This document provides an overview and analysis of Indeed, the largest job listing company. It details Indeed's large user base and traffic numbers that establish it as the dominant player in the job search market. However, the document notes that Indeed generates a small percentage of its revenue from employer branding solutions. As such, the goal is to grow this segment by differentiating Indeed's offering and promoting it to key audiences like talent acquisition leaders and recruitment agencies. The document outlines digital marketing strategies for a New York pilot program aimed at achieving this goal through earned, paid and owned channels.

1. More people find jobs on Indeed
than anywhere else
Michael Singer
Bomi Song
Diana Farrell
Jacie Juntilla
Beverly Madden
Nathalia Lopez-Gomez
Rutgers University Capstone Project
June, 2019

2. Overview:
 Company profile
 Employer Branding
Solutions
 Business challenges
 Competitors
 SWOT
 Marketing Challenges
 Goal
 Target Segments
 Digital Strategies
 Digital plan highlights
 KPIs

3. Indeed Profile:
 #1 job listing company
 250M Unique Visitors Globally (#1 Worldwide)
 4.5X More Monthly Visitors than Glassdoor
 150M Employee Reviews (#1 Worldwide)
 150B Views to Indeed Company Pages in 2018
 83% of Surveyed Indeed Candidates say they read employee reviews before applying to jobs
 Job Seekers who visit an employer’s company page are 4X more likely to apply to that company’s jobs
 38% of all of Indeed’s company pages comes from google search

4. Indeed Branding Solutions Offering:
Targeted Brand
Advertising
Company Pages Premium

5. Business Challenge:
 QTD Global Revenue
through 6/4/19: $460M+
 QTD Global Revenue via
Branding Solutions:
$~4.5M
 > 1% Global Revenue from
Branding Solutions

6. Key Competitors:

7. SWOT Analysis:
S
O
W
T

8. Marketing Challenges:
1) Indeed not perceived
as a holistic
recruitment and
employer brand
solution
2) Undifferentiated
branding solution (vs
Glassdoor)

9. Business Goal:
Grow volume of
employer brand
solutions
customers from
11% to 20%

10. Target:
Talent Acquisition Leader/
Employer Brand Strategist
Recruitment Marketing Agencies
• 73% Female
• Believes building a strong
employer brand to attract][
candidates is important
• Hires for specific company culture
for industry fit
• Confident, ability to self manage,
stellar communication skills,
multitaskers, good listeners, and
relationship builders
• TMP Worldwide
• Bayard Advertising
• KRT Marketing
• Shaker Advertising
• Buyer Advertising
• Recruitics
Influencers HR Professional
Associations & Networks
• SHRM
• IHRIM
• ATD
• Academy of HR
development
Target:

11. 1) Differentiate
Indeed’s Employer
brand offering
(product and
messaging)
3) Drive trial of
Indeed’s employer
brand solutions
among key
segments
2) Promote
Indeed’s
employer brand
solutions
Key Digital Strategies: New York Pilot

12. Earned Paid
Owned
NY Digital Marketing Plan Highlights:
• SEO
• Influencer
Program and
respective
networks
• PR
• Website- Revised
feature and
functionality page
• Content Marketing
- Blogs
- Slide Share
• Update online
sales material
• Search (Employer
Branding Reviews &
other key terms)
• Display advertising
(HR online
publications)
• Social Media