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After a year of massive growth, LinkedIn has just unveiled a new iteration of ‘Welcome, Professionals.’ The latest campaign aims to spark conversation among LinkedIn members – and throughout the zeitgeist as a whole – about what it means to be a ‘professional’ in the midst of a rapidly evolving society and culture.

The world has obviously changed dramatically since the acquisition of the company by Microsoft in 2016. Large-scale social movements – facilitated largely by social media – have dramatically reshaped workplace norms and public discourse. A global pandemic has caused a seismic shift in the ways that we work. As a result, we’ve all found ourselves in the unique position of being able to redefine what it means to be a ‘professional’ – and also, to some degree, of being able to redesign our working lives so that they’re conducive not only to livelihood, but also to wellbeing, a healthy work-life balance, and the realization of our individual goals. In the words of the campaign’s 30-second video spot: “There’s work, and there’s what works for you.”

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Source: The Drum