How to find a point of view
The problem
LinkedIn had become the most popular place to search for jobs.
But as a social network, it offered much more than job listings.
Most comms, however, focused on tactical benefits:
Send 5 DMs a month. View profiles anonymously. See who else is applying for jobs.
It was lacking a narrative — a story about the ‘why’, not just the ‘what’.
The strategy
The platform offered professionals much more than features.
Being known. Being remembered. Fulfilling your own potential.
I proposed a brand narrative to remind people of that.
One that could turn tactical features into emotional benefits.
And extend endlessly, across channels and markets.
