Job Hunters’ Workbook marketing campaign
Job Hunters’ Workbook marketing campaign
The Job Hunters’ Workbook supports young people into employment.
The Job Hunters’ Workbook supports young people into employment.
In December 2024, the Tertiary Education Commission (TEC) launched a small marketing campaign to increase the number of downloads of the Job Hunters’ Workbook.
The Job Hunters’ Workbook is a digital resource that covers practical tips and activities, including what skills employers are looking for, where to find work and how to write a CV and cover letter.
With young people seeing a higher proportion of unemployment, the campaign focused on people aged between 15 and 24, with a targeted social media campaign on TikTok, Snapchat and Instagram, encouraging them to download the workbook for practical advice to help get them into employment.
The campaign sought to create content that would resonate with young people through ads that didn’t really feel like ads. They were designed to look as organic as possible, to the point that young people scrolling might not immediately realise it was an ad.
Each video took inspiration from posts that were trending in real time on TikTok and were created the same way that young people themselves would create them for their own profiles. This creative was then updated every phase to reflect the latest trends, allowing us to remain relevant and capture our audience when they needed us most.
Here are some examples.