• Valerie Chapman, a 25-year-old LinkedIn content creator, says the platform can be just as lucrative as TikTok—though many still see it as just “a place to apply for a job.” Influencers can build a personal brand, create digital products, and establish brand partnership. 

Influencing is a crowded market, with millions of creators pushing products and collaborations across TikTok and Instagram. But they could be overlooking a platform that one influencer says is an untapped goldmine. 

“For me, LinkedIn has just as good, if not better, of an infrastructure for creators to make money than TikTok,” Valerie Chapman, 25, a self-employed content creator and creative agency co-founder, tells Fortune.

Chapman, who had previously worked in advertising and content creation, says her LinkedIn career is why she no longer holds a corporate job. Two layoffs inspired her to pivot. And luckily, she brought some experience with her to the platform, as a previous social media management employer had asked her to become a LinkedIn thought leader in order to bring in sales. After she was let go in October 2023, LinkedIn influencing became her new hustle. She now has over 16,000 followers on the platform, with posts that reel in thousands of likes.  

“We’re in the creator economy,” Chapman says, adding that people are using AI to help scale content to their individual communities. “None of that was on my radar until I got into the world of LinkedIn, and really started investigating how other solopreneurs were leveraging their personal brands and monetizing.”

While content creators can build their brand and following on any platform, Chapman says the professional social media platform is particularly rife with opportunity. Influencers who turn to it could score big bucks among a new niche audience—and more people are catching on, with LinkedIn even creating its own “Top Voices” category for the most influential creators on the platform. 

“I would actually say LinkedIn is the most powerful in terms of monetizing your personal brand. No one’s talking about it in that way,” she says. “I just think that right now, so many people see LinkedIn as [just]…a place to apply to a job.”

LinkedIn is being overlooked—but it can be highly lucrative

Unlike TikTok, LinkedIn doesn’t pay creators for how much engagement they get on their posts. But there are other ways to cash in on the platform, Chapman explains. 

“There’s no creator fund, but there’s other ways to monetize, like digital products, which I’m working on. Right now my primary income streams are brand partnerships, primarily with tech companies,” she says. “If you put on a sales hat, there’s tremendous amounts of opportunity on LinkedIn, especially because of the video feature that has just been incorporated in the last year or so.”

Chapman has developed a client roster by cold-calling brands to be incorporated into one of her LinkedIn videos—including her “Gen Z Woman in Business” series. She also says creators can build courses and other digital products—like business workshops or E-books on their area of expertise—that, once distributed, can bring in passive income.

And when clients do take interest, there’s an opportunity to set higher rates.

“You can actually charge more in brand partnerships on LinkedIn than other platforms, because your audience is a bunch of professionals—oftentimes CEOs and founders,” Chapman says. “So you can charge a premium for that kind of audience as well.”

After four months of hard work growing her presence online, LinkedIn noticed her, and invited to visit the company’s NYC office. She toured the office and had conversations with LinkedIn’s team on the future of work and digital influence. Receiving that recognition was a strong sign she should keep going.

Chapman says she’s since made significant headway as a creator who can now support herself, earning about $10,000 a month by dishing out advice and think pieces on personal brands and AI to her thousands of followers. 

“I will say it took about three or four months to really build an infrastructure where the deals were coming in. It wasn’t like, ‘You got money right away,’” she says. “Once you start emailing people and you have an audience, then you can get to closing a brand partnership fairly easily, if you really dedicate your time to it.”

This story was originally featured on Fortune.com

• Families are flocking to the middle of the country, desiring affordability and community—and towns are welcoming them with cash in hand.

Many Americans are sick of where they live. Rising housing costs, struggling education and healthcare systems, and dreams of better infrastructure are driving families to reconsider where they call home—and it’s music to the ears of small towns vying for a comeback.

Dozens of localities in states like Indiana, Kentucky, and Mississippi are luring workers away from big cities and into rural and suburban areas. Their promises? Somewhere that prioritizes community and matches their lifestyle—and towns are willing to dish out thousands to prove it’s worth it.

Chris Jensen, mayor of Noblesville, IN—a town outside of Indianapolis—says there’s strong demand for communities that prioritize affordability, safety, and walkability—and there are more towns that offer it than people realize.

“There’s something about Midwest value, there’s something about community that we have here, and I think we should sell it,” Jensen tells Fortune. Noblesville is one of many communities that work with MakeMyMove, a platform that helps towns create campaigns and recruit new high-earning residents.

Those new to Noblesville can enjoy a $5,000 relocation grant, annual memberships to the town’s coworking space and chamber of commerce, and a $500 health and wellness stipend. Others have more creative lures. New Haven, IN, is offering burgers and bourbon with the mayor. In Wabash County, IN, you can join your neighbors on a rafting trip. In Mayfield, KY, they are offering a monthly gift of a dozen locally sourced eggs.

“We’re seeing workers voting with their feet to places like Indiana and Kentucky,” says Evan Hock, co-founder and chief operating officer of MakeMyMove. “For community leaders, this is open season. With a little bit of effort, they can attract the people and income whose economic impact will fund future growth. It’s a good deal for any enterprising mayor.”

Millennials in particular are moving to small towns and rural areas at the highest rate seen in decades, according to an analysis from Realtor.com.

Workers are on the move, and small towns are open arms

During the pandemic, moving out of metropolises was a common practice—with families ditching big city aspirations in favor of places that have been typically characterized as flyover states. Recent research indicates that rural areas may be more conducive homes for children to climb the wealth ladder versus cities like New York.

“Places like New York and San Francisco are amazing,” Hock says. “But for many thousands of people, a good life in these places is unattainable.”

Jensen, who was born and raised in Noblesville and served as mayor for five years, says there are countless examples of families seeking a more tranquil life in a smaller town—either as a remote worker or a small business owner—once they start having kids. He recounts one example where a family from Miami moved to Noblesville: “It’s different when you’re raising kids, and the quality of life piece was so important to them, and they couldn’t believe they were standing talking to the mayor at this event where they were interacting with firefighters and police officers. They said that would not happen where they came from.”

Despite big-name companies like Amazon and JPMorgan Chase calling back employees to the office five days a week, Hock says remote work has been relatively stable, and demand for MakeMyMove programs has never been higher.

“The reality is that there’s a talent shortage in the U.S. and as long as that is the case, talent is in the driver’s seat. If workers see value in small-town USA, which we think they do, these programs will continue to be successful,” he says. 

AJ O’Reilly, a remote UX designer and small business owner, moved with his wife, young daughter, and dog from the Minneapolis–St. Paul area to Noblesville. He says the town offered the perfect balance of a tight-knit community and convenient amenities.

“I was looking for something that I could actually build community and meet people and dive deep in a community, whereas St. Paul was really cool, but it was too big to really build a community,” says O’Reilly.

He says programs like MakeMyMove make sense considering states and local governments are often eager to offer businesses financial incentives to move, so why not people?

After visiting Noblesville, he and his wife bought their house sight unseen with just a video tour from a realtor: “We were so confident that we wanted to live in Noblesville.”

Little-known towns provide untapped potential

States like Indiana get a bad rap, says Colby Flye, a remote worker in the tech industry who also recently moved to Noblesville with his family. In reality, many little-known areas have great parks and neighborhoods—you just have to find the “hidden gems.”

“These places might not be well known, but they have strong communities. You won’t find any better affordability in places like these,” Flye tells Fortune. “If you’re really looking to settle down, make a home nest and really build something for the future, go ahead and make the move.” 

Because of its proximity to Indianapolis, Noblesville’s average housing cost is close to $369,000, according to Zillow. That’s slightly higher than the national average of about $357,000.

Other MakeMyMove areas have much lower housing costs, but the affordability secret may be catching on. The average home value in Mayfield, KY, is about $143,500—up 11% from last year.

“We encourage every American to take stock of their community. You only get one life, so might as well live it in a place that moves you. A better life is out there,” says Hock.

This story was originally featured on Fortune.com

• The Social Security Administration is laying off 12% of its workforce, and the loss of expertise, especially on key systems, could put benefits at risk as DOGE tries to look for fraud, according to a former staffer at the agency. 

Historically, toying with Social Security benefits has been long seen as a political “third rail,” meaning whoever touches it will get zapped.

The White House said in a press release it won’t cut Social Security, Medicare, or Medicaid benefits, but that doesn’t rule out the chances of a mistake. 

Amid the Department of Government Efficiency’s cost-cutting endeavor within federal agencies in recent weeks, a former top Social Security Administration staffer is worried about benefit interruptions as the agency loses expertise while DOGE looks for fraud in its systems.

In February, the SSA released a statement announcing plans to lay off roughly 12% of its 57,000 employees through voluntary resignation and a reduction-in-force plan. Meanwhile, President Donald Trump and world’s richest man Elon Musk, the figurehead for DOGE, have claimed fraud on a massive scale, though experts have said it’s limited. 

Still, DOGE is looking for evidence and seeks full access to the SSA’s Enterprise Data Warehouse (EDW), which houses information about anyone with a Social Security number, including financial and banking information, according to a declaration filed in a lawsuit last week by former senior official Tiffany Flick. 

She said that SSA typically doesn’t provide full access to all data systems—even to the most skilled and highly trained experts—to protect against inadvertent or unauthorized changes to the system. 

Flick said DOGE officials lacked interest in understanding SSA’s systems and programs, while disregarding critical processes like providing the “least privileged” access on a need-to-know basis.

“That combined with a significant loss of expertise as more and more agency personnel leave, have me seriously concerned that SSA programs will continue to function and operate without disruption,” she said.

Flick said that inadvertent error poses the risk of “benefits payments not being paid out or delays in payments.”

The SSA information technology programs are made up of complex systems that use old programming languages that require specialized knowledge, she warned, adding that they are easily broken if long-standing procedures aren’t followed.

“I understand that DOGE associates have been seeking access to the ‘source code’ to SSA systems,” Flick wrote. “If granted, I am not confident that such associates have the requisite understanding of SSA to avoid critical errors that could upend SSA systems.”

In addition to her concerns regarding benefits, Flick is not convinced DOGE has the proper experience to prevent sensitive information from getting into the hands of bad actors. 

“In such a chaotic environment, the risk of data leaking into the wrong hands is significant,” she said.

Andrew Biggs, an American Enterprise Institute senior fellow, told Axios the agency could increase productivity and efficiency, but he doubts DOGE’s ability to do so due to its lack of experience.

“I just find it hard to accept that you can go in there having been there just a few weeks, and do these far-reaching changes having fully thought out the consequences of them,” he said.

Biggs says while checks are automated and won’t be disrupted, possible disruptions to customer service bring concerns regarding budget cuts.  

“It’s kind of a foot race between whether they can improve service before these cuts are impacting service,” Biggs said. 

The White House, the U.S. DOGE Service, and the SSA did not respond to Fortune’s request for comment.

This story was originally featured on Fortune.com