LinkedIn announced Wednesday that it is introducing new tools to deal with fake profiles and work histories–which have been on the rise because of AI. The company says it will now let members vouch for each other’s experience and give businesses new controls to manage who associates with their brand, among other changes.
“The backdrop for all this is that faking credibility has never been cheaper or easier than it is today; and conversely, showcasing credibility has never mattered more,” LinkedIn VP of Product Oscar Rodriguez told TechCrunch in an interview. He noted that LinkedIn existing verification tools have been used to verify 115 million users and over 700,000 companies on the platform.
“We’ve been invested in [verification] because we believe that authenticity will be the single most valuable currency on the internet,” Rodriguez added.
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LinkedIn will now allow members to vouch for their colleagues and classmates, past or present. This is different from an endorsement, which allows people to recommend the member to others. Rather, it is a way to vouch that someone has the experience they claim on their profile.
The new features also include a number of built-in protections against abuse. The person doing the vouching must already have a verified profile, and they must have been connected to the person for at least a year. They should also have a secure account that uses two-factor authentication to decrease the risk of hackers gaining access to their account to perform these vouches.
Another new feature allows companies to remove accounts that falsely claim employment from appearing on their page and in the search results associated with their page. This feature had been previously piloted with recruiters and executives.
To use this feature, page admins will be able to visit the account that belongs to the person falsely claiming employment at the company, then manually remove them. LinkedIn is also testing another feature that allows page admins to require that any member account going forward that tries to associate with the page complete some sort of workplace verification, like a verification done through their work email address.
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When pages remove the member profile from their page, it won’t change the member’s LinkedIn profile. However, when pages remove the member profile from their page, it won’t change the member’s LinkedIn profile.
“We hope that this provides signals and context to members to make decisions,” Rodriguez said. He also added that the feature only focuses on full-time employees, not contractors or field workers, though they will have other means of claiming their rightful association with the company that employs them.
Earlier this year, LinkedIn unveiled BrandWorks, a newly assembled team aimed at helping customers, including software giant SAP and website-hosting platform Webflow, create higher-performing advertising campaigns. According to Reuters, LinkedIn expects the team will generate an annualized run rate of $100 million next fiscal year.