LinkedIn promotes flexible working arrangements in new global campaign, Marketing & Advertising News, ET BrandEquity

The campaign builds on LinkedIn’s commitment to creating a fairer world of work for women.

Professional network LinkedIn has launched an integrated global “Flexible” campaign taking place in India, the UK, France, Germany and Australia. The campaign aims to highlight the importance of flexibility in creating a fairer working environment and keeping women in employment.

The campaign revolves around an advertising film directed by Anne Hollowday. The film shows how flexibility means different things to different professionals, from career breaks to choosing where people want to work from. The film emphasizes how important it is to “make work work for women”.

Ngaire Moyes, Vice President – Communications and Brand (International), LinkedIn said: “The pandemic has revolutionized flexible working. And now many professionals, especially women, do not want to go back to the current situation, because it has improved their lives immeasurably. Our study reveals that more than half of women have quit their job or considered doing so due to a lack of flexibility. Yet misconceptions and prejudices persist around flexible working. Through LinkedIn’s new marketing campaign, #FlexibleIs, we’re bringing the LinkedIn community together to create a global conversation and raise awareness about the importance of flexibility, what it means to people, and how it can benefit employers – and in doing so, we hope to further standardize workplace flexibility.

Nicky Vita, Head of Planning, VCCP, said: “LinkedIn’s global research proves how important flexibility is for working women, but also how strong the stigma around it is, which can have a negative impact on women’s careers. With the pandemic forcing big changes in our workplace, there has never been a more critical time to shine a light on all the forms of flexibility that are essential to making the world of work fairer for everyone. With this launch, we’re calling on the LinkedIn community to open up about how flexible working is improving their lives, from students to moms and dads, to people who have a side hustle. #FlexibleIs celebrates true flexibility, in all its forms, for everyone.


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