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US jobs site Indeed takes aim at Seek after branding recruitment advertising ‘depressing’

US job site Indeed.com has launched its first brand campaign in Australia as it looks to shake up the sector and go head-to-head with market leader Seek.com.au.

The company claimed that its aggressive TV-led marketing push, which includes out-of-home, digital and social ads, will strike a more uplifting note and position it differently to the historically “depressing” ads in the job market.

The launch of the campaign follows the appointment of Mediacom as its media agency in October. The agency had lost the $6m Seek account to Starcom in October before landing the Indeed.com business.

The multi-million dollar campaign, produced by Indeed’s global ad agency Mullen, is themed ‘how the world works’ and is designed to raise the brand profile among job seekers and employers. The TV ad looks to “highlight and celebrate” the many jobs involved in putting a commercial together with every role “contributing to a wider initiative”.

Mullen president Kristen Cavallo said the advertising aims to present an optimistic message as opposed to the sector’s traditionally gloomy marketing.

“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,” she sad. “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.”

Indeed corporate marketing vice president Mary Ellen Dugan admitted the brand was unfamiliar to many Australians despite claiming it is the world’s largest job site and has the “number one job search app in Australia”.

“There are still people who don’t know Indeed,” she said. “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.”

Indeed was founded in 2004 and has opened offices in Amsterdam, Dusseldorf, Hyderabad, Sydney, Tokyo and Toronto over the past six months.

Steve Jones

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