Indeed Brand Strategy

Opportunity

Indeed achieved phenomenal global business success in its inaugural 9 years, becoming the #1 job site worldwide with limited investment in marketing. However, brand awareness was significantly lagging with an opportunity to increase differentiation to obtain greater market share globally.

Approach

The VP of Marketing and I conducted a brand positioning exploratory to further define Indeed’s brand platform and ensure long-term competitive differentiation. Key components of my approach:

• Internal and external qualitative research
• Quantitative research in multiple markets
• Competitive and market analysis
• Collaborative internal workshops
• Customer journey mapping
• Completed market opportunity and sizing analysis
• Conducted executive alignment work sessions
• Facilitated creative agency search and the selection of the global agency of record

Impact

I amplified Indeed’s existing success by establishing its core brand tenets that serve as the lens for all aspects of the business moving forward. This work laid the foundation for all marketing materials, including hiring an ad agency of record and launching an international brand campaign (Read More About the Campaign Here). All of this contributed to an increase in brand awareness and overall market share.

• Developed global brand platform and messaging hierarchy
• Determined pilot markets and budget allocations for Indeed’s first-ever large-scale brand campaign
• Established collaborative integrated planning model
• Created framework for pilot markets’ go-to-market strategy & goal setting