Campaign: SEEK Launches Master Brand Initiative

Campaign: SEEK Launches Master Brand Initiative

With many of us feeling discontent at work, job hunting site SEEK’s new master brand campaign (launched Sunday 11th January) unites SEEK Jobs, SEEK Learning, and SEEK Volunteer to broaden the conversation around how Australians can achieve more fulfilling and productive working lives.

SEEK data reveals 68% of us would like to work in another industry, while only 38% will actively look for a new job, and an even smaller 23% are likely to make the switch in any given year.

And while a job change may seem as good as a holiday, SEEK Director of Marketing Fiona Le Brocq says the opportunities from SEEK’s broader solution set is a major out take from this campaign.

“SEEK has always been a purpose driven organisation. Seventeen years ago we disrupted the employment classified business, and revolutionised the way in which candidates were able to access career opportunities to achieve a fulfilling working life.

“This campaign furthers our ambition to help Australian’s achieve career fulfilment by embracing the latent sense of restlessness amongst us. It encourages openness to action change – in whatever form that may take. The answer may be finding a new job. But it could also be earning new qualifications required to make the move you’ve always dreamed about, or learning new skills and finding satisfaction through volunteering.”

Alongside SEEK Jobs sits SEEK Learning, which has connected more than 200,000 students over the past 10 years with career-related education. SEEK Learning partners with 23 providers to offer more than 250 courses. Additionally, SEEK Volunteer is now Australia’s largest single source of volunteering opportunities, with over 12,000 currently listed onsite.

“Showcasing our three brands alongside each other demonstrates why SEEK is uniquely positioned to help people progress more, learn more, and help more– and ultimately achieve more fulfilling and productive working lives,” says Le Brocq.

In partnership with Clemenger BBDO Melbourne, SEEK has created a body of work which aims to disrupt Australians out of their current employment malaise and encourage more self-reflection. The campaign roll out – managed by Starcom – will run across myriad platforms kicking off with a 60” TVC directed by Steve Rodgers from Revolver. An ongoing program of digital, print, and social communications will then be brought to market in the coming months.

“The inspiration for this campaign is the surprising statistic that the average Australian only spends 13 years of their lives at work. Most people think of their working lives in terms of a 40+ year career, and it’s this perceived abundance of time that only fuels complacency,” says Richard Williams, Creative Director at Clemenger BBDO Melbourne.

“We want to stimulate a restlessness and an appetite for change, by reframing this notion of time, and encourage people to make the most of what little time they have. And if they aren’t happy, then we want them to do something about it.”


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