LinkedIn's #FlexibleIs uses influencers to promote flexible working for women

The social campaign builds on LinkedIn’s commitment to destigmatize flexible working for women. Following a global partnership with International Women’s Day and national sponsorship of UEFA Women’s EURO 2022.

Global professional network LinkedIn has launched #FlexibleIs, an integrated campaign running across the UK, France, Germany, India, and Australia. It highlights the importance of flexibility in creating a fairer world of work and keeping women in employment. 

The campaign leads with a film showcasing inspirational stories from people across the globe, highlighting what flexibility means to them, and encourages open and honest conversations about the pressures professionals face every day.

Created with creative agency VCCP, the digital-led campaign will publish advice, insights and inspirational stories on and off LinkedIn to encourage conversations and inspire action. 

It launches in the UK across social, PR and through influencer activity, working with The Female Lead, Author, Presenter and Flex Appeal campaigner, Anna Whitehouse.

The platform will bring together influencers, creators, and the community to share what flexible working really means to them, and how it has supported their careers using the #FlexibleIs hashtag. 

Bias exists around flexible work

The launch comes as data continues to show the disproportionate impact the pandemic has had on women. Globally, women’s employment declined by 4.2% during the pandemic, representing a drop of 54 million jobs, while men’s employment declined by 3%. 

New research from LinkedIn of nearly 23,000 people across the globe finds that 55% of women say they have either left their job or considered leaving their job due to a lack of flexibility. 

Furthermore, LinkedIn’s data shows that women are 24% more likely to apply for remote roles, underscoring the importance of flexibility in making workplaces equitable.

Ngaire Moyes, Vice President, Communications and Brand, International, at LinkedIn said: “The pandemic brought a revolution in flexible working. And now many professionals, particularly women, rightly don’t want to go back to the way things were as it has improved their lives in untold ways. 

“Our study finds that over half of women have either left their job or considered leaving because of a lack of flexibility. Yet misconceptions and biases remain around flexible work. Through LinkedIn’s new marketing campaign, #FlexibleIs, we are bringing the LinkedIn community together to create a global conversation and raise awareness about why flexibility matters, what it means to people and how it can benefit employers – and in doing so we hope to further normalise flexibility at work.”