UCSD Adwave Indeed Plansbook - NSAC 2023

Your life, made better.

Indeed Is All You Need.

#499

Executive Summary The process of “adulting” includes one of the most formidable things on planet earth: the job hunt. As young Americans reach adulthood and enter the workforce, college, or just the next step in their careers, they must navigate through the tough waters of searching for the next thing, dealing with rejection, and finding the right job. But where do you go to find the right job when there are so many online job sites?

Currently, 18-24 year-olds have so much information at their disposal that it can be difficult for a company to cut through and connect. In an extremely crowded market, Indeed, the current #1 job site in the world, has plateaued at 69.9% unaided consideration among the 18-24 cohort and they asked for our help in increasing this number.

Consideration is a difficult metric to raise. It is very different from awareness; it is a measure of how well positioned you are in your target market’s mind. Positioning is how your consumers think of you — what they know you provide as well as what they know you respect within them. So, it is the value your service provides combined with your respect for the values of your target audience. Are you aligned with them?

Why did Indeed plateau? Unfortunately, according to our 352 survey respondents, A18-24 is unaware of the 3 actual value of Indeed and doesn’t know how it is distinctive from other job sites . It isn’t a matter of not having what this group of customers needs — in fact, our research indicates that Indeed actually provides all of the top 5 essential features for A18-24 during a job search — it is a matter of properly communicating it. How can this target market consider a service without truly knowing the features (value) or how it fits into their lives?

How will we increase consideration? By focusing on positioning. Throughout our campaign, we highlight Indeed’s features (the value provided), as well as how Indeed is aligned with this target market’s core values, including equity, diversity and inclusion (EDI), accessibility, transparency, time efficiency, and emotional vulnerability or taking care of one’s mental health. Our secondary research shows that 64% of 18-26 year-olds 4 make purchase decisions based on value alignment . The emphasis on value of the features along with reinforcing the fact that Indeed’s company values resonate with the audience’s core values will serve to both increase brand knowledge and to increase brand sentiment. This, in turn, will have a direct positive effect on brand consideration, moving Indeed beyond that plateau. After all, when you know a brand has what you need and believes in what you believe…you are much more likely to put it into your consideration set.

Navigation

Using a $6.9 million budget to fund clever OOH advertisments, unique experiential activations, and an authentic social media campaign, we will not only explain features of Indeed by speaking A18-24’s language but will also show how each feature truly caters to their core values.

Team 499’s values-driven campaign will generate an overall increase in relevant brand KPIs, ultimately establishing a 3% increase in unaided consideration the next time A18-24 looks for a job — putting them at ease knowing that Indeed is all they need.

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Executive Summary

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The Challenge

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The Solution

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Values & Objectives

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Personas

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Creative Direction

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Creative Direction

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Creative Direction

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Influencers

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Media Channels

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Budget & Timeline

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Evaluation

Challenge Where is Indeed now?

A18-24 Job Seekers

75.0% Brand Knowledge

3

Research 381

survey respondents

Brand 60.4% Positive Sentiment 3

69.9% Unaided Consideration

1

What:

In an increasingly competitive space, Indeed is currently the #1 job site in the world.

Though clearly a dominant player in the competition for online job searchers, Indeed has, over the past year, experienced a plateau in unaided consideration among A18-241.

110

secondary research sources

11

copy tests

3

focus groups

3

in-depth interviews

Why:

Consideration, especially unaided, isn’t a measure of awareness. It is more of an indication of overall brand positioning, and a decline or plateau is due to a misunderstanding or misalignment with target consumers. Our research shows that 27.5% of job seekers do not see Indeed as different from its competitors3.

They do not know of any differentiating features or real competitive value that it offers. We found that this is largely because most consumers only have a surfacelevel understanding of who Indeed is and what they do. Customers lack an understanding of what makes Indeed distinct, what specific features it offers, and how its features (values) align with their needs. Additionally, we found that there is practically no knowledge that Indeed’s company values resonate with this audience’s core values46.

It’s time for Team 499 to show them the value of Indeed.

Strategy 02

Solution

team intends to show this target market (A18-24) that what Indeed offers is truly valuable to them How: Our and that Indeed is much more aligned with their personal values than what might have been known.

Why focus on features?

Of our survey respondents who are not Indeed users,

70%

would consider switching to Indeed for their next job search after learning about the unique 3 features that Indeed offers .

For respondents who have used Indeed’s features (listed below), there is an

11.5%

higher brand sentiment than those who never used these features (or 3 were unaware of them) .

Those who use Indeed tend to have a better job search experience3: User experience satisfaction rating

Competitor(s):

5.65/10

Indeed: 6.21/10

Among Indeed’s Most Valuable Features (according to our primary research)3: - Resume Builder - One-Click Apply - Company Reviews - Skill Assessments - Salary Transparency

Importantly, our research shows that these are among the top 5 most important aspects of job search for ages 18-243. However, this same research also shows that approximately 25% of actual Indeed users are unaware of these valuable features that Indeed provides3!

Indeed users are unaware of the resume 45% ofbuilder alone, which is critical . How can 3

consumers consider Indeed when they don’t even know what Indeed provides? There is a disconnect between what Indeed offers and what their target market thinks they offer. It is pertinent that our campaign properly conveys what Indeed can do (and already DOES) for this group.

Why focus on core values of the target market?

64%

Our secondary research shows that of 18-26 year-olds make purchase decisions based on value 4 alignment . Compared to previous generations, this target market cares much more that the companies they work for, in addition to the products and services they buy, align with their personal values and ethics.

This target market has a greater interest in human rights, race and ethnicity issues, LGBTQ+ equality, mental health, and social and environmental impact than any of their predecessors and is more supportive of companies that resonate with their personal ethics 5 and values .

Highlight Indeed’s unique features to this target market and demonstrate how well Indeed

So what’s our plan? is aligned with their core values.

Strategy 03

EDI

Target Market Personal Values

Equity, Diversity, and Inclusion (EDI) is a critical factor for our target audience; from the brands they support to the companies they choose to work for, they value the 6 impact and actions of companies .

Accessibility

Going hand-in-hand with EDI, our target audience values accessibility for all. This 7 8 includes access to resources , information , and more. Accessibility plays a key role in ensuring people have equal opportunities.

Time Efficiency

A rising issue for many in the target market is “time poverty” or the feeling that there 9 is too much to do and not enough time . Due to this feeling, our target market values time efficiency to ensure productivity during the day.

Transparency

Compared to previous generations, 18-24 year-olds want more information about 10 wages and workplace reviews . They value transparency from both their peers and employers.

Vulnerability

This group values a willingness to discuss societal and workplace difficulties such as rejection and all around mental health struggles. As a result of stress, our target 7 audience values creating a community and fostering deeper, closer connections .

Access to a safe space and connection is an important way for them to reflect on 11 their experiences with others who understand them .

How well is Indeed aligned?

It is imperative to note that the core values of the A18-24 market, listed above, are aligned with the company values of Indeed. An additional core value of this target market is authenticity, and if there were misalignment, they would disregard the campaign. Because Indeed is a company that already values EDI, Accessibility, Transparency, Time Efficiency and Vulnerability (Taking Care of One’s Mental Health), it is a perfect fit.

Campaign Objectives Brand Impressions Brand Knowledge Brand Sentiment Unaided Consideration

Strategy 04

Personas Taylor they/them A20

Marshall he/him A22

Third Year College Student Bioengineering Major Identifies as non-binary

Early Professional Graduated from CC Independently learned coding Currently a contractor

Passionate STEM-Student

Core Values

Transparency, Social Justice, Equity in Opporunities and Salary in STEM

Determined Self-Starter

Core Values

Career Advancement, Accessibility to Resources, Transparency

Ellie she/her A24

Jeremy he/him A18

Working Professional Close to finishing MBA program Prefers remote work

High School Graduate Wants to directly join the workforce Single Parent

Ambitious Time-Juggler

Core Values

Equitable Pay, Time Efficiency, Vulnerability, Low Impact on Environment

Young Go-Getter

Core Values

Living Wages, Time Efficiency, Work-Life Balance, Vulnerability

Strategy 05

Creative Execution

The purpose of our creative deliverables is two-fold. Each deliverable will feature at least one of the identified key values that Indeed’s A18-24 target market cares about in order to show that Indeed is on their side. Each deliverable will also highlight an aspect of Indeed’s features that this target market was unaware of or misunderstood. We did more than just say Indeed knows who this market is; we show Indeed understands who they are. Through all deliverables, Team 499 is getting the word out that Indeed values their values. Indeed is all they need.

Out-of-Home Displays

Peet’s Coffee Collaboration

Time Efficiency

Accessibility

Because Indeed’s target market values their time and productivity, our out-of-home displays aim to capture the smaller moments of their day and turn these moments into productive ones. We link this with the values that Indeed provides through their resume builder and their one-click apply. No matter where they are, they can still feel a sense of accomplishment by building their resume on the go and applying to any job with a simple push of the “apply now” button.

To succeed in your professional journey, it is crucial to have access to fundamental resources such as Wi-Fi and Indeed’s free resume builder. By partnering with Peet’s Coffee, Indeed will provide necessary resources that consumers need to begin their job-searching journey. Even passive job seekers will find these resources attractive. Providing free Wi-Fi also grants Indeed better insight into the A18-24 target market through gathering a wealth of data. “ If I’m going to a coffee shop to be productive, I’ll be motivated in seeing things like this.”

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- Copy Test Respondent

Creative 06

Social Media Activation #HumansofIndeed Vulnerability

Transparency

Inspired by the popular account @humansofny, Humans of Indeed is a multi-platform social media activation. Sometimes it feels like all we see on social media are job hunting success stories, and it can be easy to forget that we aren’t always getting the full story.

Disappointment, rejection, stress, and shame are natural parts of job searching that almost everyone experiences, yet when all we see are success stories it can be easy to feel discouraged and to create comparisons. In order to start an honest conversation, our social media activation encourages Indeed users to share their unfiltered experience of job-hunting and how Indeed’s features ultimately helped them find success. This moves people from being customers to being advocates for Indeed. Indeed will choose users to highlight by conducting an interview which will be tailored for Indeed’s website, Instagram, YouTube, and TikTok. This challenge highlights the core values of vulnerability and transparency by sharing real people’s struggles during their job search. “ When I feel like I’m struggling, content like this allows me to understand that other people are also experiencing the same thing as me.”

45 - Copy Test Respondent

Video Advertisements Vulnerability

Time Efficiency

EDI

Our video advertisements are the ultimate depiction of our target market’s daily chaos 12 filmed in a 0.5x lens – a trending style amongst Indeed’s audience . From a stressed college student to a frenzied working mom, our ad demonstrates how Indeed can help anyone apply easily with the “Apply Now” button. This ad will primarily be on YouTube but will be clipped for TikTok and Instagram Reels. “ Message is very clear. Indeed simplifies the chaos in your life.”

- Copy Test Respondent45 Creative 07

Level Up Mini Golf Accessibility

Vulnerability Transparency EDI

Our experiential activation “Level Up Mini Golf” is a traveling mini golf course that aims to increase knowledge of Indeed’s features while conveying information about 9 different industries. Every hole will include informational signage on industry-specific job skills, positions within the industry, toprated companies, and most importantly, an Indeed feature that will help users level up! Throughout the course, QR codes connect to Indeed and encourage players to create an account and explore career options with their friends, highlighting both accessibility and connection.

We have determined the 5 top cities, as well as locations within each, to promote this activation based on the population of our target audience, viable spots for setup, culture, popularity, and major industries with opportunities.

This event will run for a total of 10 weeks from late June through Labor Day weekend.

San Francisco - Marina Green West Why: Hotspot for relevant industries for A18-24: Technology, 13 Biotech, Social & Digtal Media Minneapolis - The Commons Why: Appealing to a crowd with a diverse set of interests, 14 featuring Manufacturing and Agriculture

Atlanta - Common Ground Why: Ranked as one of the best cities for A18-24, a wide variety 15 of industries from Education to Health Services Austin - Auditorium Shores Park Why: “Live Music Capital of the World,” highly tech- focused, 16 Austin is a popular city for A18-24

New York - Battery Park Pier Why: NYC has a dense concentration of A18-24 and boasts a 17 variety of industries from Finance to Healthcare to Entertainment Creative 08

Influencers Bretman Rock

Ali Abdaal 4.03M YouTube Subscribers

25

Productivity Influencer

Engagement Rate on YouTube is 6.72%26

Ali Abdaal is a doctor-turned-influencer who tells stories and gives productivity and motivation tips. His content is geared toward audiences who want to improve their studying, productivity, and careers. Ali’s content will be easy to integrate Indeed into, preventing viewers from reacting negatively to a sponsored video because it is consistent with what he talks about daily.

15.9M followers on Tiktok Beauty/Fashion YouTuber and Tiktok Influencer Engagement rate is very high at 12.42% 18

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His humble upbringing as an immigrant from the Philippines, combined with his LGBTQ affiliations and extroverted, uplifting persona, creates a very strong connection between Bretman and Indeed’s target Gen Z audience. His TikTok 19 presence is strong with averages of 925K likes and 3.1M 19 avg views . He will become a refreshing association with Indeed and be a spearhead for our campaign’s themes and values.

Zendaya A-List Celebrity 171M Followers Average 7M likes per post

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Zendaya is listed as one of the most influential people in the 22 world . Through her career as an actor and musician, she has a 4.39% engagement rate and 30k average comments 21 on Instagram apart from her stellar following . She is highly involved in causes that A18-24 values, such as mental health, women’s equality, and better accessibility and opportunity for 22 all, which aligns perfectly with Indeed’s values . Evidencing her range, she has garnered partnerships from Bulgari to Covergirl and even led the Global Water Challenge as 23, 24 the global brand ambassador for Smartwater in 2022 .

Ultimately, Zendaya has established herself as a blockbuster mainstay and through her work and charisma, has created a deep trustworthy connection with the older Gen Z market.

Dr. Lauren Cook 243.2K Tiktok Followers Average of 4.04K Views

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Mental Health Influencer

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Dr. Cook is a psychologist, speaker, career coach, and author. Partnering with her will help show that Indeed understands their target market and also values their mental health. Most of Dr. Cook’s TikTok content is centered around helping her viewers work through their mental health issues.

She already has a few career-related videos, and Indeed will sponsor five more. She can give general career advice while highlighting how Indeed makes the job search process easier, therefore lessening the strain on job seekers’ mental health.

Media 09

Media Channels Instagram is one of the most popular social media platforms, with 18-24 year-olds making up 30.2% of users28. 58% of users say they 28

are more interested in a brand after seeing it on an Instagram story , and another 83% of users discover new products and services on the 29 platform .

TikTok is the fastest growing social media platform with 43% of their 138 million active users in the US being between the ages of 18 30

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and 24 . Nearly half of Gen Z is using TikTok to search rather than Google , making TikTok a perfect platform to build brand awareness and knowledge. It is quite possible that TikTok will be outlawed in the US by the time of our campaign and if this happens, we will make 32 appropriate changes to our media spend . In that case, we will focus more on Instagram Reels which are the equivalent of TikTok videos on Instagram’s platform. If TikTok gets banned, it is predicted that most TikTok users would also transition their main attention to Reels.

Facebook is currently the social media market leader as it has more than 243 million monthly active users in the US33. Because Facebook 34

and Instagram are both owned by Meta, we can run the same ad campaign across both social media platforms , thus making it easier to 35 track. With 23.8%, or 57.8 million, of its users falling between 18 and 24 years old , Facebook is a valuable platform to achieve our campaign goals.

YouTube is the world’s second-most used social media platform, with 95% of 18-29 year-olds in the US using the platform36, making it an

essential part of our campaign. Using an algorithm, YouTube displays ads based on the content users watch 30 so that the ads that play on 37 videos are geared toward the users’ interests . This is ideal for Indeed’s campaign because we can tailor the type of users we want our ads to be exposed to.

In recent years, Reddit has grown in popularity, bringing it to the 7th most visited site and 8th most used social media platform in the US. 37 With 82% of Gen Z visitors trusting companies and products reviewed on the site Indeed should capitalize on this platform. Additionally, 39 because of its millions of active subreddits, Indeed can specifically target its ads toward ideal users within the target market . Also, compared 39 to other social media platforms, Reddit’s CPMs and CPCs are considerably lower , making it a cost-effective option for Indeed.

On the live streaming service Twitch, A18-24 has a 67% market share of content watched and 90% of content shared . Our target range 41 makes up 36.36% of their constant 2.65 million average viewers . Twitch ads can be particularly effective because viewers must watch an 42 42 unskippable “pre-roll” ad before watching a stream and may watch another unskippable “mid-roll” ad during the stream . We will start with video ads as an introduction to the Twitch community, and later integrate with streamers for a natural progression.

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Out-of-home marketing creates massive buzz among younger audiences, with 85% of Gen Z engaging with OOH ads43. In fact, 72% 44

of Gen Z reports that they prefer OOH ads over ads on the internet or on social media . Moreover, this generation is the most likely of all contemporary generations to skip, block, or avoid advertisements than any other generation, making ‘unskippable’ OOH ads that much more 43 effective. Additionally, 91% of Gen Z reportedly reshare OOH ads on social media , which will extend our campaign’s reach even further.

Media 10

Timeline AUG

SEPT

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

JUNE

JULY

Social Media Instagram Tiktok Facebook YouTube Reddit Twitch

High Spending Medium Spending Low Spending

Out-of-Home

Budget Our $6.9 million budget will generate over 720 million impressions. Our research shows that the peak months for all job listings are SeptemberOctober, January-February for internships, and April for full-time positions.

We will maximize our budget with social media ads, out-of-home ads, partnerships, and experiential events. Because 18-24 year-olds are heavy users of social media, we will dedicate a large portion of our budget to these platforms in order to maximize this point. Doubling up on social media ads with social media content to promote experiential events will garner more impressions from organic content and paid advertisements.

Total Budget $6,935,205 Total Impressions 722,897,146 Social Media 72% Out-of-Home 4.6% Partnerships 17% Experiential 6.4%

Budget $5,000,000 Social Media $1,250,000 Instagram $1,000,000 Tiktok $750,000 Facebook $1,000,000 YouTube $500,000 Reddit $500,000 Twitch $310,925 Out-of-Home $55,462 Billboards $200,000 Public Transit $1,166,000 Partnerships $1,000,000 Zendaya (Instagram) Bretman Rock (Tiktok) $66,000 $50,000 Ali Abdaal (YouTube) Dr. Lauren Cook (Tiktok) $50,000 $458,280 Experiential $100,000 Coffee Shop $358,280 Mini Golf

Impressions 592,682,984 158,027,812 100,000,000 64,655,172 166,666,667 20,000,000 83,333,333 61,897,562 10,084,091 51,813,471 67,775,000 30,300,000 26,400,000 6,075,000 5,000,000 541,600 340,000 201,600

Media 11

Evaluation: Key Performance Indicators We Will Increase Brand Impressions

We Will Increase Brand Knowledge

We Will Increase Brand Sentiment

By meticulously designing our campaign to be where Indeed’s target market is, we will achieve 722,897,146 brand impressions over the 12-month campaign. Our campaign aims to reach not only consumers who may not be familiar with Indeed but also current users who may not have fully grasped the range of features and value it offers. Using Google Analytics, SEMrush, and SimilarWeb, we will track brand impressions.

Consumers didn’t have a good understanding of what Indeed had to offer. Our goal is to increase knowledge about Indeed’s features. Using SemRush and Hootsuite, our campaign will monitor what consumers know about Indeed from its overall purpose down to its specific features. We also will convey how satisfied users of Indeed are, once they know what the features are and what to expect when they use the service.

Understanding how consumers feel about Indeed is key to understanding their probability to consider. We plan to increase positive sentiment of Indeed by 11.5%. Using Brandwatch Consumer Research and Similarweb, we will track mentions, hashtags, and overall sentiment on Facebook, Instagram, Twitter, YouTube, Reddit, Twitch, forums, and other online sources. We will also conduct customer interviews and surveys pre and post-campaign.

We Will Increase Unaided Consideration Our ultimate goal is to increase unaided consideration of Indeed by 3%. By using well-tailored messaging to increase brand impressions and convey valuable distinct features, we will increase brand knowledge. This better understanding of how Indeed fits into the lives of the target market and helps achieve their goals, will lead to an increase in positive brand sentiment and to our goal of an increase in unaided consideration.

Consideration doesn’t increase quickly or easily but with Team 499’s campaign, Indeed can trust that it WILL increase.

Conclusion

Indeed is a brand that understands the needs, wants, and most importantly, the values of its target market. Unfortunately, there is currently a misalignment with the A18-24 target market as they are unaware of both Indeed’s features (value to the customer) as well as how the company supports the core values of this audience. This misunderstanding of what Indeed truly is, has led to a plateau in Unaided Consideration (UAC) and Share of Consideration (SOC). With new competitors continually coming into this business space, it may be difficult to raise (or even maintain) SOC, but we are confident we can raise UAC among this target market over the next 12 months. Team 499’s Values Campaign aims to demonstrate to Indeed’s target market key features of their service that will provide immense value to a job seeker and also that Indeed understands the core values that matter most to this market. We will accomplish this through a variety of creative and thoughtful deliverables. Our campaign will increase brand impressions, enhance brand knowledge, improve brand sentiment, all leading to achieving our overarching goal: to increase unaided consideration.

Evaluation 12