Dive Brief:
- Indeed is rolling out an ad campaign that tries to put human connection back at the center of job searching as confidence in the process is challenged, according to a company blog post.
- “Jobs Need People” depicts a range of professionals, from restaurant servers to software developers, as they engage in wholesome person-to-person moments that make work fulfilling. The effort, which includes 6-, 15- and 30-second spots, will air across TV, streaming, YouTube and social channels.
- Indeed is also amplifying the messaging around events like the FIFA World Cup, including through a partnership with Fox and branding and billboards in New York City’s Times Square. The campaign arrives in a notoriously tough job market, especially for new entrants, and as artificial intelligence continues to disrupt ways of working.
Dive Insight:
Indeed is taking a common sentiment — that people need jobs — and flipping it around to underscore how flesh-and-blood humans with different perspectives and skills keep the economy humming. The concept comes as job seekers wrestle with a sharp uptick in ghosting from employers — a trend that has been exacerbated by AI filtration systems — and longer stretches of unemployment.
New ads developed with agency 72andSunny depict the benefits of a working world where humans come first. A 30-second anthem spot opens with text that reads “job searching doesn’t feel human anymore” before showing how Indeed helps people feel seen in their careers.
Other creative elements include animated billboards and a six-second spot where a cartoon plumber flips labeled pipes around to read “Jobs Need People.” Indeed is also tying the campaign to its recent partnership with Fox Sports and Fox One that seeks a Chief World Cup Watcher for the FIFA soccer tournament kicking off later this month in North America.
“It’s a rare privilege to launch a new platform that holds such deep, universal meaning,” said Maddie McDowell, group creative director at 72andSunny, in emailed comments. “Everyone needs a job. But what a beautiful unlock it was when we articulated the reverse: jobs need people, too. It’s a simple but powerful truth. One that lifts everyone up. And honestly, no one but Indeed could deliver it with this much genuine heart.”
While Indeed’s advertising carries an uptempo tone, it responds to an increasingly frustrating reality for out-of-work consumers. Slipping confidence among workers is born out in recent Harris Poll surveys commissioned by Indeed that show 81% of people who apply for a job never hear back from that company. Over half, 53%, assume they will not receive a response despite the often heavy lift involved in researching and applying for roles. At the same time, 45% of job seekers are unsure whether they’re qualified for open roles to which they apply. Indeed also underscored how employers can be overwhelmed by the “volume game” of managing applicants.
“We are building toward a future where job seekers don’t have to wonder if they’re qualified or if they’ll hear back, and where employers can spend less time sorting through volume and more time connecting with the right people,” wrote Indeed CMO James Whitemore in the blog post.
A major driver of job market uncertainty at the moment is AI. The technology has been cited as the justification for waves of mass layoffs while automation has made navigating unemployment more frustrating for many. Indeed wants to bring a balanced perspective to AI, which has become a growth driver for parent company Recruit Holdings. The job site noted that while AI can make the hiring process speedier, humans are ultimately in charge of the most significant decisions.
Indeed’s AI system is designed to find the right matches between a talent pool of over 665 million job-seeker accounts and over 3.5 million employers. Seventy percent of sponsored applications on the site are now pulled through AI features like Smart Sourcing and Smart Screening while less than 30% stem from traditional keyword-based search, according to the announcement.
