LinkedIn has launched its second global ‘Bring in Your Parents Day’ campaign in order to help “humanise” the brand.

Employees from over 30 companies worldwide will bring their parents to their workplace to provide them with a better understanding of what they do and a chance to say “thank you”.

According to LinkedIn, the benefit to businesses is to create “more productive” employees by making them feel “valued and happy” by giving parents the chance to see their child’s achievements.

Danielle Restivo, head of global programs at LinkedIn and leader of the campaign, told M&M Global: “Quite a few parents don’t understand what their kids do […] we want to bridge the gap and make professionals more productive and successful.”

Peter Maxmin, LinkedIn’s EMEA director of consumer marketing said that he wanted to “humanise the brand” and get people thinking about it “in a different way”.

The campaign will be accompanied with PR, social media and direct member marketing.