LinkedIn Embraces Work’s Awkward Truths with ‘The Network that Works For You’

Created in collaboration with McCann New York, LinkedIn’s latest campaign – The Network that Works For You – uses humour to depict those hilarious and sometimes awkward work moments so many people have experienced. The campaign acknowledges that LinkedIn can’t fix every work challenge, but it does work when it matters most to keep you growing – in your career or business. Across film and social, sharp lines like ‘LinkedIn doesn’t make your boss easier to deal with’ land with a confident payoff, ‘“but it does connect you to your next one.’ The same smart contrast shows up when ‘LinkedIn Hiring Pro can help you find the ideal candidate,’ followed by a painfully awkward welcome lunch that proves the network ‘cannot help you find the ideal restaurant for their welcome lunch.’ The work playfully positions LinkedIn as the partner that helps people and companies move forward — turning real effort into tangible career and business growth. This campaign, which includes two focus areas – Grow in Your Career and Grow in Your Business – marks a shift in the brand’s marketing strategy to tell a more unified story about the value that LinkedIn delivers, reinforcing how the network works for
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