SEEK Learning’s new campaign works to address Australia’s widespread feelings of discontent at work, by highlighting the role education can play in helping Australians achieve more fulfilling and productive working lives.
SEEK Learning’s latest research revealed that sixty per cent of the workforce believed they’d have a better chance of getting their ideal job with additional qualifications.
Developed in partnership with Clemenger BBDO Melbourne, SEEK Learning Head of Marketing Jenny Dickson said the opportunities SEEK Learning provided Australians, supported SEEK’s broader customer offering.
“This campaign is about broadening the conversation around how Australians can achieve their career goals through education.
“We know education plays a key role in helping Australians achieve the career of their dreams and ‘get where they want to be’, whether that is a promotion, returning to work after time off or changing careers entirely.
“However we also know Aussies face very real barriers when considering study – whether it’s a lack of time, money, or confidence that the course they undertake will provide them with the job outcome they desire”, Ms Dickson said.
Clemenger BBDO creative team Tim Bishop and Alex Metson said the campaign creative didn’t want to downplay these barriers; rather, the campaign chose to recognise the barriers and reassure working Australians that SEEK Learning had a solution to hand.
“Getting the job you want isn’t easy. As we all know, life’s unpredictable twists and turns can push your dream job further and further away.” Mr Bishop said.
“Our TV ads in particular demonstrated this, by physically moving a dream job away from you, to then showing SEEK Learning’s role in bringing it back within reach. We thought doing it this way would give it a distinct physicality and make it feel real – ultimately helping people to recognise that the job they’ve always wanted can be a reality.”
The SEEK Learning campaign dovetails off the current SEEK Masterbrand campaign, which unites SEEK Employment, SEEK Learning and SEEK Volunteer.
The campaign roll out is being managed by Starcom and will run across myriad platforms, including two TVC’s directed by Steve Rodgers from Revolver, as well as an ongoing program of digital, print, OOH, magazine, PR and social communications over the coming months.