In a session yesterday at the Direct Marketing Association's new &THEN Marketing Conference in Boston, Indeed.com's Vice President of Global Marketing Mary Ellen Dugan swam against the current. While many of the sessions were focused on how to optimize and what's next, Dugan took 45 minutes to talk about what happens when digital marketers go offline.
Relaying experiences from her recent career, Dugan talked about how Indeed.com wanted to rebrand and increase awareness. Even though it owned a power position in the job search marketplace, Indeed.com wanted to double down on audience engagement and brand "positivity."
Dugan says the three things to consider when building a brand strategy are purpose, product and perspective.
Taking things offline via a TV spot, Indeed.com relied on what it had — data, and lots of it.
When taking purpose into account, the data showed that a job is the second most important thing to Americans, behind only their families. The average American spends 1,788 hours per year at work, so Indeed's campaign needed to reinforce how the company connects people to purposeful work experiences. This led Indeed to the cornerstone of its campaign: "How the World Works."
Looking at the product side of things, Indeed found many job search engines made it too complicated, inadvertently discouraging searchers. When designing its new homepage, Indeed pared it back to two things: what (the job) and where (the place). By making searching for a job on Indeed simple and user friendly, it was easy to communicate the value in the rest of its campaign.
With regards to perspective, Indeed wanted people to know that it practiced what it preached. So when it came time to put together the TV spot and actually go offline, it came up with the brilliant idea to hire everyone needed to shoot the commercial through Indeed. Here's the end result:
The campaign was incredibly positive for Indeed. It generated a significant brand lift. While most of the world pushes forward into the realms of digital, looking offline can be scary. But it doesn't have to be. Just keep in mind the balance of purpose, product and perspective.