Recruitment site Indeed.com has launched its first-ever global brand campaign with an initial multi-million pound roll out in the UK, using its own job search platform for a global casting call sourcing professionals from all over the world to make TV commercial.
The campaign is a milestone in Indeed’s evolution, which has previously relied on organic growth rather than traditional marketing to grow the business. The campaign will reach the US later this year.
The campaign, titled ‘How the World Works’, has a core message that is optimistic and celebratory, in contrast to the more commonly used images of workers who dread their Monday morning alarm.
The commercial, which used real people with real jobs, is central to the broader campaign which includes out-of-home installations, digital and social media ads, as well as tube ads across London.
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 complex workings of the London Underground or the global stock market.
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, as well as tube ads across London.
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 £129. Once a selection was made, industry professionals from six different countries – UK, US, Canada, Czech Republic, Australia and Germany – travelled to Prague for filming and production. A behind-the-scenes video describing how the talent was discovered and hired can be seen here.
The television commercial launched on 11th May, on Channel 4 and ITV during the highly sought after 6-9pm slot, and is designed to show ‘How Commercials Work’, highlighting and celebrating the many jobs involved in putting a commercial together.
The campaign was conceived and produced in partnership with Mullen, Indeed’s new global advertising agency of record.
“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 revolutionizing 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.”
Paul D’Arcy, Senior Vice President, 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 UK, 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 organization and ensuring that more people get hired.”
Launched in 2004, Indeed now has more than 140 million unique monthly visitors with over 12 million in the UK alone and 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, Sydney, Tokyo and Toronto, as well as expanded its existing offices in both London and Dublin.