MxMIndia

Tag: Monster.com

  • To focus on performance based marketing

    iProspect wins digital mandate for Monster.com

    By Our Staff

     

    iProspect, the digital-first end-to-end media agency from Dentsu India, has won the digital mandate for multiple countries of the leading online career and recruitment resource – Monster.com.

     

    Commenting on the win, Saurabh Srivastava, CMO, Monster.com, APAC & ME said: “Monster is bracing itself for a new growth journey as it evolves into an end-to-end talent management platform in the months to come. A household name for jobseekers across countries and a preferred talent discovery platform for recruiters, Monster continues to invest in innovative tech product offerings and services that are continuously improving the experience of its users across the web and mobile app. As we move ahead with our renewed aspiration of catering to the diverse requirements of an evolving job market, we are confident that partnering with the best of minds from the digital marketing space will help us create the much-needed brand resonance and equity with our existing and prospective users across emerging markets.”

     

    Added Vinod Thadani, CEO, iProspect and Chief Digital Growth Officer, Dentsu Media: “Monster is a great brand that has been in the market for many years and has established itself as a great engagement platform for users who are looking for jobs and progressing in their careers. At iProspect, we look forward to deploying our innovative and data-driven digital marketing solutions to deliver the right engagement for the brand with its digital audience.”

     

  • To encourage overcoming workplace biases

    Monster.com drives inclusive workplaces for LGBTQ+ community

    By Our Staff

     

    As part of PRIDE celebrations, Monster.com, online career and recruitment resource, has launched a campaign called #ComeOutAsAlly to encourage safe and inclusive workspaces for the LGBTQIA+ community. The 50-day campaign will consist of workshops, LGBTQIA+ influencer curated content, interview features with community members and allies, and will finally culminate with a five-day D&I recruitment fair – Triumph.

     

    Speaking on the campaign, Saurabh Srivastava, Chief Marketing Officer, Monster.com said: “Creating a diverse and inclusive work environment is every organisation’s priority today, but most of us don’t know where to start. Understanding and unlearning biases through self-evaluation is a key step for employees, HR, and top management. Our ambition through this campaign was to create awareness and challenge people’s thoughts on overcoming workplace biases starting from our own workplace at Monster as well as others, encouraging more people to come out as allies. Moreover, our annual D&I job fair TRIUMPH is back again this year, championing the cause of diversity in the Indian job space and paving the way for equitable working opportunities for all.”

     

  • Behind every great commercial is super strategy. MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Monster.com ‘Find Better’

    Soumitra Karnik, NCD, Dentsu India Group

     

    1. Name of the Campaign: Monster.com ‘Find Better’

     

    2. Research insights:

    Finding a better career/job is serious business, it’s no laughing matter. And yet, there is a danger of the brand and the business becoming too serious, too “manufacturer” oriented. According to a survey conducted by Monster India, 80 per cent of Indians believe that getting a new job is not just dependent on your capabilities and experience; ‘Luck’ plays an important role. 69 per cent people in India, believe that ‘Luck’ plays an important role in job search as well.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=UakFavcFagw[/youtube]

    3. The Brief:

    With social media and professional networking playing a pivotal role in all spheres of our lives, there has been a shift in the way both jobseekers and employers are consuming services. This new media opportunity led the path for Monster to innovate in the e-recruitment space. Monster is the worldwide leader in successfully connecting people to job opportunities. From the web to mobile to social, they help companies find people through their most advanced technology. The innovative products and services help connect jobseekers and employers better than anyone else across the world. Now is the right time to transient into the next level.

     

    Monster India has introduced the new user interface. The company launched Monster College to facilitate campus hiring; Monster JobsActive, in partnership with DishTV, to help people with no internet access apply for jobs through Monster India. The company also launched The Monster Employment Index (MEI) which is a monthly gauge of online job posting activity in India based on a real-time review of tens of thousands of employer job opportunities culled from a large representative selection of career Web sites and online job listings

     

    4. The thought process behind the creative:

    Job-searching is subject to many vagaries – The pool of candidates in the fray, their relative ranking in the pool, having/not having any “contacts” in the field, the possible hiccups with the search and results of the job site, the timing of the opening, physical location of the opportunity, idiosyncrasies of the hiring manger, cultural fit, compensation criteria, not to mention an inevitable X factor.

     

    That X factor? It’s a little something called luck. And inIndia, as in most parts of the world, luck plays a huge role in almost every sphere of our lives. Or at least, people like to believe that. From the use of innumerable lucky charms to invoking many symbols of auspiciousness from human and other-worldly sources (caution against signs of good-luck such as sneezing, breaking glass, walking under a ladder, having a black cat cross your path), luck is wooed relentlessly.

     

    5. Media vehicles chosen: Owned, Paid, Earned

     

    6. Key issues kept in mind while executing the ad:

    The trick for a brand in this category is to find the right balance between creating clutter-breaking brand communications without dissing the serious nature of the task at hand.

     

    7. Does the treatment do justice to the brief?

    The TVC is about candidates who try to carry every possible symbol of luck with them to enhance their chances of getting a better job. The TVC exaggerates the acts of superstition in a humorous manner to show the extent that people go to, to get luck on their side. It then drives home the point that with Monster.com, you get luck on your side.

     

    Striking a balance between levity and gravity, it is a culturally relevant interpretation of the “Find Better”. It leverages the core strengths of monsterindia.com and its presence on web, mobile as well as social , beyond just a superior search algorithm, and demonstrates powerfully each of monsters ‘features’, showcasing how you can get luck on your side and find better.

     

    8. What according to you is the differentiating factor about the ad?

    The highlight of the film is when the mother emerges from the bag in this show of one-upmanship. It’s most unexpected and at the same time humorous; you can almost hear a gasp followed by a chuckle from the viewer.

     

    9. Market/client feedback: Not available yet

     

    AdStrat, compiled by Shubhangi Mehta appears every Monday.

     

  • Now while the insight is cool and the execution funny, there is a basic flaw in the communication. Monster.com is only a job finder, they can't help you do well in an interview

    Debrief | Monster.com: Misplaced communication strategy

    By Anil Thakraney

     

    Monster.com believes that more than talent, Indian candidates rely on luck to make it through in a job interview. This is true. Many of us do have our superstitions. The lucky tie, the lucky socks, the lucky underwear, and so on. It may or may not work, but the illogical superstitions go on. In that sense, Monster.com is on to a good consumer insight.

     

    So these two blokes are waiting to be called in for the interview. And they spend the time competing with each other on who is more superstitious, and therefore luckier of the two. Eventually both get egg on the face as the job goes to the third chap who doesn’t believe in luck, but uses Monster.com.

     

    Now while the insight is cool and the execution funny, there is a basic flaw in the communication. Monster.com is only a job finder, they can’t help you do well in an interview. Ergo, if luck is what Monster.com is riding on, then this ad doesn’t make sense. Because even the superstitious candidates DID land the job interview. So on pure logic, the commercial derails.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=Fbrzc8-w6SY[/youtube]

    This would have been a sound strategy for, say, a grooming shop, one of those that help you create a favourable impact in an interview. For Monster.com, this doesn’t work at all. Funny that the managers of the job portal overlooked such an important factor. I suspect on the day the brand manager came up with this strategy, he/she wasn’t wearing his/her lucky charm. 🙂

     

    Rating: (On a scale of 1 to 5): 2. Entertaining ad. Based on a wrong promise!