Through the partnership, Indeed will use a significant chunk of its marketing budget to sponsor key print and online sections of the Nine metropolitan mastheads, the Sydney Morning Herald, The Age and the Brisbane Times.
The tie-up will include in-article job listings, a job forecast, an Indeed-branded content series, and a weekly “Ask an Expert” column in the print careers section of each title.
Nine’s director of publishing sales Matt Rowley called the deal a “landmark partnership.”
“Indeed is recognizing the influential audience of business and job-seekers they can reach each every day through our titles, both online and in print,” he told Mumbrella.
The move also pits Indeed directly against the No. 1 job site, Seek — which has a commercial arrangement with Nine’s rival news publisher, News Corp. Advertisers in News Corp.’s newspapers have their job listings automatically listed on the Seek website.
The Nine newspapers — formerly published by Fairfax Media until a takeover by Nine last year — have long used U.K.-based job search engine Adzuna to power the online job listings for its metropolitan newspapers.
Adzuna launched in Australia as a 50-50 joint venture with Fairfax Media in 2014. As part of the deal, Fairfax’s online careers website MyCareer.com.au was powered by Adzuna. It was the primary listing vehicle for all of Fairfax’s job listings.
At the time Fairfax’s CEO Greg Hywood called the JV a “case of the disruptor becoming the disrupted,” in reference to Seek’s disruption of Fairfax’s print classifieds in the late 90s. The venture never really gained much traction, however, and both MyCareer.com.au and Adzuna.com.au both came in well behind Seek and Indeed in terms of traffic.
Adzuna’s U.K. parent company bought out Fairfax’s 50 percent shareholding in the Adzuna Australia business last year.
It’s unclear whether Indeed will now become the de-facto listing site for Nine’s job listings (MyCareer.com.au still points to the Adzuna Australia site), but this would be a logical step for both Nine and Indeed.
Through its acquisition of Fairfax Media, Nine inherited Domain, the No. 2 property website in Australia. Nine reportedly wants to extend its reach into online classifieds as it provides synergies for existing Nine broadcast, digital and print advertisers.
Indeed’s motive is clear: It wants to be the market leading job site. “Indeed’s mission is to help people get jobs,” senior VP of marketing Paul D’Arcy said. “This partnership with Nine connects Indeed to communities all over Australia through Nine’s incredible national reach.”