SEEK’s campaign, SEEK and You Shall Find, has teamed up with Mythbusters’ Jamie Hyneman, of Mythbusters fame, in a two-part online content series by Adhesive that examines common myths about how to land the right job that were revealed by SEEK research. Expect entertaining madness intertwined with seriously good knowledge. Busting Myths: The SEEKRET to Finding Better Job Matches will feature hot laps, fire cannons, plasma torches and fortified vaults.
‘Busting Myths: The SEEKRET to Finding Better Job Matches’ sees Jamie back on the myth-busting tools and in Australia for the first time in 10 years. Across two content episodes, Jamie, with the help of Australian and Kiwi talent, gets to the bottom of common job-hunting myths that were revealed by SEEK research.
The first episode explores the idea that 78% of Australians believe that “you can’t get a job without experience”. To find out what actually matters, Hyneman enlisted the help of YouTuber and digital creator, Alex Apollonov (I Did A Thing), in a gripping challenge that pitted Alex, a skilled inventor and the next generation of Mythbuster, against someone with years of industry experience – Jamie himself. The focus of the challenge? To see who can break into the industry the quickest.
Episode 2 challenges the SEEK research finding that “it’s not what you know, it’s who you know when it comes to landing the right job”, believed by 66% of Australians. In this episode, set against the thrilling backdrop of Calder Park Raceway in Melbourne, two job seekers vie for a delivery driver role. They navigate a dynamic obstacle course teeming with jumps, fire and high-speed action. One knows their stuff and the other knows Jamie, but who’ll be the right fit for the job? Battling it out on the racetrack is Jethro McLean, a Kiwi-born and raised research assistant at the Jamie Hyneman Centre in Finland, representing the ‘who you know’ in the experiment. Jethro goes head-to-head with Courtney Prince, a professional race and stunt driver from Melbourne, who represents the ‘what you know’ in this challenge.
Maryanne Tsiatsias, chief marketing officer at SEEK, commented, “We launched our refreshed brand platform with the SEEKRET campaign in May 2023, focusing on showcasing SEEK’s power to help job seekers find the right job. We’re excited to launch the next phase of the SEEKRET with Jamie Hyneman of MythBusters fame, which puts our commitment to providing Australians with better job matches than ever before into overdrive.
“Jamie’s methodical approach to busting myths paired with SEEK’s trademark light-hearted style allows us to challenge what Australians believe to be true about the job hunting process in an entertaining way. By examining common job seeker frustrations, we hope to spark conversations about what it really takes to land the right job.”
Jamie Hyneman added, “It was good to be back in Australia, and in front of the camera, to put some common misconceptions about the job hunting process through their paces. Armed with insights from SEEK, I was able to come up with tangible experiments that serve as metaphors for important aspects of the job-hunting process and reach a verdict.
“In my own career, I’ve seen first-hand that there is no shortcut to success or abstract way of getting where you want to go. Whether it’s been as a TV host, a special effects expert or an inventor, the value of applying yourself to the task at hand and using the right tools to get there has always rung true. Working with real, tangible things helps people internalise what they may be thinking to find the right path for them.”
Michael Maurice, managing director at Adhesive, commented, “An idea that generated talkability and shareability was at the heart of our task from SEEK. When we looked at the data it became clear that many job seekers want to find a shortcut to their success, so we knew there was something powerful in tapping into job hunting misconceptions to get Australians really thinking about what it takes to land the right role. Teaming Jamie up with SEEK meant that we could explore it in truly weird and wonderful ways, and it was a joy to bring the beloved TV icon back onto Australian (small) screens.”
The content series will be shared with earned media, as well as via SEEK’s owned digital and social channels (TikTok, YouTube, Facebook and Instagram).
Where the campaign began:
