INVESTIGATION – To promote their brand or their own image, managers discreetly outsource the writing of their publications on the professional network. And they are ready to pay dearly.
In 2021, Mathieu Pimort is entering his final year of business studies at Edhec. Like many students who must officially enter the job market, the young man decides to groom his LinkedIn profile – with an ulterior motive. “I optimized my profile, and I did everything to understand the workings of the platform, by analyzing the publications that work, he explains. And then I too started posting regularly“.
As he begins to amass a small following on the network, he contacts business leaders to offer them his services: writing weekly LinkedIn posts for them. “With a simple message, I managed to close with three CEOs, he boasts. I really realized the potential of LinkedIn“. Here he is now completely immersed in the world of anglicisms and emojis “rocket“: Mathieu Pimort is “ghostwriteron LinkedIn, and has a mission to write posts and articles on behalf of business leaders.
The profession of ghostwriter (feather-reader, in French) is far from being born on the social network, since it has gravitated for centuries in the world of literature or music. But on LinkedIn, a new generation of feathers has been swarming for about a year…