LinkedIn redefines what it means to be a ‘professional’ with new campaign

The working world has changed a lot over the past few years. Now LinkedIn – one of the world’s largest social networking sites – has launched a new ad campaign aimed at fostering a healthier future of work.

After a year of massive growth, LinkedIn has just unveiled a new iteration of ‘Welcome, Professionals.’ The latest campaign aims to spark conversation among LinkedIn members – and throughout the zeitgeist as a whole – about what it means to be a ‘professional’ in the midst of a rapidly evolving society and culture.

The world has obviously changed dramatically since the acquisition of the company by Microsoft in 2016. Large-scale social movements – facilitated largely by social media – have dramatically reshaped workplace norms and public discourse. A global pandemic has caused a seismic shift in the ways that we work. As a result, we’ve all found ourselves in the unique position of being able to redefine what it means to be a ‘professional’ – and also, to some degree, of being able to redesign our working lives so that they’re conducive not only to livelihood, but also to wellbeing, a healthy work-life balance, and the realization of our individual goals. In the words of the campaign’s 30-second video spot: “There’s work, and there’s what works for you.”

“This new era of professionalism reflects the realities of the changing landscape and has spurred important conversations on topics like career development, flexibility and work-life balance, mental and physical wellness, as well as the ever-growing need for equity,” the company said in a statement. “Together, we can build a better future of work for all – one that celebrates us for who we are, and for what we bring to the evolving table. Let’s keep the conversation going.”

In order to contribute to that conversation, LinkedIn is encouraging its users to update their LinkedIn profiles with an expression of their own, unique definition of what it means to be a ‘professional.’ That doesn’t necessarily need to be a full post – the company says that users could also update their profile pictures, record a short profile video, add their pronouns, or make any number of other adjustments that add a little extra touch of individuality.

To provide a template for users who want to chime in, LinkedIn has shared updates from a handful of users who have already participated in the campaign. One such user, Fawn Weaver – an entrepreneur and author who was also featured in the campaign’s video spot – had this to say: “Every single day matters, and I give it my all from the time I wake up to the time I go down. I have a very clear vision of the future I am creating. Every bit of my life is purpose-driven. A love for people AND for purpose – that is professional.”

The new ‘Welcome, Professionals’ campaign is an extension of the original, which launched late last year. It has arrived during a moment of prodigious growth for LinkedIn. Microsoft said last year that LinkedIn is now a $10bn business. Membership has nearly doubled since its acquisition with more than 800 million people using the platform. Microsoft is expected to have more rosy news during its earnings call tomorrow.

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