LinkedIn: Making work work for women

LinkedIn, a professional network, enlisted England's first Women's EURO captain, Carol Thomas, as a campaign ambassador to 'make work work for women' by driving conversation around, and showing the benefits of, flexible working.

Executive Summary

Putting women at the forefront of its brand purpose and its communication has proven to be both the good and the right thing to do for LinkedIn. With many shying away from the platform due to 'old-school' and sometimes alienating views of the brand, activating around an ethos of 'making work work for women' has helped LinkedIn openly challenge these brand perceptions and position itself as a driver of change in the workplace.

After the announcement early in 2022 of its first ever sponsorship of the Women's Euros, LinkedIn set about a series of campaigns aimed...

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