UK-specific blog posts for US-based Indeed
Overview
Indeed is an online job search platform that enables people to search for and apply to job openings all over the world. Indeed is available in over 60 countries and is used by millions of jobseekers each month.
Data-driven
The company wanted to increase its presence in the market and entice new users and subscriptions to its job platform. To achieve this, I was asked to produce a large number of informative, data-driven blog articles about HR-related issues on the employer side. Topics would include hiring/recruitment strategies, talent acquisition, hiring insights, employer branding, labour market trends, thought leadership, future of employment and social outlook.
I set about understanding the style constraints associated with the project, such as keyword placement, data source preferences, and so on. To meet the brief of providing “timely and insightful content that talent attraction professionals care about”, I drew on my experience of writing leadership copy for corporate clients, directors and senior executives. To add to this, I learned about the needs of recruitment professionals to understand particular pain points.
UK-specificity
I explored familiar topics such as thought leadership, senior management and employer branding. I researched typical HR best practices and how they relate to the UK labour market.
The client wanted UK-specific content, not a regurgitation of existing US articles. The articles were intended as a test case to see if local corporate readers would “feel” the regional difference and become more interested in accessing content better tailored to their UK reality.
Indeed, a large body of work!
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