Exploring Generosity in Marketing with Indeed

Introduction of Indeed

     Indeed is an American worldwide employment-related search engine for job listings launched in November 2004. It’s currently co-headquartered in our very own Austin, Texas! “Indeed is the #1 job site in the world with over 250 million unique visitors every month. Indeed strives to put job seekers first, giving them free access to search for jobs, post resumes, and research companies. Every day, we connect millions of people to new opportunities.” (Indeed, 2018) Indeed strives to help people find jobs that will be the perfect fit for them.


Speaker’s Experience and Personal Advice

      Our wonderful speaker for this past Tuesday was Eleanor Hooker, a Senior Director of Marketing at Indeed. She not only talked about the generosity marketing strategy of Indeed, but shared her personal experience for job seeking as a director for the Job Seeker Experience Team of Indeed. Eleanor has worked for Indeed for around 7 years, but when she just graduated in 2010, she also had little idea of what her future career path actually would be. Clearly knowing her interests in writing, Eleanor started her career at the Texas Tribune, a nonprofit media organization in Austin. After that, she jumped to the Austin Children’s Museum. She has also freelanced and had opportunities to work for Homeaway and Ahmad Tea. 

     With this collection of diverse experiences, Eleanor shared two main ideas with us. First off, as you go through your career path, it’s not always linear. There will be some up and down hills, and it’s not necessary to always make progress. Thus, it’s important to have a mindset that is willing to accept all kinds of situations. Even if you find you are in a mess now, in the end you will be able to land up in a place comfortable for you. Another tip she provided related to job searching. Your word of mouth (WOM) and networking are especially essential for getting jobs. Retaining a positive WOM contributes to the possibility of getting a new job by recommendation. Thus, actively networking with people and keeping a bright impression are often crucial for your career. 


Indeed’s Strategy of Generosity Marketing

     Self-justified by its name, generosity marketing is meant to provide the best content, services, and products to the audience for free. Generosity marketing plays a significant role in Indeed’s marketing strategy, seen especially through Indeed Job Market, an offline job searching event providing various kinds of support. This event will bring complimentary job search help to people across the country. (Indeed, 2020) Eleanor talked about some key points when her team was trying to hold this event. Customer experience is their biggest focus. According to Eleanor, in order to present an event with great user experience, you have to put yourself in others’ shoes. The clue is to ask yourself what people truly need and how to take their feelings and turn those into products. Some examples of the event at Atlanta justify the above idea. Hoping to make waiting in line engaging and valuable, Eleanor’s team set up activity boards for people to interact with. To build a semi-private one-on-one advising environment, they use mesh curtains to make a semicircular advising space. Moreover, there are some grooming tables for people to prepare for headshots. There are more than that, but the point is to bring what people really need to live.


     In the end of speaking, Eleanor brought up a mini case study that how Indeed can pivot and adapt to the cancellation of live events because of the virus. Many of our fascinating AMA members talked about webinar as a great solution to it. Also, they tried to add more activities to retain the personal connection it could have as in live events. If it were you, what would you do? 



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