Marketing Featured South Asia

Indeed’s new brand campaign in India addresses SMB job challenges

India – Job platform Indeed has launched a new brand campaign called ‘#HireBetter’ which highlights the issues that companies face if one does not rely on proper recruitment tools to hire employees. 

Conceptualised and created by DDB Mudra, the ad campaign is directed by Vivek Kakkad. The series consists of three ads and showcases hilarious goof-ups when hiring through referrals in three different scenarios. The concept pulls from the insight that while there’s a shift in online recruitment for SMBs, oftentimes SMBs still rely on their first party sources to hire.

The ad films and creatives will be spread across various digital and print platforms that employers and job seekers choose to watch such as YouTube and physical press across regional and national newspapers. 

Nishita Lalvani, director at Indeed India and SEA, said, “Our campaign is focused on reaching out to SMBs – the high-growth market in India. This campaign will address their concerns regarding hiring employees, through a series of relatable films which resonate with them. Indeed provides easy hiring solutions for SMBs and aims to constantly innovate to help these companies find the right talent through its platform.”

Meanwhile, Sooraj R Pillai, senior creative director at DDB Mudra, commented, “Hiring in small and medium businesses in India gets done through word of mouth over legitimate channels. And this may turn out to be a problem since the owners appoint employees with mediocre aptitude, causing potential losses for the businesses.” 

Pillai added, “The objective of this campaign was to target SMB owners specifically and encourage them to subscribe to the platform. Thus, changing their typical approach towards hiring and their standard practice of appointing someone they know instead of hiring someone who knows what to do.”

Platforms Featured APAC

Indeed teams up with TikTok to aid Gen Z, millennial job seekers

Singapore – Job platform Indeed has launched a new channel on the short video platform TikTok in a bid to aid Gen Z and millennial job seekers to any available job opportunities on the platform. The channel will officially launch on August 23.

Said campaign aims to target the large millennial and Gen Z audience that is active on the social networking platform.

The campaign, called ‘You Better Work, Boss’, is based on research showing that this generation is already changing their relationship with work and expects employers to strive hard to attract and retain their employees.

The initial content will be produced by popular influencers such as JAMIELIMYY, IANJEEVAN and AINLOVESCODE. Their material will include ‘A Day in the Life of’ series, which will show how some professions work, conversations about how to get ready to enter the job market and new jobs. The channel will also dive into the future of work and what it will change for the younger generations.

“The campaign’s key message centres on urging GenZ jobseekers towards employment through Indeed’s seamless and user-friendly job search options. In line with TikTok’s digital learning initiative, which curates life tips, career advice, motivational speech videos, and other educational content, the new campaign encourages the youth to discover their dream job with the help of Indeed,” the company said in a press statement.

Meanwhile, Nishita Lalvani, marketing director at Indeed India and SEA, commented, “We want to support the aspirations of Gen Z and Millennials who will make up a large part of the workforce soon. They are set to have a 50–60 year career ahead of them, and we foresee the need to help this group of workers navigate the jobs sector whilst staying true to their beliefs.” 

She added, “Gen Z workers prioritise a positive work-life balance. They seek work environments that are empathetic and diverse, offer learning opportunities, and align with their core values. Indeed’s new TikTok channel is aimed at helping to bridge the gap between Gen Z and PMET employers and help everyone find common ground where businesses and employees can thrive together.”

Marketing Featured Southeast Asia

Filipino singer Juan Karlos Labajo launches own job portal, Raket.PH

Pampanga, Philippines — The multi-platinum singer-songwriter Juan Karlos Labajo widens his portfolio with his latest move on entrepreneurship as co-founder of Raket.PH, an online job marketplace for Filipino freelancers. The platform is owned and operated by The Rocket Inc, a startup company headquartered in Angeles City, Pampanga.

The idea of a digital platform aiming to curb the number of unemployed and underemployed workers during this pandemic convinced the artist to proceed with this endeavour. Rooting from his experiences as a young breadwinner, Labajo sympathizes with his kababayans in dealing with the struggles of providing for the family’s daily needs.

Labajo discussed, “As a musician, gigs and projects come and go. I’ve experienced having no projects for months, but my responsibility to my family doesn’t stop when I don’t have a job. This led me to invest in a platform that strives to help freelancers like myself.”

This project was brought to life alongside his co-founders, Peng Enriquez and Carlet Enriquez, who also operate Fullstack HQ, a top tech company based in Pampanga.

“I’m truly grateful to these two amazing people for being a strong unit in realizing this common vision toward the welfare of every Pinoy independent worker,” Labajo said.

As of date, Raket.PH is in its alpha stage and recently launched its RaketShip feature, which functions as an online portfolio and resumes showcasing a freelancer’s information and services. Other major developments are expected to be introduced throughout the whole year 2022.

Marketing Featured APAC

SEEK Asia rolls out pan-regional campaign to empower job-seekers to ‘get to work’

Singapore – SEEK Asia, the parent company of jobs platforms JobStreet and JobsDB has rolled out its pan-regional omnichannel campaign for Asia that is targeted to empowering job seekers to go after careers they are passionate about.

A prime figure for the campaign is its TVC that depicts workers encouraging job-seekers to find work that matters to them, whether to save lives, design for fashion, explore new things, or discover future technologies. All of the TVCs, localized for their respective markets, end with the campaign’s mantra and name ‘Let’s Get to Work’.

The inspiration for the campaign stems from the fact that the pandemic has changed people’s attitudes towards their jobs, with many re-evaluating where and how they want to work and the kind of work they want to do. This has led to the emerging trend known as the “Great Resignation”, a term coined by associate professor of management at Texas A&M University Anthony Klotz, which explains why even experienced job seekers are choosing to leave their current careers in the search of something more meaningful.

The campaign is made possible by the direction of acclaimed Manila-based director Adrian Calumpang and through the creative direction from marketing company McCann Worldwide. As part of the campaign activation, Ogilvy will lead the social drive for the campaign, while PRecious Communications will drive the campaign’s PR.

Speaking about the campaign, Jane Cruz-Walker, chief marketing officer at SEEK Asia who was recently appointed as CMO for SEEK this year, said that the campaign is launched to motivate job seekers to pursue the jobs they love, adding that by providing them with these opportunities, they at SEEK Asia want to be the career partner that will inspire the next generation of workers to be the ‘heroes’ in their own career journey.

“While the pandemic has caused widespread job loss, reduced working hours, and pay cuts, it has also caused many to re-evaluate what they want out of their career. Job seekers’ demands have evolved beyond remuneration — they want a sense of fulfilment, good work-life balance, and career progression — and it is time for companies to adapt to this new world of work,” she stated.

Focusing on the hyperlocal nature of the job market, ‘Let’s Get To Work’ will also feature influencers and key opinion leaders will be used across the region — including Singaporean actress Sharon Au, Malaysian stand-up comedian Harith Iskander, Indonesian vlogger Gerry Girianza, Filipino actor and chef Marvin Agustin, Thai musician Manassavee, and Hong Kong fitness entrepreneur Charlz Ng.

Additional activities will also be introduced to get local job seekers excited, including Roro Jonggrang in Indonesia. This hyperlocal campaign will use the popular Javanese legend to tell the story of love and betrayal, and contrast this with how finding a job with SEEK Asia can be easy and drama-free. Said hyperlocal campaign for Indonesia is directed by Ben Wee, a freelance film director and cinematographer that has worked on multiple projects locally, including advertisements for Google and Indomie.

Meanwhile, Peter Bithos, CEO at SEEK Asia, commented that through their campaign, they hope to be able to better engage with and inspire job seekers to find jobs that are meaningful to them. He added that with their appeal to job seekers, this will also allow them to get more employers on the platform looking for quality talent, allowing an ‘explosion’ of opportunities. 

“Let’s Get To Work is an integral part of SEEK Asia’s commitment to job seekers and employers, and this is just the beginning of our exciting developments and plans,” Bithos stated.

He further added, “SEEK Asia is the biggest and most trusted jobs board in Southeast Asia. Our ambition is to grow fourfold in the next five years and to expand our platform beyond what people have come to know and love us for today. We are strengthening our existing business by making big investments in ​​people, innovation, and technology.”

Marketing Featured East Asia

SEEK invests US$48m in South Korea’s job portal JobKorea

Singapore – As part of its vision to be one of the leading digital career platforms in the Asia-Pacific, tech company SEEK that owns recruitment marketplace platforms JobStreet and JobsDB, has announced investment amounting to US$48m to JobKorea, a South Korea-based online recruitment platform.

The investment entails SEEK having a 10% stake of JobKorea, as well as having Peter Bithos, CEO of SEEK, to join JobKorea’s board.

For Bithos, said investment partnership is a big win not only for SEEK and JobKorea, but more importantly for all jobseekers and employers in Asia, adding that with JobKorea, they can now touch the lives of an additional 25 million jobseekers and 5 million employers in one of the largest economies in the world.

“Through this investment, we look forward to helping JobKorea with our market-leading insights into big data, how to leverage AI, and our commercial and technical experience building the leading jobs and career marketplaces across APAC. We also look forward to learning from JobKorea as it continues to build on its leadership in one of Asia’s most dynamic, sophisticated markets,” he said.

This investment will provide an opportunity for SEEK to add value to JobKorea’s market-leading position, while SEEK focuses on its operations, fast-tracking its ongoing transformation and growth of its existing Asia businesses. SEEK’s digital teams continue to make major inroads in building products and solutions driven by AI and market data, which combined with SEEK’s deep local insights and resources in each location, differentiate it from other international players.

Meanwhile for JobKorea, this partnership will provide an opportunity to leverage SEEK’s experienced management team and their significant expertise in operating global online employment and human capital management platforms.

“We are delighted to have a partnership with SEEK, a company with a wealth of experience in the global online employment market. We believe that this relationship will be an opportunity for JobKorea to make a quantum leap to the next level. With competition becoming ever fiercer to hire talented people such as good managers, developers or tech specialists, JobKorea will move toward a global HR platform that connects the Korean employment marketplace internationally,” said Yoon Byung-joon, CEO at JobKorea.

At present, 90% of JobKorea is owned by Affinity Equity Partners (AEP), a global private equity player and the largest in Korea. AEP acquired 100% of JobKorea back in May 2021.

SEEK in Asia has also seen some corporate moves as well recently, with the appointment of former HOOQ marketing head Jane Cruz-Walker as its chief marketing officer.

SME Featured Southeast Asia

Job portal Dream Career Builder adds new “work from home” feature for Singapore, Malaysia

Singapore  – Dream Career Builder, a job portal with a dedication to Singapore and Malaysia, has integrated a new “Work from Home” feature in its search function. The company said the new feature is its response to meet employment needs in the middle of the growing gig economy as well as the continuous job cuts in both countries.

Aside from connecting job seekers and employers, the new feature will provide ranking signals that amplify rankings of remote and work from home opportunities for more conversion of leads.

Further, for a small sum, prospective employers can opt to have job posts boosted on the job portal, improving the chances of finding a suitable candidate. 

The company said in a press statement, “As the economy goes through major restructuring, and industries are reshaped, Dream Career Builder seeks to understand employment needs compounded by the global pandemic.”

It added, “By tapping on the growing gig economy, it has established a platform of mutualism, enabling the direct solicitation for employment without geographical restrictions.”