Upping its focus on mobile, ramping up outdoor advertising and targeting commuters is all part of the latest phase of job site Indeed.com's multimillion dollar brand campaign.
Having this week launched phase two of its ‘How the World Works’ campaign, we thought it was a good time to catch-up with its vice president of global marketing, Mary Ellen Dugan, to find out how the first phase went and what the second instalment entails.
Dugan, who is ex-executive director of global brand and consumer advertising at Dell, said the January campaign has a huge focus on outdoor advertising - such as full bus wraps and station buy outs – in order to have a “strong presence” just as Australians returned from their summer holidays.
January job search traffic always snaps back quickly after a lull in December. From December to January over the last two years Indeed saw a 45.2% traffic spike globally and 60% in Australia.
“We have seen from the historical data that this is a perfect time to put our message in places that people would see as they returned to work, such as out of home (OOH) locations including elevators and billboards,” she said.
“We specifically chose the commuting route to work via trains and buses to make sure our message was in front of the workforce as they were making their way to and from work.”
The outdoor ads will start running on 27 January.
Mobile job searches is on the rise, with more than 55% of Indeed's traffic in Australia coming from mobile - and this continues to grow “at a rapid pace”.
“We examined this trend more closely and saw that people search on their mobile devices more heavily during the commuting hours, 7-9am and 6-8pm. The fit was then obvious – we need to reach Australians on their commutes; our outdoor activities reflect this,” Dugan said.
Dugan predicts that mobile devices will become the dominant method of job search this year and said while Indeed is fully mobile optimised it also ensures that any employer that works with them is also mobile optimised as “this is the future of job search”.
Despite outdoor being a competitive advertising medium in the summer months in Australia, Dugan said Indeed was all to aware of this in the planning phase and made sure they had the right locations to get the message out in the “strong job search month of January”.
“We are a company with engineering and technology at our core so testing and measurement is a vital component of all our activities. Our brand building efforts are no different, we track a variety of different metrics, including but not limited to awareness levels, geographical differences and the extensive data points we have at our disposal through the site,” she said.
The campaign’s theme of ‘How the World Works’ looks at the importance of every job, and aims to show how Indeed helps millions of job seekers and employers find the right fit.
Dugan said all of the creative elements within the campaign tell the story of how diverse jobs combine to make something work and that it's optimistic and celebratory, in contrast to the more commonly used images of workers who dread their Monday morning alarm.
She said the most recent brand tracking has shown that this message is connecting.
“We are very encouraged by the response and engagement we witnessed in the first few months of our campaign,” Dugan said.
“As with many campaigns, the effects can be seen the fastest in the social community, with our audiences growing 15x since we started the campaign.
“We have also seen steady growth in our traffic (UVs), with comScore reporting a 38% month on month increase in November. This is only the beginning – our overall goal is to continue to build the Indeed brand and becoming synonymous with helping people find jobs.”
Indeed goes up against job site Seek, which is dominant in the Australian market. This week Seek also launched a new campaign aiming to inspire Australians out of their career malaise.
The television commercial by Clemenger BBDO Melbourne, is part of a master brand campaign and will run across digital, print and social.
"How Commercials Work" | Indeed Australia:
Check out it's US version of "How Animation Works"below:
For more news:
Job site Indeed.com launches first Aussie campaign
Seek takes you back to the future
Starcom wins Seek from MediaCom
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