Bossjob, the country’s leading AI-powered, chat-first job portal, marked its debut at the UP Fair 2025 with a strategic lifestyle activation that underscored its growing brand relevance among Gen Z and student communities.
Held from 2 to 5 April at the University of the Philippines Diliman, UP Fair is one of the country’s most prominent university-led festivals, drawing over 50,000 attendees. While not a conventional venue for career platforms, the event provided Bossjob a high-impact opportunity to assert itself as more than a tech startup—it presented itself as a lifestyle ally and an inclusive, youth-focused changemaker.
“This wasn’t about job listings,” said Ibon Ma. Laya Toledo, marketing director of Bossjob PH. “We were here to champion digital empowerment, career accessibility, and to meet young Filipinos where they are—energetic, creative, and future-focused.”
Bossjob’s presence at UP Fair signaled a pivot in employer branding strategy—eschewing traditional job fairs in favor of immersive, community-driven experiences. The brand’s interactive booth—complete with free ice cream, cotton candy, and giveaways—drew more than 2,000 participants who engaged with the app’s AI-powered features, including instant chat with recruiters, resume analysis, and photo-enhancement tools.
The campaign also pushed user acquisition, encouraging attendees to download the app, register, and explore Bossjob’s inclusive offerings—from blue-collar opportunities to the more flexible “open collar” roles.
Aligning with UP Fair’s socially-driven themes—ranging from gender equity and urban poverty to education and indigenous rights—Bossjob embedded advocacy into its brand narrative. Each day, the company highlighted different aspects of inclusive hiring, mirroring the fair’s own agenda and cementing its role as a purpose-led tech brand.
This alignment is not just marketing; it reflects Bossjob’s strategic intent to be a platform that democratizes hiring in the Philippines. By integrating AI and accessibility into its services, the company is targeting both urban professionals and underrepresented job seekers across the archipelago.
The UP Fair activation marks a broader growth signal for Bossjob, which continues to scale its nationwide reach in a highly competitive HR tech landscape. By investing in community-forward, culturally resonant initiatives, the company is differentiating itself in a space often dominated by transactional job board experiences.
In blending technology, purpose, and pop culture, Bossjob is carving a niche as a next-gen recruitment platform—where finding a job is not just faster, but smarter and more human.
