TEAM 785
Objectives
Table of Contents Research . ..................................................................... 2
driving gen-z consideration
Competition................................................................. 3 Target Market..............................................................4
Indeed is the online job search board that seeks to get all people jobs, but Gen Z considers themselves differently; although they’re risk-takers and aren’t afraid to take action, they’re still trying to find where they fit in the changing world of work. Expected to make up 30% of the entire US labor force within the next eight years3, it’s essential that Indeed builds a relationship with them now.
Consumer Journey.................................................... 5 Big Idea..........................................................................6 Creative Strategy....................................................... 7 Media Strategy ........................................................... 8 TV & Streaming...........................................................9 Regional Strategy.....................................................10
Indeed’s ask: to be the first job site A18-24 think of and consider when they begin their next job search, specifically, increase unaided consideration (UAC) in one 12-month period.
Digital & Partnerships..............................................11 Budget & KPI.............................................................. 12
Unaided Consideration Our campaign aims to help Indeed embrace the new lifestyle and habits of the 26,010,000 active and passive44 A18-24 job searchers in the United States. Indeed gave us a zero-based budget, for which we’ve created a budget of $23,000,000 to increase UAC by 2,080,800 searchers.
76.5% UAC
35% NON BOC
we’ll get you here 6.5% increase
8% increase
But we don’t want these searchers to just consider Indeedthere’s a bigger opportunity to become their brand of choice. Currently, 41.5%44 (or 10,786,500) of our target who consider Indeed don’t view it as their brand of choice. By the end of our campaign, 1,683,000 more searchers will view Indeed as their brand of choice, resulting in a longterm relationship with the platform.
Brand of Choice
23.5% NON UAC
68.5% you’re here UAC
65% BOC
we’ll get you here
58.5% you’re here BOC
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Research? Indeed, we did.
OVER
OVER
500
950
CONCEPT TEST PARTICIPANTS
SURVEY RESPONSES
OVER
OVER
220
50
SOURCES REVIEWED
INTERVIEWS
Every campaign has to start somewhere- for us, that was primary research. We conducted a survey with over 960 A18-24 participants to understand how these searchers think about Indeed and the job search process. Although we found that dream jobs don’t feel within reach for them, searchers still want to feel like they fit in where they work. They also ranked their personal lives and finding a meaningful career as extremely important.
89% 82% 66%
of our survey respondents believe that finding happiness in their job is a priority, but of our survey respondents believe that Indeed cannot find them their dream job, however of our survey respondents agree that Indeed can match them to suitable jobs.
Out of 1,218 words, these were most frequently used to describe our respondent’s current thoughts on the job search and Indeed, respectively:
accessible
EFFECTIVE
simple
RELIABLE
daunting
EASY quick
LONG
CONFUSING
FAST convenient INFORMATIVE
CHALLENGING
STRESSFUL
ORGANIZED Helpful
DRAINING ANNOYING
Respondents view Indeed as:
USFUL
BAD
DIFFICULT
tedious
Respondents view the job search as:
Over half (56%) of Gen Z said they would quit a job that prevented them from enjoying their lives. 142
“
”
The joy of my job is the freedom it gives me to live my lifestyle happily and that’s MORE than good enough.162
indeed INSITE
Searchers view Indeed as a tool that makes the job search less painful, but that’s about it.
When asked about Indeed, respondents used words that describe the platform as practical, not emotional, lacking a deeper connection. But is that so bad? What are the competitors doing? 2
The Competition the road to relevance Approximately 60% of all jobs are found through networking39… that’s a lot of jobs. Although that seems worrisome, they’re mostly jobs that aren’t posted online; therefore, we don’t consider them Indeed’s direct competitors. However, Indeed finds approximately 65%76 of all jobs for online searchers, far surpassing its direct competitors. We know Indeed is plateauing in consideration, so how are competitors positioning themselves to increase theirs?
Anyone can be professional113
The #1 way college students get hired64
LinkedIn113 is reassuring searchers that no matter who they are or what they want to accomplish, it has a space for them. Upwork200 is embracing how the world of work is changing by fighting the stigmas around freelance work. Monster218, although it highlights its product features, does so humorously. Indeed’s223 competitors are shifting away from just highlighting their products and building deeper relationships with searchers.
Our survey respondents are most familiar with Indeed compared to its competitors and rank most of their products higher as well. That makes sense- in our audit of Indeed, we found that most of the platform’s messaging addresses problems searchers have in the present moment and how to fix them216, a product-oriented approach. However, Indeed’s ads don’t show A18-24 how they can build a future together.
Do searchers need Indeed? Indeed, they do! But in order for Indeed to become more relevant to the target, it’s essential to take a different creative approach that connects with younger searchers so they don’t consider the competition first. You deserve better218
INDUSTRY SHARE OF VOICE Careerbuilder 1% Glass Door .5% Handshake .5%
indeed INSITE
Ziprecruiter 21%
Get it done with a freelancer200
Monster 12%
Indeed 52%
Indeed has great products and the loudest voice, but the competitors are better at creating meaningful connections170.
We help people get jobs217 Linkedin 13%
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Target Market meet the searchers Indeed prioritizes two kinds of searchers: active45 and passive45. Out of 30,600,000 A18-24147, there are 26,010,000 active and passive searchers. We also found a third type of searcher, super-passive45, which only represents 15% of A18-24. Super-passive searchers aren’t searching or scrolling for jobs and can’t be persuaded otherwise, so we won’t target them. Here’s what we learned about active and passive searchers:
Active Persona
Slightly insecure. Unfulfilled. Laser focused.
25% of our target is active45
Searching Applying44 Interviewing Wants to develop new skills, take on more responsibility or relocate In a new position, work-life balance is a deal breaker30
“ ” My work goes unrecognized and I’m slowly losing motivation at my job. I want to try something new, but I can’t find any job listings that I feel like a match or qualified for.
According to our survey:
49%
65%
Fulfilled at their jobs
51%
41%
Feel insecure when seeing their peers achievements on social media
62%
73%
Says their employer respects their private life
- Ava the Active Searcher
Active searchers are in greater need of relevant job listings, whereas passive searchers benefit more from the tools and resources Indeed has to offer. Despite their differences, all of these searchers are self-driven3. Their uniqueness and well-being are crucial drivers3 in their daily lives; they are not afraid to try something new as they search for where they fit. But their wardrobes172 and makeup24 aren't the only things they'll experiment with.
Passive Persona
Content. Secure. Willing to move.
60% of our target is active45
Searching Applying44 Interviewing Mostly content in their current position but open to new opportunities In a new position, pay is a deal breaker30
“ ” I’m looking at the opportunities that are out there, but I just don’t feel ready or prepared yet to take the leap. I need more time to feel things out and decide what my next step should be. - Parker the Passive Searcher
indeed INSITE
Active and passive searchers aren’t set in their ways- depending on the day, they might move from behaving like one to the other. Indeed needs a message that will resonate with them as they move around.
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Consumer Journey job hopping: a cultural shift A18-24 workers hold an average of 5.7 jobs during this six-year period37. Our target knows that their first few jobs are temporary and stepping stones to gain experience. They are essentially speed dating their jobs - give it a try, get to know it a little, and if it doesn’t work out? Move on. Whether actively applying and searching for jobs or passively scrolling to see what’s out there, they aren’t afraid to consider something new.
56% of college students are reconsidering their career path as a result of the pandemic141
Compared to pre-pandemic life in 2019, Gen Zers are switching jobs 6x more than millennials in 202213
40% of Gen Z would like to leave their jobs within two years, and 35% would leave even without another job lined up21
37% of Gen Z say they have rejected a job and/ or assignment based on their personal ethics21
indeed INSITE The fears and stigmas around job-hopping are fading away as younger generations enter the workforce. Instead of avoiding this movement, Indeed can encourage younger searchers to make the moves that best suit them.
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Positioning Strategy Even if it means starting over, A18-24 are determined to create the futures they want. Despite feeling burnt out or discouraged, they keep searching. Right now, the target only views Indeed as a product- a convenient and easy tool to find suitable jobs. That seems good, but it takes more than that to cut through the clutter and become the coveted career partner A18-24 consider first. Looking towards the future, it’s clear that Indeed needs to take its relationship with the target to the next level.
The Make Your Move Campaign
Whether looking at opportunities in the same industry or somewhere completely different, young job searchers are always on the move. By using “Make Your Move” as our campaign slogan and call to action, Indeed positions itself as a supportive companion that gives searchers the power to find what works for them. But these searchers aren’t just making the next steps in their careers, they’re making a move on Indeed.
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Creative Strategy jobs at first site
Indeed’s Key Creative Filters44
The job search process isn’t that different from dating: interviews are like first dates to try and find the right match. Out of the five creative directions we concept-tested, the one that resonated most with our 500 respondents was “Jobs at First Site,” reminding them of the dating process. This playful motif works as a culturally relatable theme for our target to identify with. We’ll drive home this sentiment through upbeat, groovy songs that hint at romance. With our campaign, Indeed isn’t just simple and convenientit’s the perfect match for searchers to create the future they dream of.
Salient to jobs and job search Triggers a strong emotion Strong role of the brand Breakthrough Inclusive/Diverse
Spotify Audio Ad
NARRATOR: Searcher #1 is frustrated. Has she been stood up on a date? VO Narration Music: Happy Together (The Turtles)
Searcher #2 is holding phone with Indeed app showing a job match notification. Music: Happy Together (The Turtles)
Searcher #3’s happy reaction to a notification. VO Narration Music: Happy Together (The Turtles)
Searcher #3 makes her move breaking into a happy dance. VO Narration Music: Happy Together (The Turtles)
Campaign message reveals the parallel to a dating search. VO Narration Music: Happy Together (The Turtles)
Logo and campaign slogan. VO Narration Music: Happy Together (The Turtles)
BETWEEN ENDLESS SCROLLING, GETTING GHOSTED, AND THE INPERSON SEARCH GOING NOWHERE, FINDING THE RIGHT MATCH CAN FEEL EXHAUSTING. THAT’S WHY AT INDEED WE MAKE THE SEARCH SIMPLE. WITH JOBS THAT FIT YOUR NEEDS AND REAL EMPLOYEE REVIEWS, WE’LL HELP YOU FIND HOW YOU AND YOUR NEXT JOB CAN BE SO HAPPY TOGETHER. WITH JOBS AT FIRST SITE, MAKE YOUR MOVE ON INDEED.
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Media Strategy
Targeted Impressions Per Month 140,000,000
120,000,000
In order to reach our goals of increasing Unaided Consideration (UAC) and Brand of Choice (BOC), we will launch a video led national media campaign. Video is the preferred medium of our target market and has high recall.
Partnerships & Promotions
100,000,000
OOH/Cause Marketing
80,000,000
Digital/ Social Lorem ipsum
60,000,000
Our strategy is to advertise when the target market is most actively searching for jobs. Using Google Trends results for keywords that our target uses including Indeed and the competition, we identified weeks, days and even the time of day.
Streaming
40,000,000
TV
20,000,000
0
We will run a flighting schedule that optimizes impressions while minimizing waste in our budget. Additionally, we will target 12 DMA’s with outdoor, cause marketing and promotional support. Following Indeed’s guidelines, we use direct buys to contextually target A18-24 and OTT and digital buys.
ly Ju
st gu Au
r r r y er ar be be be ob m m nu em ct te ve Ja ec O o p D N Se
ry ua br Fe
M
ch ar
ril Ap
M
ay
ne Ju
Make Your Move Schedule July
August
September
October
November
December
January
February
March
April
May
June
TV Make Your Move
Microsite
Search Banners
Effective Reach: 85% (26M) A18-24
X
Sling TV Pluto HBO Max
Effective Frequency: 10 - 15
+759 MILLION TARGETED IMPRESSIONS
Hulu Roku Paramount Youtube TV Netflix Youtube TikTok Instagram Twitter LinkedIn Spotify Wonka/AMC Doordash March Madness Indeed Bus Tinder Make Your Move To Others
Billboard Airport Tailgate Popup
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Channel Strategy tv & streaming Streaming: 24% spend Impressions: 125,386,000
Network TV: 13% spend Impressions: 26,873,157
Indeed prefers to share stories through video-led campaigns, and that’s what we’ll be doing, too. 10, 15, and 30 second spots will be placed throughout multiple streaming services and on select network and cable programs to increase consideration and brand preference. A18-24 are the only age group to spend under an hour per day watching TV, the lowest amount compared to other generations. When watching TV, it’s common for them to browse the internet simultaneously. That’s why our media spend prioritizes channels with the highest A18-24 viewership to ensure we effectively reach our searchers. We’re allocating $8.6 million of our budget primarily towards streaming services and special targeted programming using network and cable networks.
28%
of Gen Z watch live sports through broadcast or cable TV services.27
YouTube
153
96% of Gen Z users have a YouTube account
We’ll be running 6-15 second ads on YouTube, a non-skippable length, to connect with our searchers while they connect with their interests.
Hulu
177
More than 40% of A18-24 use Hulu
15-30 second spots will be showing A18-24 how they can be oh, so happy with Indeed.
Netflix
177
More than 70% of Gen Z use Netflix, and it consistently ranks as one of their most popular brands
Netflix has recently added a more affordable tier that includes advertisements. Indeed will be amongst the early advertisers that reach A18-24 trying to save some extra money as they switch their subscription to this tier.
Spotify
102
68.4% of A18-24 prefer Spotify as their music streaming service
We use 30 second audio spots to connect with listeners as they go about their day.
70%
of Gen Z watch TV through online sources, like streaming services. 186
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Channel Strategy
Cause Marketing
regional strategy
Impressions: 37,696,546
We have identified 12 DMA’s which have high populations of Gen Z, low unemployment rates, as well as quality of life benefits. We use outdoor, cause marketing, and airport advertising.
Cause Marketing: 10.26% spend
Make Your Move To Move Others Seattle, WA San Francisco, CA Denver, CO Houston, TX Minneapolis, MN Chicago, IL
Boston, MA New York, NY Philadelphia, PA Washington DC Raleigh, NC Atlanta, GA
12 small and upcoming artists from these DMA’s will be sent a prompt asking them about some of the moves they have had to make throughout their lives. These young artists will paint their own murals in their respective cities to show passersby’s their unique journey, signing it with their names and “Indeed. Make Your Move.”
Out-Of-Home
138
OOH: 4.2% spend Impressions: 26,346,600
More than two-thirds (67%) of Gen Z recall seeing OOH ads on social media.
Indeed Career Prep Bus Tour
74
Indeed lists personal experience with the product or service as a top factor that influences brand perception. 85% of Gen Z have engaged with OOH ads.
Airport Charging Stations
215
OOH: 1.8% spend Impressions: 7,528,000
Sometimes, the best way to make connections is face-to-face. The Indeed Career Prep Bus Tour will do just that. We’ll provide resume building, mock interviews, dress for success tips, as well as gentlyused wardrobe items. It will make its way down the East Coast and then throughout the Southwest, targeting cities where we’ve identified several segments that are overlooked and underpaid: those who never enrolled in post-secondary education195, firstgeneration175 college students, and HBCU students59. Before this tour kicks off, the bus will make its way through NCAA D-1 schools and tailgate with football fans.
77% of Gen Z are likely to panic if their mobile device runs out of battery. Indeed branded charging stations will help searchers during high travel times in major airports in our 12 DMA’s, nudging them to do their job search in between flights. 10
Digital & Partnerships Partnerships and Promotions: 31.6% spend Impressions: 98,285,858
Digital & Social Digital: 9.82% spend Impressions: 129, 479, 659
Microsite
March Madness
Tinder
March Madness viewership has increased by more than 12% in recent years61 and now nets over 10 million viewers per game, on average.161
35% of Tinder’s user base is A18-24.
We’ll be a major sponsor of the Final Four March Madness for 2024. In addition to seeing TV advertising, our audience will also have an opportunity to show us their favorite dance moves during our Indeedsponsored “Bust a Move” half-time event at 15 March Madness games. Three lucky dancers at each game will be chosen to make a free throw shot for the chance to win an Indeed-branded basketball jersey.
Wonka & AMC Theatres AMC is the most popular movie theater chain amongst Gen Z 176. We’re distributing 50,000 Indeed-branded chocolate bars across 175 AMC theaters169 when the new Wonka prequel starring Timothée Chalamet166 comes out. 5 lucky searchers who find the Big Blue Ticket with their chocolate bars will win an all-expense paid cruise for them and a plus one.
190
Tinder’s Secret Admirer feature lets users choose between four hidden profile cards of people who’ve already liked them. Instead of displaying question marks on these cards like Tinder currently does, the occupations behind their potential matches will be shown with our “Make Your Move” themed takeover. After users make moves on potential partners, they’ll be prompted to make a different kind of move on Indeed with a pop-up message that links to the Make Your Move microsite.
DoorDash 60% of A18-24 use food delivery apps at least once per month, with DoorDash as their most popular service.33 Don’t worry, coffee’s on us. We’ll be giving $5 gift cards as well as lifting delivery fees to searchers making moves on Indeed to reward their hard work and build brand affinity.
At the launch of our campaign in July, we will introduce a microsite for job searchers to learn more about what our campaign stands for. With access to Indeed’s features on one page without having to navigate to other pages, users will be inclined to make their move on the site.
Social Media
38% of Gen Z spends over four hours a day on social media161 We’ll be creating owned content and targeting social media users to promote finding their match while they scroll.
Search For our search strategy, we found that long-tail keyword buys that focus on low competition, highly specific keywords such as “union labor jobs near me” or “part-time jobs no degree requirement” have a higher likelihood of reaching searchers making their first moves.
Digital Banners Following the guidelines established by Indeed, we will buy direct placements of banner ads on sites that index highest for A18-24, such as Chegg.com, Reddit.com, and YouTube.com.
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Budget & KPI’s the search is over Given a zero-based budget, we started by determining what our effective frequency and reach would need to be and came up with an overall number of targeted impressions. Our effective frequency is 1015, targeted to 26,010,000 active and passive searchers representing 85% of all A18-24. Our ad spend prioritizes video-based channels, like YouTube and various streaming services, which index high and allow us to strengthen Indeed’s relationship with our target through creative storytelling. We sought out to increase unaided consideration and brand of choice. Our campaign, with a cost of approximately $23,000,000, will deliver 759,104,920 total targeted impressions. Including impressions to audiences outside of the target, our total number of impressions equals 1.08 billion.
Cost TV YouTube TV Sling TV Hulu Roku Paramount+ Netflix HBO Max Peacock Pluto Microsite Search Digital Banner
How We Measure Success Mid-campaign in December, we will track and adjust our media spending with real-time changes to ensure we optimize our spend and reach our objectives. We will use Disqo to measure UAC, BOC, and brand lift. SimilarWeb will monitor traffic to our microsite. Our contingency budget will be used to allocate additional funds to maximize our return on ad spend and website visits.
Website visits, backlinks, inbound traffic specifically unique visitors in the 18-24 segment.
Keyword analysis and paid search performance.
Ad exposure and brand lift for each digital channel.
Conduct pre and post surveys to measure UAC and BOC.
Disqo
Impressions
$3,012,311
97,711,764
$2,000,000
235,294,118
$150,000
5,882,353
$1,290,979
47,814,019
$463,698
24,405,158
$93,846
6,256,416
Cost TikTok YouTube Instagram Twitter Spotify LinkedIn
$579,623
12,332,404
OOH
$790,395
18,381,279
Cause Marketing
$158,079
12,159,923
Tinder
$90,000
7,058,824
Wonka/AMC
$30,000
5,004,000
Doordash
$300,000
2,400,000
$500,000
7,800,000
March Madness Production
$40,000
Contingency
$1,000,000
90,497,738
$29,772
3,763,800
$24,314
3,763,800
$173,135
7,527,600
$115,000
4,099,822
$965,000
26,346,6000
$2,360,000
37,696,546
$200,000
3,763,800
$171,000
18,819,000
$600,000
7,527,600
$6,300,000
68,175,458
$700,000 $816,620 759,104,920
Total Targeted Impressions
Total
Impressions 4,622,900
$46,229
$23,000,000
1,084,435,600
The Make Your Move campaign doesn't just cut through the noise of the competitors- it bonds A18-24 searchers and Indeed. Now the much-needed supportive and coveted career partner for our target, it's hard not to fall in love with our campaign when we effectively increase unaided consideration and brand of choice.
- Team 785 <3 Paid and earned media CTR, organic shares, views, and follows.
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