LinkedIn is set to launch a new integrated campaign, including its first ever UK television commercial.
The ‘What Are You Searching For?’ campaign is intended to raise awareness of LinkedIn’s job search tools.
Real stories from users
It explores the reasons why people search for new jobs, and includes stories from real LinkedIn users who have found new positions on the platform. The TVC element will premiere tonight (Tuesday) during the Great British Bake Off final.
The 60-second clip, created by BMB, focuses on real members of LinkedIn and their job search stories.
It will be supported by social, OOH, print, and radio activity, focusing on London, Manchester, Bristol, and Birmingham.
Commenting on the campaign Ngaire Moyes, Senior Director, Brand and Communications at LinkedIn EMEA, said:
“What are you searching for? It’s a powerful question, and when we’re talking about jobs, the answer is different for everyone, which is why sharing the experiences of our real and diverse members is a key part of our advertising strategy.
This campaign continues to build on our ‘In It Together’ brand work that sought to create a new, warmer, more human feel with our members at its heart. We’re excited to shine a light on some of these stories in this latest iteration of the campaign in the UK.”
Matt Lever, Creative Chairman at BMB, added: “A person’s job search is completely unique to them, so we didn’t know what to expect when we asked Linkedin members ‘What are you searching for?’
Fortunately, the responses were inspiring, moving and sometimes downright amusing. As LinkedIn’s first UK TV campaign, we feel like it’s a great introduction for the brand in a category so often devoid of warmth and humanity.”