With increasing role of mobile phones in the job search domain, Shine.com is targeting to become a ‘mobile-first’ company where the entire registration and job search process for a jobseeker can happen on a mobile phone. Apart from simplifying user flows on mobile, Shine.com has also added an exclusive feature on its mobile app that lets jobseekers discover their personal networks to find people in companies where they want a job.
Commenting on this unique feature, Zairus Master, Business Head – Shine.com, said, “For us to give value to jobseekers and recruiters, we make innovative uses of technology that would take the industry ahead. Our research pointed us to a seminal study that says that your next career move is likely to come from people who are not our closest friends but are likely to connect you to professional circles that you don’t have access to. Building on this insight, we have added a new feature to our mobile app which let candidate discover their network to improve their job chances.â€
While talking about the idea behind the new campaign for this product, Rajan Bhalla, Group CMO, HT Media Limited, said, “With our focus on the mobile first approach, the key benefit which we wanted to highlight was that now jobs are available at your fingertips “Anytime & Anywhereâ€. This demanded the brief to be sharp enough to articulate benefit in the most clutter breaking and creative way. We have created a series of films where we have shown an innocent character, enacted by Javed Jaffrey, who always gets into funny and awkward situations which threatens to undo everything good that he has done in his job. In other words, ‘Uski Vaat Lag Jati Hai’ and at this opportune moment, Mr. M, the brand mascot, comes to his rescue to find his next job using the new Shine.com mobile app right then and there. We are launching this campaign across media – TV, online, print, radio, social media and outdoor – and looking forward to connect with large numbers of people among jobseekers and recruiters.â€
In their latest 360 degree campaign called ‘Kaam ka Dost’, Shine.com has introduced a new friend for all seasons – a young working professional who happens to be a mouse. The brand has unveiled a television, online and print campaign featuring Mr. M.
The objective was to reinforce Shine.com’s positioning of being ‘Kaam ka Dost’. DDB MudraMax-Outdoor was briefed to reach out to the corporate audience and to create a recall value for the brand. The challenge was to create on ground visibility for Mr. M and engage with the target group – working professionals.
The core idea was to create an impact in the corporate hubs where the target audience, working professionals, can directly interact with the brand. Thus, DDB MudraMax-Outdoor churned out an idea where the notice ability of the character and engagement would be high.
Diptakirti ChaudhuriMandeep Malhotra
Diptakirti Chaudhuri, Head – Marketing, Digital Business of HT Media said, “The basic idea of creating a huge replica of our mascot Mr. M was exciting but the biggest challenge was to create something that was very close to the original TVC character. After several rounds of iterations, the agency came with a version that we were really happy with. Mr. M being a cool character, we wanted to be in a ‘cool place’ and DDB MudraMax did a great job of identifying the perfect location in Cyberhub. With a great replica and a great location, Mr. M is now the newest selfie spot in town!â€
Mandeep Malhotra, President, DDB MudraMax quoted, “The joy of setting new benchmarks is of matter of pride for us at MudraMax. The team was super thrilled to work on the brief with the enthusiasm encouraged by the client team at Shine.com. A larger than life piece of art like Mr. M opens a prospect of not only opportunity to See (OTS) for the brand but also generates an opportunity to be part of various social updates. Also, it generated a great ‘Opportunity to forward’.â€
After announcing the partnership with Apollo Gobla, Inc (USA) to launch Bridge School of Management this year, HT has revamped its job portal Shine.com and has integrated recruitment services through Facebook. HT has integrated Shine.com, the job portal, to Facebook as the first step. The TVC conceived by Dentsu India will go live from June 5.
Earlier this year, Shine.com announced a strategic partnership with social recruitment platform MyParichay. But this is only the first step, Rajan Bhalla, Group Marketing Head, HT Media Ltd told MxM India.
In an exclusive interaction, Mr Bhalla said, “Our news portals are set to take the next digital leap. Our journalists are being trained currently since video will be the next big thing on digital media. We are also building a strong mobile marketing capability for our clients. Even our Desimartini.com will be scaled up and prepared for the next leap.” HT has already geared up to take Times of India head-on in various markets: tie-ups with The Hindu in the South and The Telegraph in the East markets have resulted in “creating stronger ad packages to break the monopolistic hold of TOI,” asserted Mr Bhalla.
HT is also “looking strongly at social networking and leverage that platform for our clients,” said Mr Bhalla. With an aim to create disruption and a first step in this direction, Shine.com has integrated Facebook. Hiring through social media, whilst once seen as nascent, has now reached mainstream recruitment as a credible tool in a savvy recruiter’s toolbox. 85% of Indian jobseekers use some or the other online social networking platforms for finding a job, and find both Facebook friends and LinkedIn connections useful in finding jobs.
Amit Garg, Business Head, Internet Business, HT Media, said, “With Shine.com, HT Media has focused on recruiter needs and strive for innovative solution which provides tremendous value in the recruitment industry. After our candidate database crossing the 1 crore mark and with 2 Lac Job Openings on site, we are now the world’s first job portal to integrate Facebook hiring solutions with our mainstream offering. Our latest survey with candidates suggests that 65% of respondents are more likely to use Facebook over LinkedIn for job search – we now have a product that bridges this opportunity between recruiters and candidates. Our strong technological capabilities and a focused team working on integrating social media for recruitment have been instrumental in creating this unique product for this space. ”
While talking about the idea behind the new campaign for this product, Mr Bhalla said, “The communication challenge was to showcase, how the power of personal network can help you with your next job search and the campaign is crafted around this thought. The core proposition of ‘a friend can now help you get your next job’ is very simply articulated with the campaign idea of ‘Yaar Tu God Hai’. It’s a story of two friends and the way one helps the other in getting his dream job through the face book network represented through a human pyramid and a high-energy hummable song – Govinda Ala Re. This is a very different and refreshing new take on the category normally associated with boss bashing and quitting because of not being paid well enough. We are positive that this campaign will strike an emotional chord with both the candidates as well as the recruiter fraternity. This will be a multimedia campaign comprising TV, Print, Digital and unconventional media. So catch it and discover a whole new world of job search.”
Soumitra Karnik, National Creative Director, Dentsu India Group said, “The campaing brings alive the unique proposition of the brand through a very distinctive and memorable metaphor – that of a human pyramid of friends that helps one rise to the top, literally, and plays on the ‘backdoor entry’. In today’s connected world, social networking that helps one land one’s dream job is a powerful proposition.”
Mr Garg told MxM India, “This the first phase of the campaign. With such a strong proposition in the market, we think it is important to invest continuously in marketing the product.”
HT Media’s Shine.com partnered with the Indian Air force (IAF) to help their retired and retiring personnel find a second career in the corporate world. On the October 15 weekend, the IAF inaugurated a two-day placement fair in New Delhi in collaboration with Shine.com.
Mr Rajiv Verma, CEO, Hindustan Times Media Limited said, “The contribution of the IAF is invaluable and the officers’ skills are unmatched. We will provide our expertise in getting them to the corporates. We have 40,000 potential jobs at our portal Shine.com and we are willing to help the former officers to get the jobs they deserve.â€
The fair, held for ex-warriors of the IAF saw a huge turnout both from recruiters as well as those seeking jobs. Many IAF personnel retire at around the age of 40, with a productive span of nearly 15-20 years ahead of them. Because of their long, technology-intensive training and discipline, post retirement, ex-Servicemen and women are invaluable to the corporate sector.
“The Air Force is a technology-intensive service and the officers who retire from IAF are skilled, hardworking and have a wide range of skill sets. Since they get early retirement, it is our duty to help them in the transition from a job with the force to that in other sectors,†said Air Marshal Anil Chopra.
The fair was inaugurated by Defence Minister MrAK Antony. “IAF offers a disciplined, well-trained and elite pool to which the industry should give priority during recruitment,†Mr Antony said during the inauguration. This is the sixth such placement fair being held for retired personnel.
The association will stretch from assistance in resume building all the way to leveraging Shine.com’s database of employers in order to match the diverse skill sets of ex-IAF personnel with the perfect career option.
With increasing role of mobile phones in the job search domain, Shine.com is targeting to become a ‘mobile-first’ company where the entire registration and job search process for a jobseeker can happen on a mobile phone. Apart from simplifying user flows on mobile, Shine.com has also added an exclusive feature on its mobile app that lets jobseekers discover their personal networks to find people in companies where they want a job.
In their latest 360 degree campaign called ‘Kaam ka Dost’, Shine.com has introduced a new friend for all seasons – a young working professional who happens to be a mouse. The brand has unveiled a television, online and print campaign featuring Mr. M.
