In celebration of reaching 300,000 followers on LinkedIn, L’Oréal is taking a unique approach to activating its community with a new, “Are You IN?” campaign. With the goal of positioning L’Oréal as a top place to work, the company has created visual way for its community to share an “IN word and “IN moment” that best describes themselves and share it across Facebook, Twitter and LinkedIn. The ten best IN moments will also be shared on the L’Oréal company page at the end of the campaign.
The campaign lives on a dedicated microsite, http://lorealareyouin.com/, where users are asked to synch their LinkedIn profile to participate. Twelve pre-populated IN word examples are listed, from “inspiring,” to “international,” and the more bold, “intense.”
Once an IN word is selected, the user is prompted to share why. From there, a visual is pre-populated with the user’s LinkedIn profile photo and reason why with the option to share across LinkedIn, Facebook and Twitter.
Although the company has primarily activated this campaign on LinkedIn, there is also a YouTube video with more background on how the company hires people because of these specific qualities.
The campaign is unique because it provides L’Oréal with a way to activate a sizeable community on LinkedIn, while showing them some of the qualities they value in candidates. L’Oréal is keeping itself top of mind to a community of potential jobseekers while encouraging its passionate candidates to stand out and showcase what makes themselves special. Regardless of whether or not you’re looking for a job at L’Oréal, the visual status update also offers a nice way for LinkedIn users to share something special about themselves or their careers to their connections. After all, isn’t that part of the reason we’re all on LinkedIn?
The campaign also offers a nice nod to the growing visual nature of LinkedIn. As a platform, LinkedIn has become increasingly visual by introducing opportunities to embed videos, presentations, or create a portfolio on your user profile. Scroll through your homepage feed and you’ll see that most status updates also now allow a thumbnail image as part of a link or article to be shared. For companies with a presence on LinkedIn, it makes sense to embrace the colorful visuals that auto-populate, plus share inspirational images and videos. L’Oréal does a great job of this on their company page.
Following this promotion, L’Oréal can probably glean ideas about the types of content its LinkedIn community is interested in. The company can analyze the data about the top qualities shared and curate relevant articles to post, or create a series of unique content (e.g. interviews, how-tos, expert guest posts) on those qualities to extend the length of the campaign and help continue engagement.