Monster In New Marketing Push for 2008

By: E&P Staff Monster, the big online help-wanted site that nevertheless lags the newspaper-oriented CareerBuilder.com, announced on Wednesday a worldwide rebranding campaign to position the online company as a "resource that helps workers attain their life goals."

"Our new campaign reflects the strength of Monster's global presence as the first worldwide online recruitment company and is rooted in understanding that maintaining this leadership position means evolving our brand beyond just a marketplace for jobs," said Sal Iannuzzi, chairman and CEO of the site's parent, Monster Worldwide Inc. "Being attuned to the changing attitudes of the workforce around the globe, we are positioning Monster as not merely a resource for better jobs, but as a valuable tool to help people achieve their life goals. Simply put, our goal is to inspire people to improve their lives."

The campaign created by New York-based BBDO Worldwide includes television, radio, print and online.

The new ad revolves around four television spots, two of which will air in the U.S. and Britain in the first week of January, with other European markets following later in the month.

Monster described the two spots this way:

"The first spot, 'Daybreak,' opens with hundreds of people awakening before dawn on a Monday and collectively rallying to postpone the ensuing day by fighting the onslaught of daybreak. It is based on the simple concept that people often view Monday as a battle, but that Monster can help make Mondays something to look forward to.

The second spot, 'Slots,' brings to life the monotony of literally being shackled to your job, as people ride slots that lead them aimlessly through city streets and office environments, juxtaposed against a hero who, thanks to Monster, has chosen a different path.

Print ads, which Monster said will run in "several newspapers and weeklies, will reflect this campaign, which Monster is calling "Your calling is calling."

Also Tuesday, CareerBuilder.ca, CareerBuilder's Canada operation, said its annual survey by Harris Interactive of projected hiring and job search activities in Canada shows recruitment to grow at a "slightly higher pace" in 2008 than last year.

"The employment market of 2007, fueled by a stable economy and strong consumer confidence, produced on average more than 35,000 new jobs per month, according to the Labour Force Survey," Remy Piazza, CareerBuilder Canada's managing director said in a statement. "Looking ahead to 2008, recruitment trends are expected to continue at a slightly higher pace. Forty-six percent of employers said they plan to increase their number of full-time, permanent employees in 2008, up from 42 percent at this time last year."

The survey, titled "2008 Canadian Job Forecast," was conducted between November 13 and December 3, 2007 and included 281 hiring managers and human resource professionals and 511 workers.

Among the trends the survey suggests for 2008 is bigger pay packages on initial hires; a greater willingness to arrange flexible work schedules; more Internet screening of candidates; more rehiring of retirees by employers and delay of retirement by employees; more aggressive hiring for diversity, especially older workers, women, native Americans and disabled workers; and more freelance or contract hiring.

CareerBuilder.ca gets 1.3 million unique visitors monthly. It is owned by Gannett Co. Inc., Tribune Co., The McClatchy Co., and Microsoft Corp. It is the online recruitment center for more than 75 Canadian partners, including such portals as AOL Canada and Lycos Canada.