Metrojobb is one of Sweden's largest job search sites with approximately 140,000 unique visitors a week. Since its inception 2009, Metrojobb has grown significantly and gained market share. In order to further strengthen its position in the market, a new more user-friendly site was launched focusing on the users being able to find their dream job with as few clicks as possible.
Our mission was to create an advertising concept and brand campaign for metrojobb.se that match Metrojobb's modern view of job seeking.
The target audience is conscious, curious people between 18-49 years old who are at the beginning or middle of their career. They are active and motivated job seekers with a wide network. They are widely and highly educated and attractive in the market.
They are confident and actionable individualists with an urban lifestyle. Characterized by attitude, simplicity, mobility, they make sure to have fun at work. They are frequent users of online services and move freely among social media such as Facebook, LinkedIn and Twitter.
Strengthen then brand with regard to the top of mind, position and preference. Increase demand and drive traffic that generates job applications.
The reasons why people want to find a new job can be many and various. We wanted to catch that with tongue in cheek-humor build on recognition and popular culture. The campaign was communicated through television, radio, print and digital channels.