LinkedIn has introduced new verification tools designed to tackle the growing issue of fake accounts and impersonation on its platform. These features allow users to vouch for each other’s professional experiences and give businesses more control over who can associate with their brand. The changes come as impersonation has become a widespread problem online, and LinkedIn highlights the importance of verifying professional identities, especially since work experience, job titles, certifications, and educational backgrounds are central to the platform. So far, LinkedIn’s verification tools have confirmed the identities of 115 million users and over 700,000 companies. Oscar Rodriguez, LinkedIn’s Vice President of Product, said the company believes authenticity will be the most valuable asset on the internet. One of the new features allows members to request verification from their network. If enough people confirm their experience, the user can earn a verification badge on their profile. This method adds "peer-backed credibility and reassurance," and members will soon be able to proactively ask their connections to verify their experiences. Businesses can now remove accounts that falsely claim to have worked at their company from appearing on their LinkedIn page or in related search results. Page administrators can manually remove such accounts. LinkedIn is also testing a feature that will require workplace verification for anyone claiming to be a full-time employee at a company before they can associate with that company’s page. This feature focuses on full-time employees, not contractors or field workers, who will have other ways to claim their connection to the company. LinkedIn is also expanding its partnerships to let users showcase their verified identities beyond the platform. Companies like Truecaller and PeerSpot have joined existing partners such as Adobe and UserTesting in this effort. For example, Truecaller users can display their LinkedIn-verified identity when making calls, helping recipients identify them more easily. These new features are part of LinkedIn’s broader effort to promote verification on the platform. Verified members, on average, receive 50% more post views and 90% more impressions than unverified profiles. Rodriguez emphasized that as artificial intelligence transforms the workplace, trust has become the most valuable professional asset. To build a more trustworthy professional community, LinkedIn has invested tens of millions of dollars in verification tools.