The recent LinkedIn commercial featuring a little girl has generated some curiosity and questions about why she was chosen to be featured. LinkedIn likely had specific goals and reasons for including her that relate to their desired messaging and audience targeting. Examining the commercial and LinkedIn’s probable motivations can provide insight into the strategic thinking behind this branding decision.
Background on the LinkedIn Commercial
The LinkedIn commercial in question begins by showing the back of a young girl in a school uniform sitting in a classroom. The voiceover says “LinkedIn is a place to connect, learn, and grow.” As the girl stands up and begins walking, the voiceover continues, “It’s a place to find your voice and use it.” The girl is then shown stepping out into various work settings and interactions with a diverse group of professionals.
The goal seems to be positioning LinkedIn as an inclusive platform for professional development and relationship building for all ages and backgrounds. The use of the young girl underscores the message that LinkedIn is accessible starting early in one’s educational and career journey.
Reason 1: Appeal to Younger Demographic
One main reason LinkedIn likely included the young girl is to appeal to younger viewers and particularly students. LinkedIn has created education and job search products aimed at college students, such as LinkedIn Campus and LinkedIn Jobs. Featuring a child or teen makes the platform seem welcoming and valuable even for those just beginning to consider career options. Given that younger generations are especially focused on diversity, equality and inclusion, the imagery of a girl confidently entering professional spheres also aligns with those values.
Reason 2: Inspire Viewers to Develop Professionally
In addition to targeting students more directly, LinkedIn wants to encourage professionals at all career stages to continue growing and learning. The inspiring visual of the young girl stepping out conveys that it’s never too soon or too late to develop oneself professionally. LinkedIn products such as LinkedIn Learning offer continued education for professionals well into their careers. The commercial likely aims to motivate viewers to invest more in advancing their own skills and knowledge.
Reason 3: Increase Gender Diversity in Tech and Business
LinkedIn may also be deliberately targeting women and girls with the goal of improving gender diversity in tech and business. Women remain underrepresented in many tech jobs and leadership roles. The image of a female student entering into predominantly male-occupied fields demonstrates an ideal of changing conceptions of who belongs in certain professions. It also counters outdated notions that tech is only for boys or men. This messaging caters to LinkedIn’s largely male user base while also aiming to empower more women to enter the workforce through the platform.
Reason 4: Portray LinkedIn as Youth-Friendly Brand
From a broad branding perspective, featuring the girl helps characterize LinkedIn as a modern, youthful, and forward-looking platform. While often viewed as predominantly catering to older professionals, LinkedIn wants to expand its reach across generations. The girl humanizes LinkedIn and makes it seem friendly and accessible even for middle or high school students exploring future career options. Her expression of confidence and self-assuredness models the type of user LinkedIn wants to be associated with – someone proactively developing themselves.
Supporting Data on LinkedIn’s User Demographics
| Age Group | Percentage of Users |
|---|---|
| 18-29 years old | 27% |
| 30-49 years old | 50% |
| 50-64 years old | 20% |
| 65+ years old | 3% |
This breakdown of LinkedIn’s user base by age group shows 50% are age 30-49, followed by 27% who are 18-29 years old. Targeting younger demographics is key for LinkedIn’s continued growth.
Gender Breakdown of LinkedIn Users
| Gender | Percentage of Users |
|---|---|
| Male | 62% |
| Female | 38% |
With 62% of users being male, LinkedIn has incentive to better engage women through branding and features that emphasize inclusion.
Conclusion
LinkedIn’s motivations for using a young girl in their commercial appear to stem from a mix of appealing to younger demographics, inspiring professional growth, improving gender diversity, and portraying an energetic brand image. The girl serves as a symbol of the platform’s commitment to equality, development, and empowerment across age and gender. While surprising at first glance, her prominent placement in the ad reflects strategic targeting of LinkedIn’s desired users and their values around education, advancement, and community.
