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Recently launched TVC focuses on happy jobs which only Monster can provide
Why do people quit jobs? Is it the bad boss, or a bigger pay-packet, or better job prospects? Or, is it a combination of all three? The multiple possible explanations apart, the core reason behind a job search is always the employee's pursuit of self-worth.
This is precisely what Monster.com focuses on in its recently released TVC. A job seeker, who is genuinely interested in finding out what her true worth as an employee is, comes to monster.com, sifts through over 45,000 jobs online, and zeroes on to that particular one which makes her "happy."
The new communication, explains Dhruvakanth B. Shenoy, vice-president, marketing, MonsterAsia, revolves around this concept of "happy jobs". In fact, the concept evolves from the basic insight that "there are jobs and there are happy jobs" -- jobs that a person is truly happy doing and being in.
"Monster," Shenoy says, "helps you to get what you deserve. Ours is the only Indian job site that can give the job seeker a job that she is happy with." The fact that monster.com is India's largest job site with over 45,000 jobs online offers individuals the best of the jobs.
The communication also attempts to bring about a huge behavioural shift amongst the target consumer. The idea is to make prospective Monster clients to look beyond newspapers for employment opportunities and to look at the Internet.
"We are doing this because the Net provides thousands of jobs that are often not advertised in newspapers. Now, these companies advertise on the Net because this medium is both cost and time efficient. Yes, job consultants may also do their bit, but there's absolutely nothing which can beat the power of the Internet," he adds.
Monster's target consumers are ideally young professionals with two-three years of work experience around 21-24 years old in practically any field of industry, and not just limited to the infotech sector. "In any case, through rediff.com and sify.com, we are reaching out to 85 per cent of job seekers who already surf the Net. Through the TVC, we want to reach out to those who still rely on newspapers or on consultants. We want to make Monster the first port of call for these people," Shenoy elaborates.
Created by Mudra Communications, the creative idea behind the TVC is pretty straight: It involves the exaggeration of a young person's reaction to his job, which he has got through Monster. The guy is absolutely happy with his job; he looks happy, feels happy and the happiness is contagious. The commercial is set in a regular adda where old college friends regularly meet. Here, the protagonist is so happy with his job that it is very evident in his behaviour. This appears out of the ordinary, even downright strange to others around him. But our man is on cloud nine with his new job and really couldn't care less.
"Through this TVC, we are seeking to establish an emotional connect with job seekers," Shenoy says. With this TVC, Monster is back on the air after a year-long hiatus. In the past 12 months, Monster has been in the news by acquiring Jobs Ahead, another well-known job site.
Shenoy says, other below-the-line activities are also being planned to ensure that the concept of ‘Happy Jobs' is brought to life. Simultaneously, Monster is also beginning a renewed B2B effort to ensure that the best jobs get posted on its website.
© 2004 agencyfaqs!