profiles and their audience on LinkedIn heavily.

And speaking of brand partnerships, LinkedIn just launched its creator marketplace, which congratulations. But we have seen the other platforms like TikTok, YouTube, they've all been there already. So what makes LinkedIn's creator marketplace different, and why should marketers be looking at that as an option over ones that they may already be using?

Thank you for asking that. So, creators are not new to the B2C world. In the B2B world, it is a much newer dynamic, and we have 70 million companies on LinkedIn. We have 1.3 billion people. The number of people on LinkedIn adding creator to their profile has risen 90% in the last two years. So this fertile ground of creators with audiences and expertise are needing to connect with brands in the B2B realm. And we are obviously the best place for them to do that. So there's been a lot of organic creator activity. We have done brand partnerships, that you know, with creators and brands, but we need to spread that marketplace, build that marketplace so that that offering gets more distribution, permeates and helps creators make money and grow.

And from your vantage point, what makes a really successful brand partnership?

Yeah, so you... a brand number one, should know who it is and who it wants to be. Easier said than done. And then we help them find creators that have expertise and audiences, and also a voice that hopefully amplifies and matches what the brand is trying to communicate. And, you know, there's trial and error too, right? Like we work with creators and sometimes we're like, okay, we wanna position ourselves for small businesses in the tech and insurance arena. So who are the creators, as one example. So who are the creators with expertise in that area? And we see if we have the same kind of ideas and voice and then we let 'em rip. But, you know, there's experimentation too.

Yeah, for sure. And you know, I think especially this week at Cannes, we've all seen how important creators are. And at the same time, you know, if we're looking at these brand partnerships, looking at credibility on LinkedIn, a lot of people are posting with some sort of goal in mind. Whether that's business, whether that's career, how can you show up authentically on a platform when you're always sort of promoting something?

Well, hopefully, you're not always promoting something, right? Life and business is a blend of activities. And I think the people who are constantly promoting something are possibly good at that. But the community, the network on LinkedIn is for people to discover information and expertise, get help, get training, explore new opportunities. And so if you're a creator or a human on LinkedIn, you should be sharing learning, insight, expertise, opportunities for collaboration, and maybe also sell some things.

Yeah, for sure. It's a blend, right?

It's a balance.

I mean, if I was on LinkedIn just selling LinkedIn product, you know, people would be like, "I unfollow. She's the worst."

So it sounds like LinkedIn has really evolved from a place where you just find a job and maybe send out your resume to a place where all sorts of your personality...

That's right.

Work, life are welcome.

It's a network that works for you to build a business, to buy, to market your company, buy ads, to hire people, to share expertise, to learn, to get training. Anything related to work, we are trying to help you.

And you know, something that I have been seeing a lot of on LinkedIn, and I'm sure everyone else has too, is that executives are starting to choose to post on LinkedIn rather than release the traditional press release. What's the strategic case for that decision?

Trust. You are going to trust someone that you hear from on video because you get a sense of their personality, their style, their passions, what they believe in. A press release doesn't do that. Now the irony is with LLM discovery now, press releases actually do matter more. So there are people going back to press releases because the content in those is very valuable for LLM discovery. So is your video, right? I don't know if people know that LinkedIn is the number one source for professional query answers in all LLMs. So your posts, your videos, your comments, your company posts feed LLMs, but for sharing video from executives and your general employee base is what builds trust.

Okay. And you know, as we've been talking about, LinkedIn has really transformed, we've seen several new product releases recently at Cannes even, congratulations.

Oh, actually more than one, but yes.

More than one at Cannes

Yeah, yeah.

Multiple at Cannes. You've been busy. Where's LinkedIn going? What's the future of the platform?

We want to be the lighthouse for work. We want to help... our mission as a company is to help all the workers of the world achieve economic opportunity. And so that crosses government and policy makers, that crosses small business and giant enterprise, that crosses individual career development. And the definition of work is being exploded right now. People are gonna be a creator and a small business owner and maybe do some full-time work and, you know, we'll have patchwork careers. And so we have to help people through that journey and give them the AI training to be relevant. So we really wanna be a guide to workers, a lighthouse for industry and policy makers. It is a giant responsibility to try to help people understand and succeed in work.

It takes a lot to build a corporate group.

It's not simple.

Yeah, it's not simple. I wanna look at who you look to for inspiration on the platform when it comes to executive presence. You're CMO, you're posting, you have an incredible profile as well. Who else out there is doing it really well on LinkedIn?

So this sounds like self promo, but Ryan Roslansky was the CEO of LinkedIn for a long time and now he's a very senior leader in Microsoft. He shares very insightful, personal, real things on LinkedIn. He also has a program called "The Path" where he interviews senior leaders. I think he's excellent. I think Dara Treseder at Autodesk is amazing. I think Rachel Thornton, CMO at Adobe is fantastic. And then, you know, Corporate Natalie, I don't know if everybody knows, she's one of the funniest women in business. She's a giant following, she's a comedian and she is brilliant. She's an ex-consultant who's a comedian. She's fantastic. So I'm following business leaders, comedians, athletes, and small business owners.

And Snoop Dogg.

Well, he is more than... He is my dear friend. I think at this point we would say we were friends, ah!

If I ever run into him, I'll tell him about this interview.

Right now, he is like, "Jessica, who?"

So speaking of fun and games on LinkedIn. I wanna talk about the games on the platform.

Oh, the games. People eat the games.

People eat the games. What's the strategy for games on LinkedIn?

Well, you know, work should also be fun and people love games, and I mean, a lot of esteemed publications are in the games business and we find that people... so people are also very competitive on LinkedIn. So people like to try to beat each other and it's a way to drive engagement and also, you know, kind of a snack break when you're, you know, when you're done reading earnings reports, play a game.

What's your favorite game?

Well, so we just launched a game called "Wend," W-E-N-D, And if you are a wordsmith, I am like, I'm addicted. It's so good.

You're obsessed.

But I met with our head of games here last week and I pitched him on a game idea and I'm gonna build a game with him. It's gonna be really fun.

Jessica, I have to ask, what is this game idea?

I can't tell you.

Next year, you'll have to come back next year.

But here, I'll give you a clue. It involves business jargon.