I recently had the opportunity to sit down with Lộc Lê, former Brand Creative Manager at BAEMIN. Despite the sweltering midday heat of Saigon, we found ourselves lost in conversation—three hours flew by without us even noticing.
What piqued my curiosity about him wasn’t the high-profile advertising campaigns of BAEMIN, but rather the witty, humorous content he regularly shares under his own name on LinkedIn—a platform often seen as “strictly business.” Perhaps it’s this quirky sense of humor that’s drawn nearly 30,000 followers to his page. With such impressive engagement, I like to jokingly call him the “KOL of LinkedIn.”
So, what’s the tip behind his viral content?
Have you ever been concerned about seeming unprofessional on a serious platform like LinkedIn?
No, I’m not worried—because I’m not that serious in real life either! *laughs*
Since everyone on LinkedIn is so serious, I feel like posting something light, fun, or even a bit cheeky to relax. To me, LinkedIn is still a social platform—people may use it for professional stuff, but there’s no rule saying we have to be all stiff and formal like we’re on the news.
Another point is that LinkedIn has long added the "Funny" reaction button, allowing users to engage with posts in a more lighthearted way. This shows that the platform is also open to entertaining content and interactions. If the platform itself is expanding the scope for creativity, why should I limit myself?
Even if it is a professional network, not every professional is serious all the time, right?
Why do you choose LinkedIn over other social networks, where people typically enjoy humorous content?
Simply because most of the content I create revolves around work-related topics and finding inspiration for the job, which is something users on LinkedIn are highly interested in. LinkedIn aligns well with both my content and audience, so I feel more comfortable sharing my work-related stories and experiences there.
What are three things people can learn about you through your content?
Actually, the content I create already reveals part of who I am. As for the other aspects, I simply haven't shared them yet *laughs*.
I tend to approach topics that people consider negative, such as unemployment, low wages, conflicts with colleagues, or dissatisfaction with the company, from a realistic yet lighthearted and optimistic perspective. After all, these issues can't be solved instantly.
The content I post is mostly for entertainment, harmless and without any real objective, so I don't consider it a product that can be critiqued. However, there are three things I truly fear when communicating and creating content: being too long-winded, being overly sentimental, and being shallow or cliché.
You once said, "Creativity is a method to solve problems." So, what problems do your content pieces solve for your audience?
In fact, the content I create originates from issues I personally face or those of people around me. When I post for enjoyment, it unintentionally resonates with many others who share similar thoughts, leading to engagement. However, I only provide content and cannot address all the problems of my audience.
Why did you start sharing content?
At first, I posted my creative work on LinkedIn because... I was too lazy to create a portfolio (a kind of visual resume). So, after completing any project, I would just throw everything up there like a personal work diary, so if anyone wanted to learn more or check it out, I could quickly send them the link.
Later, when I received more engagement, I began to see the platform as a place to interact and connect with people who shared similar experiences. The deeper factors, like building a personal brand or going viral, weren't my initial intentions.
Is there any piece of content you've created under your personal name that you’re particularly proud of?
I wouldn’t say there’s a single piece of content I’m most proud of. However, there is one recent post that holds a special memory for me: it was a compilation of casual comments I had written years ago and decided to reshare.
This lighthearted memory was largely a matter of chance and good fortune, but it also reminded me that even with something as important as job hunting, following a fixed formula isn’t always the only path to success. Where there are rules, there might also be exceptions—or not! *laughs*
Have you ever received any negative feedback on your content?
Touch wood, but up to now, I’ve received very little to no negative feedback. Most of the time, I post just to entertain myself—it’s often quite light-hearted and never meant to attack or provoke anyone. I also try to avoid commenting on topics that go beyond my knowledge or personal experience.
Have other pages ever used your content without crediting you? How did you feel about that?
Yes, a lot!
Big pages, with a professional approach, will always credit the source, while smaller groups might not or just add a tiny “ST” (sourced) for the sake of it. But honestly, unless it involves something commercial or serious legal issues, I don’t think adding a source will make me richer or poorer, so it’s no big deal.
Besides, only good content gets reposted. If the content is fun, useful, and positive, the more it spreads, the better!
Has any opportunity or job come to you because of your content?
Yes, there have been some opportunities, as the most active users on LinkedIn are recruiters. There have been job offers as well as invitations to collaborate on small projects.
If my mindset and results align with the direction of a brand, then LinkedIn, and social media in general, can indeed serve as a useful platform for promotion and networking, especially for freelancers like me who are looking to explore more opportunities.
Thanks to the opportunities to connect and collaborate on LinkedIn, I’ve gained many valuable real-world experiences and new perspectives on creativity, as well as insights into the market trends of various brands. For example, I’ve developed an increasing interest and appreciation for local brands, small and medium-sized enterprises (SMEs), and startups with interesting visions and compelling stories.
What do you think about AI writing content? Can it replace humans?
At this moment, I don't think so. Because the personal writing style of a writer is very important, and it comes from life experiences and "human" encounters. This is something AI would struggle to replicate. AI can help us write the right content, but writing well in terms of style is still uncertain.
But that's just my opinion. Who knows what the future holds? If AI can truly replace humans, I hope it will be able to handle work pressure and stress better than I do. *laughs*
A piece of advice you would like to give to our juniors?
As I’ve mentioned, ideas come from life, so if you have little life experience, it’s hard to come up with many ideas. Since I rarely follow formulas, I don’t have any specific secrets to share other than letting things flow naturally, taking care of your health, and cherishing your emotions at every stage of life.
As a line from a song by tlinh that I particularly enjoy goes: "All the joys, anger, love, and sorrow, in the end, everything is just content." I must note, however, that the word "content" is my addition, not part of tlinh's original lyrics.
"People with humor often have hearts full of scars." With the amount of "Funny" reactions your content receives, do you have any scars yourself?
No matter the platform, I believe that those who create joy and optimism through their content have likely had memorable experiences with sadness. It's only after feeling down that we truly understand where happiness comes from and what it feels like.
Being positive doesn’t always equate to happiness. There are posts about heartbreak, unemployment, or failure… but when you read them, you still end up smiling and sharing.
Every rain will stop eventually. Where there's misfortune, that's where laughter is needed the most!