LinkedIn has verified over 55 million of its users at no charge to address the spread of misinformation exacerbated by the increasing use of artificial intelligence, as reported to CNBC by the company. Owned by Microsoft, LinkedIn claims it has verified more individual human identities than any other prominent social network. Starting in November, user verification badges will be visible in the main LinkedIn feed.
Oscar Rodriguez, LinkedIn’s Vice President of Trust and Safety, highlighted the challenges posed by deep-fake videos and increasingly difficult-to-discern photos, which complicate the fight against misinformation and fake expertise. The verification process began in April 2023, shortly after changes in verification policies by other platforms like Meta and X, formerly known as Twitter, to require subscription for verification badges.
Social networks are intensifying efforts to eliminate scams and misinformation, fueled by advancements in generative AI technology that facilitate the creation of fake accounts and content. Unlike other platforms charging for verification, LinkedIn is offering its verification service for free as part of a dual strategy, aiming to verify 100 million users by 2025.
For employees of large firms, LinkedIn uses corporate email addresses for verification. This method is currently limited to specific companies, but expansion plans are considered. Another approach involves users submitting government IDs through partners like Clear and Persona, with India utilizing DigiLocker for digitization. Although LinkedIn invests significantly in this initiative, specific expenditure details remain undisclosed. Rodriguez emphasized the critical role of understanding user authenticity for the future of the internet, aiming for a trusted LinkedIn community.
Currently, only a fraction of LinkedIn’s over one billion members have been verified. Even before the proliferation of generative AI, fake accounts were an issue, with spoof accounts appearing for notable tech figures. LinkedIn removes 99% of fake profiles before they reach users. In an AI-driven world, discerning fake accounts by examining work history and photos alone is no longer sufficient, as stated by Gyanda Sachdeva, LinkedIn’s Vice President of Consumer Products. Verification is increasingly seen as vital for ensuring authenticity on a platform centered around professional networking.
In addition to user verification, LinkedIn is verifying job listings and company pages. Sachdeva noted that users are incentivized to pursue verification due to higher visibility and engagement on the platform. Verified users reportedly receive significantly more profile views, connection requests, and post engagement than their nonverified counterparts.
LinkedIn employs a cautious verification approach, opting to avoid incorrect verifications even if it means potentially excluding genuine users, according to Rodriguez.
