By Naukri, the leading job portal in India, has launched its latest campaign, “Naukri For Ambitions,” aimed at addressing the unique workplace challenges faced by Gen Z. This generation, born between 1997 and 2012, often faces criticism from employers for being “entitled,” asking for “too much money,” and being “bad at communication.” A January 2024 study by Resume Builder found that 31% of surveyed managers avoid hiring Gen Z, preferring older workers instead.
Recognizing this gap, Naukri’s campaign aims to position the platform as the preferred destination for these young professionals by acknowledging their specific demands from employers. The campaign includes two ad films, conceptualized by Lowe Lintas, which highlight the aspirations of Gen Z workers who are unwilling to settle for the usual fare.
Sumeet Singh, CMO of Info Edge (India), which operates Naukri, explained the campaign’s focus: “Our goal was to speak the language of Gen Z that’s quick, crisp, and snappy. The essence of the campaign is that Gen Z also values ambition as much as older generations. It is crucial to understand this generation, despite its desire for frequent job changes and higher increments, is serious about its careers.”
The campaign, which revolves around the theme of refusing to settle for mediocrity and striving for greater aspirations, is timed to coincide with the appraisal season and major cricketing events like IPL 2024 and the upcoming ICC Men’s T20 Cricket World Cup. This strategic timing is intended to maximize visibility and engagement.
Singh emphasized the relevance of the campaign’s timing, stating, “Non-IT sectors are still booming, growing, and hiring. I believe, for smart and capable people, there are always job opportunities, and the campaign is about a generational shift in expectations. While earlier generations might see a 15% hike as a decent one, Gen Z expects more, even in a market that is not booming.”
The campaign’s second ad spot creatively uses cricket terminology, comparing the “long game” of a test match to the quick validation of a T20 game. This aligns with Naukri’s digital-first approach for IPL 2024, where 65% of its ad budget is allocated to connected television (C-TV) and 35% to mobile. The ads target specific cohorts based on age groups and mobile handsets on mobile platforms, while C-TV ads were bought without specific targeting. The campaign targets the top 40-50 cities in India and includes vernacular edits for different regions.
Naukri has teamed up with IPL team Royal Challengers Bangalore for this edition of IPL, posting a Fan-In-Chief ‘Job’ on its portal, selected through a quirky seven-episode Instagram video series. Additionally, on YouTube, the platform engages white-collar job seekers with awareness videos and stand-up comedy featuring Anirban Dasgupta and Sapan Verma. “We aimed at the target group who’s looking to enter the workforce or has 3-5 years of experience that largely constitutes Gen Z. This generation engages with the creator economy, and we decided to partner with Dasgupta and Verma,” Singh mentioned.
Despite being the dominant job portal, Naukri has steered clear of celebrity endorsements, relying instead on humor and relatable content. “As the dominant job portal, we don’t require celebrity endorsements to build awareness, people are already familiar with our platform,” Singh noted.
According to a recent report by Analytics India Magazine, Naukri.com holds over 60% of the job postings market share in India, with LinkedIn and Indeed following at around 10% each. The campaign reflects Naukri’s understanding of Gen Z’s career aspirations and its commitment to providing a platform that resonates with their ambitions.
