SEEK unveils content series under new brand platform

Employment marketplace SEEK has teamed up with Jamie Hyneman of Mythbusters fame in the first shared and earned led piece of work under the business’ revived ‘SEEK and You Shall Find’ brand platform, via Adhesive.

 

Busting Myths: The SEEKRET to Finding Better Job Matches sees Hyneman back on the myth-busting tools and in Australia for the first time in 10 years. Across two content episodes, Jamie, with the help of Australian and Kiwi talent, gets to the bottom of common job-hunting myths that were revealed by SEEK research.

The first episode of ‘Busting Myths: The SEEKRET to Finding Better Job Matches’ explores the idea that 78% of Australians believe that ‘you can’t get a job without experience’. In this episode, skills are up against experience, as Hyneman looks to uncover what’s more likely to land the right job.

To do this, Hyneman enlisted the help of YouTuber and digital creator Alex Apollonov (I Did A Thing), in a challenge that pitted Apollonov against someone with years of industry experience - Hyneman himself. The focus of the challenge? To see who can ‘break’ into the ‘industry’ the quickest.

SEEK research also revealed that 66% of Australians believe ‘it’s not what you know, it’s who you know’ when it comes to landing the right job.

The second episode of 'Busting Myths' sees Hyneman challenge two 'job seekers' to vie for a delivery driver role. Set against the backdrop of Calder Park Raceway in Melbourne, the ‘job seekers’ navigate an obstacle course teeming with jumps, fire and high-speed action.

Battling it out on the racetrack is Jethro McLean, a Kiwi-born and raised research assistant at the Jamie Hyneman Centre in Finland, representing the ‘who you know’ in the experiment. Jethro goes head to head with Courtney Prince, a professional race and stunt driver from Melbourne, who represents the ‘what you know’ in this challenge.

This content series will be shared with earned media, as well as via SEEK’s owned digital and social channels (TikTok, YouTube, Facebook and Instagram).

Maryanne Tsiatsias, CMO at SEEK, says the company launched its refreshed brand platform with the SEEKRET campaign in May 2023, focusing on showcasing SEEK’s power to help job seekers find the right job.

"We’re excited to launch the next phase of the SEEKRET with Jamie Hyneman of MythBusters fame, which puts our commitment to providing Australians with better job matches than ever before into overdrive," she says.

"Jamie’s methodical approach to busting myths paired with SEEK’s trademark light hearted style allows us to challenge what Australians believe to be true about the job hunting process in an entertaining way. By examining common job seeker frustrations, we hope to spark conversations about what it really takes to land the right job.”

Michael Maurice, MD at Adhesive, says an idea that generated talkability and shareability was at the heart of the task from SEEK.

"When we looked at the data it became clear that many job seekers want to find a shortcut to their success, so we knew there was something powerful in tapping into job hunting misconceptions to get Australians really thinking about what it takes to land the right role," he says.

"Teaming Jamie up with SEEK meant that we could explore it in truly weird and wonderful ways, and it was a joy to bring the beloved TV icon back onto Australian (small) screens."

 

SEEK

Maryanne Tsiatsias, Chief Marketing Officer
Holly Arrowsmith, Senior Marketing Manager – Shared, Earned & Partnerships Dylan Tucker, Senior Marketing Associate – Shared & Earned
Carly Robinson, Marketing Manager – Campaigns
Tessa Symons, Senior Marketing Associate – Campaigns
Philippa Jamieson, Senior Marketing Manager – Brand

Adhesive

Michael Maurice, Managing Director Alex Masson, Creative Director Tony Clamant, Art Director
Madison Yarrow, Copywriter

Qube

Chris Benny - Director
Emma Scott - Executive Producer
Darren McFarlane - Producer / Locations Manager