LinkedIn’s value was underestimated in Saudi Arabia. Its English-first platform was perceived as aloof and out of touch. Qualitative research showed it was perceived as a global brand, distant from Saudi Arabia, which didn’t understand the needs of the local market, and offered no noticeable contribution to the job market. This perception placed LinkedIn at a massive disadvantage compared to local and regional Arabic-first competitors.

We used LinkedIn data to rectify the subjective narrative and to tell real stories, from real professional women, thereby affirming their potential and giving them a voice via the LinkedIn platform. First, we conducted in-depth research which exposed some fascinating contradictions relating to female employment. Using this data, we created the “Hear it from me” (#HearItFromMe) campaign, turning LinkedIn into a platform that amplified the voices of Saudi career women, making them visible to recruiters and the public, via online film, social media, interviews and more. We also delivered training to women and employers, giving people the tools to take action in the real world, enabling real change.