LinkedIn job ad blitz urges Gen Z to scratch 'itchy feet'

LinkedIn is targeting young professionals in a new social-first campaign which aims to help them navigate the UK job market and find their next opportunity with more confidence and ease – as well as get them to dive into the site’s recruitment ads.

The new “Got Itchy Feet?” campaign by VCCP focuses on the career aspirations of Gen Z workers, helping those at the beginning of their careers discover job opportunities that truly match their needs and goals.

The campaign features three different scenarios where workers’ inner monologues – personified by their own “itchy” feet – play out their career dilemmas. The tongue-in-cheek dialogue guides the viewer to LinkedIn as the solution to their career woes.

It features three episodic films, each highlighting a key Gen Z job preference of flexibility, such as work-life balance; career growth; and the social impact of potential employers.

At the heart of the activity is LinkedIn’s “job collections”, a new feature designed to make job hunting more intuitive and personalised. The feature curates a collection of job opportunities across various categories, helping job seekers to discover new roles tailored to their skills, experience, and preferences.

LinkedIn has also partnered with five influencers on the platform: Elfried Samba, Charlotte Mair, Oliver Yonchev, Ndubuisi Uchea, and Molly Johnson-Jones. These so-called “top voices” will share personal stories of moments in their career when they experienced itchy feet themselves.

Viewers will be encouraged to share their own “itchy feet” stories for a chance to win a pair of LinkedIn branded socks in a competition managed by Promoveritas.

The campaign will run across LinkedIn, Meta and YouTube. VCCP’s content creation studio Girl & Bear managed production, as well as activity supported by SocialChain, who will be running some social stunts complemented by influencer activity across TikTok.

LinkedIn UK head of brand marketing Zara Easton said: “Getting ‘itchy feet’ – that nagging feeling that you want to see what else is out there – definitely rings true for Gen Z professionals.

“LinkedIn’s Work Change Report found that professionals entering the workforce today are on track to hold twice as many jobs over their careers compared to 15 years ago. For the younger generation, we know that finding a company that matches their values is high on their list of priorities, but they are navigating a challenging hiring market. The LinkedIn platform – including job collections – provides support and access to opportunities across a range of industries and job roles.”

VCCP creative director Matt Lloyd added: “We needed something that would immediately grab attention. The idea of a colourful-socked foot being the owner’s inner monologue felt like a fresh, surprising take – one that was both funny and informative.

“And we loved that Jennifer, the director, wanted to do it all for real, with no tricks and no special effects. Just your own foot, in your own ear, telling you you could be somewhere else.”