HotJobs Enhances College Marketing Campaign

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Internet recruiter is adding digital photography to its college-focused marketing campaign in hopes of generating Web traffic for its new HotJobs Web page.

The campaign, in which HotJobs has targeted 75 campuses around the nation, is set to launch Jan. 29.

HotJobs worked in conjunction with Boston-based Student Advantage, a college marketing firm.

HotJobs, New York, plans to send company representatives -- student employees from Student Advantage's network of students -- to the universities to take digital photos of participating students and post them on HotJobs' college channel -- The HotJobs representatives, who the company said would be dressed in HotsJobs-branded caps and gowns, also have collected students' e-mail addresses.

The photos would be then be uploaded on the co-branded college Web page. Students can download their photos for memoirs or e-mail them to friends or family, the company said.

After the students visit the site, HotJobs would provide them with opportunities, such as links and newsletter registration forms, to browse its database of entry-level jobs and internships.

"Today's college students are tomorrow's work force," said Marc Karasu, director of advertising and marketing at HotJobs. "And this is a category that we needed to be speaking to and develop a relationship with now, not just when they're graduating."

Karasu said the traffic to the Web site would also benefit HotJobs recruiters because the students, ranging from universities such as Brown, Yale and Duke, among others, would be qualified candidates.

HotJobs aims to visit the 75 universities throughout the year, particularly targeting January, April and October because of high-traffic events, such as spring fling, homecoming and parents weekend.

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