LinkedIn #InItTogether

Launched in 2018, LinkedIn's #InItTogether campaign marked a deliberate shift in how the platform presented itself — less job board, more professional community. Rather than advertising features or job listings, LinkedIn put real members front and center, telling authentic stories of career pivots, redundancy, military transitions, and reinvention.

The results were significant. User engagement rose substantially, with members sharing their own stories at scale. The hashtag generated millions of mentions across social platforms, and LinkedIn reported a notable increase in new member sign-ups — drawing in a more diverse range of users including students, entrepreneurs, and professionals across industries. Brand perception surveys showed a meaningful shift, with LinkedIn increasingly seen not as a utilitarian job-search tool, but as a supportive professional community. Creative observers praised the campaign's restraint, noting that its quiet, black-and-white, real-people approach got noticed precisely because it didn't scream for attention.