Helping Scottish jobseekers find the one
The Brief
Post pandemic, Scottish unemployment rates depressingly matched the rest of the UK. Whilst more people than ever were on the hunt for a new job, the marketplace for s1jobs was also more competitive than it had ever been. Fuelled by global entrants with deep pockets, share of search had been on the decline since 2018. Once the market leader, s1jobs were now trailing behind the competition. They asked us to change that.
The Work
A series of brand workshops allowed us to uncover what was still at the heart of s1jobs, and what was still important to Scottish jobseekers: that s1jobs understands Scottish job seekers better than anyone else. Being Scottish was important. A multi-channel creative campaign and reactive content strategy restored their Scottish sense of humour and put them back on Scotland’s cultural map.
The Results
