MARKETING Magazine Asia

For the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.

GOLD & SILVER

Brand: Jobstreet

Campaign: Jobs That Matter

1) Digital & Social (GOLD)

2) Consumer & Business Services (SILVER)

Campaign summary:

JobStreet has been the market leader for over 20 years in Malaysia as the largest online employment platform. However over the past 4 years, this leadership position was on the decline as people saw us as a functional jobs board stuck in the past. To change that perception, JobStreet embarked on its biggest branding campaign ever, with the objective of refreshing the brand and being a career partner to job seekers, especially the millennials.

Many jobs were impacted by the pandemic, fresh graduates were walking into an uncertain economy and we saw this opportunity to reposition JobStreet as a career partner that inspires, supports, and empowers. We improved our product and services, encouraged people to seek for a job that matters and equipped them with futureproof work skills. Not only did we transform JobStreet but more importantly, actual people have found work with passion and purpose.