ClickJobs.com: Even if you don't have a reason, it has the job

The best time to pack your bags and hop over to the competition could be when you're happiest with your present job. There may be a better job opportunity out there waiting to be grabbed, says ClickJobs.com, the Chennai-based job portal of the BharatMatrimony Group.

Executives at ClickJobs believe this route to popularising their portal is different from all other job portals. All the others press home various reasons to switch jobs, and these reasons are usually unpleasant ones. An unbearable boss pushes you to Naukri.com, while the wrong profession is the impetus to use Monster's 'sharp search engine'. Timesjobs has the job if you 'have a reason', and having immature company executives would drive you to Jobstreet.

But while it is easy to relate to the angst of the job-seeker, how is a viewer expected to relate to switching jobs when one is content with the current one? Pearl, creative director, Network Advertising (the agency for ClickJobs), explains: "Is it really only the unhappy employee who needs to look for a new job? There are several employees out there who are satisfied and content with their jobs, but can do way better, if given the opportunity."

To communicate this premise, Network has created a character called Happy Kumar. He represents the man who is ignorant of the innumerable opportunities in the market outside his company.

When he steps into office, the voiceover says, "Mr. Happy Kumar is so happy with his job, he can't see the millions of opportunities around him." As he looks out of the window, the audience sees some sky writing: "Happy Kumar. Big Job. Big Pay." Surprisingly, that too, does not catch his attention; he sees only some specks of dust on the window pane, and he wipes them off with a smile. As Happy Kumar sips coffee out of a mug bearing the slogan "I love my job", the voice-over concludes, "ClickJobs.com. Are you happy?"

The profile of Happy Kumar is that of a young, complacent person. He is not a loser but he is just blind to all the opportunities awaiting him. "This ad is to inform the working populace that being happy with their jobs is not reason enough for them to stick on and be another Happy Kumar," adds Pearl.

Michael Bala, business head, ClickJobs.com, says that from the very beginning, the portal was clear about wanting to create some disruption in the market so as to wake people up and get them to smell the coffee. "In a sense, even a person who is very satisfied with his job understands that there is always something better in store for him," he says.

The TG for the portal is experienced professionals above the age of 20, working in the metros and primarily, but not necessarily, looking for jobs in IT.

The company conducted pre-launch research to understand the job market better and to get first-hand information on the needs of both employers and candidates. According to the findings, people between the ages of 21 and 45 visit job portals and these people consist of employees across all domains and headhunters and recruitment agencies. Candidates look for easy navigation and access, regular updates on opportunities and adequate privacy facilities. Employers, however, seek a fresh database and resumes of appropriate candidates.

The number of resumes pouring in at ClickJobs.com has shot up to 7,000 per day, and the traffic has gone up by 500 per cent in the last three months, reveals Bala. The film has been shot by Manav Menon of Foot Candles, Mumbai.

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