LinkedIn Launched the Conversations for Change Campaign
Grace Mahas — February 8, 2021 — Marketing
LinkedIn recently launched an integrated brand campaign that highlights career-defining moments of Black professionals, dubbed 'Conversations for Change.' The series discusses important topics at the intersection of life and work, showing that the "realities of workplace biases–whether conscious ofunconscious–means Black professionals being visible is equally important for non-Black professionals, as well."
The Conversations for Change campaign features Black professionals like Autumn Breon, rocket scientist and art curator, Angel Jennings, assistant managing editor at Los Angeles Times, and Laurent Correa, owner of Los Angeles-based bakery Lou the French on the Block. These individuals candidly discuss their path to success as well as the osbtacles they overcame and are still facing.
The campaign was launched alongside Nadia Hallgren, the award-winning director of Micelle Obama's documentary, Becoming. Hallgren commented on the campaign, stating: “The creative for this was inspired by the stories and experiences we share as Black professionals, and the determination we have to fulfill our dreams, while being ourselves and lifting each other up along the way. It is important to speak the truth of what it feels like to be Black in the workplace, to share our stories and experiences, not just with the world, but with each other.”
Image Credit: LinkedIn
The Conversations for Change campaign features Black professionals like Autumn Breon, rocket scientist and art curator, Angel Jennings, assistant managing editor at Los Angeles Times, and Laurent Correa, owner of Los Angeles-based bakery Lou the French on the Block. These individuals candidly discuss their path to success as well as the osbtacles they overcame and are still facing.
The campaign was launched alongside Nadia Hallgren, the award-winning director of Micelle Obama's documentary, Becoming. Hallgren commented on the campaign, stating: “The creative for this was inspired by the stories and experiences we share as Black professionals, and the determination we have to fulfill our dreams, while being ourselves and lifting each other up along the way. It is important to speak the truth of what it feels like to be Black in the workplace, to share our stories and experiences, not just with the world, but with each other.”
Image Credit: LinkedIn
Trend Themes
1. Intersectionality in Advertising - Opportunities exist to showcase underrepresented groups in branding campaigns to promote diversity and inclusion.
2. Career Advancement for Marginalized Groups - Investing in employee resource groups and diversity training programs can help ensure equitable opportunities to advance in the workplace.
3. Authentic Storytelling in Marketing Campaigns - Highlighting the personal experiences and obstacles of individuals from marginalized groups can enhance brand authenticity and create meaningful connections with consumers.
Industry Implications
1. Advertising - By increasing representation in advertising, companies can attract diverse consumer bases and create more inclusive brand identities.
2. Human Resources - HR departments can foster more diverse and equitable workplaces by investing in diversity training and eradicating biases in hiring and promotion processes.
3. Marketing - Authentic storytelling in marketing campaigns can help companies connect with diverse audiences and promote positive brand perceptions.
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