To promote their new AI-powered Job and People Search products, LinkedIn partnered with Tool to bring to life the LinkedIn Career Fair. Job seekers in today’s landscape feel stuck, so our goal was to inspire them to think about their search differently. A nostalgic nod to simpler more analog times, this playful school fair theme helped to turn a tough topic into an engaging conversation that left our guests feeling more hopeful about what’s next.
We popped up our inviting Career Fair inside the LinkedIn offices, welcoming 75 select Creators with a focus on career advice to come and experience a series of booth activations as well as a small speaker series.
Using a design aesthetic that brought in whimsical details like prize ribbons, pennants, and school spirit; we transported our guests back to the gymnasium of their youth. Each touchpoint was designed to be shared, with the idea that the space served as a canvas for our Creators to pass on the power of LinkedIn.
Guests entered at the Prize booth where they were encouraged to grab a tracker card and collect gold stars at each booth, returning later to collect custom Scholastic swag.
A “book fair” booth promoted titles that speak to navigating your career, as well as the new LinkedIn book about thriving in the age of AI. Our Creator Counselor booth engaged guests in key advice about how to best use LinkedIn for their content creation purposes. A Career Counselor room, brought a classic school vibe to intimate conversations around insights and planning for your future moves. Our Ideas Wanted wall encouraged guests to share their own insights as guidance for others.
Two oversized interactive trifold poster boards heroed our AI-powered products, giving our creators a nostalgic visual storytelling device to empower their audiences on what’s possible when you’re using the right tools for the task. Lo-fi paper craft, let our guests pull tabs, spin wheels and flip to reveal key information in an engaging and meaningful way.
A simple stage hosted 3 types of speaker sessions in our curtained “auditorium”, with throwback refreshments like popcorn and lemonade, as well as a custom Dirty Shirley cocktail and on-theme passed appetizers to keep our guests energized over the course of the 3 hour event. A roving polaroid photographer captured the vibe in style, leaving guests with a branded takeaway to remember the experience.
An overall success, this event was designed and produced in 5 weeks, over the holidays, and installed amid a snow storm! An important moment for LinkedIn, we were able to prove that they can use their brand power to show up in clever ways that give Creators the platform to make LinkedIn’s tools real and relatable – showing the true power of the network.
