Client: CareerBuilder - Fall 2021
Agency: Decoded Advertising
Role: Brand Coordinator
Background & Strategy
For years, CareerBuilder was a forgotten legacy brand pushed aside by other employment sites. When COVID hit the US hard, CareerBuilder knew it was time to rebrand and come out swinging—with good, honest jobs to help people. In fact, they trademarked the wildly popular term "the Great Resignation."
We developed a unique brand architecture that played into their blue collar worker audience and produced a series of :06, :15, and :30 films—all under the Let's Job It Up campaign umbrella.
We also executed an LTF exploration and wrote a new brand book, including new colors, fonts, graphic elements, and more.
Results & Recognition
5x increase in site traffic in just one month, with 50% improvement in cost efficiency.
+21% in brand favorability, +26% in consideration, and +21% in recommendation for young demographics.
Our relaunch attracted media and PR attention, with several articles written about CareerBuilder's bold new step back into the spotlight.
"Let's Job It Up" was shortlisted at the 2022 ADC Annual Awards.
We then built on this momentum in 2022, with our "Let's Job It Up 2.0" campaign.