SEEK, which operates Asia’s online employment marketplace Jobstreet and Jobsdb, has launched a new Asia-wide brand campaign centred on helping job seekers find more relevant job opportunities, not just more options.
Rolling out across Singapore, Malaysia, Hong Kong, Thailand, Indonesia and the Philippines, the campaign was developed with Accenture Song and adapts Jobstreet by SEEK’s global creative platform for Asia through locally resonant stories and characters.
Launching with characters such as a mermaid and the Monkey King, the work uses popular, character-led storytelling to show how Jobstreet by SEEK helps people find roles that are a better fit, in ways that resonate across different markets.
At its core is Jobstreet’s AI-powered search and match capability, which uses signals such as skills, experience, preferences and behaviour to surface opportunities that better fit what job seekers are looking for. Features like personalised recommendations and the Strong Applicant badge help job seekers quickly focus on opportunities where they are most likely to succeed.
The campaign is grounded in a clear shift in behaviour: job seekers don’t want more options, they want options that fit. Jobstreet’s Workplace Happiness Index shows why this matters. Workplace happiness varies significantly across the region, from 82% of workers in Indonesia reporting they are happy at work, compared to just 56% in Singapore and 47% in Hong Kong.
On Jobstreet, applications rose 14.8% and the average number of applications per job rose by 14% from Q4 2025 to Q1 2026. Job seekers are simultaneously job hugging and applying as they’re looking for options that are a better fit in the security of their current roles. This phenomenon captures the deeply ingrained Singaporean instinct of being ‘kiasu’, to not miss out and to keep all options open.
Maryanne Tsiatsias, Chief Marketing Officer APAC, SEEK, said: “When it comes to looking for a job, we know how important it is for people across Asia to find opportunities that are truly right for them. Everything we do is centred on delivering that, and we’re proud of the strength of our search and matching capability.
Relevancy is increasingly what matters most. Jobseekers don’t just want more options; they want the right ones. With this campaign, we’re making it clear that Jobstreet and Jobsdb are the best places to find opportunities that genuinely fit.”
Melissa Eisner, Managing Director, Accenture Song, said: “Asia’s job market is deeply human, shaped by family expectations, cultural ambition, and a search for purpose that goes beyond salary. 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. Collaborating with MUMs Film helped us bring that vision to life with authentic regional craft. We’re proud of what this team has built together.”
The integrated campaign will run across outdoor, online video, radio, search, display, social media and Jobstreet owned channels across all six markets. The films were directed byThai director Suthon Petchsuwan, one of Asia’s most awarded commercial directors, a Cannes Silver Lion winner, and produced by Mum Films.
CREDITS
Client: Jobstreet by SEEK
Creative Agency: Accenture Song, Singapore
Production Company: MUMs Film, Bangkok, Thailand
