Indeed.com
We were tasked with creating a year-long campaign that would increase unaided awareness of Indeed.com among 18-24-year-olds.
National Student Advertising Competition Team 172
Indeed.com is the #1 job website with over 350 million unique visitors per month. Indeed.com makes it easy for job seekers to find and apply for jobs that meet their needs.
Background
Key Insight
18-24-year-olds are uncertain of their futures.
Big Idea
Indeed can help anyone find what’s next.
Approach
We built a campaign that will help our target figure out what’s next in a lot of different ways.
OOH
A floor elevator door decal will be installed on and in front of elevators at major universities to help draw attention to Indeed’s name and purpose of helping people figure out what’s next.
Posters will be put on bus shelters in major cities such as Chicago, New York City, and Los Angeles to spread Indeed’s name.
Targeting the “foodies”
We learned that 18-24 year-olds are foodies so we plan to distribute Indeed coasters to bars, coffee sleeves at local cafes, and partner with Domino’s to increase Indeed’s touch points.
According to a study done in 2022 by the U.S. Bureau of Labor Statistics, 60% of formerly incarcerated individuals struggle with employment. To show that Indeed cares about the community, we came up with the What’s Next Initiative. Through this initiative:
Indeed will host a career workshop for ex-prisoners who will be re-entering the workforce
Once a month during this campaign, Indeed will sponsor one individual who was previously incarcerated for misdemeanors/felony misdemeanors. These individuals will be provided access to free professional development resources on Indeed.com (resume review, 20-minute live-coaching session, professional resume writing) and will aim to humanize inmates and make people/employers invested in their success
We chose to do this because we learned 18-24 year-olds care about social responsibility and wanted to align Indeed with causes that show how the platform is the number one place to create a better future.
What’s Next Initiative
From our research, we learned that many 18-24-year-olds listen to podcasts. So we chose to introduce the What’s Next Podcast. This is a biweekly podcast that Indeed will host throughout the campaign. This podcast will feature various segments such as:
General career advice
Success stories
Interviews dos and don’ts
Workplace stories
What’s Next Podcast
The What’s Next Job Fair
The What’s Next Job Fair will go around to 6 major cities and host employers from different industries, have career workshops, fun games, giveaways, and information on Indeed.
Indeed will hold a contest that any private or public university with over 10,000 students can enter. The school with the highest percentage of their student population to create/sign up for an account with Indeed will win. At the beginning of September, Indeed will put on a concert for the winning school.
