India's Rising Demand for Light-Skilled Workers
India’s light-skilled workforce is one of the country’s fastest-growing talent pools. Vacancies grew 4x in 2022 alone, and by 2030, 70% of all new jobs in the country are expected to fall in this category. While demand for talent continues to rise, this segment of job seekers still lacks structured career support.
India’s young light-skilled workforce needs better access to opportunities, practical career guidance, and reliable, easy-to-understand information. Indeed saw a clear opportunity: to become a helpful, trusted voice, and the hiring platform of choice for light-skilled job seekers across the country.
Why YouTube
59% of Indian job seekers use YouTube to build new skills, and 63% rely on it to learn practical, hands-on tasks. For light-skilled workers, YouTube is a default learning space.
This behaviour made the platform a natural choice for what Indeed set out to do: connect with this audience early in their journey, offer them useful content, and do it in a way that felt relatable - through Hinglish-first videos.
The Brief
The client’s brief to us was sharp: grow Indeed India’s YouTube channel by 10,000 new subscribers through a mix of long-form videos and Shorts, and drive relevant traffic to the job platform.
The starting point was to understand the audience deeply. We studied how light skilled workers use YouTube - what they watch, how they search, when they engage - and paired that with competitive mapping and keyword research to get a holistic understanding of the space.
From there, we laid down the foundations:
- What kind of content would cut through?
- What gaps existed in the category?
- How do we make videos that are easy to find and rank well on search?
This led to 12 months of content creation backed by audience affinity, YouTube SEO, and content discoverability.
We crafted three content formats designed to drive engagement and build long-term value for the channel:
- Career Tips – crisp, practical advice to help job seekers overcome common challenges across different job profiles and take the next step with confidence.
- Career Journeys – real stories that gave viewers a window into different professions and what growth actually looks like.
- App How-Tos – quick, focused Youtube Shorts that showed how to use Indeed’s features to find relevant jobs, faster.
To strengthen brand recall, we built the content around two thematic series: Shuruvaat kar Indeed Par and Career ki baat, Indeed ke saath. These recurring hooks helped create familiarity while reinforcing Indeed’s role as a trusted career guide.
We also looked at the channel as a connected ecosystem. Topics were cross-referenced across formats to encourage longer watch times and better discovery. Throughout, we kept the brand consistent. The tone stayed friendly and grounded, while the visual identity remained clean and recognisable.
We developed a system that balanced consistency with flexibility: a clear roadmap, a scalable format mix, and the agility to respond to what the audience was engaging with.
We delivered 111 videos, including Shorts, all anchored in the brand’s voice and audience needs.
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