Monster.com launched a multichannel advertising campaign on January 24 to promote updates to its job search engine. The effort is aimed at both job seekers and employers at a time when unemployment is hovering near 10%, according to the US Bureau of Labor Statistics.
The “Get a Monster Advantage” effort was created by Omnicom agency BBDO New York. Its creative features a boogeyman who can’t scare kids anymore, so he uses Monster.com to land a new job as a certified public accountant. The effort includes social media, homepage takeovers and rich media display ads, as well as print and TV spots.
The campaign is promoting an update to the Monster.com site, using the tagline “Search Better. Plan Better. Connect Better.” The company has also launched a 6Sense semantic search engine to make job searches easier and more relevant to both employers and job seekers. The revamped site also includes career planning tools to help users chart their goals. It also includes a social networking aspect, as Monster has created 17 unique career communities where job seekers can network with others in their field of interest.
“We know that people want help, whether it’s a more efficient way to search for jobs or helping them connect with others through specialized career networks,” said Ted Gilvar, EVP and global CMO of Monster.com, in a statement.
To promote the site, Monster.com is running homepage takeovers on general interest and vertical-specific sites. The company has also created a Facebook application based on the boogeyman creative. The campaign’s second TV ad will run during Super Bowl XLIV on February 7.
A Monster.com representative could not be immediately reached for comment. A BBDO representative referred calls seeking comment to Monster.com