AUSTIN, Texas – September 22, 2014 – Indeed, the world’s largest job site and hiring resource, brings its global brand campaign – ‘How the World Works’ – to the US. The brand campaign celebrates the importance of each job, and showcases how Indeed helps millions of job seekers and employers find the right fit for every opportunity, exemplifying the amazing things that can be achieved when talented people come together to do a job.
The multi-million dollar, global campaign – launching in its second market with the US – represents Indeed’s first foray into brand advertising. The campaign theme of ‘How the World Works’ – conceived and produced in partnership with global advertising agency Mullen – is represented by a variety of creative elements, each of which celebrate the importance of every job, and the talent behind it. Targeting consumers on their daily journey with an integrated media approach, the campaign will be present whether they’re commuting to the office, grabbing a mid-morning coffee, or relaxing at home in the evening – with the message that no matter what job you do each day, you are part of a team and contributing to a wider initiative.
Paul D’Arcy, senior vice president, marketing at Indeed said, “Indeed has a simple purpose, to help people find jobs. While we’ve seen more than two million people share stories of their success using Indeed, there are still people in the US who aren’t aware of Indeed. With this campaign, we are committing to connect even more job seekers with employers. The more people that know about us, the more people that we can help to find jobs.”
The campaign TV commercial is a visual representation of the campaign message. To source talent for the spot, 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 $214. Once a selection was made, industry professionals from six different countries – UK, US, Canada, Czech Republic, Australia and Germany – traveled to Prague for filming and production. A behind-the-scenes video describing how the talent was discovered and hired can be seen here.”
The commercial will launch in the US today, September 22nd, on network and cable programming – during shows like Good Morning America and The Tonight Show with Jimmy Fallon as well as during prime time on “Dancing with the Stars,” “The Amazing Race,” and “NCIS.” The campaign video can also be viewed on YouTube and Hulu with other social elements across Facebook, Twitter, and Buzzfeed.
The second stage of the US rollout will center around out-of-home with local installations in New York, Chicago, San Francisco, Los Angeles, Austin and Stamford, Conn. These creative elements include static and digital billboards that can be seen in major transit centers and on digital elevator screens.
This global campaign was developed by three external agencies, Mullen, MediaCom, and Hotwire PR, who worked closely with Indeed’s internal marketing team to continue the rollout of this campaign after its initial execution in the UK in May 2014. Entering its second market with the US, with plans to expand into other markets, the Indeed campaign follows a period of rapid global growth for the company. Launched in 2004, Indeed now has more than 140 million unique monthly visitors and three billion searches per month in 28 languages.
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