How to get ahead
LinkedIn had become the most popular place to search for jobs. This was a problem.
As a social network, it offered more than job listings. Especially with a Premium account.
Most comms, however, focused on tactical benefits:
Send 5 DMs a month. View profiles anonymously. See who else is applying for jobs.
But it was lacking a narrative — a story about the ‘why’, not just the ‘what’.
Bringing alive the brand promise
The platform offered professionals much more than features.
It offered a way to realise ambitions. Being known. Being remembered. Fulfilling your own potential.
We created a brand narrative to remind people of that.
Defining a confident voice and comms platform to bring alive the brand promise
One that could turn tactical features into emotional benefits.
And extend endlessly, across channels and markets.
Agency: Dentsu Creative/Isobar Singapore
ECD: Stan Lim
ACD/Copy: Abhi Prasad
Art: Xian Lee