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Guardian Jobs and Totaljobs rebrand

Guardian Jobs has launched a marketing campaign to highlight the rebrand of its now value-led services.

The campaign highlights the company’s portal and its alternative stance on matching organisations with candidates on values as well as skills.

The marketing message aims to highlight the importance of like-mindedness between an employer and their employees. On one ad the strapline is ‘Find a job where you can be you’ with an image of two thumb-prints high-fiving while another says ‘Happy matches’ and encourages the audience to ‘Spark something great’.

Creative was designed by OLIVER and features illustrations by Guardian collaborator Matt Blease.

The campaign will be multi-media and run across paid search, email, display, social, podcasts and press in the UK.

Sam Jacobs, creative director at OLIVER, said: “They might not seem too similar at first glance, but the worlds of work and romance have more in common than you would think. So when we were pointing Guardian Jobs in a new creative direction, we drew from our experience of working on the Guardian’s dating site, Soulmates. We learned that finding someone who shares your values makes for a happy match – since The Guardian’s a specialist in that field, employers and employees are both more likely to find people and companies whose values align.”

Similarly, recruitment platform Totaljobs refreshed its brand identity.

The new brand, created with DesignStudio, is represented by a signature T which grows, shrinks and adapts to symbolise the unique demands of different peoples’ job searches that Totaljobs can deliver on.

To launch the rebrand, Totaljobs has created a multi-channel brand campaign with the tagline ‘Get everything you need from a job’.

Creative features real workers and is designed to resonate with all levels of jobseekers. The campaign will be broadcast across TV, radio, outdoor, mobile and online.

Get everything you need from a job | Totaljobs TV ad 2019 (30 second)

The campaign is the company’s biggest to date and will run from January to March across North England.

Alex Johns, creative director of lead agency DesignStudio, said:

“The new Totaljobs identity and positioning embodies their unique proposition; using their industry experience and market-leading technology to understand what matters most to people in a job and help them make their next move. Whoever they are, whatever they do. Part-time or full-time, general roles or specific vocations.”

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