LinkedIn has launched a new social-first campaign called “Know-How That Sticks” to support new career starters by equipping them with professional knowledge and skills. The campaign, created in partnership with VCCP London, provides career-focused tips, tricks, and insights to new professionals, particularly targeting Gen Z. The social media campaign consists of three social-first films aimed at drawing audiences to LinkedIn’s new immersive video feature.
This feature allows users to browse content, watch videos in full screen, and swipe vertically to watch more, capitalizing on the growing popularity of short-form video. Research from LinkedIn highlights that young professionals, particularly those aged 18-to-25, are struggling to navigate their careers. This age group is the least confident in their current jobs or roles.
The campaign aims to alleviate this uncertainty, establishing LinkedIn as a credible source of career advice. The series of three social videos cover a range of topics such as finding the right job, succeeding in interviews, and speaking confidently in meetings.
Career tips for new professionals
Each episode features a different influencer. Patrick Quinton-Smith, Founder of The Gen Z Coach, offers insights on what to look for in your first job. Shola West provides tips on interview success, and Heather Elkington empowers young people to speak confidently in meetings.
The videos also include animated stickers, created by VCCP’s global content creation studio, Girl&Bear, providing humorous and relatable advice. “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,” explains Zara Easton, Group Head of Brand Marketing UK at LinkedIn. “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.”
Since making video available in 2017, LinkedIn has seen it become the fastest-growing format on the platform, achieving up to 40% more engagement than written posts.
The social-first approach of the new campaign aims to reach a broader audience natively on LinkedIn and across Meta platforms. It also highlights LinkedIn Learning’s ongoing efforts to provide actionable help and advice in an ever-evolving professional landscape.
