SkillPointe.com has grown to become the top online career search site for anyone looking for a skills-based career. Which is important, because the need for people to enter skills-based careers is exploding. The jobs are open and available, but students and career searches still think going to a 4-year college is the only viable path.
Of course nothing could be further from the truth. Skills-based careers offer great job security, tremendous growth opportunities and high pay. And for most people, the can start in 2 years of training/education or less. So, it was time for SkillPointe to tell that message using the most powerful tool for communicating to the target: videos.
The digital :30 and :14 video commercial was an anthemic plea for the target that they are needed out there and that these kinds of jobs...firefighters, EMTs, nurses, etc...are not only important that are incredibly fulfilling.
The second half of the video campaign, the message shifted from "we need you" to the job world asking them to start a promising career, "for all of us."
The campaign has been a great success, giving the brand a stronger purpose than an online search site, and providing a cause-based message that is more meaningful and relevant to the audience.
SkillPointe is now the #1 skills-based site.