As a relatively new player in a cluttered category, Indeed suffered from a lack of awareness and consideration – both of which crucial for the brand’s growth. To address this, we decided to deviate from the homogeneous Tier-1, corporate white-collar narratives of the category, and focus instead on an overlooked segment witnessing a meteoric surge in demand for candidates: small- and medium-sized businesses (SMBs). 

Despite a whopping compound annual growth rate of 60%, most Indian SMB recruiters were resorting to casual, inefficient means to fill their vacancies – driven by paucity of time, resources, know-how, and the reluctance to deny support to their community. However, they had hardly any understanding about the repercussions of informal hiring. There appeared almost no discourse on its perils, opening a viable chasm for us to address.

To dismantle these deep-rooted behaviours and ensure SMBs increasingly rely on Indeed for all their recruitment needs, we created ‘The Hire’. This was a humorous campaign about the pitfalls of informal hiring practices, which presented Indeed as the ideal solution to “hire better” and reach the right talent. It resulted in +10% rise in consideration, +13.8% in purchase intent, and over 168,000 visits to the employer microsite. Overall, the campaign reached 50Mn+ unique audiences, creating 142Mn+ impressions.