Indeed is a global hiring and recruiting platform and the world’s largest job search engine. Beyond connecting employers with job seekers through job ads, it offers automated applicant screening and virtual interview tools, among other features. It also produces its own research and is a resource on trends and insights in HR and talent management with its Lead on Indeed site.
The goal was solidifying Indeed as an HR thought leader and strategic partner for employers, while educating enterprise decision makers around talent, recruiting and employee engagement-related themes. We worked to create content that would elevate Indeed’s brand consideration and perception, while showcasing Indeed’s research and industry expertise.
The Trust, which produces Custom Content from WSJ, produced a yearlong content series with Indeed that included about 18 custom and client-supplied articles and four videos on timely topics related to trends and current issues in talent management and HR. The articles featured Indeed research and interviews with its leaders and experts, clients and third-party sources.
Topics included how employers can better support women through their workplace policies and practices, building a multigenerational workforce and how the pandemic has significantly changed the hiring and talent management landscape. One article on fair-chance hiring—employing people with criminal records—included a video filmed in New Orleans featuring the founder of a local organization that helps the formerly incarcerated in New Orleans get job training and find jobs.
Beyond appearing in native ads on WSJ.com, the Indeed-sponsored articles were featured in The Wall Street Journal’s recently launched Workplace Report, a weekly e-newsletter with recent WSJ articles related to HR, labor trends and employee trends.
The ‘Leading the Way on Talent’ content program yielded strong engagement, with readers spending 2.6x + more time than average navigating through the articles and viewers completing the videos at a rate 35% above the benchmark. We successfully reached Indeed’s target audience of business decision makers, as 55% of our audience identified as management and C-Suite. Our robust media strategy drove this qualified audience to the content, with display overall click-through-rate exceeding the benchmark by 3x thanks to tactics including Apple News as well as audience and contextual targeted posts reaching the HR, C-Suite, and decision maker audience audiences. Indeed’s sponsorship of the ‘Careers & Leadership’ and ‘Workplace Report’ newsletters as well as the ‘Workplace Report’ editorial content also contributed to the campaign’s strong engagement and reach with Indeed’s target audience.