The content marketing-led campaign, which is aimed at 26 to 34-year-olds and was created by BMB, focuses on the real stories of four UK LinkedIn members.
Activity will run across Facebook, Twitter, YouTube, SlideShare and include the creation of a content hub on the LinkedIn platform itself.
Peter Maxmin, LinkedIn EMEA director of consumer marketing, told Marketing Week: “LinkedIn is a social network and content business so it seemed natural and important for us to tell the stories through this media.
“Success for us is around inspiring members to make more of their professional lives and for them to really understand the role LinkedIn plays in that.”
The UK activity follows a US version of the campaign, which launched last week.
Maxmin said now was the right time to launch the “significant” marketing activity due to the strong growth the site has experienced globally, growing at a rate of two members per second to 300 million members. However, some users “put in and get out a lot more than others”, which is why an education drive was needed, he added.
Last month LinkedIn appeared in the annual MillwardBrown BrandZ Top 100 Global Brands listing for the first time, in 77th place with a valuation of $12.4bn.