LinkedIn is taking a coffee truck with a twist on the road, as part of its latest campaign aimed at helping Gen Z professionals grow their careers.
The brand campaign, which launched earlier this month, has already run on TV, and now features a novel live activation and digital and influencer campaign, created with creative agency VCCP.
The activation launched following research conducted by the professional social networking site, revealing that Gen Z professionals are the least confident of all generations when it comes to navigating their professional lives or asking for help.
VCCP has created a ‘LinkedIn Know-How To Go’ coffee truck which is visiting London and Manchester, helping Gen Z professionals with career advice.
On visits to London, the truck has been welcoming young professionals and having career-boosting chats over a cup of coffee
The truck has a special menu with items named after corporate jargon – like ‘Blueberry Sky Thinking Muffin’, ‘COPpuccino’ and ‘Chime-in Chai Latte’ and young professionals can get these items for free if they can guess what the names mean or at least try to!
Meanwhile, LinkedIn Career Experts are on hand to offer useful advice to professionals, tailored to whatever career stage they are in.
Advice from LinkedIn Career Experts includes “Know-How to Get In”, “Know-How to Get On” and “Know-How to Get Further”.
As part of the campaign, VCCP has also developed a social content series idea that will be filmed at the events, fronted by content creator Max Baledge, who will be asking the public for their know-how that can help others navigate the world of work.
Other influencers will also attend the events and support across their own channels; including, Kennie, Timothy Paul and Ellie Middleton.
LinkedIn head of UK brand marketing UK Zara Easton said: “Starting out in your career can be daunting, and our research shows that as a generation that entered the world of work during the pandemic, Gen Z are looking for support in gaining the ‘know-how’ to navigate their careers, match their skills to jobs they want, and build a strong professional network they can turn to for advice.”
Last November, LinkedIn looked to cement its status as the go-to platform for B2B professionals with the launch of ‘No One Knows What You Do’ campaign.
LinkedIn remains a popular site for professionals to showcase their latest career moves.
