“Find a Job Worth You” Campaign
The “Find a Job Worth You” campaign was a marketing strategy I worked on with a team for the 2023 National Student Advertising Competition. Our client was Indeed, an online job search engine, and we had to come up with a strategy to target Generation Z. I was co-creative directer and established the logo and branding, and I also made a few digital advertisements for the campaign such as a Spotify ad and a conceptual Snapchat filter. Spotify is the number one streaming service among Gen Z, and Snapchat is also the third-most popular social media app for the demographic.
research
Indeed is the number one job search engine, but their market shares
for Generation Z have plateaued. The goal of this campaign is to make Indeed the first resource chosen by Gen Z to look for a job.
My team and I found in our research that young adults between
the ages of 18-24 are:
largest generation demographic in United States
most diverse generation
against the standard corporate lifestyle
value individuality & self-expression in workplace
want respect & high pay from employers
We developed a marketing strategy focusing on Gen Z’s desire for self-fulfillment and personal expression within the workforce. Our strategy for Indeed would utilize an aesthetic that is lively and friendly, depicting young adults from various backgrounds looking happy at their job they found through Indeed. “Find a Job Worth You” empowers Generation Z to find a job that is meaningful to them as unique individuals, and to find a place that will value their time and effort as an employee.
building identity
Generation Z is typically put-off by corporate design, such as the corporate blue most companies use. Young adults view this aesthetic as outdated, stuffy, and dull, and it also fails to stand out. Many companies like Pepsi, Facebook, LinkedIn, and Sony use similar shades of blue in their branding; my team and I decided to use the Indeed-approved sea foam green along with their official brand blue for our campaign to appeal to Gen Z.
final visual identity
digital advertisements
Our research shows that 63% of Gen Z streams music on a daily basis, and Spotify has 68% of that Gen Z market. For social media, about
42 million individuals make up Snapchat’s 18-24 year
old demographic.
To demonstrate the versatility of our campaign, my team and I create
a Spotify advertisement in Mandarin. It shows that “Find a Job Worth You” can function in various languages and target larger demographics of Generation Z. The conceptual Snapchat filter allows users to post photos of their day at work and of themselves getting ready for a job interview, and it encourages users to explore their career options with Indeed.
