LinkedIn posts can be cringe. Workers feel like they have to write them anyway.

Getty Images; Alyssa Powell/BI Many workers feel they need to build a personal brand on LinkedIn to get ahead.

Some companies are even paying ghostwriters to create LinkedIn posts for their employees.

The posting arms race has also fueled performative content, oversharing, and AI slop.

Workers on LinkedIn are finding themselves in a catch-22: They may cringe at the self-promotional, carefully polished posts that fill their feeds, but still believe they need to build a personal brand of their own.

Some companies are even stepping in to post for them.

Corporate ghostwriting firm Hat Tip creates LinkedIn posts for founders and, increasingly, their employees.

Founder Christian Di Bratto calls it a sales and marketing strategy for a world where brands may be losing their appeal.

He recently quoted a client $8,400 a month to write LinkedIn posts for three employees, three times a week.

"People want to buy from people," Di Bratto said.

"This employee portion of it is the next evolution of what founder-led content was.

With the rise of grindslop and the migration away from X, LinkedIn is now a hybrid of performative professional posting and personal sharing.

Many workers view posting there as a necessary career investment , made easier by the rise of AI tools.

Even LinkedIn is rethinking all this posting.

In July, the company started letting users flag posts that seem "like AI slop." Pangram, an AI-detection firm, estimated that 41% of long-form LinkedIn posts and 30% of shorter posts it analyzed between April and June were likely AI-generated .