Hong Kong Awareness Building

jobsDB Hong Kong aimed to increase its media exposure and share of voice in the HR and hiring industry. The objective was to position the company as a thought-leader among hirers and drive brand awareness among job seekers through earned media channels. As a part of the SEEK Group, it also wanted to establish itself as an international player, evolving from a long-established local job portal to a global operator.

Planning & Execution

  • LEWIS’ strategy was built around the objective of changing the perceptions of the media and ultimately the public, that saw jobsDB as simply a job search engine

  • Leveraging regional survey results, the team developed tailored local talking points for executives and drafting content that would enable jobsDB to stand out amongst competitors and position itself as a company with its finger on the pulse of rapidly changing hiring trends

  • LEWIS also secured media interviews and thought leadership articles to position spokespeople as “talent experts”. This in term helped to drive in-bound media opportunities, which helped to differentiate the company as a recruitment partner of choice amongst hirers

  • LEWIS maintained a balanced focus across different types of media to ensure the company and its spokespeople could reach both the employer and employee markets

Effectiveness / Results

  • Over 20 media joined the salary report press conference

  • 300 news articles generated in 12 months

  • 80% year-on-year increase in coverage

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The Campaign Asia-Pacific Team