As the next generation is poised to enter the workplace, LinkedIn has launched a new social campaign to support new career starters. 

The campaign, ‘Know-How That Sticks’ has been created in partnership with VCCP London to provide career-focused tips, tricks and insights to new professionals. 

The social media campaign comprises of three social-first films that aim to target Gen Z and bring audiences to LinkedIn’s new immersive video feature. The feature allows users to browse content, watch videos in full screen and swipe vertically to watch more. The new campaign capitalises on the growing popularity of short-form video.

As the next generation enters the world of work, research from LinkedIn shows young professionals are struggling to navigate their careers. 18-to-25-year-olds are the least confident out of all generations in their current job or role. With young people often left unsure of where to turn to for career advice, LinkedIn is aiming to take away the feeling of overwhelm, underlining its position as a credible source that young professionals can turn to. 

The series of three social videos cover a range of topics such as how to find the right job, how to succeed in interviews, and how to speak confidently in meetings. Each of the episodes features a different influencer. One sees Patrick Quinton-Smith, Founder of The Gen Z Coach look at what to look for when looking for your first job. Shola West gives tips on how to do well in an interview and Heather Elkington aims to empower young people with the confidence to speak up in meetings. 

The videos are punctuated with animated quirky stickers that provide humorous advice to make the videos stand out against an array of noise and confusing advice in the job market. The stickers represent unsolicited advice and have been animated by VCCP’s global content creation studio, Girl&Bear.

“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. 

She continues: “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.”

LinkedIn’s new video immersive video feature has been launched to maximise on the growing popularity of short-form video content. Since video became available on LinkedIn in 2017, it has been the fastest-growing format, reaching up to 40% more engagement than written posts. The social first approach aims to reach a broader audience natively on LinkedIn and across Meta.

Broadening its content offering to meet the needs of the next generation of the workforce, LinkedIn Learning finds new ways to provide actionable help and advice in an ever-evolving landscape.