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Purpose- Driven Marketing

By Paul D'Arcy, Senior Vice President Marketing, Indeed

Paul D'Arcy, Senior Vice President Marketing, Indeed

Marketing for companies is multifaceted. We are represented in 60 countries with our job page and each of these countries has its own rules on the job market. Not to mention, Indeed changes completely every six months, and we operate in an area that is very important for people—also emotionally—to find a job. That's why our marketing must be just as emotional. Basically, we are guided by the strategy of "Purpose Driven Marketing".

"If people are to remember a business, you have to create an emotion in them: let someone feel something that they will remember for a long time to come"

The term "Purpose Driven Marketing" describes a company's efforts to make a meaningful contribution. It is a fact that customers can more easily identify with a company if it has a strong position. We focus on showing how important work is and what contribution it makes to a healthy identity. Our mission is to help people find a job. If people are to remember a business, you have to create an emotion in them: let someone feel something that they will remember for a long time to come.

We invest in building a brand so that we can remember people in the right circumstances. That requires a mix that can be challenging. The topic of video plays an increasingly important role. To maximize creativity at this point, we have decided against working with a major agency and are now working directly with creative people to constantly get different views and try different things.

Marketing is such a broad discipline that there are always many possible marketing solutions to every business problem. But the breadth of practicable approaches also offers endless possibilities for misunderstandings. For this purpose, we have developed the following three guidelines for marketing at Indeed:

1. Always test new things, accept failures and work data-based

When it comes to our marketing and the product, we are always surprised what works and what does not. Companies that measure the success of marketing strategy quickly learn that it is very difficult to identify what will have the greatest impact. The results surprise us again and again. One thing is for sure, if we are constantly testing a lot of different ideas, we tend to find approaches that really move the business.

2. Stay transparent and avoid marketing yourself

Marketers only realize the full impact of measurements and testing when working in a marketing culture that objectively views activities and results. A marketing team is often tempted to apply their craft to their own results. But nothing shakes confidence faster than interpreting results or holding back bad news. On the other hand, few things can increase confidence faster than reporting on bouts and failures transparently.

3. We get the most impact when we work with other teams

One of the things I care the most about is that as we grow our business and our team, we lose some of the fun of the job and feel the monotony of meetings, complex approval processes, and uncoordinated projects that are happening across non-affiliated organizations. That's why we've structured the marketing to work directly with the teams that have the focus on an action we support. If we are the focus, we ask other teams to join us.

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