Case Study: PepsiCo achieves massive student engagement with LinkedIn Talent Solutions

PepsiCo's Innovative Campaign Engages Students on LinkedIn

PepsiCo faced the common talent-acquisition challenge of reaching and engaging students and recent graduates—a highly desirable but hyper‑connected demographic bombarded with thousands of brand messages daily. Breaking through that noise to attract interest at scale required a creative, targeted approach.

PepsiCo’s talent acquisition and marketing teams launched the Meeting of the Minds contest on LinkedIn, asking students to submit short video pitches for a chance to win a Content Studio internship and a meeting with CMO Frank Cooper III. Using a LinkedIn Showcase Page, media solutions and a custom microsite built with LinkedIn APIs, the campaign reached students across desktop and mobile, drove widespread submissions, strengthened PepsiCo’s talent brand, and became a best‑in‑class example of cross‑functional recruitment marketing.

PepsiCo

Frank Cooper III

CMO