SINGAPORE — SEEK, which operates Asia’s online employment marketplace Jobstreet and Jobsdb, has launched a new region-wide brand campaign focusing on the creative use of SEEK’s world-class AI to match employers and job seekers.
Titled “Better Matches,” the creative campaign uses animal imagery to convey the increasingly complex jungle of job seeking and hiring, highlighting SEEK’s expertise in using AI tools for job matching.
This campaign follows the merger of Jobstreet, Jobsdb and SEEK’s platforms across APAC, whereby the three brands operate under a single platform powered by SEEK’s world-class AI technology, while retaining their individual brands. With global talent shortages at a 16-year high, the unified marketplace now enables local employers and talent to leverage the AI-powered platform for more opportunities. This is an urgent need, given 83% of employers in Singapore reporting difficulties in hiring skilled talent. To address this gap, employers can now tap into a wider talent pool of over 40 million people across eight APAC markets, and talent can access more job opportunities from over 2.5 million employers.
For the “Better Matches” campaign, SEEK partnered with Talon Creative (Naga DDB Tribal) to create a series of animated animal videos, which depicts a giraffe, a lion and a sloth working in mismatched jobs that do not align with their inherent traits, leading to unforeseen consequences. When taken out of their natural environments, these animals are not set up for success – much like when candidates are not matched with the right enrollment that fits their level, strengths and pace. The animal-themed campaign symbolizes the journey through the “talent jungle,” which both employers and talent have expressed difficulties in navigating via multiple surveys and online publications. The aim of the campaign is to introduce Jobstreet’s new and improved platform as the latest digital solution to this growing problem, with the promise of delivering more access to opportunities, talent, and more relevance and personalization through AI technology.
For employers, the new platform deploys AI models to assess talent suitability and provide highly personalized recommendations by processing data from various sources, including resumes, job ad descriptions, and the employer’s past behaviors. This allows employers to hire fast and right.
“We are thrilled to unveil the launch of ‘Better Matches,’ an engaging and lighthearted campaign that underscores our commitment to enhancing and streamlining the hiring process. In Singapore’s dynamic job market, where talent acquisition is increasingly competitive, our new platform leverages AI technology to facilitate relevant job matches between employers and talent. Personifying traits and characteristics through the delightful animal characters, we aim to spotlight the evolving challenges faced by employers and talent alike, amidst the mismatch of expectations across our employment market. This campaign marks an exciting milestone as we introduce our revamped platform, and we eagerly await the response from the Singaporean audience as we continue to innovate and enhance the job-seeking experience,” said Jane Walker, Chief Marketing Officer for Asia at SEEK.
The integrated campaign will be broadcast across various platforms, including social media and Jobstreet’s owned channels. Particularly, it will also be broadcasted outdoors with a convoy of buses and taxis circulating key tertiary schooling districts to target the youths and at MRT stations to target the working crowd. Jobstreet will also be launching digital stickers and META filters on social media platforms like WhatsApp and Telegram.
To experience the new Jobstreet by SEEK platform, visit jobstreet.com or download the app on Google Play Store or the App Store.
