Indeed strives to bring equality and empathy to the workplace. LGBTQIA+ people face unique challenges in the workplace that can hinder their ability to bring their authentic selves to work—from struggling to have your partner recognized on your insurance plan to being seen and addressed with your correct pronouns by colleagues.
Our objective was to establish a prominent and influential voice to drive a genuine, month-long conversation around the importance of Empathy at Work and how it translates specifically to the LGBTQIA+ community, position Indeed as a leader in the conversation around a more inclusive workplace, as well as meet our fundraising goal for non-profit partner, Born This Way Foundation.
Indeed partnered with International pop artist, MIKA to bring our Soundtrack of Empathy to life via a multifaceted partnership, including: a virtual “fireside chat” with Indeed Senior Vice President of Human Resources, Paul Wolfe, where they swapped playlists and talked about the power of music as a tool for empathy in the workplace as well as Mika’s personal career journey; a virtual chat between MIKA and other LGBTQIA+ artists, discussing their personal journeys, the power of music, and empathy.
All activities culminated in a virtual concert by MIKA which featured testimonials from real LGBTQIA+ jobseekers as well as an exclusive interview with MIKA about the Soundtrack of Empathy. We engaged additional LGBTQIA+ influencers like Tyler Oakley to create their own playlist as well as promote the concert to ensure maximum views. This concert served as a fundraiser for Born This Way Foundation, raising $20,000, $1 for each view up to 20K views to match Indeed’s initial donation of $20,000 for a total of $40,000.
Throughout this campaign our strategy was to use the power and connectivity of music to bring awareness to Indeed’s commitment to a more empathetic workplace, create an earnest digital conversation that felt timely to the remote nature of our “workplace” and engage LGBTQIA+ influencers in an authentic way, providing them a platform to raise awareness around the need for empathy and belonging in however they define “workplace.”
BY THE NUMBERS:
Total of 13 pieces of press coverage, in national and international coverageHere’s the breakdown:
Unique coverage: 11 Syndicated coverage: 2
Total Impressions: 218,924,899
National: 350,754 International: 12,911,030 With syndications: 218,574,145
204K+ views of Mika’s YouTube performance as of 8/30/21 which surpassed the target 20K views in less than 24 hours Combined performance of influencer and MIKA content
85 pieces of content 173K engagements 7MM impressions 3.9MM reach 1.5K link clicks $788.5K in SMV
Indeed organic social content
16.7MM reach (37% above goal) 6.1MM video views (24% above goal) 16.7K link clicks 49.2K+ total engagements (11% above goal)
Overall social conversation
204.0MM impressions 6,403 mentions 6.1MM video views 84% positive sentiment #soundtrackofempathy impressions: 6.3MM