The Challenge CareerBuilder had become stale in a competitive job search market. The brand lacked energy and cultural relevance with modern job seekers who demanded authentic representation of their diverse career journeys.

The Vision We led a comprehensive brand revitalization that infused CareerBuilder with bold creative energy. With extensive creative control, we moved beyond generic job search messaging and created a campaign rooted in real human experiences across the spectrum of career aspirations.

Strategic Approach Instead of speaking about job seekers, we spoke as job seekers. We developed a persona-driven strategy embracing multiple perspectives: the career changer, the new grad, the seasoned professional seeking purpose, the hustler building from scratch. This made CareerBuilder feel like a partner that understands the complexity of modern work life.

Creative Execution We created distinct job seeker personas, each with their own voice, visual identity, and story. These weren't demographic segments; they were fully realized characters reflecting genuine career journeys.

The campaign included:

• Bold visual systems for each persona that broke from traditional job search advertising

• Content that felt native to how each persona actually communicates

• Narratives showcasing CareerBuilder as an enabler of diverse career paths

• Brand expression infused with energy, personality, and swagger reflecting modern workforce culture

We rejected corporate clichés in favor of real talk about ambition, hustle, reinvention, and the messy reality of building a career.

Impact The revitalization transformed CareerBuilder from a forgettable job board into a culturally relevant brand with personality. By centering diverse experiences and giving the work genuine swagger, we repositioned CareerBuilder as a partner that truly understands modern career navigation.