Rutgers Univerisity Mini MBA Capstone Project

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