Indeed Campaign - Sydney Burzynski Portfolio

Indeed Campaign

Part of the Integrated Media Collection

Introduction:

In today's ever-evolving job market, connecting with the right opportunities is crucial for success, especially for the emerging workforce of Generation Z. However, our research has identified a significant problem: Indeed, a job search platform, does not resonate with Gen Z, and its services are underutilized compared to its competitors within the target audience (of 18 to 24 year olds). This presents an exciting opportunity for us to embark on an advertising project that will revolutionize the way Gen Z approaches the job market and position Indeed as the go-to platform.

- Project Contents -

Note: Due to legality, I cannot show the true work that my team and I created. As a result, I created work that is similar in nature to show the essence of my experience.

My Work:

With this project, I worked with a group of five of my peers to develop and create this campaign. We set several objectives and key performance indicators for our campaign that allowed us to gauge the campaign’s performance. The first objective included becoming a platform that Gen Z not only thinks of, but actually uses. Secondly, we aimed to significantly raise unaided consideration among members of the target audience by the end of the campaign duration.

To achieve our objectives, we developed a comprehensive advertising campaign that resonated deeply with Gen Z job seekers, captured their attention and engaged them in a way that truly set Indeed apart from its competitors.

Through this ambitious advertising project, we aimed to revolutionize the way Gen Z approaches their start in the workforce , all while establishing Indeed as the leading platform in their minds. By creating a campaign that resonated deeply, delivered authentic experiences, and embraced the digital landscape, we captured the attention, trust, and loyalty of Gen Z. Together, we redefined the start of their workforce journey and helped shape a successful and fulfilling future for the next generation of professionals.

The Breakdown of My Work:

With this project, we developed a strategy focused on four key elements based on extensive research.

Targeted Messaging

We crafted compelling messages that spoke directly to the aspirations, values, and unique characteristics of Gen Z. By aligning with their ambitions and addressing their specific pain points, we positioned Indeed as the essential tool for navigating the job market successfully.

Authenticity & Relevance

Gen Z appreciates authenticity and genuine connections. Our campaign highlighted real success stories of young individuals who have found meaningful careers through Indeed. By showcasing relatable experiences and emphasizing the positive impact of Indeed in shaping their professional journeys, we built trust and credibility within the target audience.

Digital & Social Media Dominance

Understanding the digital landscape where Gen Z thrives, we utilized a multi-channel approach with a strong emphasis on social media platforms that resonated with our target audience. Through captivating visuals, interactive content, and strategic partnerships with influential voices, we established Indeed as the go-to platform for members of the target audience.

Continuous Data Analysis & Optimization

Throughout the campaign, we monitored and analyzed key metrics, gathering insights to refine our messaging and strategies continually. By leveraging real-time data and feedback, we adapted our approach to maximize the campaign's impact and ensure a meaningful connection with our target audience.