LinkedIn ‘Discuss’ campaigns highlight conversations around important workplace issues on LinkedIn. In this case, Discuss: Fertility At Work set out to highlight the importance of a workplace culture where fertility issues can be openly discussed. This was achieved through starting a multi-channel conversation and exploring the attitudes of those going through fertility difficulties, their colleagues and HR professionals.
Over 50,000 people in the UK begin fertility treatments every year, resulting in one in five people reducing their work hours or quitting altogether during treatment, yet fertility remains a ‘taboo’ topic in the workplace.
LinkedIn commissioned research revealing that under half of workers with fertility struggles feel supported at work and two thirds of HR managers think fertility support in the workplace should be considered a statutory right. This was launched to coincide with National Fertility Awareness Week.
LinkedIn partnered with Fertility Network UK, a national charity supporting those with fertility issues, well-known author and journalist Elizabeth Day, who has discussed her own fertility struggles publicly, and fertility psychotherapist and counsellor Julia Bueno.
To help drive conversation, influencers and case studies posted on LinkedIn using #FertilityAtWork. offering insights into their own experiences. We also worked with LinkedIn employees who told their own fertility stories, to create compelling video content.
The research saw 59 pieces of coverage across national, trade and consumer publications including BBC News, Evening Standard, Marie Claire and Press Association syndications.
On LinkedIn, the campaign generated 82,041 video views and 1,169 interactions with Lisa’s post.