Monster.com: Wake-up call

Jobs portal Monster.com has come up with its latest campaign titled Wake Up that reaches out to jobseekers who are getting comfortable in their job. The campaign eggs them on to seek better opportunities.

Monster.com's campaign takes its proposition of 'Find Better' to the next level - Better Access, Better Connections, Better Jobs. It aspires to establish that luck favours only those who look for better opportunities.

The portal's earlier proposition was launched in 2012, when the job market began opening up after the 2009 financial crisis.

The Wake Up campaign was launched on November 21 with five teasers circulated on the online medium without the brand name, attempting to generate a buzz for the brand. The teasers showcased an employee who is so deeply asleep in his office that he does not wake up even after attempts by an opera singer, a cowboy, a vampire, a goat and Tarzan.

The initiative got responses on Facebook, Twitter and other social media platforms. On November 27, Monster.com launched the full film on the online front, where an employee is amazed by a fish asking questions on his professional goals. He then wakes up to the fact that he needs to change his job.

To make it interactive, the company has urged people to share the video with friends and colleagues who should shift their jobs. It is also inviting people to shoot their own videos and share it; the best videos will be featured on the Facebook page of Monster.com.

Monster.com is promoting the campaign through Twitter (#WakeUpToFindBetter), Facebook (https://www.facebook.com/monsterindia) and several other high traffic websites such as www.yahoo.com. Till date, it has received more than 370 user generated videos apart from Twitter impressions and Facebook conversations.

The creatives for the campaign are designed by Dentsu Marcom. Monster.com reveals that if the campaign garners popularity, it may be taken to the television platform.

The inspiration for the campaign came from a research conducted by Monster and GfK across seven countries, which revealed that in India, people are most happy with their jobs. The research showed that people are getting comfortable in their current jobs but forgetting their long term professional goals. Wake Up aims to reach out to such job seekers.

Speaking about the campaign, Sanjay Modi, MD, Monster.com (India/Southeast Asia/Middle East), says, "We aim to get into the skin of our customer (jobseeker) and understand his psyche and then launch a communication for him. Today the employers are hiring as they think that they can forecast coming 4-5 months but even then, the current situation is grim, there is weakening rupee, political uncertainty and other things. So we want the jobseekers to Wake Up and get into the action to find new opportunities that are available in the market."

Monster will also launch a Wake Up Facebook application.

Monster India started its operations in 2001. It is headquartered in Hyderabad and has offices in 11 other cities including Mumbai, Delhi, Bengaluru, Chennai, Pune, Kolkata, Ahmadabad, Baroda, Chandigarh, Jaipur and Kochi. It has a worldwide network and is present in 40 countries.