By: Kenneth Hein
(Brandweek.com) Job search site CareerBuilder.com this week will break a $15 million branding campaign playing up the serious side of job searching under the tag, “Be smart. Be in control. CareerBuilder. Be One.”
Two 30-second TV spots will air Sept. 3-Nov. 18 bearing the new tagline. One will tout FlexAds, which are rolling out in newspapers owned by parent Tribune Co. A FlexAd is short job description that runs in the “CareerBuilder” section of the Sunday paper. Job hunters can go online and punch in a code to see the rest of the ad as well as apply for the position.
The second is a general spot that talks about the site’s many search tools. It will run in markets without FlexAd availability. The overall campaign will reach 39 markets. Cramer-Kressalt, Chicago, handles.
Three 60-second radio spots will support TV. They talk about saving time with the site’s personal search agent and 13 advanced search filters, as well as doing a confidential job search. “Look for a job without blowing your cover. We give you more ways to search in secrecy,” says one.
Five print ads also tout the tools. “Resume incognito” addresses confidentiality. “Search smarter, get an agent” focuses on the site’s job search agent. Another reads: “You spend more time with your job than your spouse — choose wisely.” Five outdoor ads support.
“This campaign is much more about mentoring and guiding,” said Judy Hackett, chief marketing officer for CareerBuilder, Chicago. “If you look at the myriad of campaigns in the past, they were all humorous. Job seekers aren’t job-hopping these days, they’re job hunting. It’s serious business.”