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LinkedIn is more brand-safe, Schulman pointed out, since users are also representing their workplaces through their accounts.
When it comes to finding the right creators, Schulman called Lyft’s selection process “bespoke and personal,” as it looks for people who have a sense of purpose and are focused on building community. The rideshare brand also uses an in-house team to source potential partners rather than a social media agency.
“We want people who care, because we care as a brand,” she said.
For Notion, the brand finds partners based on its campaign goals. It also leans into the startup community for potential collaborations and welcomes pitches from creators themselves.
