Linkedin: #HearItFromMe

LinkedIn, the online business and employment-oriented service, turned itself into a platform for women to increase sign-ups and change brand perception in Saudi Arabia.

Campaign details

Brand: LinkedinAgency: Edelman, Middle East (PR Agency)

Background and Objectives

LinkedIn's value was underestimated in Saudi Arabia. It wasn't the first choice for either hiring or professional brand positioning and had a slower increase in sign-ups than its competitors.

Qualitative research indicated that LinkedIn was perceived as a global brand that was distant from Saudi, didn't understand the needs of the local market, and offered no noticeable contribution to the job market, placing LinkedIn at a disadvantage when compared to local and regional Arabic-first competitors.

Objectives:

  • Increase platform sign-ups
  • Elevate brand perception

We chose to...

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