Indeed, the global matching and hiring platform, is unveiling its new “The World Can Work Better” brand vision with an international advertising campaign amplifying how better work leads to better lives.
The campaign is the first time Indeed has targeted jobseekers and employers in the same campaign and brings to life how Indeed connects workers looking for better work with the employers who offer what they need.
It spotlights how “better” is different for every person from being able to work flexibly and receiving fair pay to finding a job somewhere with a culture of belonging. The campaign aims to be provocative and create tension to show how Indeed can play a meaningful role in making a world where all people can achieve the better work they aspire to.
As the world’s largest job site with more than 50m monthly visitors in the UK, Indeed used its front row seat to the labour market to help understand the needs of jobseekers and employers. Searches on the platform for remote/hybrid work have increased by 900% since the pandemic, while 16% of jobs in the UK offer hybrid options. Approximately three quarters of jobs on Indeed disclose salary information, which is considered a key tenet of ensuring fair pay.
Further research* conducted by Indeed ahead of the campaign found that while three quarters (75%) of UK workers believe better work leads to a better life, 45% face barriers getting better work. Employers*, on the other hand, want to be matched to quality candidates quicker.
The “The World Can Work Better” creative was produced in partnership with 72andSunny and acclaimed director Ian Pons Jewell, whose previous credits include Disney+ “House of Disney”, Squarespace “Everything to sell anything” and Apple Watch “The future of workout”.
The campaign features relatable human scenarios that touch on a range of what better work really looks like for jobseekers and employers today. It’s people seeking and finding flexible work; using salary transparency to close the gender pay gap; and measuring wellbeing at work and its shared benefits.
The 30-second “Without A Doubt” spot poses the question “What if finding a new job wasn’t such a leap of faith?” It shows jobseekers consulting family and friends over their job search and using Indeed’s tools to navigate the old uncertainties of the experience and towards the better work they want: for example, knowing exactly what the pay is or whether it includes flexible working. We also see employers who are offering their version of better work, and how Indeed bridges the gap and brings them together.
Other spots depict jobseekers using Indeed’s tools to help them to define what version of better work they care about. In one, a father chooses to pursue hybrid work with no weekends after his daughter takes us through her jam-packed schedule—a schedule he wants to be a part of in this new era of work.
Clíona Hayes, Director, Global Brand Advertising: “How, where and why people work are very different compared to just a few years ago yet for many people the world of work still isn’t working. Jobseekers still face barriers getting the type of work that will lead to a better life and for employers accessing the right person remains complicated and slow. It doesn’t have to be this way and our campaign emphasises Indeed’s mission to connect all people to their own version of better work, whether they’re seeking it or offering it.”
