Dive Brief:

• LinkedIn is launching a new global campaign, “Find Your In,” which places an emphasis on the platform’s networking capabilities, according to information shared with Marketing Dive. The campaign is the first work agency Droga5 has done for the networking platform.
• The effort includes a whimsical short film supported by TV, social media, online video and influencer activations. As part of the effort, LinkedIn will launch a creator-centric activation called “Big In” to spotlight key creators as they explore important ‘ins’ throughout their careers.
• The flashy campaign comes after LinkedIn announced a corporate restructuring affecting 716 jobs, though the company in its most recent earnings report announced an 8% year-over-year boost in revenue. 

Dive Insight:

LinkedIn’s new campaign from Droga5 is a flashy, upbeat initiative that comes during a time of increased disruption not only for the job market, but also LinkedIn as a company. The multifaceted campaign puts an emphasis on the opportunities that can be found on the platform, but also its networking function, as seen with the focus on influencer marketing.

A short film that spans just over a minute tells the story of a young girl, who is seen sitting in a laundromat before a LinkedIn notification on a phone nearby spurs an all-out dance session to the tune of Remi Wolf’s “Guerilla,” showing the girl jamming out alongside clothing that seemingly has come to life. The spot was directed in partnership with Alaska and choreographed by Sherrie Silver, who has a notable history that includes work for Childish Gambino’s “This is America” music video.

The campaign comes as LinkedIn, owned by Microsoft, reports its seventh consecutive quarter of member growth, per its latest earnings statement. The platform saw record engagement with over 930 million members using its services. Its latest effort could also speak to the growing number of Gen Z entering the workforce, a notable opportunity for the platform, which saw a 73% year-over-year boost in student sign-ups.

Still, the company hasn’t been able to dodge the rapidly changing economic landscape, prompting it to restrategize its Global Business Organization and its operations in China, resulting in the layoff of more than 700 employees worldwide, according to a company announcement.