Arpejo Comunicação, an advertising agency from Campinas, produced, together with Catho, a technology marketplace that connects candidates and companies, the ”Indica” campaign, whose objective is to address a very important topic in the job market: the indication for a job.
The nomination has always played a fundamental role in the job market at the time of a new hire and, lately, it has also started to reflect on the action of those who are hired. That’s because after conquering the long-awaited placement, the candidate indicates the company that showed him this opportunity to other people.
The partnership between the singer Negra Li and Catho started in the previous campaign “Breathe and Realize”, where the focus was on humanizing the relationship between Catho and candidates who are looking for a job. The idea of staying with her in this new campaign arose from the “match” that the artist has with the candidates, since she has a history of achievements through her work, in addition to all the representation.
According to Felipe Pinheiro, Creative Director of the Catho campaign with Arpejo:
”The cool thing about this creative line was to use an offline behavior, of the indication that already happens, and to re-signify it in the online universe where the brand operates. This reinforces the trust and credibility that Catho has been gaining with its technology features that help candidates find a new opportunity.”
For Fernanda Araújo, Senior Marketing Manager at Catho, this new stage of the campaign highlights the confidence of candidates and recruiters in the platform. According to the executive:
“The nomination has always been and is still widely used in the job market, after all, even if you get a job, you always know someone who is looking for an opportunity and this Campaign comes to reinforce how Catho is on the professional’s side in all the stages of the selection process.
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