Our solution
We’d cement LinkedIn in the minds of young British professionals as a place to grow their career, whether that be through ‘edutainment’ videos on inclusion in the workplace or finding solace in a relatable meme on the trials and tribulations of corporate life.
Our creative approach was based on three key strategic pillars. The first, quintessential edutainment, would tap into culturally relevant moments and use British humour to build relatability. The second, tell solution stories, would establish LinkedIn’s UK channels as trusted guides full of actionable insights for career starters. And the final pillar, motivate the community, would empower them to celebrate everyday experiences of their career journey.
To tap into quintessential edutainment, we built relevance with our existing community and reached new audiences by tapping into iconic British pop culture references in our post copy, reactivity and video creative. For example, we utilised a trending TikTok soundbite from the UK TV show Supernanny – an obvious cultural “In” – with our own relatable workplace meme. And it struck a chord, racking up almost 18k views and becoming the month’s highest performing piece of content.
To tell solution stories, we partnered with savvy career experts like Holly Morris to tackle specific career development issues by sharing their actionable advice.
Holly’s video on supporting colleagues with ADHD racked up 30k views – but impressive numbers aside, the comments are even more telling. Responses like “So relatable!!”, “I’m not alone” and “This will help a lot…it’s been hard to find information on [this]” proved our content was achieving exactly what we set out to do: position the channel as a trusted guide that normalises and shines a light on every aspect of working life, no matter your experiences.
As for motivating the community, we built a presence in relevant spaces by identifying daily opportunities for community engagement outside of our own channel. Our community engagement was a standout too. Our comments on videos about office introverts, TikTok scrolling at your desk and everyday work stresses were consistently listed as the top comment. In fact, our community management is considered best-in-class by LinkedIn’s global community engagement team. Talk about high praise.
