Client: CareerBuilder - Fall 2021
Agency: Decoded Advertising
Role: Brand Coordinator
Background & Strategy
For years, CareerBuilder was a forgotten legacy brand pushed aside by the Indeeds and ZipRecruiters of the world. When the pandemic hit American workers hard, CareerBuilder knew it was time to rebrand and come out swinging—with good, honest jobs to help people.
They trademarked the wildly popular term "the Great Resignation" and came to us to help them relaunch.
We developed a unique brand architecture that played into their target audience—blue collar workers—and produced :30 TV spots, as well as :15 cutdowns and :06 social videos.
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% lift in brand favorability, 26% lift in consideration, and +21% in recommendation for young demographics.
The relaunch also attracted much 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.