Today's Edition
BATOOL GHAITH (ABU DHABI)
In a world where careers are increasingly built in public, media has quietly become one of the most powerful forces reshaping professional opportunities. Digital platforms like LinkedIn have transformed into arenas where ideas, leadership, expertise and even soft power are negotiated every day. At the BRIDGE Summit, this evolution came into sharp focus.
Jessica Machalani, Head of LinkedIn Marketing Solutions MENA, explained how the rise of “LinkedInfluencers” is changing the way professionals learn, grow and advance.
“LinkedIn is the world’s largest professional platform, the impact of influence on LinkedIn, is not about chasing virality, but about depth,” Machalani told Aletihad.
“LinkedIn influencers are shaping how we talk about leadership, careers, performance and failure.”
According to Machalani, these social media personalities normalise transparency and learning in public and that impact comes from consistency, credibility, and “actually doing the work”.
This shift has also redefined what a personal brand means in modern career development, she said.
Is building a personal brand essential for growth, even outside creative industries? “Short answer is yes,” Machalani said. This approach, however, is not about turning every professional into a content creator.
“Visibility has become part of the digital professional identity. A personal brand is your expertise, thoughts and skills showcased digitally, whether in sales, tech, government, finance, or operations,” she said.
Professionals today need to articulate who they are and what they bring to the table, she noted. “Companies and people want to know your story, what you think, how you lead, and what you stand for.”
However, Machalani emphasised that visibility alone is not enough, strategy matters, too. Authenticity and intentionality are also in the spotlight, especially in an era shaped by artificial intelligence.
“As AI permeates digital platforms, authenticity and trust become more important than ever, the key is to stay true to yourself, be intentional, and share your thinking, not just your achievements,” Machalani noted.
She pointed out that professionals need to talk openly about decisions and lessons learned, especially the hard ones.
This influence, Machalani said, is more than just communication, it is a new currency of leadership.
“Influence used to be limited to titles and proximity. Now, perspective travels fast. People with clarity, credibility and consistency have leverage even without the biggest title in the room,” she added.
Media does not replace performance, but it amplifies it, Machalani said, “those who understand that are shaping the next generation of leadership”.
The BRIDGE Summit, she said, is exactly the kind of platform where these shifts become visible and actionable.
“BRIDGE sits at the intersection of media, technology, policy and business which is exactly where the future is being built. In a world where media shapes markets and careers, BRIDGE creates the platform for conversations that actually matter across sectors,” Machalani added.
