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SYS-CON MEDIA Authors: Ian Goldsmith, Ed Featherston, Elizabeth White, Pat Romanski, Liz McMillan

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Indeed Launches Multi-Million Dollar Global Brand Campaign to Celebrate ‘How the World Works’

The world’s number one job site, Indeed.com, announces the launch of its first-ever global brand campaign – ‘How the World Works’. Launching initially in the UK and coming to additional markets throughout the next year, the campaign celebrates the importance of every job and showcases how Indeed helps millions of job seekers and employers find the right fit for every opportunity.

The multi-million dollar campaign marks a milestone in Indeed’s evolution. The campaign represents Indeed’s first foray away from word of mouth and into brand advertising. To build the campaign, Indeed hired three external agencies, Mullen, Mediacom, and Hotwire PR to work closely with the internal Indeed marketing team.

The campaign’s theme is ‘How the World Works’. It celebrates the importance of every job and showcases how Indeed helps millions of job seekers and employers find the right fit. The creative elements of the campaign include a range of executions showing how diverse jobs combine to make something work – from a simple cup of coffee to the global stock market. It’s optimistic and celebratory and is in contrast to the more commonly used images of workers who dread their Monday morning alarm.

Paul D’Arcy, Senior Vice President, Marketing at Indeed said, “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 UK, 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 a job. As they see how we used real job seekers to tell the Indeed story, we hope that more employers and job seekers will learn about Indeed, finding the right fit for their career or organization and ensuring that more people get hired.”

The campaign was conceived and produced in partnership with Mullen, Indeed’s new global advertising agency of record.

“Indeed understands the fundamental need for a fulfilling work life,” said Kristen Cavallo, President at Mullen. “And given the average person has more than eight jobs in their lifetime - the better the job, the better the life. That's an optimist’s message. Yet the advertising in this category hasn't changed much since 1999: depressed people in depressing jobs. Indeed is committed to positively revolutionizing the recruiting landscape and celebrating every hire, through the most ingenious technology platform. They are a breath of fresh air; a challenger, fully aware of the opportunity before them.”

Media will be coordinated by the MediaCom Beyond Borders international team in New York. Fraser Riddell, Chief Client Officer, said “We’re excited to be taking Indeed’s inspiring and positive message to employers and jobseekers across international markets through our global network.”

“Indeed became the #1 global job site purely on the strength of its product and amazing word-of-mouth reputation,” said Leslie Campisi, Managing Director, US at Hotwire PR. “It’s the perfect time to tell this success story and the Hotwire teams across the world could not be more proud to join these stellar agencies and to lead the media and influencer strategies around the campaign.”

The brand campaign launches following a period of rapid global growth for the company. Launched in 2004, Indeed now has more than 140 million unique monthly visitors and three billion searches per month. In the past six months, the company has opened offices in a number of international locations including Amsterdam, Dusseldorf, Sydney, Tokyo and Toronto, as well as expanded its existing offices.

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