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LinkedIn joins TikTok to launch new channel and campaign to help teens navigate the world of work

LinkedIn has today launched a new local TikTok channel designed to support the next generation of Australian professionals to navigate the ever-changing world of work.

The @LinkedInAU launch comes as part of the company’s plans to engage the next generation of working Australians and support them as they progress in their careers.

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Inspired by platform trends such as #LearnOnTikTok, the new channel will focus on ‘edutainment’ – providing audiences with tips and tricks on navigating their careers in an engaging way.

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LinkedIn has partnered with a cohort of local creators called #TheTeammates, including: Jenny Tian (@nomomjenny), Jasmine TXO (@jasminetxo), Meissa Mason (@meissa.com.au), Moby Siddique (@mobysiddique), and Byron Dempsey (@byrondempsey).

Coming from diverse communities and backgrounds, with varying levels of experience across a range of industries, each creator brings a unique perspective on how to get started and be successful in the early days of your career. The content will cover everything from interview hacks, work-life balance, and cliché office water cooler chat.

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TheTeammates campaign, led in Australia by GROUND, in collaboration with VCCP and iProspect, will run across TikTok. It is part of a global campaign being activated in International markets, including the UK, France, Germany and Brazil. The channel will launch today, followed by a TopView and other paid components from 20 May. The #TheTeammates campaign will launch on TikTok from 6 May.

It builds on LinkedIn Australia’s existing local social strategy which includes Facebook, Twitter and the LinkedIn Company Page.

Linkedin international brand marketing director, Darain Faraz, told Mumbrella: “We are so excited to launch our new TikTok channel to inspire and help young Australian professionals explore the possibilities of what the world of work can offer. We have worked closely with our local teammates who will be sharing unique career related content delivered in an Aussie way to help our members reach their full potential.”

“The launch of Teammates on TikTok represents the latest chapter in our Brand efforts in Australia, It falls hot on the heels of the launch of LinkedIn’s first TVC for LinkedIn Changemakers campaign, as well as the creation of a dedicated local social media team.”

He added: “As with any channel launch, we’re constantly looking for ways to meaningfully invest in those channels to ensure we’re reaching our audiences – both organically and through the use of paid media.

“For advertisers, our active and engaged professional community of more than 830 million members across the globe, including over 12 million in Australia, presents opportunities for brands as they look to engage their audiences in relevant and thoughtful ways.

“Our members come to LinkedIn for a whole host of reasons – from getting help and support from our global professional community, to finding a job, learning new skills, and engaging with insightful content. We’re focused on helping brands deepen their engagement with our community, and as such our advertising business is a top 3 player in B2B digital advertising and is growing nearly 3x faster than the category.”

TikTok ANZ general manager of Global Business Solutions, Brett Armstrong, added: “TikTok is all about embracing your creative side and thinking outside of the box, so this campaign from LinkedIn is a natural fit for our platform as it taps into concepts already popular with our community.

It’s clear from the content the LinkedIn team is launching that they understand the power of TikTok to connect with diverse audiences in an innovative and fun way and we can’t wait to see how the brand continues to share informative and interesting tips with our community.”

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