Indeed helps SMBs hire better. India's only B2B Grand Prix win at WARC Awards 2023
In India, Indeed faced the challenge of building awareness and catering to their global mission of “helping all people get jobs” as a relatively new player in a category dominated by a few large players.
While most job platforms target large corporates, we realized that small and medium-sized businesses (SMBs) present a big opportunity. India is the largest SMB market in the world. We have close to 75 mn SMBs and that is projected to grow to 95 mn or more in the next few years. It already contributes more than a trillion dollars to the economy and has the potential to create millions of jobs in the next few years. As these millions of people enter the workforce one of the biggest challenges will be recruiting the right people for this growth journey.
That was our focus through ‘The Hire’ campaign. It leaned into the human insight that most SMB business owners hired through their personal contacts, people that are often ill-equipped for the role they are expected to fulfil.
Through a series of three films, the campaign took a humorous take on the perils of informal hiring practices, garnering 140 mn+ impressions and reaching 50 mn+ unique audiences. It garnered significant sales results, lifting average monthly downloads by 50% as compared to pre-campaign.