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Totaljobs Launches £1 Million Marketing Campaign To Find Jobseeker His Dream Role

Totaljobs has launched a major marketing campaign that includes online and outdoor advertising, PR and social media engagement, the campaign #MillionPoundJamie aims to help one lucky jobseeker find his perfect role.

Company Profile


  • Totaljobs to invest £1 million in Jamie Mudle from Ilford, to help him find a job he loves
  • #MillionPoundJamie campaign will feature OOH advertising across London
  • Campaign looks to tackle a lack of jobseeker preparation and confidence as totaljobs research reveals 81% of jobseekers have job hunting fears

Totaljobs has launched a major marketing campaign that includes online and outdoor advertising, PR and social media engagement, the campaign #MillionPoundJamie aims to help one lucky jobseeker find his perfect role. The jobs board will be investing £1 million in Jamie Mudle from Ilford to help him secure his dream job.

Totaljobs will make Jamie the 'star' of a £1 million advertising campaign, devised and executed by integrated creative agency, VCCP, to get him noticed and, hopefully, employed too. He'll be 'the face' of totaljobs out of home advertising in and around London – the location of his dream job – as well as across the UK via social media and the totaljobs website to ensure reach and recognition.

Totaljobs will also be using its tools and tech to match Jamie with relevant jobs, working with industry experts, including star of The Apprentice, Claude Littner, to hone his CV and interview skills and ultimately give him a complete and meaningful career makeover.

Jamie is a genuine jobseeker who was chosen following a thorough selection process which started with totaljobs contacting more than one million active jobseekers on its website. Following a number of castings Jamie was chosen due to his outgoing and relatable personality, his previous employment history and his personal struggle with finding employment – all of which totaljobs felt perfectly personified the issue of youth unemployment.

The campaign ties in with research released from totaljobs as part of the #MillionPoundJamie campaign which found that jobseekers are spending up to a staggering £1.44 billion a year on their job hunt*. Each jobseeker spends on average up to £852 a year on interviews, which includes new clothes, courses and training, transport and haircuts. 

Despite this, the majority of jobseekers don’t get a good night’s sleep (58%) and nearly all don’t eat well before an interview (85%). It comes as no surprise, then, that totaljobs research reveals that 76% of jobseekers are finding the job hunting process difficult while 81% have job hunting fears.

John Salt, Group Sales Director, totaljobs, said: “After months of preparation, it’s great to be launching our #MillionPoundJamie campaign. This is an exciting venture for us, and is the first time that we’ve invested in out of home advertising since January 2013. Not only are we investing in media to get Jamie noticed, but through our network of experts we’re also providing the ultimate career coaching programme to build his confidence and make sure he’s presenting the best possible version of himself to prospective employers. As the campaign progresses, we’re looking forward to not only helping Jamie, a genuinely likeable and relatable jobseeker, but also helping others who might just lack a bit of confidence in their job search.”

Michael Lee, Chief Strategy Officer at VCCP said: "Totaljobs' decision to appoint us as both its creative and media agency is proof that we are offering a genuinely compelling proposition for clients. The campaign we’ve created is proof that when media and creative work together in a fully integrated manner from the very start, brilliantly original ideas are the outcome.”

All creative production and media buying has been completed by VCCP, whilst the communications element of the campaign has been managed by Red Consultancy, with Claude Littner managed by Frank PR.

You can follow Jamie’s journey via a new web series www.totaljobs.com/get-you-noticed.