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Indeed Reinvents Hiring with Artificial Intelligence
Indeed highlighted AI-powered matching tools and a human-centered hiring message in its new campaign.
While job searching is a tiring process for many people, companies also struggle to select the right candidate from hundreds of resumes. Indeed brought this tension to the forefront with its new brand campaign and explained that it aims to make the hiring process more accurate with AI-powered tools.
The campaign called "Jobs Need People" was prepared with the creative agency 72andSunny. The visuals emphasized the interaction of people working in different roles with customers and colleagues; thus, conveying the message that it is the human, not technology, who remains at the center of the process.
Main message of the campaign
Indeed's marketing manager James Whitemore said the new creative work reminds that although AI speeds up the process, hiring fundamentally remains a human issue. The company argues that matching tools help employers and employees find each other more accurately.
Whitemore explained in a video interview during the campaign preparation that the marketing team used AI to better shape the content. He also said AI tools were provided to sales teams to support planning and tracking offers.
Three focus areas
According to Whitemore, the company's AI strategy revolves around three main topics. First, the goal is to define audiences more precisely and use campaign budgets more efficiently.
The second topic is strengthening the link between sales and marketing. The company provides sales teams with tools that help them see how customers interact with marketing content and programs. This approach aims to transform the traditional "lead" concept into real-time signals and alerts.
The third topic is developing AI skills within marketing teams. Whitemore stated that marketing is one of the professions most affected by AI and that he wants the team to become competent in this area.
Sports partnerships are also growing
Whitemore explained that the brand's connection with sports is also an important part of the campaign. He emphasized that the loyal communities he calls fandoms are very strong in consuming and sharing content.
Highlighting the company's partnerships around Formula 1 and the Premier League, Whitemore said that collaborations with Brentford FC, FC Utrecht, and Eintracht Frankfurt will grow even more during the summer with the World Cup to be held in the USA.
It was also announced that Indeed and FOX Sports will announce a special collaboration. Within this scope, an official World Cup viewer will be hired to sit inside a dome in New York's Times Square watching matches throughout the tournament and will receive a salary of $50,000.
Whitemore's career path
Whitemore explained that he started his career in sales and later moved to marketing. While working at IBM for a period, he realized he needed to be more confident in turning complex technologies into stories that customers could understand.
According to his own account, this experience taught him how decisive storytelling and simplifying technology are in marketing. Whitemore stated that he still tries to instill the same approach in his teams today.
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