Online professional platform LinkedIn aims to help Gen Z traverse the UK job market with a new social-first campaign.
Devised by creative agency VCCP, the campaign ‘Got Itchy Feet?’ is made up of three spots.
Directed by Jennifer Sheridan through Girl & Bear, the ads highlight young workers’ desire to find a new job, with each spot placing the spotlight on three of Gen Z’s biggest job preferences- flexibility, career growth, and social impact.
“We needed something that would immediately grab attention. The idea of a colourful-socked foot being the owner’s inner monologue felt like a fresh, surprising take, one that was both funny and informative.” Said Matt Lloyd, creative director at VCCP.
“And we loved that Jennifer, the director, wanted to do it all for real, with no tricks and no special effects. Just your own foot, in your own ear, telling you [that] you could be somewhere else.”
The online business platform partnered with TikTok influencers, Elfried Samba, Charlotte Mair, Oliver Yonchev, Ndubuisi Uchea, and Molly Johnson-Jones, who will share stories of a time when they wanted to move jobs.
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Social stunts and influencer activity on TikTok were managed by social media agency Social Chain.
The marketing drive will roll out across LinkedIn, Meta, and YouTube.
LinkedIn head of brand marketing Zara Easton said: “Getting ‘itchy feet’ – that nagging feeling that you want to see what else is out there, definitely rings true for Gen Z professionals.”
LinkedIn’s Work Change Report found that professionals entering the workforce today are on track to hold twice as many jobs over their careers compared to 15 years ago.
“For the younger generation, we know that finding a company that matches their values is high on their list of priorities, but they are navigating a challenging hiring market,” said Easton.
“The LinkedIn platform – including job collections – provides support and access to opportunities across a range of industries and job roles.”
