Indeed Launches Its First Advertising Campaign

Indeed logoAlready one of the most trafficked job sites in the world, Indeed says it’s embarking on a global advertising campaign to pump up its brand among job seekers and employers alike.

Until now Indeed’s growth has come with little marketing effort on its part. In less than a decade the job aggregator has gone from startup to take first place (or second, depending on what’s being counted) in job search traffic in the U.S. and in many parts of Europe. It’s less well known elsewhere, principally in Asia. 

With the growing influence of LinkedIn, and its aggressive expansion — most recently into China — Indeed is facing some of its strongest competition. Whether that’s prompted the company to launch its first advertising campaign isn’t known. It could also be that Indeed’s owner, Recruit.com, has simply been taking its time since acquiring the job board in 2012.

Recruit.com, based in Japan, is a conglomerate in the truest sense, owning online consumer merchandise sites, job services, staffing firms, human resources services, online classifieds and more. It owns the leading job sites in Japan and holds an interest in 51Job, one of China’s two largest job sites. In 2011, Recruit bought Staffmark for $295 million making Recruit the fifth largest staffing provider in the world.

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However, the branding campaign launched first in the U.K., where Indeed is a leading site for job searchers. In the announcement, Paul D’Arcy, senior vice president, marketing at Indeed explained, “Indeed was founded on the simple purpose to help people find jobs. Even though we have grown to become the number one job site in the U.K., there are still people who don’t know Indeed. With this campaign, we are celebrating the amazing things that get done when talented people come together to do ajob.”

Themed “How the World Works,” the 30 second spot uses actors sourced by running ads on Indeed. The multi-million dollar campaign is the product of three agencies,  Mullen, Mediacom, and Hotwire PR. It is being rolled out globally over the next several months, hitting the U.S. in September.

John Zappe is the editor of TLNT.com and a contributing editor of ERE.net. John was a newspaper reporter and editor until his geek gene lead him to launch his first website in 1994. He developed and managed online newspaper employment sites and sold advertising services to recruiters and employers. Before joining ERE Media in 2006, John was a senior consultant and analyst with Advanced Interactive Media and previously was Vice President of Digital Media for the Los Angeles Newspaper Group.

Besides writing for ERE, John consults with staffing firms and employment agencies, providing content and managing their social media programs. He also works with organizations and businesses to assist with audience development and marketing. In his spare time  he can be found hiking in the California mountains or competing in canine agility and obedience competitions.

You can contact him here.

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