Indeed – Job Search Campaign for Gen Z
I contributed to the development of a bold and authentic campaign for Indeed, positioning it as the go-to job search platform for Gen Z by emphasizing simplicity, efficiency, and accessibility.
Brand Situation
In today’s hyper-competitive job market, young job seekers (ages 18-24) find the process of job hunting overwhelming and exhausting. From crafting the perfect resume to curating a polished online presence, the expectations go beyond just finding and applying for jobs. However, Gen Z values authenticity and seeks practical solutions without unnecessary complexity. Indeed’s challenge was not just increasing awareness—since recognition was already high—but shifting perceptions to drive deeper engagement and brand preference over competitors like LinkedIn and Handshake.
The Brief
GET: Young job seekers (ages 18-24) who are actively or passively looking for employment.
WHO: Pragmatic, no-nonsense individuals frustrated by the complexity of job searching and looking for a straightforward, effective solution.
TO: Position Indeed as the most efficient, hassle-free job search platform that cuts through the clutter and provides access to real job opportunities without unnecessary barriers.
BY: Creating a bold, no-BS campaign that highlights Indeed’s core advantage—offering the largest selection of jobs, from gig work to full-time careers, for free. The messaging rejects the performative networking of LinkedIn and the financial exclusivity of Handshake, reinforcing "No Bullshit. No Problem. It Just Works."
Campaign Outcomes
Brand Perception Shift: Increased unaided consideration (UAC) and share of consideration (SOC) among 18-24-year-olds.
Authentic Engagement: Successfully resonated with Gen Z job seekers by addressing their frustrations and positioning Indeed as the most practical job search tool.
Market Differentiation: Established Indeed as the most approachable, adaptable, and flexible platform for all job seekers, from gig workers to career professionals.
