Generation Z are more motivated by job satisfaction and working towards social good than by money, according to a joint study released by Huawei and Goldsmiths. Their priorities are different and workplaces are having to shift to accommodate that by asking what people want and actually listening to the answers. If in the past a career was a linear pursuit or a ladder to climb, this next generation of talent are increasingly looking to multi-hyphen careers.

LinkedIn’s first ever UK TV ad from BMB asks their users a pertinent, powerful question: ‘What are you searching for?’ The ad focuses on why people look for a new job and what they’re specifically looking for in a new role, as well as the spectrum of emotions this search can cause. These whys include everything from flexible working to finding a job that aligns with the individual’s values or provides the ability to socialise with colleagues outside of the office.

We get a spectrum of representation that doesn’t feel hackneyed or forced but simply exemplative of LinkedIn’s members. From the young man trying to move out of his family home to the woman looking to be in control of her career, the man who’s been made redundant and the mother working at her kitchen table. This ad is pitch perfect in both its authenticity and diversity, delivering brand warmth in droves.

The ad features real LinkedIn members, chosen from its community of 630 million people around the world, talking about what they wanted from a job and how they found their role through the LinkedIn platform.

The integrated campaign which builds out from the ongoing In It Together brand strategy, will be running across the UK with the focus on several cities including London, Birmingham, Manchester and Bristol.

‘What are you searching for?’ plays a pivotal part in the drive to make LinkedIn’s platform feel warmer and more human. The ad demonstrates what the site can offer while showcasing the diversity of its members. For an audience looking to find whatever they’re searching for, the ad reflects a myriad experiences so that it speaks to a broader audience than they might otherwise have reached.