Social and Influencer > Social Content Marketing

LINKEDOUT

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

Awards:

Bronze Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image
Case Film

Overview

Credits

Overview

Why is this work relevant for Social & Influencer?

With LinkedOut, we created a new social media platform.

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

A social media platform that leverage all the others as people can share homeless people resumes on any social media of their own and donate their network to those without one.

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?

Describe the creative 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.

Describe the strategy

There are around 200 000 homeless people in France. 200 000 people living in precarious situations that a job could help alleviate.

We had 3 main targets. First, the homeless, working with them to design a service that meets their specific needs and stories. Then the general public, allowing them to engage with candidates in the simplest way possible. Finally, we targeted companies that could help us to develop sustainable inclusive recruitment channels.

Our approach has been to leverage the top reference for recruitment platforms: LinkedIn. Our approach has been also to reverse the balance of power between recruiters and recruits to give our candidates the best chances, unlike any other.

Since Internet & mobile have a prominent role in any job search we positioned ourselves using the most relevant channel by creating a social media platform.

Our call to action was simple: donate your network to those without 1.

Describe the 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 candidates 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.

List the results

-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

-We are working on an inclusive label for companies involved in the LinkedOut program

More Entries from Content Placement in Social and Influencer

24 items

Grand Prix Cannes Lions
STEVENAGE CHALLENGE

Sponsorship & Brand Partnership

STEVENAGE CHALLENGE

BURGER KING, DAVID

(opens in a new tab)

More Entries from TBWA\PARIS

24 items

Grand Prix Cannes Lions
REBIRTH

Travel & leisure

REBIRTH

SONY, TBWA\PARIS

(opens in a new tab)