LinkedIn: How a humble desk plant grew the nation’s relationship with LinkedIn

LinkedIn, the social network for professionals, improved understanding of its offering with a narrative-based campaign run across video, social media, a partnership and an in-person event.

Executive summary

During the toughest ever job market with record breaking levels of UK unemployment and redundancy, professional networking and career development platform LinkedIn was misunderstood and underutilised by the people who could benefit most.

Self-serving, egotistical behaviour on the platform (from a loud minority) was mocked by the rest of the nation. It made people cringe, think that LinkedIn wasn't for them, hesitant and unsure of how they might benefit from regularly using the platform to progress their career. We needed to build empathy and make LinkedIn a place where they felt like they belonged.

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