Campaign: Indeed.com Launches ‘How the World Works’

Campaign: Indeed.com Launches ‘How the World Works’
Bryce Baker
By Bryce Baker
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International job site Indeed.com has launched its first-ever global brand campaign in Australia.

Designed to increase brand visibility among job seekers and employers, Indeed had previously relied on word of mouth and organic growth rather than traditional marketing to grow the business. The campaign will cement Indeed’s strong position in the global marketplace.

The campaign’s theme is ‘How the World Works’.  It celebrates the importance of every job, and showcases how Indeed helps millions of job seekers and employers find the right fit.  All of the creative elements within the campaign tell the story of how diverse jobs combine to make something work – from a simple cup of coffee, to the production of a TV commercial.

At the centre of the campaign is a television commercial link which represents the campaign message that no matter what job you do each day, you are part of a team and contributing to a wider initiative. It is optimistic and celebratory. The commercial is central to the broader campaign which includes out-of-home installations, digital and social media ads.

To source talent for the commercial, Indeed posted 26 job openings on its website – from accountant, to nurse, to mechanical engineer, to IT Consultant. Within 48 hours, a total of 1,500 applications were received for the roles.  Indeed then conducted more than 200 interviews in just 14 days resulting in a total cost per hire of $235 AUD.  Once a selection was made, industry professionals from six different countries – Australia, UK, US, Canada, Czech Republic and Germany – travelled to Prague for filming and production.

The television commercial launched on November 2, on Channel 9 during the 7-8pm slot, and is designed to highlight and celebrate the many jobs involved in putting a commercial together.

The campaign was conceived and produced in partnership with Mullen, Indeed’s global advertising agency.

“Indeed understands the fundamental need for a fulfilling work life.” said Kristen Cavallo, president at Mullen.

“And given the average person has more than eight jobs in their lifetime – the better the job, the better the life. That’s an optimists’ message. Yet the advertising in this category hasn’t changed much since 1999: depressed people in depressing jobs. Indeed is committed to positively revolutionising the recruiting landscape and celebrating every hire, through the most ingenious technology platform. They are a breath of fresh air; a challenger, fully aware of the opportunity before them,” she added.

Mary Ellen Dugan, vice president, corporate marketing at Indeed said: “Indeed was founded on the simple purpose to help people find jobs. Even though we have grown to become the number one job site in the world, and we have the number one job search app in Australia, there are still people who don’t know Indeed. With this campaign, we are celebrating the amazing things that get done when talented people come together to do a job. As they see how we used real job seekers to tell the Indeed story, we hope that more employers and job seekers will learn about Indeed, finding the right fit for their career or organisation and ensuring that more people get hired.”

The brand campaign in Australia launches following a period of rapid global growth for the company. Launched in 2004, Indeed now has more than 150 million unique monthly visitors with over three billion searches per month. In the past six months, the company has also opened offices in a number of international locations including Amsterdam, Dusseldorf, Hyderabad, Sydney, Tokyo and Toronto, as well as expanded its existing offices in both London and Dublin.

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