Hyping Is Job One - CareerBuilder Inc. to launch marketing campaign - Brief Article

Brandweek, Jan 22, 2001 by Kenneth Hein

CareerBuilder joins Monster.com fray

In what is turning into a full-blown battle for the attention of job seekers, CareerBuilder.com will unleash a radio- and print-centered localized attack to the tune of $20 million.

The strategy is to trumpet the site's job search tools during drive times versus bolstering a brand name via splashy Super Bowl ads a la Monster.com's $200 million blitz (Brandweek, Jan. 8).

Beginning next month the CareerBuilder's campaign, which asks, "Where will you be when we find you the perfect job?", will blanket radio, via American Media Services, Washington, in seven to 10 target markets including Boston, Dallas and New York. The effort also includes print and outdoor. The job site may also include last year's tag "When is your future?" in the campaigns.

The ads will stress all of the fun a person can have while CareerBuilder.com tools, such as the Personal Search Agent and Megajobsearch, work for them. Creative is from the perspective of a person who is skydiving or horseback riding while the site is working for them. "They will come back to job offers and interview set-ups [when they return]," said Kate Dawson, dir-marketing/advertising for CareerBuilder, Reston, Va.

The effort marks a move away from the site's $20 million-plus national cable and radio branding play last year. "Monster is all about brand, ours is all about targeting and doing efficient things to get to the job seeker and getting them to act," said Dawson.

CareerBuilder.com merged with media giants KnightRidder and the Tribune Cos. last year. The two companies' 35 local newspapers, including the Miami Herald and Chicago Tribune, will tout the site and their online classified sections which are powered by CareerBuilder.com. CareerBuilder.com is letting its local partners like the Miami Herald market themselves because "80% of people look for jobs locally," said Dawson.

Print and outdoor, via the Martin Agency, Richmond, Va., will hit cities where the two companies' newspapers don't have presence. Outdoor, expected to reach 75% of targeted job seekers age 25-49, will appear in March. A large online banner and e-mail marketing campaign will accompany the effort. The site will also have a presence at local networking events, career fairs and concerts.

In the crowded category CareerBuilder faces high-profile efforts from No. 2 job site Monster.com and No.3 Hotjobs.com, which is also kicking off a $40 million effort on Super Bowl Sunday (Brandweek, Jan. 1). The second leg of its "Onward. Upward" effort will stress the site's tools much like No.4 CareerBuilder's efforts. Jobsonline.com is the category leader. Media Metrix, New York, provided the rankings.

While CareerBuilder's Dawson refused to comment about the similarity of HotJobs' and her company's campaigns, Marc Karasu, dir-advertising for Hotjobs.com, New York, said CareerBuilder's message might get lost. "I don't think they have built a brand. There needs to be a brand identity to make you confident enough to use the tools in the first place."

He added, "That much money in radio is oversaturation."