Sustainable Development Goals > People

LINKEDOUT

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

Awards:

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

Overview

Credits

Overview

Background

We all know LinkedIn, the social networking platform designed for the business community. Every day, millions of job seekers make their networks grow to find their dream job. The bigger the network is, the faster they’ll find it.

But, what about those without any social network? What about the ones who are homeless, isolated and - more than everyone else – desperately need to work again?

That is the question behind LinkedOut: the first ever social network that allows people to give visibility and a network to those who don’t have one.

Describe the cultural / social / political climate and the significance of the work within this context

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

Together we are stronger. A recent survey conducted by Odexa found that French people truly believe in the power of collaboration. Around 80% of French citizens believe that people (more than companies and States) are collectively part of the solution to eradicate social isolation.

From a political point of view, French president Macron announced his wish to make inclusivity one of his top priorities of his first five-year term.

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. And 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.

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

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 profiles of new candidates.

The objective is to put 500 left out 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.

Describe the results / impact

-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

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