The Challenge
Not only has unaided consideration for Indeed stagnated among young adults, but college students and recent graduates are more likely to prefer LinkedIn. Young adults are also less likely use Indeed than older groups, revealing that Indeed may not be resonating with Gen Z. The campaign needs to authentically connect with the new generation, fully understanding their needs, wants, and struggles in the job hunt space.
The Research
Our team conducted 34 in-depth interviews, an online survey with 615 respondents, 4 meetings with professional recruiters, 6 months of online social listening, and an analysis of 43 diverse sources including academic journals, peer reviewed studies, interviews, datasets, articles, and blogs. After careful review of the research, one idea was clear: It’s hard to go after the right opportunity when doubt stops you from showing up as yourself.
The Approach
Indeed needs to present itself as the personalized platform that lets you bring your true self to the job search. At the end of the day, job searching sucks. The perception that new professionals hold the power in the job hunt doesn’t quite square with the self doubt and anxiety they feel throughout the hunting process. When young adults don’t have to compromise their individuality, they go after the job that’s right for them, right now.
Single Minded Proposition
The University of Minnesota's Indeed This is Me campaign was a national finalist in the 2023 National Student Advertising Competition, earning best presentation and best presenter.
Strategy — Noah Vande Loo, Abby Begin, Maren Viker, Alex Chrislu, Lauren Proulx, Luckett Vanguard, Natalie Debaker
Creative — Elizabeth Gordon, Anne-Marie Karnes, Austin Tran, Ciera Nedoroski, Hannah Jensen, Max Miggler, Nathan Prachanty, Kat Regas
Media — Haley DeSart, Katie Olson, Libby Schoenfelder, Maddie Holman, Muna Mohamed