Indeed Launches 'Jobs Need People' Campaign

Hiring must remain human.

That’s the message behind Indeed’s ‘Jobs Need People’ brand campaign, as the company shifts towards a more AI-enabled model. 

“We’re leading a new era of hiring with our brand campaign,” says James Whitmore, Chief Marketing Officer of Indeed. 

The campaign has been created to act as a reminder that while AI can help streamline the hiring process – with Indeed using the company to position itself as a “sophisticated, AI-powered matching engine,” – companies hiring new talent should keep people at the centre. 

“AI can make hiring faster and more efficient, but hiring is ultimately a decision between people,” says James. “Job seekers want to feel seen, valued and recognised for more than just keywords on a resume, while employers want the clarity to connect with the right candidates, faster and with confidence.  

“This transformation is already underway across our products, technology and brand.”

Building the campaign

Indeed’s ‘Jobs Need People’ campaign has been created in partnership with marketing agency 72andSunny, through a series of launch films highlighting the people behind job applications. 

‘Jobs Need People’ will launch as a full funnel media strategy – across TV, streaming, YouTube and the company’s social media platforms. 

“The campaign reinforces the belief that jobs need people as much as people need jobs,” says James. “We will achieve this through deep media engagement, sports partnerships and integrated experiences.”

Indeed named 72andSunny as its global agency of record in March, after years of creative collaboration. 

At the time, 72andSunny said it would tap into the “universally personal experience” of job-hunting in its work with Indeed “through bold, human-centric storytelling that is globally resonant,” while “speaking to local markets’ unique needs”. 

“The partnership between 72andSunny and Indeed is built on a foundation of humanity and deep trust, which shows up in the work we do together,” notes Marianna Malina, North America CEO of 72andSunny. 

This campaign marks the agency’s first work as Indeed’s global creative agency of record. 

AI-powered hiring

This campaign has been launched during a challenging period of jobseekers. According to a Harris Poll survey conducted on behalf of Indeed, 81% of people apply for a job and never hear back from the employer and 45% of job seekers have no idea if they are qualified for the roles they are applying to. 

The same survey also found that job seekers are spending six hours on average researching and applying for jobs – but more than half assume they will never hear back at all. 

“Hiring can easily become a volume game where employers are overwhelmed sorting through applications and job seekers feel overlooked,”  James explains. “We believe there is a better way, which is why our new campaign shifts the narrative from searching to matching.”

Indeed says its AI matching engine is powered by a “vast talent pool,” of more than 665 million job seeker profiles. The matching engine captures over 100 insights per second – evaluation job descriptions, pay preferences, job descriptions and more – to better identify strong employer-employee matches. 

The software also uses semantic matching to better understand the context of a candidate’s experience relative to the job requirements.

James continues: “Hiring shouldn’t feel like a search. It should be a discovery.

“We are building toward a future where job seekers don’t have to wonder if they’re qualified or if they’ll hear back, and where employers can spend less time sorting through volume and more time connecting with the right people.”