VCCP London is sending LinkedIn out into the world (OK, the world within the UK). LinkedIn is taking careers advice on the road in a coffee truck with a twist. The live activation, called a LinkedIn Know-How To Go, is dishing out advice to young professionals across London and Manchester.
The truck has a special menu with items named after corporate jargon, such as Blueberry Sky Thinking Muffin, COPpuccino and Chime-in Chai Latte – and young professionals can get these items for free if they can guess what the names mean (or at least attempt it). LinkedIn career experts are on hand to offer useful advice to professionals, tailored to whatever career stage they are in: Know-How to Get In – for those trying to start their career with the right company for their values; Know-How to Get On – help for those already in the door to build confidence at work and understand how to build relevant skills and stay up to date with their industry; Know-How to Get Further – tailored tips to help stand out from the crowd.
The full campaign also includes a social content series idea by VCCP that will be filmed at the events, fronted by content creator, Max Baledge, who will be asking the public for their know-how that can help others navigate the world of work – posing questions such as How do you land your dream job?, How do you skill up at work? and How do you stand out in your career?
The content series will be light-hearted to show how (with the tools and products LinkedIn have to offer), the world of work, industry and even jargon is a little easier to navigate. This will run from mid-March through to the end of April. Other influencers, including, Kennie, Timothy Paul and Ellie Middleton, will also attend the events and support across their own channels.
The campaign is built on LinkedIn’s research which found that while 86% of Gen Z professionals in the UK are open to new job opportunities this year, they’re also the least confident of all generations when it comes to navigating their professional lives or asking for help.
Zara Easton, head of brand marketing UK at LinkedIn, stated, “Starting out in your career can be daunting, and our research shows that as a generation that entered the world of work during the pandemic, gen z are looking for support in gaining the ‘know-how’ to navigate their careers, match their skills to jobs they want, and build a strong professional network they can turn to for advice. LinkedIn’s supportive professional community of 1 billion members can help young professionals make sense of the world of work and set them up for success.
“Gen z are the microlearning and coffee-culture generation. The idea is for them to dive into a career-boosting chat over a cup of coffee, and enjoy some easy learning from career experts on-the-go on their daily commute.”
Matt Lloyd, deputy executive creative director at VCCP London, added, “The world of work can be pretty overwhelming at times with so much jargon to translate, amid constant requests to ‘reach out’ and ‘touch base’ before the dreaded ‘COP’. We thought the best way to ‘push the envelope’ on this was to really ‘grasp the nettle’ and invite people for coffee and cake. Work’s complicated enough, so let’s just have a chat and share some advice.”
Credits
Client: LinkedIn
Head of Brand: Zara Easton
Marketing Managers: Natasha Ewhe, Aston Brooks-Ashitey & Ben Wyver
Creative Agency: VCCP London
Executive Creative Director: Matt Lloyd
Creatives: Josh Clarke, Daisy Elsden & Hannah Mahony
Planning Director: Tiffany Mondesir
Managing Partner: Lindsey George
Account Manager: Louise Fox
Account Director: Harriet Sweetman
Marketing Manager: Ismahane Ileye
Content Agency: Girl&Bear
Project Director: Hayley Denning
Integrated Producer: Camille Sims
Producers: Olivier Darriet-Fisher & Heather Mooney
Designer: Ayesha Handy
Artists: Scott Mitchell & Thomas Whetnall
Production: We Are Magic Number
Campaign Manager: Amelia Donaghue
Creative Director: Lucy Hodgson
Photographer: Liberty Adams
