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  • #8948

    Steven Conway
    Participant

    Just joined the Sweathead Community group and I’m looking for some feedback. I’m currently in the process of interviewing for a brand strategy director role at Indeed and was given the assignment to develop a creative brief to be used for a new job seeker campaign.

    Here are the key points Indeed sent me for company background and assignment:

    • The new campaign idea should ladder up to the job seeker brand positioning, “Connecting you to Better Work”, and my brief should come up with strategic territories based off it. The strategic intention of the positioning is that you don’t come to come to Indeed to search for a better job, when you tell us what you are looking for, Indeed can connect you to a better job.
    • Target: Their growth audience is the 18-24 year old job seeker, which makes up 45% of Active Job Seekers.
    • The problem: Indeed is known among their audience, but is primarily associated as a job search engine best for entry-level positions and quantity over quality. Indeed has yet to secure their place in the minds as a purpose driven brand that is dedicated to connecting the job seeker to better work.
    • Indeed Offerings have evolved from their current state: Assessments allow job seekers to showcase their strengths and skills that go beyond their resume. Company Pages provide job seekers insight to help them evaluate whether a company is a good fit based on reviews, salaries, and work happiness ratings. Ratings allow Job seekers to create multiple resume versions based on the job they’re applying for and can share their resumes with friend and/or experts for feedback. Profiles allows Job seekers to represent themselves to employers and acts as a professional persona to assist them in standing out. Salaries lets job seekers find a personalized pay range in seconds by comparing their criteria with millions of salaries from Indeed’s Salary Database, giving job seekers the most up-to-date information on the current job market.

    In the assignment, I am being judged on how sharp my thinking is, which should be rooted in consumer/cultural insight which could serve as an inspiring jumping off point for creative development. I was told it’s find to make assumptions about the audience, product/business priorities, etc. I’ve already submitted the brief, but am still looking for feedback on my thinking, alternative ways I could have approached the brief, and any recommendations on where to continue building out my narrative.

    A PDF can be found HERE

    Appreciate the feedback.

  • ISO of feedback on a Creative Strategy

    Steven updated 2 months, 2 weeks ago 3 Members · 5 Replies
  • Steven

    Member
    March 3, 2022 at 9:55 am

    @markpollard , would love your thoughts/feedback.

  • Marshall

    Administrator
    March 3, 2022 at 10:44 am

    Interesting stuff Steven! I like your problem that people are looking for more than just a better fit, and that Indeed is presented as primarily a place for quantity.

    With the knowledge this is a job assignment so you didn’t have all the info (and shouldn’t have spent as much time as you would once in the role, presumably!), I’d push past the problem and brief you proposed. Specifically, what are Indeed’s unique advantages? How does that connect with this brief?

    If the brief is pushing that job seekers are looking for more than just a better fit, what about Indeed makes it the best place to find that?

    • Steven

      Member
      March 8, 2022 at 10:49 am

      @marshall , agree on your point of bringing in Indeed’s unique advantages. In all honesty I ran out of time and shoe horning a slide on the role of the brand was feeling force fitted into the brief narrative I was writing.

      If I had to guess, I think they wanted to see an umbrella strategy statement where all their new evolved offerings could hang from that also laddered up to their positioning, “Connecting you to Better Work”.

      Appreciate the feedback.

  • Mark

    Administrator
    March 7, 2022 at 2:40 pm

    Hi Steven. Your strategy works. Work -> Life.

    I guess, if anything, I’d want to hear something less familiar. Riffing on “work to live” vs “live to work” is a cliche. Cliches are useful to examine but I’d want to use words in a new way based on some kind of fresh research.

    How did you go?

    • Steven

      Member
      March 8, 2022 at 10:43 am

      Thanks Mark, unfortunately it didn’t go my way. The hiring manager said they found two candidates that completed the assignment exactly to what they needed as it pertained to the thinking & approaching a creative brief for their area of the business (Job seekers).

      Looking back, I see where my brief took a hard left by not bringing in the brand’s evolved offerings. Unfortunately it just didn’t work within the narrative I was telling and the research I had already done.

      Appreciate the feedback on the cliche. An experience to learn from for next time I’m in a similar situation.

      Thanks!

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