Cannes Lions

LinkedOut

TBWA\PARIS, Boulogne-Billancourt / LINKEDIN & ENTOURAGE / 2020

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Case Film

Overview

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Overview

Background

In 2020, we have a count of 200 000 people living on the streets in France. There 200 000 people are in search of a job to get them off the streets for good.

How can we crowdfund new career opportunities for homeless people? A network is key to finding a job in the digital era. However, the homeless are most often isolated and disconnected.

It's a vicious cycle to break, begging the question, how can we use technology to find scalable solutions for those who find themselves in one of the toughest social problems?

Idea

LinkedOut, the social media network for those without one. A social media platform to give online visibility to those who have none, shared by those who do.

A social media platform designed in conjunction with homeless candidates to match their specific stories and needs.

A virtuous circle to help all these candidates get back on their feet with what they need most: a job.

Strategy

Experts weigh in on whether you should give homeless people money on the street or use other methods to help.

To answer this question, we decided to communicate around a simple call to action : donate your network to those without one. This is easy and useful.

This powerful message is what got the campaign so much traction. LinkedOut has been covered almost everywhere.

The campaign was articulated with a launch film raising the stakes and linking to linkedout.fr, on which internet users were invited to share candidates resumes.

We created as well some specific social media assets, including short resume formats which capitalize on the main candidates' informations for maximum impact.

Execution

The campaign runs on a dedicated website and candidates resumes are shared on various social media platforms (Facebook, Twitter and LinkedIn). It was put online July 2nd 2019 and is regularly updated with new candidate profiles.

The objective is to put 500 previously excluded candidates back to work in the next 2 years.

We plan to develop a recognized inclusive label for companies setting specific recruitment channels through LinkedOut program.

We started in France but the objective is to extend the service to other countries in the coming months.

Outcome

-The first resumes went viral, being shared more than 500 000 times

-650 job offers have been received from multiple companies eager to recruit them

-117 candidates got hired in 3 months

-More than 20 companies have come forward to create specific recruitment channels

-500 more candidates’ resumes are about to be uploaded the website