As artificial intelligence makes it easier to fabricate identities, impersonate professionals and spread misinformation online, LinkedIn is moving to strengthen one of the internet’s most important trust layers: identity.

On Wednesday, the Microsoft-owned professional network announced a new set of tools designed to help members prove who they are, allow companies to better manage who is associated with their brand and reduce the risk of fake accounts exploiting the platform’s credibility.

Follow THE FUTURE on LinkedIn, Facebook, Instagram, X and Telegram

Verification Becomes A Competitive Advantage

The timing is no accident. Impersonation and synthetic identities have become a broader online problem, but the stakes are particularly high on LinkedIn, where careers are built on claims about employment history, credentials, education and experience. A single false profile can distort hiring decisions, open the door to scams and erode confidence in the network itself.

“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 vice president of product Oscar Rodriguez told TechCrunch.

LinkedIn says its existing verification tools have already been used to verify 115 million users and more than 700,000 companies. Rodriguez said the company sees authenticity as a foundational asset for the platform. “We’ve been invested in [verification] because we believe that authenticity will be the single most valuable currency on the internet,” he said.

Colleague Vouches Add A New Layer Of Trust

One of the most notable additions will let members vouch for the experience of colleagues and classmates, past or present. The feature is not intended to function like an endorsement. Instead, it is designed to confirm that a person actually worked or studied where they say they did.

In practical terms, it is a trust signal that says, “I worked with this person during this period,” rather than “I recommend this person.”

To limit abuse, LinkedIn says the person providing the vouch must already have a verified profile, must have been connected to the member for at least a year and must have a secure account with two-factor authentication enabled. That combination is meant to make it harder for attackers to hijack accounts and manufacture false credibility at scale.

Companies Gain More Control Over Brand Associations

LinkedIn is also expanding tools for company page administrators. In some cases, businesses will be able to remove accounts that falsely claim employment from appearing on their page or in related search results.

That matters because fake associations can create reputational confusion for employers and misleading signals for recruiters, clients and investors. If a profile claims a role at a recognizable company, it can gain visibility and legitimacy it has not earned.

Page admins will be able to visit the profile in question and manually remove the false association. LinkedIn is also testing a setting that would require future users attempting to link themselves to a company page to complete workplace verification, such as confirming a work email address.

Importantly, removing a profile from a company page will not alter the member’s own LinkedIn profile. The user will still control their account, but the profile will no longer show a clickable link to the company page and the experience will no longer appear as verified.

Rodriguez said the feature is designed to give members “signals and context” to make better decisions. He also noted that the tool is focused on full-time employees, not contractors or field workers, though those workers may have other ways to confirm legitimate affiliation.

Identity Verification Beyond LinkedIn

LinkedIn is also broadening partnerships that allow members to display verified identities outside its own platform. The company said Truecaller and PeerSpot will join existing partners including Adobe and UserTesting.

In one example, a Truecaller user can add a LinkedIn-verified identity so the recipient sees that signal when the person places a call. It is part of a broader effort to make verification portable, so trust established on LinkedIn can carry into other digital environments.

Why LinkedIn Is Doubling Down

The company’s push reflects a simple but powerful business reality: in a market flooded with automation, credibility becomes a differentiator. For professionals, verification can improve discoverability and engagement. Rodriguez said verified members, on average, receive 50% more post views and 90% more impressions than non-verified profiles.

For LinkedIn, that is more than a product feature. It is a platform strategy. As fake accounts become easier to create and harder to detect, the network that can best prove authenticity may also be the one that sustains the most trust, engagement and value over time.