LinkedIn and TIAA Partner to Offer Millennials Advice for Purpose-Driven Careers

January 22, 2019

TIAA Purpose-Driven Careers

For millennials, a paycheck has only ever been a part of the bigger picture. They might want to get rich, but they care even more about enriching the world.

Forty-four percent rate their top priority as being in a role that they’re passionate about — just above the 42% who cite money as their prime motivation. 

These are not mutually exclusive ambitions, of course. But it can be hard to turn a burning sense of purpose into a rewarding, real-life career.

This is one of the key challenges facing millennials today. And as millennials represent the largest share of the U.S. workforce, it makes sense for brands to listen to these challenges – and work out a way in which they can help.

Using LinkedIn Marketing Services insight around the unique mindset, behaviors and expectations of millennials is exactly what leading financial services provider TIAA did with

Relevant, compelling and timely

Supporting and inspiring purpose-driven millennials is the main aim of, a site which uses relevant, timely and compelling content and tools to show how people can turn their sense of purpose into a career in the non-profit sector.

Part career coach and part toolkit, is perfect for those fresh out of college as well as those already working in the non-profit sector. It also sets out to help audiences to clarify their purpose, consider their options — and ultimately, get hired.

How LinkedIn fuels the community

LinkedIn has a key role in the content that appears on Using our insights on millennial content consumption, we’re able to make recommendations on the format and size of what should appear on the site. For example, while millennials are used to bite-sized content chunks on their social feeds, our research shows a big appetite for long-form content — as long as it is relevant to their needs. For that reason, combines short snacks and deep-dive pieces, across format types.

Through targeting and measurement tools, we’re also able to help TIAA see exactly how the site content is performing and track the demographic make-up of LinkedIn members who are driven to the hub and the content they engage with the most. This allows us to add value across the whole customer journey by guiding readers back to LinkedIn to find jobs that best match their interests.

Supporting with the moments that matter

LinkedIn and TIAA are able to optimize the content that is published on and provide an engaging customer journey experience. This goes to the heart of the strategy behind the site – to turn moments of uncertainty into moments of possibility for a millennial audience hungry for purposeful content.

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