Jobstreet uses animals to highlight the difficulty of job hunting in hilarious campaign

Employment marketplace Jobstreet by SEEK is using animated animals to convey the increasingly complex jungle of job seeking and hiring in a new region-wide brand campaign.

Titled ‘Better Matches’, the campaign features a series of videos depicting a giraffe, lion and sloth working in mismatched jobs that do not align with their inherent traits which leads to unforeseen consequences.

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Done in collaboration with Talon Creative (Naga DDB Tribal), one of the videos sees a sloth working as a lifeguard and ends up moving too slowly to save a drowning individual at a swimming pool.

The sloth then gets whisked away in a Jobstreet vehicle to its new job as a yoga instructor, drawing connections between animals not considered for their strengths and candidates who are not matched with the right enrollment that fits their level, strengths and pace.

In another video, a giraffe taxi driver was unable to hear his passengers who were yelling that they needed to go to the hospital urgently because a lady is in labour.

The Jobstreet car, which symbolises the brand’s job-matching platform, once again brings the giraffe to its new job as a window cleaner, leveraging its height.

“In Singapore's dynamic job market, where talent acquisition is increasingly competitive, our new platform leverages AI technology to facilitate relevant job matches between employers and talent,” said Jane Walker, chief marketing officer, Asia at SEEK.

“By personifying traits and characteristics through delightful animal characters, we aim to spotlight the evolving challenges faced by employers and talent alike, amidst the mismatch of expectations across our employment market,” explained Walker.

The campaign follows the merger of Jobstreet, Jobsdb and SEEK’s platforms across APAC, whereby the three brands operate under a single platform powered by SEEK’s technology.

As 83% of employers in Singapore report difficulties in hiring skilled talent, SEEK leverages their AI-powered platform and its new wider talent pool across eight APAC markets to provide better access to job opportunities, said the brand in a statement.

The integrated campaign spans social assets and will be broadcasted outdoors with a convoy of buses and taxis circulating key tertiary schooling districts to target the youths and at MRT stations to target the working crowd.

Jobstreet will also be launching digital stickers and META filters on social media platforms such as WhatsApp and Telegram.

SEEK handed its advertising and creative services to Talon Creative in January this year.

The agency was chosen due to its ability to leverage artificial intelligence (AI) to grow the platform’s presence, said Yoda Buyco, head of consumer marketing and insights at SEEK Asia.

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