LinkedIn Releases Its Latest Social-first Campaign “Know-How That Sticks”

LinkedIn has released an episode from its latest social-first campaign, “Know-How That Sticks,” in partnership with integrated agency VCCP London.

This initiative includes three short films aimed at Generation Z that promote LinkedIn’s new immersive video feature. This feature provides users with short-form, authentic content that gives helpful tips, insights, and industry news to assist professionals in advancing their careers and growing their businesses.

The immersive video format allows viewers to browse content, watch videos in full-screen mode, and swipe vertically to discover more. This rollout comes in reaction to the increased popularity of video content on LinkedIn, which has experienced a 34% rise in video uploads since its launch in 2017, resulting in 40% more engagement than traditional written posts.

According to recent LinkedIn research, young professionals, particularly those aged 18 to 25, frequently feel lost in their careers and need more confidence when compared to older generations. With so many online options available, young Brits typically struggle to decide where to seek assistance.

LinkedIn strives to alleviate this issue by linking them with experienced professionals in its vast network.

The “Know-How That Sticks” series provides vital career guidance on topics such as job searches, interview success, and successful meeting communication. Influencers such as Patrick Quinton-Smith, Shola West, and Heather Elkington appear in the episodes, providing specialized advice to young job-seekers. Throughout the series, eccentric animated stickers offer hilarious but questionable advice, reflecting the unsolicited advice that newcomers to the profession frequently receive.

The campaign ends with the message: “Get the right know-how, from the right people.”

LinkedIn hopes that by launching this project, it will be able to engage a larger audience across its platform and Meta, thereby increasing its support for the next generation of professionals.

Zara Easton, Group Head of Brand Marketing UK at LinkedIn, said: “When you’re just starting, 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, 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 etc. 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. Price James not only directed brilliantly, he also made a wonderfully pompous cat.”