LinkedIn
Job Seeker
Client:
LinkedIn Brazil
Company:
Miami Ad School
Year:
2018
Art director:
Mari Gilp
Copywriter:
Julia Antuerpen
Creative Director:
Paulo Andre
LinkedIn Brazil had a previous feature before launching LinkedIn Premium: LinkedIn's Job Seeker.
This paid feature focused on connecting the user with headhunters, recruiters, and hiring managers, making it easier to create new connections and providing insights on approaching the right people to make your profile attractive to the job market.
The prompt
Create an ad showing why the user should subscribe to the Job Seeker feature and how this can lead the user to their desired position.
Initial thinking
Why making connections are important during the job hunt?
That was the first thing the copywriter and I had to examine to define our path. We took some time to collect our thoughts and do field research, then we got together to share our findings and start brainstorming.
Research goals
Identify the target audience who can afford the Job Seeker feature.
Analyze how job seekers are utilizing the current system.
Identify potential personalities to be shown in the ad.
Research findings
Please keep in mind the following numbers are referent to Brazilian’s LinkedIn users.
Research methods
Online survey
In-person interview
30%
access LinkedIn at least once a week
are considered upper middle class
would pay to get a job position quicker
85%
95%
79%
prefers referrals instead of job boards
aren’t looking for a position but would welcome new valuable contacts
45%
Conclusions and cross-information
Through the research, it was possible to confirm that LinkedIn's users were favourable in paying to get this feature.
Most of the research's participants are interested in the Film and movie industries. In Brazil, most of these industries' content comes from the USA market. Therefore, foreign artists would have more impact than national ones.
Another area that piques LinkedIn's interest is music. Although Brazil has many artists in this field, upper-middle-class are proud consumers of international bands and singers. Therefore, once again, international artists would fit better.
Brainstorming
The Advertising industry in Brazil never takes the obvious route. For this reason, although the business needs to sell the Job Seeker feature, we first need to make our audience aware of its existence and core object.
“Making connections that matter”
This would be our motto. It was necessary to envision how this idea could be translated into visual elements to deliver a clear message. An excellent tool to lead questions into the right path was using How Might We Questions.
How might we show how connections are essential in different aspects of life?
How might we illustrate that discovering the right people can improve the person’s outcome?
How might we use examples and people easily recognizable to impact a broader target audience?
New research and brainstorming
We created a shared board to upload images of actors and musicians, why this or that specific person, and how they could illustrate a meaningful connection that people would quickly get.
After many discussions, we decided to present two ads, one with actors and another with a music band and the chosen artists were The Beatles and Leonardo DiCaprio.
Why the Beatles?
They are one of the most recognizable artists in the world.
Their music influenced many singers in the country.
The White Album has reached its 50th anniversary and that was widely announced in the media.
Why the DiCaprio?
He has a massive following in the country.
His face is easily recognizable.
He was seen visiting Brazil twice that year making people talk even more about him.
The ads
After some back and forth on how to translate how connections impact people’s life, these were the final results.
DiCaprio + Iñárritu
Throughout his extensive career, DiCaprio was part of excellent movies with outstanding directors. He was nominated many times for the Best Actor’s Oscar Awards and missed again and again until he finally connected to Alejandro González Iñárritu which ended on he’s finally getting the award.
John and Paul + Ringo and George
Before “The Quarrymen” became “The Beatles”, McCartney and John Lennon played with different musicians which never worked out.
Only in 1962, after Ringo Starr joined the band and George Harrison dropped Carl Harrison’s pseudonym they had their breakthrough starting Beatlemania the next year, extending their success all over the world.
The outcome
The ads were pitched to LinkedIn Brazil and approved, receiving excellent appraisal.
Unfortunately, the project was put on ice due to a change in the marketing director’s role. One year later, the Job Seeker feature was extinguished to focus in the Premium version LinkedIn has now.
Funny fact: it was this ad that made me get interested in UX Design. During the research phase, I received valuable tips from a fellow UX Designer in the company, leading me to pursue Product Designer roles and eventually arrive in Canada to expand my knowledge.