Overview
Across sixteen countries worldwide, Adzuna is a top job search engine that helps pair job seekers with the right position. Adzuna's algorithm for job ads allows it to toe the line between Adtech and HR tech, both industries in which 5W has a plethora of experience. Adzuna tasked 5W with introducing Adzuna to the U.S. media through a campaign focused on data initiatives, thought leadership, and company announcement support.
Strategy
To set the foundation, 5W focused on brand awareness by building stronger media presence each month and focusing on the development and fostering of relationships with online and broadcast media. For thought leadership, the team worked hand-in-hand with the Adzuna team to outline topic lanes for each of their executive experts, commenting on topics that spoke to employers, HR teams, job seekers, and even college students. Additionally, 5W leveraged Adzuna's abundance of real-time data in several ways, including a cadence of dedicated data releases, the use of one-off data pulls to insert insights into trending news topics or seasonal moments, and to support theories and perspectives for thought leadership. 5W also put emphasis behind company news, including acquisitions in the global market.
Results
In under three years, 5W secured 19.5 billion earned media impressions, bringing the company from 0 media presence in the U.S. to a mainstay in outlets like Forbes, CNBC, FOX Business, Business Insider, Fast Company, U.S. News & World Report, Ad Age, GOBankingRates, BuzzFeed, SHRM, HR Dive, and many more. Leaning into topics like The Great Resignation, pay parity, the monthly jobs report, quiet quitting/quiet hiring, seasonal hiring, hybrid and remote work, and a fluctuating employment market enabled 5W to keep a strong and steady drumbeat of coverage for Adzuna.
