LinkedIn has launched a new brand campaign, ‘That’s Premium’, in a bid to highlight how its Premium tool offers users a smarter way to unlock new professional opportunities.

The campaign, which was created by the social media giant’s in-house team, is directed by Grand Prix-winning filmmaker, Terence Neale in partnership with production teams from Park Pictures, Cartel, and The Mill.

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The campaign also spotlights relatable and authentic career journeys, highlighting the value that Premium offers with its array of new features.

Launching in the UK, the campaign features two films: “Office,” depicting a member’s experience using LinkedIn’s Premium feature, Top Applicant Jobs, to secure a role better aligned with their skills; and “Interview,” showcasing another member leveraging LinkedIn Premium’s AI-powered Takeaways feature for advice on excelling in a job interview.

The spot will run from today [16 May] until 30 June on LinkedIn, BVOD, SVOD, Facebook, Instagram, YouTube, TikTok and Snapchat.

It will also run across audio on Spotify, Diary of a CEO, Happy Place, and TED Talks.

LinkedIn UK Head of Brand Marketing, Zara Easton, said: “At some point in our careers, we’ve all asked ourselves: “Am I a good fit for this role?” or “How do I stand out for the job I want?”. In a competitive job market, it’s hard to know how to stand out or identify the right jobs and workplaces that are best suited to your skill set.

“That’s why we’ve launched new features on LinkedIn Premium such as AI-powered Takeaways that can empower our members with knowledge at their fingertips, to accelerate their careers to the next level.”

She added: “In the new campaign, we’ve brought to life a series of relatable and real-life career experiences – continuing our surreal storytelling style we launched earlier this year in our activity aimed at Gen Z professionals.

“This next chapter demonstrates how you can go one step further with Premium features that help job-seekers stand out. We’re hoping the campaign resonates with our members, with their pain points as job-seekers, and that more professionals tap into the smarts of LinkedIn Premium features to supercharge their careers.”