Work may be evolving at breakneck speed, but awkward meeting moments and quiet career doubts are apparently here to stay. LinkedIn is leaning into that tension with a new global brand campaign titled “The network that works for you,” created in partnership with McCann New York.
The effort uses humour to spotlight relatable workplace scenarios, positioning LinkedIn as the platform that supports professionals and businesses when it matters most. The campaign acknowledges the complexity of modern work, from layered responsibilities to shifting expectations. Rather than promise to solve every challenge, it underscores LinkedIn’s role in helping users grow their careers or businesses.
The campaign is structured around two pillars: “Grow in your career” and “Grow in your business.” Together, they reinforce a single brand narrative focused on how the network delivers value to individuals and companies alike.
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In one 30-second spot, the platform leans into workplace awkwardness through a string of uncomfortable encounters. The clip opens with a narrator describing LinkedIn as “pretty great” for discussing the latest ideas. It then cuts to a man politely enduring his brother-in-law’s eccentric business pitch, working while swimming.
The scene shifts to a nurse browsing LinkedIn for new opportunities, only to be interrupted by a patient wearing his robe the wrong way. The final vignette lands in a shared office pantry, where colleagues discover mouldy leftovers in the fridge. “While we can’t stop what’s growing in the office fridge, LinkedIn can help you grow in your career,” the narrator said, neatly tying the humour back to the campaign’s core message.
Another spot centres on the “Grow your business” message. It opens in a cramped conference room, where colleagues squeeze together to celebrate a company win. The film then moves through a series of humorous office moments, including one scene where an employee noisily blends juice just steps away from his boss interviewing potential new hires.
According to LinkedIn, the creative approach combines levity, warmth and humanity to reflect everyday workplace realities. The campaign marks McCann’s first creative work for the platform.
The “Grow your career” creatives launched in the US on 2 February and in the UK on 9 February. The “Grow your business” work rolled out in the US earlier this month and is set to launch in the UK in April. The campaign will run across TV, online video, social, display, out-of-home and audio.
“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,” said Jessica Jensen, chief marketing officer at LinkedIn.
She added, “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.”
In tandem, Heather Hopkins Freeland, chief brand officer at LinkedIn said, “For this campaign, we wanted to demonstrate that we understand the realities of work, so we leaned into humor 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 at McCann NA, noted that many brands shy away from addressing workplace challenges, but acknowledging real experiences can build trust. By being honest about what it can, and can’t do, LinkedIn goes beyond delivering a message, creating a genuine connection with its audience.
This follows LinkedIn’s broader push to highlight real workplace experiences, showing how the platform can support growth, not just through networking, but by tackling challenges such as the confidence gap for women. In October last year, LinkedIn teamed up with fashion brand Love, Bonito for a campaign titled “What we don’t ask: Career questions women should start asking”, which spotlighted the confidence gap many women face at work.
The series combined practical advice with insights from leaders, covering topics from mentorship and communication to using tools such as AI to boost confidence. Co-created by LinkedIn and Love, Bonito, it ran across Singapore, Malaysia, Hong Kong, the Philippines, and Indonesia, providing both actionable guidance and relatable role models to help women navigate career growth while staying true to each brand’s voice.
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