The Story:
The temporary work sector has steadily been on the rise for a number of years, and it’s a market that isn’t going anywhere soon. IndeedFlex, a subsidiary brand of one of the world’s leading recruitment brands Indeed, specialises in recruiting people to fill these ever growing temporary roles. After they rebranded from ‘Syft’ in 2021, they needed to stand out both from Syft and Indeed, to become recognised as an expert temporary recruitment specialist.
The way to achieve this would be to:
Increase leads to the website’s vacancies to fill temporary job roles across the 2021 Q4 period leading up to Christmas.
Increase online searches for the new IndeedFlex brand, by differentiating against their subsidiary brand, Indeed.
Drive and increase app downloads, as well as leading to consistent monthly visitors to the site.
The Strategy:
In order to ensure that we not only met our client objectives, but exceeded them, there were core elements that had to be included in the creative:
Showcasing the jobs available via Indeed Flex, so that audiences knew it was for temporary work specifically and what sectors.
Reaching audiences in order to promote the app and website.
Convert website visits into job applications and ultimately fill positions during this period.
As the campaign was running up to the Christmas period, using an emotive creative that focused on the positives of temporary work would ensure not just differentiation from Indeed, but also an emotional connection with the audience.
As this was to be IndeedFlex’s first campaign, when considering their recent rebrand- it was vital that our strategy increased brand awareness by showing IndeedFlex was not Indeed in a clear and distinctive manner.
We knew placing the campaign on broadcast was perfect for executing that as our insights found that TV viewing accounts for 68% of all video viewing for the average UK adult, and in general broadcast TV accounts for 87% of our video advertising day. Therefore, we took a multi-channel approach to the campaign across TV and VOD as this would also ensure a wider reach to target our audiences . This reach would then enable us to showcase the jobs the brand was offering, and promote the website and app- which would in turn convert these leads into job applications; ultimately filling positions IndeedFlex needed filling.
The Results:
We used Google Analytics to measure the overall effect of the broadcast campaign across direct and organic channels. The results showed that at the time of the campaign:
Website traffic was up:
New audience visits were up:
Visits were up:
Page Views per user were up:
