LinkedIn teams up with McCann to launch new brand campaign

LinkedIn knows the world of work. They know that although people face a lot of challenges at work today, there are a lot of funny moments, too. 

Created in collaboration with McCann New York, LinkedIn’s new 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 people and companies.

Jessica Jensen, CMO, LinkedIn said: “With this campaign, we’re telling a bigger, more unified story about the value of LinkedIn and consistently reinforcing that we’re the network that works for you. Whether you’re a member working to grow your career or a small business working to grow your business, we want to demonstrate that we understand the many layers of professional life and can help you along your journey. LinkedIn isn’t just a platform people use for work. It’s where culture shows up, conversations happen, and the world of work is shaped in real time.”

Heather Hopkins Freeland, Chief Brand Officer, LinkedIn adds: “For this campaign, we wanted to demonstrate that we understand the realities of work, so we leaned into humour to reflect the real moments people experience at work every day, sometimes awkward and unexpected. It’s our way of showing that LinkedIn understands the many layers of professional life, even its absurdities, and that we can support you in the moments that matter.”

Britt Nolan, Chief Creative Officer, McCann North America adds: "Most brands aren’t brave enough to take on any sort of negativity. But acknowledging what people are really going through is a powerful way to earn trust. By not sugarcoating what they can and can’t do, LinkedIn doesn’t just land the message, they create a connection.”