SEEK has launched a new Asia-wide integrated marketing campaign for Jobstreet and Jobsdb, putting ‘relevancy’ at the centre of how jobseekers find work — as Malaysians increasingly prioritise job fit over job volume.
Rolling out across Malaysia, Singapore, Hong Kong, Thailand, Indonesia and the Philippines, the campaign builds on SEEK’s ‘Better Matches’ platform. Developed with Accenture Song and brought to life through character-led storytelling – including familiar figures such as the Monkey King and a mermaid – the campaign shows how AI-powered search and matching helps candidates cut through the noise and surface roles that better align with their skills, preferences and career goals.
The campaign comes as Jobstreet by SEEK data points to a persistent gap between employment and fulfilment. While seven in 10 Malaysians report being happy at work, nearly one in three remain neutral or unhappy — signalling that many are still searching for roles that truly fit. This varies widely across the region, from 82% workplace happiness in Indonesia to just 47% in Hong Kong.
“When it comes to looking for a job, people want opportunities that genuinely fit, not just more options. Everything we do is centred on delivering that, and this campaign helps bring that idea to life in a way that feels relatable across Asia, while reinforcing the strength of our search and matching capability,” said Maryanne Tsiatsias, Chief Marketing Officer APAC, SEEK. “By combining locally resonant stories and characters with SEEK’s AI-powered matching, we’re showing that no matter how unique you are, you can find your perfect job match on Jobstreet and Jobsdb.”
At the core of the campaign is SEEK’s AI-powered search and match capability, which analyses skills, experience, preferences and behaviour to deliver more personalised job recommendations. Features such as the Strong Applicant badge also help candidates identify roles where they are a strong fit, enabling more confident career decisions.
In Malaysia, the campaign lands against a backdrop of a dynamic labour market and rapid adoption of new technologies. Jobstreet by SEEK’s Hiring, Compensation and Benefits data shows continued hiring momentum, while findings from the Decoding Global Talent 2024: GenAI Edition report indicate Malaysians are among the fastest adopters of generative AI, with many expecting it to reshape their jobs in the coming years.
“Across Asia, how people think about work is shaped by something deeper – family bonds, cultural values, and a search for purpose. With this campaign, Accenture Song set out to do more than showcase a product feature; we wanted to craft stories that genuinely resonate with people across six very different markets. Working closely with SEEK, we took a proven creative platform and reimagined it through an Asian lens – using iconic, character-led storytelling to make the idea of ‘the right fit’ feel personal and real.
We made a deliberate choice to partner with MUMs Film and director Suthon Petchsuwan. Thailand has long been recognised as Asia’s leading hub for emotionally driven commercial storytelling, and Suthon’s ability to capture nuanced, culturally resonant narratives across diverse Asian contexts made him the natural choice for a campaign of this scale. We’re proud of what our team has built together,” said Melissa Eisner, Managing Director, Accenture Song.
The integrated campaign will run across outdoor, online video, radio, search, display and social media, as well as Jobstreet by SEEK’s owned platforms across all six markets. To learn more, visit Jobstreet by SEEK’s “Find Better Job Matches” page and watch the Mermaid film and Monkey King film on Jobstreet by SEEK Malaysia’s official YouTube channel.
