LinkedIn has unveiled an episode from its latest social-first campaign, “Know-How That Sticks,” in collaboration with integrated agency VCCP London.
This initiative features three short films targeting Gen Z, designed to raise awareness about LinkedIn’s new immersive video feature. This feature allows users to access short-form, authentic content aimed at providing valuable tips, insights, and industry news, helping professionals advance their careers and grow their businesses.
The immersive video format enables users to browse content, watch videos in full-screen, and swipe vertically to explore more. This rollout comes in response to the growing popularity of video content on LinkedIn, which has seen a 34% increase in video uploads since its introduction in 2017, resulting in 40% more engagement compared to traditional written posts.
Recent LinkedIn research highlights that young professionals, particularly those aged 18 to 25, often feel lost in their career navigation, lacking confidence compared to older generations. With numerous online resources available, young Brits frequently struggle to identify where to seek help.
LinkedIn aims to address this issue by connecting them with experienced professionals within its expansive network.
The “Know-How That Sticks” series covers essential career advice, including job searching, interview success, and effective communication in meetings. Influencers such as Patrick Quinton-Smith, Shola West, and Heather Elkington feature in the episodes, offering tailored insights for young job-seekers. Throughout the series, quirky animated stickers provide humorous but questionable advice, reflecting the unsolicited guidance often faced by newcomers to the workforce.
The campaign concludes with the message: “Get the right know-how, from the right people.”
Through this initiative, LinkedIn seeks to engage a wider audience across its platform and Meta, enhancing its support for the next generation of professionals.
Zara Easton, Group Head of Brand Marketing UK at LinkedIn, said: “When you’re just starting out, everyone wants to give you advice and it can be overwhelming. We brought this to life in a weird and wonderful way – tapping into Gen Z’s love for self-expression through stickers on their laptops. Our LinkedIn sticker cuts through the noise, grounds us and directs us to LinkedIn’s new ‘Videos For You’ feature – the go-to place for informative, career-driven content that you’ll actually find useful. Our aim is to share practical tools and tips that empower young professionals in today’s fast-paced world, featuring influential voices like Patrick Quinton-Smith, Shola West, and Heather Elkington.”
Matt Lloyd, Deputy Executive Creative Director, VCCP London added: “As a career starter, everyone’s lining up to give you advice and career hacks. Not all of it helpful. We brought this to life using a random cast of stickers found on laptops and phones etc. A cacophony of conflicting opinions, bombarding our career starter with unsolicited advice. Just as it gets too much, our LinkedIn sticker steps in as the helpful voice of reason. We covered subjects that the next generation of workers want to get real, actionable advice on, demonstrating the importance of getting the right know-how from the right people. Price James not only directed brilliantly, he also made a wonderfully pompous cat.”
