The job portal hh.ru has created a chatbot that helps users prepare for interviews. Comedians Anton Shastun and Dmitry Pozov acted as mentors.
Problem
In 2023, hh.ru began losing recognition among young people aged 18–24. The brand, familiar to adults, felt too "corporate" for a generation raised on memes, voice notes, and livestreams. Our goal was to reinvent hh.ru for Gen Z: – to become relatable and easy to understand – to show that a first job isn’t a source of stress, but a step toward self-discovery – to speak to young people in their own style without losing the brand’s essence, and to integrate into youth culture.
Solution
GenZ isn’t afraid of monsters, but the phrase “Tell us about yourself” in a job interview can leave them speechless. So we decided to turn the terrifying hiring process into a meme and to show that job hunting is simply a part of life. That’s how “Sobeseding” was born — a Telegram bot that uses AI and face-swapping to generate mock job interview videos starring the user. Instead of HR managers, comedians Anton Shastun and Dmitry Pozov took over, instead of scary questions — meme-worthy, humorous scenarios. Everyone could see themselves being interviewed by the stars. What we did: - Wrote hundreds of questions from real to totally absurd - Created a set of video templates with the comedians - Built a bot that generated personalized interviews — ready to share with friends - Integrated the campaign’s big idea: I know why I work
Result
157,000+ unique bot users, 85,000+ videos generated, 87,000+ new subscribers to hh.ru’s Gen Z Telegram channel, Tens of thousands of shares, 6.5 million total reach
