CareerBuilder’s brand purpose drives internal change and external impact

Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.

CareerBuilder, the online recruitment platform, has found an edge in purpose-driven marketing – even if this mission isn’t expressly stated in its marketing campaigns.

“Purpose matters because businesses benefit from it in lots of ways,” Amy Heidersbach, CareerBuilder’s chief marketing officer, explained at Incite Group’s 2019 Brand Marketing Summit in San Francisco. “[But] it’s not a marketing campaign. It’s not a story. I think brand purpose starts at a much deeper level.

“This is where we delineate the brands that are just trying to fake it until they make it versus the ones that people really want to do business...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands