Indeed RFP
Background
Indeed revolutionized the online job search industry by becoming the first aggregated search engine for
any and every job you can find online. And they provided this service for free to every Job Seeker.
Today, Indeed is the #1 job site in the world with over 250M unique visitors every month.1 Indeed
strives to put Job Seekers first, giving them free access to search for jobs, post resumes, and research
companies. Every day, Indeed connects millions of people to new opportunities that have the power to
change lives for the better.
Business Problem
According to the U.S. Bureau of Labor Statistics, those born after 1996 (aka Gen Zers) are rapidly
entering the workforce and are expected to make up approximately 30% of the entire U.S. labor force
within the next 8 years.2 When comparing this group to workers 25-34, 18-24 year olds are less likely to
consider and prefer Indeed -indicating that Indeed may not be resonating with the younger Gen Z
audience as well as we should. Additionally, new category entrants, such as Handshake, UpWork, and
even TikTok are emerging that focus specifically on targeting these young workers. Considering the scale
and expected impact this cohort will soon have on the labor force, it’s imperative for our brand and
business that we continue to separate ourselves from the competition.
Marketing Goal
We want to be the first job site young adult job seekers (A18-24) think of and consider when they begin
their next job search. Specifically, we need to increase unaided consideration (UAC) among U.S. A18-24
by the end of 2023.
Project Deliverables
● Develop a comprehensive marketing / communications plan that includes:
○ Messaging strategy (What is the single-minded idea? How does it connect back to Indeed’s key
message?)
○ Creative concept that comes to life via video scripts, OOH, social extensions/activations, and other
media based on your groups strategic recommendation
○ Media plan & execution strategy, including key moments of activation throughout the year (
Where should we show up? When should we show up? How will our execution be unique within our
category?)
● While the above audience description provides us a board view of this cohort, we’re looking for your
group to provide a strategic point-of-view (POV) and rationale around which key sub-segment(s) within
the A18-24 audience Indeed should prioritize based on research;
● Showcase how you used research (primary and/or secondary) to identify audience insights, and how
these findings shaped your strategy and inspired creative development
Media & Budget Considerations
Zero Based Budget approach:
● Develop recommendations/plans to achieve business goal
● Not bound by prior spending levels and/or areas of investment
● Please abide by the general rule that no more than 10% of working (media) spend should be spent on
non-working (production) budgets.