Jobbindex

Three years ago, the job search platform Jobbland launched in Sweden. While it was already the go-to platform in its native market of Finland, brand awareness in Sweden was close to zero. With no major marketing budget, the company decided to focus on earned media. During their first year, they secured a handful of media placements. Frustrated with their PR agency, they then turned to Fuze in search of better results.

While awareness of Jobbland was close to zero, the platform had the largest database of job ads in Sweden. This gave them a strong overview of what was happening in the job market. They could speak not only about the supply of job seekers, but also about employer demand. The database held significant untapped PR potential.

At the same time, the job market was undergoing major changes. AI was beginning to reshape both job search and recruitment, and the EU was preparing to introduce new regulations that would impact employers and employees alike. These shifts created a timely opportunity for Jobbland.

Together with Fuze, Jobbland’s data team built a new set of dashboards that tracked movements in the job market. The data was segmented by industry and region, making it relevant for national, regional, and trade media.

Each month, the insights were compiled into a recurring report, Jobbindex, which was distributed to journalists. Pitches and headlines were tailored to match each outlet’s editorial focus.

Parallel to Jobbindex, Jobbland and Fuze also did studies on AI and the job market as well as the Swedes attitude to more transparency regarding salary.

Together, they made for a strong cocktail. Safe to say, the media was starting to pay attention.