LinkedIn activated a new sponsorship with Grimsby Town FC through a programme that seeks to deliver support, advice and free match tickets to jobseekers in the Grimsby community.
The US based professional business and employment-oriented social network (which operates via websites and mobile apps) unveiled its partnership with Grimbsy Town (who play in League Two – the fourth tier of the English football league system) on 18 September – marking its first foray into football sponsorship.
The partnership was launched in the North East Lincolnshire coastal town of Grimsby with a PR led event announcing the tie-ups primary objective of helping local jobseekers to find work.
The activation launched with the opening of the ‘LinkedIn Lounge’: a permanent match day fixture throughout the season where match goers will be able to see current vacancies in the area, along with details of how to apply.
For the team’s 21 September home game against Macclesfield Town the first LinkedIn ‘jobs takeovers’ will see live job roles served to match-goers at the stadium in match day programmes, at food vendors and even in the ladies and gents toilets.
The activation, developed with PR agency Brands2Life, also see the creation of the brand’s temporary pop-up pub called ‘The Linked Inn’: a place where fans and Grimsby residents alike can score themselves a job with an after-work drink.
The Linked Inn will be held between 5pm and 8pm on 24 September.
Guests will be able to meet with recruiting businesses in the area, as well as LinkedIn career experts who will be on hand to advise on everything from setting up a LinkedIn profile to growing their professional community.
Free tickets to home-game fixtures across the season will also be made available to The Linked Inn attendees.
Attendees can speak to companies such as other club sponsors, DFDS and Associated British Ports, as well as Docks Beers and Northern Lincolnshire & Goole NHS Foundation Trust about the jobs they have on offer.
The initiative is amplified through blog posts on LinkedIn’s own platforms and via a set of campaign videos.
“The club has always supported the local community and vice versa,” Grimsby Town FC manager Michael Jolley.
“With LinkedIn’s sponsorship we can use the club ground as a platform to highlight the job opportunities available in the area.”
Darain Faraz, Head of Brand at LinkedIn added: “We believe that when people come together, we create opportunity and change lives for the better. There are few sports which unite a community quite like football, especially in Grimsby where the club is the heart of the town. We hope this sponsorship demonstrates the power of community in securing job opportunities.”
Comment:
This set of activations is the first phase of an initial one-year partnership with the club and also acts as the culmination of a wider initiative from LinkedIn which aims to support local residents in their ambitions to find work and develop their careers.
This initiative launched earlier this month with a campaign featuring two local residents as they embark on important career transitions and explores how community connections can play a role in this.
The adverts will be played on pitch screens during half-time at Grimsby Town home-game.
Links:
https://www.instagram.com/linkedin
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