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LinkedIn: A Globally-Distributed Core Story

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It’s no easy task for a tech company to create an attractive distinction through culture. And yet that’s just what LinkedIn set out to do with InDay: every month, LinkedIn provides one day for employees to transform themselves, their teams and their community.

Challenge:

With 9,000 employees around the world and hundreds of different experiences each month, InDay was a story that was difficult to tell. Retellable was brought in to increase the visibility and cohesion of InDay events while building core messaging and a retellable story that would inform the many thousands of ways the story is told around the world.

Solution:

Retellable defined the landscape through a multi-stakeholder, 360 degree story audit exploring the many narratives and insights that inform InDay, including how the culture is described, how it has changed, and how events are shared both internally and externally. We then shaped a versatile, retellable core story for the InDay relaunch (including video script, messages and tagline) that embodied the company values while reflecting the magic of the LinkedIn origin, brand and product.

Results:

• A retellable story that was reinforced through the thousands of global experiences, email communications, executive leadership speeches, and videos.
• A way of holding together the many themes in one design, including core messaging and tagline at the center of a greatly successful global relaunch of the program.

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