Challenge: Breaking Through as More Than “Just Another Job Board”

Indeed, a global leader in recruitment wanted to crack the famously challenging UK Public Sector market. Their goal was ambitious: to reframe Indeed as a strategic hiring partner able to solve the sector’s complex recruitment challenges.

To change the game, Indeed needed to get under the skin of Public Sector recruiters, understand their world, and prove they could deliver real, strategic value. That’s where Atomic came in.

We began by gathering frontline insights from Indeed’s sales teams. We wanted to understand their experiences and challenges in the field. Next, we went straight to the people who matter and spoke 1-2-1 with senior resourcing managers across the UK Public Sector.

We heard about these buyer’s needs, frustrations, and aspirations:

• Lack of Data Integration: “If I had a magic wand, I would have all my data in one place. That’s table stakes for recruiters in the sectors we compete with.”
• Generational Gaps: “We’re not showing up in the right way to younger candidates. Public service can offer so many benefits, but we don’t communicate it.”
• Outdated Systems: “We don’t have good enough data. We’re relying on very old systems and manual inputs.”

A central insight emerged. Public Sector recruiters felt they were at a disadvantage to those in the Private Sector, which has the slick branding and modern tools to win the best talent.

Atomic developed the campaign concept Close the Gap. Close the gap between public and private. Close the gap in tools, branding, and talent reach. The campaign promised to level the playing field and help the Public Sector attract top talent.

We built everything around this theme, from the headline to the messaging. We promised recruiters we could help them: simplify the hiring process, enhance the Public Sector’s employer brand and use smarter tools to compete for top talent.

The campaign didn’t stop at big ideas. A thought leadership guide offered actionable tips for employer branding, skills-based hiring, and success stories from their peers.

We armed Indeed’s salespeople with everything they needed to start meaningful conversations:

• Messaging frameworks aligned to audience pain points.
• Social selling assets, email templates and cheat sheets.
• Step-by-step toolkit and best practice guidance for executing the campaign.

By addressing recruiters’ real frustrations, Indeed moved from a transactional “job board” to a strategic hiring partner. Public Sector recruiters started seeing Indeed not as a tool, but as a partner who “gets it.”

Atomic didn’t just help Indeed run a campaign. We helped them redefine how they show up in the Public Sector. Now, Indeed’s sales teams are equipped to have impactful, valuable conversations in the Public Sector.