LinkedIn’s ad focuses on role of community in job hunt

08/03/2019

LinkedIn has revealed the latest iteration of its integrated marketing campaign, “In It Together”, which focuses on how LinkedIn’s diverse community of professionals help each other to find the right job.

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The campaign is built around the insight that 70% of people who recently changed jobs were connected to someone at their new company, with LinkedIn research revealing that referrals make the chances of hearing back from a recruiter four times as likely. This campaign aims to highlight and celebrate this community and encourage others to reach out to theirs for help in finding their next role.

It follows the first wave of LinkedIn’s ‘In It Together’ campaign which launched in June 2018 across the UK, France, and Germany, and used real member stories to tackle stereotypical definitions of success.

The campaign includes a mix of video and powerful stills from LinkedIn members who have used the platform and their community to get the right job. It will be targeted at ‘Career Builders’, people who are highly ambitious and focused on long-term career development. Career builders are typically aged between 25-34, and while they value their professional community they often lack the confidence to leverage their network.

The UK campaign will feature four LinkedIn members from across the country, including Deepshikha who worked in a laboratory and loved the science of what she did, but not the lack of contact with people. She tapped into her LinkedIn connections to get her profile on the radar of her professional community outside of her lab. Now working as a recruiter, she talks to candidates every day, and has found her new work much more fulfilling.

The campaign starts today in the UK, and will then roll out in France, Germany, Sweden, Spain, Italy, UAE, Brazil and the Netherlands. It will run across digital, display and social channels, including Facebook, Instagram, YouTube and LinkedIn and for the first time will also appear on broadcast channels, including radio, on demand and catch-up TV. In the UK this will include: All 4, Sky Player, ITV on Demand, Virgin Radio, Kiss Network, Capital Scotland, Absolute Radio and First Radio Premier.

In the UK, LinkedIn will also be opening the doors to its pop-up pub, ‘The Linked Inn’, to coincide with the launch. The Linked Inn is designed to show that socialising with your professional community, in much the same way as you would recreationally, can help you advance your career. It will be featuring ‘live job specials’ - vacancies at some of the UK’s top companies including John Lewis Partnership, Lloyds Banking Group and LADBible Group - while the LinkedIn experts will be serving ‘career advice on tap’ as they help the punters improve their profile and grow their professional community. Any proceeds will be donated to one of LinkedIn’s NGO partners, whose beneficiaries will be invited to attend the event and receive support from LinkedIn Coaches.
The campaign will be supported by an earned media campaign and also includes an employee activation component, with LinkedIn employees in these markets being encouraged to share what they are ‘in it’ for, while LinkedIn’s editorial team will be prompting members and influencers to do the same on the platform.

Ngaire Moyes, Senior Director of Brand Marketing and Corporate Communications for EMEA and LatAm at LinkedIn commented: “We have a unique community on LinkedIn in the UK who represent the breadth and depth of the workforce, and every day they are helping each other to transform their careers. We wanted to bring this to life so spent the past few months capturing some amazing stories of members who have leaned on their LinkedIn community to support them in finding a new job. We hope these stories inspire more people to reach out to others to help them fulfil their professional dreams.”

BMB is the lead agency for creative, with 3Q Digital leading on the digital media buying. All Response Media (part of Havas) are supporting with non digital media buying in the UK and France, with Media Plus in place in Germany. Brands2Life is leading on the earned media campaign in the UK, with Service Plan and Havas doing the same in Germany and France respectively. Brands2Life is leading on the social activation in the UK, France and across global markets including Spain, Italy, Netherlands, UAE, Sweden and Brazil.

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