Solution

Our team intends to show this target market (A18-24) that what Indeed offers is truly valuable to them 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 features that Indeed offers3 .

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 were unaware of them)3 .

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!

So what’s our plan?

45% of Indeed users are unaware of the resume builder alone, which is critical3. How can 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?

Our secondary research shows that 64% of 18-26 year-olds make purchase decisions based on value alignment4. 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 and values5 .

Highlight Indeed’s unique features to this target market and demonstrate how well Indeed is aligned with their core values.