Firm Uses Attention-Grabbing Ad to Snag Job Seekers

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Technology consulting firm ND 143 is relying on shock value to lure laid-off or disgruntled workers from hi-tech and Internet companies with a banner ad that reads, "been f***ed?"


The San Francisco-based company has placed the banner on career-oriented Web sites, including Vault.com and HotJobs.com. It wants to fill about 20 positions.


ND 143 will use the targeting capabilities of each job site to help it reach prime candidates.


On Vault.com, for example, ads will run on microsites for 20 companies, including marchFIRST and Razorfish.


"We targeted these content areas because [these companies] have a history of employing smart people who provide similar skill sets that we're looking for," said Myles Weissleder, spokesman for ND 143.


On HotJobs, the company has targeted employment areas, such as technology, sales and Internet/new media, as well as geographic areas.


Weissleder said ND 143 decided to use the banner because of the notoriety achieved by Fuckedcompany.com.


"We're kind of stealing their thunder a bit," he said.


Users who click on the ad are sent to an interstitial page, where there are links to the company's home page, www.nd143.com; a link to current job listings; and a subscription area for its e-mail newsletter.


The campaign began on March 15. Weissleder said 300 people have clicked on the banner at Vault. Sixty-three people have clicked through from the MarchFIRST content area on Vault. ND 143 received 25 resumes from that group.


Click-through rates from banners posted on HotJobs were not available.


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