LinkedIn’s ongoing In It Together campaign has rotated a number of times since debuting in January 2018 to reflect current events. The recent shift is set to help remove the scars associated with unemployment.
“Brand marketing is not just about marketing,” Peter Maxmin, vice president of LinkedIn’s global brand, told Adweek. “We see a real pull on the product side in terms of the dynamic of how we help members in situations like massive employment. We have been on this journey for a few years and it is a journey we will always be on. “
Let’s Step Forward, a new campaign spot that debuted in the US last Saturday during the fourth game of the World Series. This makes it the first new TV campaign from LinkedIn since the pandemic that triggers new remote production processes such as the use of video collaboration platforms like company sibling Microsoft Teams.
Maxmin pointed out that LinkedIn’s last campaign before Covid-19 carried the message that there are millions of jobs and members could find the one made for them, but “the situation has changed dramatically”.
“Professional advancement isn’t something that you jump from place to place: it always starts with a single step,” he said.
The aim of the motif was to destigmatize unemployment and reassure members of the professional network that while big steps may be the dream, small steps will help them move forward and give them the opportunity to change their circumstances.
“Massive unemployment and job losses are taking an enormous toll on professionals,” said Maxmin. “Unemployment still seems to be a stigma: 84% of Americans believe it and 67% believe it will affect their ability to get hired.”
LinkedIn pointed out that more than 40 million people search for jobs on its platform every week and about three members are hired every minute. There are approximately 2.4 million job openings in the US that do not require a four-year college degree.
The professional network launched the open-to-work feature in July, which allows members to tell others that they are looking for employment. Early adopters – 3 million members have Open to Work enabled – receive 40% more InMails from recruiters and are 20% more likely to receive messages from the community, according to LinkedIn.
The new spot continues LinkedIn’s emphasis on the community, sharing real insights from members about how they turned to each other to move forward, and aims to be upbeat while staying realistic while keeping the current circumstances open consider.
“We try to balance the reality of the moment, but not to indicate too strongly how difficult things are,” said Maxmin. “It’s really important to have a sense of hope and optimism.”