LinkedIn has unveiled a new campaign called “Know-How That Sticks” in collaboration with integrated agency VCCP London. The campaign features three short films aimed at Gen Z users. It is designed to highlight LinkedIn’s new immersive video feature.
This feature enables users to access short-form, authentic content. It provides valuable tips, insights, and industry news to help professionals advance their careers and grow their businesses. Users can browse content, watch videos in full-screen, and swipe vertically to explore more.
This initiative addresses the growing popularity of video content on LinkedIn. Video uploads have seen a 34% increase since 2017. This has resulted in 40% more engagement compared to traditional written posts.
LinkedIn’s research indicates that young professionals often feel uncertain in their career paths. Those aged 18 to 25 lack 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 extensive network.
LinkedIn’s new video feature explained
The “Know-How That Sticks” series provides essential career advice on topics such as job searching, interview success, and effective communication in meetings.
Influencers like Patrick Quinton-Smith, Shola West, and Heather Elkington feature in the episodes. They offer tailored insights for young job-seekers. Throughout the series, quirky animated stickers provide humorous but questionable advice.
This reflects the unsolicited guidance newcomers to the workforce often face. The campaign concludes with the message: “Get the right know-how, from the right people.”
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 at 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—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.”
Through this campaign, LinkedIn seeks to engage a wider audience.
It aims to strengthen its support for the next generation of professionals.
