THE CHALLENGE

Increasing Saudi women’s participation in the workforce is integral to Saudi Arabia’s vision 2030, but making the first move to address professional women and recruiting them was still perceived as controversial.

THE STRATEGY

Edelman identified a brave, culture-first opportunity for Linkedin to strengthen the local Saudi understanding of its global brand. More so, the campaign made a real impact for real women in saudi, helping pave the way for the larger national and global audience to take part in a discussion they were avoiding.

THE OUTCOME

The campaign encouraged many companies in Saudi to re-evaluate their hiring practices, specifically when it comes to hiring women. Linkedin’s platform generated over 548k impressions and over 13k clicks, which exceeded the engagement rate benchmark (0.65%) on the platform by 457%.