LinkedIn can’t stop your brother-in-law from telling you his latest business idea, but it can help you share your business thoughts with other professionals. It can’t help you with that noisy colleague either, but it does make the selection and hiring processes easier for you. The social network has launched “The network that works for you”, a new campaign with which it recognizes that it cannot solve all work challenges, but it can help in the growth of one’s professional career or business.
This is creative agency McCann New York’s first work for the company and uses humor and a light tone to highlight how and where LinkedIn can help. LinkedIn reflects the simpler and more human side of the business environment with a series of scenes that reflect everyday and fun situations in different environments, from the workspace of an entrepreneur, to a doctor’s office, to the office of a multinational.
The different pieces focus on unexpected moments that viewers can identify with to reflect both the complexities and realities of current professional life. At a strategic level, the campaign works on two different lines: on the one hand, the advantages of LinkedIn for professional growth; and on the other, their contributions to business growth.
The company points out that the campaign presents a broader and unified vision about the value of LinkedIn. “Whether you’re an individual working to advance your career or a small business working to expand your business, we want to show that we understand the many facets of professional life and can help you on your journey.“Jessica Jensen, Chief Marketing Officer at LinkedIn, commented in a statement. “LinkedIn is not just a platform that people use to work. It is where culture is manifested, conversations are generated and the world of work is configured in real time”.
The use of humor, as explained by the company, helps LinkedIn demonstrate that it understands the reality of work and the situations that professionals experience daily. “It’s our way of showing that LinkedIn understands the many facets of professional life, even its absurdities, and that we can support you in the moments that matter.”said Heather Hopkins Freeland, Chief Brand Officer at LinkedIn.
Furthermore, the campaign stands out because the brand assumes, despite the comic tone, its own limitations, and that, according to the agency, denotes courage and is a powerful way to generate trust. “By not sugarcoating what they can or can’t do, LinkedIn not only gets the message across, it creates a connection” comments Britt Nolan, Creative Director at McCann.
“The network that works for you” has already been launched in the United States and will arrive in the United Kingdom in April, with executions on television, social networks, digital platforms, outdoor advertising and audio.
