BMB’s debut for LinkedIn hits the jobs market spot

Is LinkedIn the only social network without privacy issues? Or a penchant for affecting election issues?

If so it was an even smarter buy by Microsoft.

Once the apparent home for chief executives resting at home in leafy Surrey (the Brit version anyway) it’s now a big contender in the jobs market, the theme of this debut campaign from agency BMB, ‘What are you searching for?’

LinkedIn EMEA’s Ngaire Moyes says: “What are you searching for? It’s a powerful question, and when we’re talking about jobs, the answer is different for everyone, which is why sharing the experiences of our real and diverse members is a key part of our advertising strategy.

“This campaign continues to build on our ‘In It Together’ brand work that sought to create a new, warmer, more human feel with our members at its heart. We’re excited to shine a light on some of these stories in this latest iteration of the campaign in the UK.”

BMB creative chairman Matt Lever (they’re popping up all over the place) says: “A person’s job search is completely unique to them, so we didn’t know what to expect when we asked Linkedin members ‘What are you searching for?’

“Fortunately, the responses were inspiring, moving and sometimes downright amusing. As LinkedIn’s first UK TV campaign, we feel like it’s a great introduction for the brand in a category so often devoid of warmth and humanity.”

The campaign breaks in Channel 4’s Great British Bake Off final, a sure bet to win a bafflingly big audience and surely a better choice for such high profile ad campaigns than usual venue ITV’s X Factor, which is losing audience gratifyingly swiftly.

Directed by Novemba through Academy Films.

BMB’s debut effort does what it says on the tin but it’s rather better than that: measured, pleasant and human.

MAA creative scale: 9.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.