Guided by our SMO US-based consultant, Justin Lee: purpose-driven organization management tips “Learn from the Strategy of Purpose Driven Brands”.

Here’s a case study from LinkedIn.


A Case Study of Purpose-Driven Brand Strategy ; LinkedIn


The image of a full-body astronaut reflected on the screen. The camera slowly zooms in. The upper body gradually becomes the center of the screen. As the camera moves forward, the astronaut’s face becomes clearly visible.

The text “What is your moonshot?” fades in and finally switches to copy “You’re closer than you think.” The message is that we are never too far from the lofty goal of becoming an astronaut.


This is a video released in 2016 by LinkedIn, the world’s largest business-focused online network. Let’s explore LinkedIn’s purpose on which this video was based and their purpose branding strategy.


Founded in 2002 and with over 810 million members worldwide, LinkedIn provides services for businesses (B-to-B) and end-users (B-to-C).


LinkedIn services


Regarding B-toB, there are mainly four solutions;

  1. Recruitment solutions for HR
  2. For public relations, advertising and advertising sales promotion solutions for own services
  3. For Sales/Sales Solutions
  4. Learning and training solutions (e.g. online courses)


On the other hand, B-to-C is broadly divided into two, and it is a learning support in the user’s employment support online course.




What binds these services together is


“Connecting the world’s professionals to economic opportunities”

(Creating economic opportunities for everyone working in the world.)


or, a purpose.


One of the important means to realize this purpose is to support people’s employment. LinkedIn has already helped more than 1.5 million users find jobs. LinkedIn’s Recruiting Solutions team has 2,500 people, which translates to more than 600 lives impacted by each Recruiting Solutions team employee.


In addition, by providing advertising solutions to small and medium-sized enterprises, it will lead to the acquisition of new customers. In other words, create an “economic opportunity” for them. Also, by providing online courses to individual users, it is one of their purposes to improve their skills and lead to better jobs.


This is how LinkedIn ties its services and solutions to its purpose. What’s more interesting is that LinkedIn also ties its CSR activities to its purpose.


CSR activities are also purposeful


Let’s look at two examples of CSR activities. First, focusing on environmental sustainability items, they set the following goals. “Establishing equitable access to green opportunities for upskilling employers, job seekers and employees.”


Let’s take a look at some specific initiatives.


Environmental Sustainability Course: Provides courses and content for learning sustainable business strategy, green building certification, sustainable product design, sustainable supply chain management, and more.

Find Sustainable Jobs: LinkedIn’s platform connects green companies with people who can contribute to environmental conservation.

Find Green Volunteer Opportunities: LinkedIn’s platform allows individuals to find volunteer work for nonprofits working to protect the environment.

Looking back at the sustainability goals mentioned above, we can see that they fit perfectly with LinkedIn’s purpose. “Employers, job seekers and employees who want to upskill” are included in Purpose’s “Everyone”, while “Toward Equitable and Green Opportunities” is included in Purpose’s “Opportunities”. In this way, their environmental efforts also serve a purpose.


The second example of CSR activities is about the impact on society. The goal of this area is set as “Connecting professionals facing barriers with the resources and networks they need to build more meaningful careers.”


The keyword here is “professionals facing barriers.” Specifically, communities that do not receive sufficient welfare, underprivileged youth, veteran refugees, etc.


As one of the efforts to achieve the above goals, we are conducting mentorship for young people. LinkedIn believes that mentoring can help young people in underserved communities develop the soft skills they need to build their careers.


Therefore, they partnered with an NPO that conducts mentoring activities. It then allowed users to search for mentor jobs on LinkedIn. (If you search the current marketplace, you will find more than 14,000 mentoring jobs in the United States.) In addition, we have added a function that allows users who are interested in mentoring volunteers to express their intentions, and NPOs can recruit such professionals. can now be found.


As with environmental efforts, the goals here seem to be directly linked to purpose. Barrier-faced professionals are included in the “everyone who works” in purpose, and the later “financial opportunities” are interpreted as meaningful careers.


Consideration and learning


Unlike companies that treat CSR as a separate activity from their core activities, LinkedIn has purposefully aligned and executed its CSR efforts alongside its business. As a result, CSR initiatives contribute to brand building and increase credibility; meaning, it adds value to the brand.


Reference: Examples of communication expressions led by purpose


I have introduced how LinkedIn’s services and CSR activities are linked to purpose. Finally, I would like to introduce the TV commercial that LinkedIn published at the 2016 Academy Awards as a reference example of communication.


The concept of this campaign is “You’re closer than you think”. This is based on helping users and business partners close the gap between what is and what should be.


The copy of this advertisement, which was also published in magazines and newspapers, concludes this case introduction and ends.


We may not all want to be astronauts

But inside all of us is a moonshot, an ambitious undertaking that stirs the soul.

One we would embark on if only we had more time, fewer distractions, more confidence, less fear. 

But that moonshot is your purpose and purpose is a powerful thing.

People with purpose get out of bed more inspired and return more fulfilled.

Their careers are more rewarding, their businesses more impactful.

Not everyone will make it to the moon, but everyone can start their journey.