The Network That Works For You

LinkedIn Teams Up with McCann to Launch New Brand Campaign - “The Network That Works For You”

The new campaign marks McCann’s first creative work for the professional network

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 humor 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.