Indeed says it's time to stop searching and start matching

Indeed is repositioning itself as an AI-powered hiring platform with the launch of a new global brand campaign titled "Jobs need people."

Created in partnership with 72andSunny, the campaign seeks to reinforce the idea that while AI can make hiring more efficient, recruitment remains a fundamentally human process.

The campaign will roll out across television, streaming platforms, YouTube and social media through a series of six-, 15- and 30-second films. The creative flips the traditional job-search narrative by reminding audiences that employers are not simply looking for resumes, but for the skills, perspectives and potential behind them.

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According to Indeed, the campaign is supported by a full-funnel media strategy that will also include sports partnerships and experiential activations.

One of the first examples of the platform's new brand direction was its collaboration with FOX Sports and FOX One on the search for a "Chief World Cup watcher", which was promoted through activations including Times Square billboards and on-site branding.

The campaign comes as Indeed continues its evolution from a traditional job board into what it describes as an AI-powered matching platform. According to James Whitemore, chief marketing officer at Indeed, the company is shifting the conversation away from job searching and towards job matching.

"For more than two decades, Indeed has helped millions of people get jobs. But as hiring becomes more complex, noisy and impersonal, something needs to change: finding the right opportunity shouldn't depend on endless searching," said Whitemore in a blog post.

Indeed said it now facilitates 31 hires every minute through its platform and increasingly relies on AI and data-driven matching to connect employers with candidates.

The company said its matching engine draws from more than 665 million job seeker profiles and insights such as salary expectations, certifications and preferred work patterns to surface potential matches.

According to Indeed, approximately 70% of sponsored applications on its platform now come through tools such as Smart Sourcing and Smart Screening, while traditional keyword-based search accounts for less than 30%.

The shift comes amid ongoing frustrations among both job seekers and employers. Citing an April 2026 Harris Poll survey commissioned by Indeed, the company said 81% of job seekers have applied for roles without receiving a response, while 45% are unsure whether they are qualified for the jobs they apply for.

The survey also found that job seekers spend an average of six hours researching and applying for positions, despite more than half expecting they will not hear back from employers.

Against this backdrop, Indeed said its latest campaign is intended to highlight a future where hiring is driven less by application volume and more by meaningful connections between employers and candidates.

"Hiring shouldn't feel like a search. It should be a discovery," Whitemore said.

Indeed's latest campaign comes as professional platforms increasingly look to address the realities of today's evolving workplace through brand storytelling.

Earlier this year, LinkedIn launched a global campaign titled "The network that works for you", created in partnership with McCann New York. The campaign used humour to spotlight relatable workplace scenarios, from awkward meeting moments to career uncertainties, while positioning LinkedIn as a platform that supports professionals and businesses through the complexities of modern work.

Rather than promising to eliminate workplace challenges, LinkedIn's campaign focused on helping users navigate them. Similarly, Indeed's "Jobs need people" campaign seeks to address common frustrations in the hiring process, highlighting the role technology can play in connecting employers and candidates while keeping human relationships at the centre of recruitment.

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