The residents and the tourists

Here is the finding that defines this theme. Of the 78 creators who post work culture consistently, exactly zero dedicate more than half their feed to it. There are no residents at all: work culture is the purest tourist theme in our entire series. The highest share in the top 20 is Natalie (Corporate Natalie) at 20%; the lowest are Justin Welsh at 2% and Michael Aguilar at 3%, both of whom barely touch the topic and both of whom earn a premium when they do.

That tourist premium is the whole story. Across this top 20, the biggest gains belong to creators for whom work culture is a guest appearance: Jean Kang and Ghyslain Morvan at +535%, Florent Barboteau at +220%, Tim Denning and Carlos Aravena at +100% or more. An audience that came for something else rewards a sharp take on how we work, because almost nobody owns the topic full-time, so nobody is competing with their own back catalogue. If you write about work culture occasionally, you are playing one of the easiest games on LinkedIn.

Two related studies while you are here: who dominates LinkedIn country by country (United States, United Kingdom, France, Canada, Australia, UAE, Switzerland, the full series). And if your plan includes showing up in these creators' comments, an engagement feed makes that a daily five-minute habit.

Study them, then study yourself. With MagicPost you can analyze any work culture creator the way we just did (median engagement by theme, share of feed, premiums, trajectory) and benchmark your own profile. The data on this page is the product.