E66: Is LinkedIn worth the effort anymore? With Ash Jones

Is LinkedIn still worth the effort? Reach is down, feeds are filling up with AI-generated content and even people who have built careers on the platform are questioning whether it’s still worth showing up. This week, we’re joined by Ash Jones, founder of Great Influence and In Good Company, who has spent the past decade building the personal brands of some of the UK’s best-known founders and leaders. We talk about what LinkedIn is actually useful for now, why genuinely interesting content has an opportunity to stand out, and whether video is about to change the platform again. We also get into the rise of employees as creators, the difference between a personal brand and a B2B creator, how AI is changing content creation, and what building visibility looks like at different stages of your career. Ash shares his advice for everyone from a 22-year-old graduate starting out to someone leaving corporate life to build a portfolio career, including one brilliantly simple idea: stop worrying about reaching thousands of people and start creating for the hundred people closest to you. Plus, Ash reveals the one thing he’d change about LinkedIn tomorrow. 🎧 Work Is Weird Now explores the big questions changing how, where and why we work. Subscribe for more conversations about the future of work, AI, careers, leadership and everything getting a little bit weird in between.