Indeed has been using AI for two decades to improve hiring experience: Nishita Lalvani

In an exclusive interview with Adgully, Nishita Lalvani, Marketing Director, Indeed India, Singapore and SEA, speaks at length about Indeed’s flagship event – Indeed FutureWorks, brand marketing strategy, building localised content and partnerships, growth projections and future outlook of Indeed, and more.

What is Indeed FutureWorks about?  What impact does it aim to make?

Indeed FutureWorks is a flagship event aimed at empowering the future of work in India. It serves as a platform bridging the gap between employers seeking skilled talent and individuals seeking meaningful job opportunities. The impact it aims to make is multifold:

Help employers connect with top talent: There are more than 100 AI-powered job search and hiring features across Indeed, including personalized job recommendations, intelligent salary estimation for jobs, automatic extraction of skills from resumes, recommendations to improve the quality of job descriptions and more. These features help employees to connect with top talent within the industry more efficiently.

Help employers speed up the hiring process: Indeed uses AI to achieve its mission to help people get jobs. We have been using AI for approximately two decades to speed up the hiring process, improve the hiring experience and match between job seekers and employers. Thanks to AI, someone gets a job on Indeed every 3 seconds.

By investing in AI, we will not only accelerate the hiring process and the match between job seekers and employers, but also increase overall efficiency in the labor market and drive productivity.

Fostering a culture of continuous learning: In the face of rapid technological advancements, Indeed recognises the importance of continuous learning for both employees and employers. FutureWorks serves as a hub for sharing insights, identifying best practices, and developing solutions to address the challenges facing the Indian job market.

What is the brand marketing strategy of Indeed?

Our mission is to help people get jobs and we implement a multifaceted brand marketing strategy focused on enhancing user experience and accessibility. Through a user-centric approach, we emphasise ease of use and personalisation for job seekers and employers alike. In India specifically, Indeed has tailored its approach to cater to the diverse job market, leveraging our platform to connect job seekers with opportunities across various industries and regions. Through localised content, partnerships with Indian companies, and targeted advertising, we strive to address the specific needs of the Indian job market, providing jobs for all across categories such as knowledge workers, white collar, blue collar and light skilled workers.

How is Indeed leveraging digital media and technology to promote its campaigns and brand?

Our digital marketing efforts encompass a wide array of strategies and channels aimed at reaching our audience effectively. This includes leveraging social media platforms to engage with users, employing targeted search engine and visual medium advertising to enhance visibility, and creating diverse and valuable content such as blog posts, articles, videos, and webinars. These initiatives are designed not only to promote our brand but also to provide meaningful resources, insights, and guidance to our users, whether they are job seekers or employers seeking top talent.

We offer locally tailored content to cater to the needs of users across the full spectrum of the Indian workforce. This content is specifically curated to resonate with individuals seeking opportunities in various job sectors and regions, ensuring relevance and value in their job search experience.

What were the marketing activities undertaken by Indeed in 2023?

One of the most interesting campaigns was aimed at connecting job seekers with relevant work opportunities seamlessly - #LetJobsFindYou. The campaign focused on introducing the brand to new prospects through targeted advertisements aligned with individual requirements.

The campaign addressed India’s vast job landscape and the tendency for job seekers to select unsuitable jobs due to a lack of information and awareness. Indeed aimed to assure job seekers that they can find suitable opportunities on the platform, reversing the traditional job search approach.

What are the growth projections and future outlook for Indeed?

India is one of Indeed’s important markets globally and Indeed has established a significant presence in India’s job market, strategically tailoring our services to better match job seekers and employers and address the distinct requirements of Indian job seekers and employers.

With a focus on localisation, we offer specific features and language support designed for India’s diverse job landscape. We provide valuable insights into the country’s job market trends, spanning various sectors like IT, healthcare, manufacturing, finance, and customer service.

Through engagement initiatives such as events, webinars, and tailored content, Indeed actively supports individuals seeking job opportunities in India. The platform also embraces technological advancements, including AI-driven job matching algorithms, to continually enhance user experiences and streamline job searches.

How has Indeed’s journey been so far and what are the major milestones achieved in its journey?

Indeed’s journey in India spans over a decade, reflecting its growth and impact within the country’s job market. Indeed has focused on what matters to Indians, tailoring the platform to offer language support, job postings, and search filters suited to the Indian jobseekers.

Over time, Indeed has expanded its presence across the country, connecting with over 3.5 million job seekers and strengthening its network through partnerships with Indian companies, recruitment agencies, and educational institutions.

Today, we take pride in being a go-to platform for job seekers and employers seeking insights into India’s job market trends. Our Career Guide page provides valuable data on salary trends, popular job sectors, and regional job demands, empowering users to make informed decisions. Furthermore, our diverse job postings span various sectors, including technology, healthcare, manufacturing, finance, customer service, and more, catering to both white-collar and blue-collar job segments.

These milestones collectively showcase Indeed’s commitment to localising services, providing valuable insights, fostering community engagement, and using technology to make a meaningful impact in the Indian job market.

How is Indeed helping job seekers to land their dream jobs?

Indeed is dedicated to streamlining and simplifying the hiring process. Their aim is to reduce the time and resources traditionally spent on hiring while ensuring a more effective and efficient process for employers. With over 100 AI-driven features, Indeed personalises job recommendations, estimates salaries intelligently, and extracts skills from resumes. This empowers Indeed’s 350 million monthly visitors and 3.5 million employers, fostering simple and swift connections to 30 million jobs. Initiatives like Fair Chance Hiring exemplify Indeed’s dedication to removing barriers in the job search process, emphasising inclusivity and fairness.

How has the brand vision and TG of Indeed evolved over the years?

Indeed plays a significant role in the Indian job market by consolidating job listings across various sectors. Its focus on empowering the “Blue-collar” workforce, encompassing roles in e-commerce, logistics, manufacturing, and retail, reflects its commitment to supporting diverse job segments in India. By unifying listings and emphasizing sectors like ecommerce, logistics, manufacturing, and retail, Indeed aims and vision to cater to the diverse needs of the Indian job market, including those of the Blue-collar workforce. Indeed has also updated its website to make Hindi an available language, wherein job seekers can discover, apply for jobs and create their resumes in Hindi.

What are the principles of successful marketing according to you and how AI is going to revolutionise the future of marketing?

To achieve marketing success, it is crucial to delve deeply into understanding your ideal customer, emphasising specialisation in a niche to address specific needs. Non-intrusive marketing that highlights value, consistency for building trust, and humanising your business to foster personal connections are foundational principles. In this evolving landscape, generative AI is reshaping marketing by automating content creation, design, and planning, offering a glimpse into the future of this dynamic sector. Stay competitive by leveraging this technology to stay informed and redefine predictive analytics and tailored content for your brand.