How Indeed, the world’s #1 job site, drives creative impact among elite talent

Background

With over 300 million unique monthly visitors, Indeed is the world’s #1 job site. Indeed Netherlands is constantly seeking new ways to connect with the highly sought-after graduate and professional demographic. By partnering with FD Mediagroep for podcasting, their goal is to drive brand consideration

Challenge and Approach

To achieve this, Indeed, EssenceMediacom, and FD Mediagroep launched the ‘Werken aan groei’ (Working on Growth) podcast in February 2023. Simultaneously, MeMo² conducted a six-week research project to measure the brand lift, audience reach, and creative impact of the first three episodes and the supporting media campaign. The research focused specifically on BNR and FD users aged 25–65.

This case study highlights the key insights, such as the effect on brand lift between exposed and non-exposed audiences. Finally, we look at how Indeed and MeMo² interpret the most significant findings.

Key take-outs

The key findings of this case study are as follows:

• Attention is the driving force behind advertising: 81% of BNR listeners tune in with high levels of attention.

• Podcasting boosts brand perception by 64% and consideration by 32%.

• The BNR audience offers high selectivity within talent acquisition and recruitment.

• The campaign achieved high scores for content appreciation and the strategic fit between the brand and the podcast.

The Synergy between Indeed and FD Mediagroep

The partnership between Indeed and FD Mediagroep (BNR Nieuwsradio) was an obvious choice, driven by BNR’s impressive statistics and highly targeted audience. With an index of 203 in the field of personnel and education and a reach that spans top-tier professionals, the platform aligns perfectly with Indeed’s target demographic.

Furthermore, 81% of listeners tune in attentively, and 57% listen to podcasts without interruption, indicating exceptionally high levels of engagement. Boasting 5.7 million podcast downloads per month, BNR Nieuwsradio offers Indeed an outstanding opportunity to deliver their message effectively to a selective, highly educated, and young audience.

The ‘Werken aan Groei’ (Working on Growth) podcast, sponsored by Indeed, the world’s number one job site, significantly strengthened both brand perception and consideration. While aided brand awareness remained stable, brand perception surged from 100 (non-exposed) to 164 (exposed). Brand consideration also saw a substantial increase, rising from 100 to 132.

The most notable impact was the significant uplift in specific brand perceptions. The belief that “Indeed’s market analysis helps the target audience adapt quickly to changes in the recruitment market” grew from 100 (non-exposed) to 163 (exposed). Furthermore, an extraordinary index of 214 was achieved regarding the conviction that Indeed actively supports business growth.

Conclusion

The study concludes that podcasts have strengthened both the emotional and rational perceptions of the Indeed brand. By incorporating established channels, impressive results can be achieved across a broader audience, thereby increasing overall awareness. Consequently, when developing a campaign strategy, prioritising brand awareness can be a highly effective way to maximise overall impact.