In this episode of CMO Weekly, host Hayley Clover sits down with James Whitemore, the Chief Marketing Officer at Indeed, to unpack the marketing strategy behind the world's most powerful employment platform. James, who leads global marketing, communications, and the Indeed Hiring Lab, brings a unique perspective to the role, balancing a deep history in B2B enterprise tech (including roles at Celigo and NetApp) with a fresh focus on Indeed's mission.
James dives into the pivotal role of marketing in a company dedicated to its mission: "We help people get jobs". He reveals how Indeed structures its marketing efforts to serve its three distinct audiences: job seekers, Small-to-Midsize Businesses (SMBs), and large enterprise clients.
Key Discussion Points:
The Mission-Driven Brand: Learn how Indeed maintains its top-line brand vision while tailoring its message for different segments. James shares a fascinating internal symbol—the orange chair—that ensures the job seeker is "always at the table" in every decision.
The Future of Data and AI: Discover how Indeed manages its audience of around 615 million job seekers. James explains how the company is deploying cutting-edge AI and propensity modeling to track "triggers and signs" that a job seeker is becoming active. This system helps personalize content at scale and feeds into agentic SDR tools for relevant outreach, driving their digital-first business model.
Brandformance in Practice: The Indeed CMO breaks down the company's "mixed bag of tactics" in marketing. While Indeed has massive brand awareness and a strong digital focus, James shares the surprising performance success of more traditional channels like direct mail and linear radio advertising, which is confirmed through continuous holdout and incrementality testing.
From Sales to CMO: James reflects on how his over 25 years of combined sales and marketing experience, which began with direct sales, influences his leadership, emphasizing the critical need for a close connection between sales and marketing teams.
Don't miss this in-depth look at how Indeed is navigating a fast-changing labor market, balancing performance with storytelling, and leveraging data with empathy to transform the hiring process.