Professional networking platform LinkedIn has unveiled a consumer-targeted social campaign featuring Aussie members expressing their own takes on success.
The campaign, titled ‘In It Together’, is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion.
A survey conducted by YouGov on behalf of LinkedIn late last year revealed that Australians are defining success in terms of being happy (77 per cent) and healthy (71 per cent) over earning a six-figure salary (18 per cent).
The campaign aims to highlight that everyone has their own reasons for working, their own inspirations, and their own definitions of success which may not be widely recognised or supported.
Shiva Kumar, head of brand and communications at LinkedIn in Australia and New Zealand, said: “We know that ‘traditional’ career paths are changing, and people are defining their own path towards success.
“Through these members stories, we hope to inspire everyone to pursue what really motivates them and also emphasise that they are not alone. There is a community that can support and mentor them through their journey.”
The local campaign, developed by Edelman, is an extension of LinkedIn’s global ‘In It Together’ campaign which ran in the US at the start of this year, followed by India, China, Singapore, UK, Germany, and France.
The local campaign will run across LinkedIn, Facebook, Instagram and YouTube, and also includes an employee activation component where LinkedIn employees in Australia are encouraged to share what they are “in it” for.