Agency: Edelman, Middle East (PR Agency)
Background and Objectives
LinkedIn's value was underestimated in Saudi Arabia. It wasn't the first choice for either hiring or professional brand positioning and had a slower increase in sign-ups than its competitors.
Qualitative research indicated that LinkedIn was perceived as a global brand that was distant from Saudi, didn't understand the needs of the local market, and offered no noticeable contribution to the job market, placing LinkedIn at a disadvantage when compared to local and regional Arabic-first competitors.
- Increase platform sign-ups
- Elevate brand perception
We chose to focus on women (25-35 years old) because despite including them in the workforce is a priority, many brands and government entities were averse to engaging in this conversation or providing solutions as it is perceived as too controversial.