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By Amy Houston, Senior Reporter

January 10, 2024 | 5 min read

The campaign won in the Content and the Consumer categories at The Drum Awards for Marketing APAC.

Apparently, the average amount of time recruitment managers give a resume before deciding to move on is seven seconds. With this stat in mind, Indeed approached marketing agency WiredCo with the objective of increasing brand consideration among Gen Y and Gen Z people in Australia.

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The Brief

The recruitment site wanted to highlight the value of its comprehensive tools and resources during a time when many people were resigning from their jobs. The challenge was to communicate the emotional benefits of using these tools, particularly in the context of the seven seconds recruitment managers typically spend reviewing a resume. The primary goals were to elevate aided awareness, increase monthly traffic to career guides and reach 10 million Aussies.

The Idea

To address the challenge, WiredCo devised a content series called ‘The Seven Second Resume’ featuring four individuals from diverse professions who had publicly discussed interview pressures on social media. These people were invited to an interview, unaware that it would take place in an elevator and be live-streamed on Indeed’s Facebook page. As they entered the elevator, they faced quick-fire questions about their career history, with each answer limited to seven seconds. This experience replicated the pressure résumés face in a condensed timeframe.

As the elevator ascended, the participants realized the harsh reality of the seven-second résumé review. In a twist, the team surprised them by presenting perspectives from their past colleagues, highlighting their emotional human qualities that were often overlooked. This journey unfolded over three episodes per professional, showcasing their frustrations and surprises and ultimately providing clarity on how to elevate their résumés by emphasizing emotional intelligence qualities related to the role.

The Results

The content series had a profound impact, engaging hundreds of thousands of Australians and provoking conversations about their own experiences. The campaign achieved remarkable results, surpassing the initial objectives. Monthly traffic to career guides rose by 50%, surpassing the target by 100%, and the campaign reached 21.3 million Australians overall, surpassing the goal by 118%.

In addition to these direct results, there were positive by-products. Google searches for Indeed increased by 22% compared with the same period the previous year, while searches for ’Indeed résumé’ rose by 85%.

By successfully highlighting the emotional aspect of the seven-second résumé review and equipping individuals with the tools to improve their chances, it not only increased brand awareness and traffic but also positioned Indeed as the partner for finding better work in the minds of its target audience.

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This campaign won at The Drum Awards for Marketing APAC 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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