Indeed | Integrated
Fair Chance Hiring
One in three American adults has a criminal record. These individuals are systematically shut out of most jobs. That hurts job seekers, their families, and employers. In a tight labor market, Indeed needed to change both the system and the stigma. Over the course of a year, I partnered with ESG, product, design, and PR teams—as well as nonprofit organizations—to develop a campaign grounded in data and lived experience. We overcame employer bias with an initiative that humanized the job seekers and highlighted their skills and value. We shared emotional stories backed by indisputable data. The campaign contributed to a 44% increase of Fair Chance employers on on Indeed.
IHAF Awards silver and gold | The One Show shortlist for Cultural Driver/Multicultural Impact and Sustainable Development Pencil
Seventy million Americans have a criminal record--more than those who have a college degree.
One of the biggest factors to avoid returning to prison is to find a job within two months of release. But many employers won't even consider interviewing someone with a criminal record.
We collaborated with a variety of non-profit organizations that break down barriers to employment for people with a criminal record.
To help with this goal, Indeed rolled out new product features. Aided by machine learning, a new job filter helps people with a criminal record connect to employers who are open to hiring them.
We collaborated with and cast people with criminal records for a national TV spot.
We developed activations at industry events that encouraged employers to reconsider this undervalued group of jobseekers.
Both paid and earned media have contributed to a 40% increase in fair chance job listings so far on indeed.com.