Job Korea: Korea is in the midst of job Korea

Online recruiting company JobKorea acquired app users and regained the top position in a Korean brand power survey with its action-oriented YouTube campaign.

Background and Context

In a fiercely competitive job platform market where users often use multiple services simultaneously, the emergence of new entrants posed a potential threat to JobKorea's market position. In this regard, JobKorea aimed to raise its profile and secure market competitiveness by introducing new topics and targeting males and females aged 24-35, individuals who decide to change jobs for various reasons, including early resignation.

Creative Strategy

JobKorea perceived the MZ generation differently from the conventional perception. It recognized this generation as one that desires to work for a longer duration but often changes jobs and viewed individuals with...

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