Indeed
Positioning research to refine brand messaging for German jobseekers and employers
challenge
Indeed aimed to refine its brand positioning in Germany by identifying messaging that resonates with both jobseekers and employers. The challenge was to uncover a unifying yet flexible proposition that addressed the distinct needs of each group. With a highly competitive market and varied audience segments, the goal was to develop insights that could inform sharper, more targeted communication.
OUR APPROACH
We conducted a representative study among 1,344 respondents, including jobseekers and employers across Germany. The research tested multiple campaign messages for appeal and suitability, alongside brand perceptions and platform behaviors. Segmenting by demographics, job status, and company type allowed us to extract clear insights to guide both overall brand positioning and audience-specific strategies.
THE INSIGHT
The study revealed one messaging proposition that resonated strongly across both jobseekers and employers, offering a clear path to unified brand communication. Jobseekers viewed Indeed as modern, serious, and easy to use, while employers recognized its value in mid-to-senior hiring. However, segment level differences by age, industry, and platform use highlighted the need for personalized messaging to engage specific audiences more effectively.
THE IMPACT
The top-performing message was adopted as Indeed’s core brand narrative in Germany, offering clarity across jobseeker and employer communications. The findings enabled the creation of tailored campaigns targeting urgency for active seekers and recruitment value for employers. Internally, the research informed both marketing and product decisions, helping Indeed sharpen its competitive edge in a dynamic hiring landscape.
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