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Description

StepStone boosts awareness with a YouTube sitcom for Gen Z

With more than 1.9 million views and nearly 60,000 subscribers in just six months, “Anything with Work” has quickly established itself as one of YouTube’s most successful brand channels in the career and work space. The series blends funny, honest glimpses into everyday work life with practical career tips—hitting exactly what the younger audience wants.

Solution

To tackle these challenges, Stepstone decided to launch a humorous, entertaining web series in the form of a weekly sitcom on a dedicated YouTube channel called “Something About Work.” The show is aimed at young adults and is designed to both entertain and inspire through funny, honest portrayals of work situations. The format resonates better with the target audience than straightforward advertising, since it offers real value thanks to charming characters and practical tips. The goal was to build a community that regularly engages with topics related to work and job applications and sees Stepstone as a valuable resource. With recurring episodes, the aim was to keep viewers connected with the brand over the long term and build lasting loyalty.

Results

We’ve exceeded this goal. The YouTube channel achieved a significant level of organic reach and clearly strengthened both engagement and long-term loyalty among the young target audience. The series delivered high view counts, strong retention, and a long watch time—showing that viewers were spending a lot of time with the content. Engagement through comments, likes, and shares helped build a sustainable community that further accelerated organic growth. What’s more, the project also led the audience to see Stepstone as a relevant brand—not just a last-resort option, but a lasting career companion.