LinkedIn has verified over 55 million users at no cost in an effort to address misinformation driven by the advancements in artificial intelligence, as stated by the company to CNBC. The service, owned by Microsoft, claims to have the highest number of verified individual identities among major social networks. Starting in November, LinkedIn will display user verification badges in its main feed.
Oscar Rodriguez, LinkedIn’s Vice President of Trust and Safety, highlighted the challenges posed by increasingly sophisticated content, such as deepfake videos and photos, which can blur the line between real and fake. He noted that this poses significant challenges in tackling misinformation and fraudulent claims of expertise.
LinkedIn initiated its user verification process in April 2023, following social media platform X’s move in November 2022, which required users to subscribe to its premium service for a verification badge. It also came soon after Meta introduced its Meta Verified subscription service for Facebook and Instagram users. These measures reflect a growing trend among social networks to combat scams and misinformation as generative AI technologies, like OpenAI’s ChatGPT launched in November 2022, have simplified the creation of fake accounts and content.
Unlike its peers, LinkedIn offers free verification using a dual approach, aiming to verify 100 million users by 2025. For employees of large corporations, LinkedIn reaches out via corporate email, a feature presently available to select companies. Rodriguez mentioned plans to expand this verification method, which also includes verifying users through government IDs in partnership with entities like Clear, Persona, and DigiLocker in India. LinkedIn funds these partnerships, referring to it as a “sizable investment.”
Rodriguez emphasized the importance of authenticity in shaping the future internet landscape and LinkedIn’s desire to foster a trusted community by making verification broadly accessible. Despite having over 1 billion members, only a small percentage have been verified.
Fake accounts have long been a concern for LinkedIn, even before the rise of generative AI. The platform has seen spoof profiles targeting well-known tech figures such as Elon Musk, Larry Ellison, and Mark Zuckerberg. LinkedIn asserts it removes 99% of fake accounts before users encounter them. In the context of AI-generated photos, traditional cues for identifying fake accounts, like work experience and photo authenticity, are less reliable. Verification has thus become a critical factor for LinkedIn, a platform centered on professional connections and networking.
Meta recently announced it is testing facial recognition technology to prevent the misuse of celebrity likenesses for scams. LinkedIn is extending its verification efforts beyond individual users to include job listings and company pages. According to Gyanda Sachdeva, LinkedIn’s Vice President of Consumer Products, verification is motivating users as it enhances job search effectiveness and professional visibility. Verified profiles reportedly receive more profile views, connection requests, and post engagement.
LinkedIn is cautious with the verification process to maintain high standards, opting to err on the side of not verifying users if there is any doubt. Rodriguez commented that the company prefers to avoid incorrect verifications to uphold these standards.
