Digital Marketing

LinkedIn Turns Its Focus to Working Mothers for International Women’s Day – Adweek [Video]

LinkedIn is rolling out a cross-functional campaign for International Women’s Day this week, highlighted by the newest spot in its ongoing #InItTogether campaign.

The professional network is focusing on mothers who return to the workforce after taking career breaks, and the spot, running across digital channels, tells the story of Nicky, who put her employment on pause to care for her son with learning disabilities.

The spot follows her transition back into the workplace and the role played by LinkedIn’s community in giving her the confidence to go back to work.

Chief marketing and communications officer Melissa Selchersaid in an email, “Almost one-half of women—43%—take time off after having a baby. These women face significant barriers trying to re-enter the workforce, disadvantaging them and the companies who could benefit from their skills and experience. Our goal is to empower women to use their networks and community to find opportunities, to nail hard questions about their choices in a job interview and …

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