NEW YORK: Job-hunting website Indeed has launched its first global brand campaign, leveraging storytelling to raise awareness for its service.
The company has rolled out the How the World Works campaign in the UK with plans to do the same in the US in the fourth quarter. It aims to celebrate the importance of every job and finding the right fit for both employers and job-seekers.
Hotwire PR worked alongside media agency MediaCom and creative shop Mullen to develop the multimillion-dollar integrated campaign with Indeed, which is marking its 10-year anniversary this year. The entire production crew for the ad was hired using Indeed’s job-seeking site and app and flown to the set in Europe from all over the world.
A series of videos tells the stories of job-seekers involved in the ad from a range of professions, including design, finance, and medical care.
Social media will play a key role in the effort, explained Mary Ellen Dugan, head of brand at Indeed.
"We have not been that visible in social media to date, because people don’t really broadcast that they are looking for a job, but there is a wonderful opportunity to tell the personal stories of job-seekers," she said.
Dugan added that Indeed decided to launch its first brand campaign because it is at an "inflection point," where it is outpacing rivals in the US and UK in terms of hires it has facilitated. The site is also receiving 45% of its traffic from mobile devices.
"Rather than searching for jobs in the evening, people are doing it throughout the day, and we want to help them do that," she said. "We also want to help them find jobs throughout their entire career and be the place where they start the search."