Indeed.com launches ‘How the World Works’ global brand campaign in Australia via Mullen
On Sunday, the world’s number one job site Indeed.com is set to launch its first-ever global brand campaign in Australia conceived and produced in partnership with Mullen, Indeed’s global advertising agency of record.
Designed to increase brand visibility amongst job seekers and employers, the campaign is a milestone in Indeed’s evolution, which has previously relied on word of mouth and organic growth rather than traditional marketing to grow the business. The campaign will cement Indeed’s dominant position in the global marketplace.
Despite this, Indeed currently has the #1 jobsearch app and #1 business app in Australia, both Android and iOS.
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.
The campaign centrepiece is a television commercial link which is a visual representation of the core 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, in contrast to the more commonly used images of workers who dread their Monday morning alarm. 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 staggering 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 will launch on the 2nd November, on Channel 9 during the 7-8pm slot, and is designed to show ‘How Commercials Work’, highlighting and celebrating the many jobs involved in putting a commercial together.
Says Kristen Cavallo, president at Mullen: “Indeed understands the fundamental need for a fulfilling work life. 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.”
Says Mary Ellen Dugan, vice president, corporate marketing at Indeed: “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.
1 Comment
so much work for a mediocre idea.
Kudos to the coordinators though.