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.