In a bid to increase its subscriber base amid the rising spate of job-search websites and ease the procedural norms for recruiters and jobseekers, online career and recruitment solutions provider, Monster India has undergone an overhaul of its positioning and marketing tactics.
Its new brand ideology ‘Find Better’, builds upon the core value proposition of the company, which is connecting people to job opportunities in the e-recruitment space including the web, mobile, and social platform. This new positioning is an extension of its earlier brand ideology ‘Right Jobs. Right Candidates’, wherein the focus was on ensuring the right fitment and right match.
Explaining the new proposition, Sanjay Modi, Managing Director, Monster.com (India/Middle East/Southeast Asia) says that with a change in the way that both employers and job-seekers are now accessing media, the time is apt for Monster to move to the next level of brand positioning. “Find Better” speaks to employers by helping them source, match and manage the key talent. To jobseekers it gives freedom to connect whenever, from wherever they are through mobile, social media or the web,” he adds.
Monster India, which claims to be the only global player in the category, started its operations in 1994 and over the passage of time has evolved into a comprehensive HR solutions provider. On the key differentiators that set the company apart from the host of other e-recruitment sites like Naukri.com, TimesJobs.com, HeadHonchos.com, including many others, Modi credits the company’s scale, penetration, and mass reach coupled with its innovative products and services and use of superior technology.
While there are no figures to facilitate comparison between various job-search websites, according to the numbers shared by the company, Monster India, which grew by approximately 35 per cent, currently has a registered database of over 35 million jobseekers, with over 15,000 jobseekers registering every day. It has 33 million resumes in its database at present. According to Modi, this growth of Monster India is in keeping with the explosive nature of the entire e-recruitment space, which is becoming a preferred format for both employers and prospective employees.
The ‘Find Better’ campaign revolves around three core concepts; Better Access, Better Connections, and Better Results. To communicate this new brand ideology to its target consumers, Monster India has embarked on a 360 degree marketing campaign comprising an ATL campaign, digital and display campaign as well as on ground activation. The latest television campaign is based on the ‘luck’ factor in matters related to job search, with Monster’s underlying message highlighting how lucky people are better choosers, and that luck is not an external force that rejects some and accepts others.
Besides the web, the company is also leveraging mobile and social media platform. It has launched ‘MonsterJobs Active’ in collaboration with Dish TV, which is a one of its kinds job hunt on television, to reach out to job applicants who have limited access to internet. Monster applications are now available across all mobile platforms including the iPhone and iPad.
On the social media front, the company has launched a professional networking application called BeKnown, through which facebook users can establish a professional network.
Other consumer-centric marketing solutions include Monster College for simplification of campus recruitment and Return2Home to tap the non-resident population based abroad who wish to work in India. In an attempt to provide a multi-lingual job portal for rural jobseekers, Monster India also introduced Rozgarduniya.com in partnership with ITC e-chaupal network. The company has also explored online video sharing, and has its own Monster TV, a career channel on YouTube. “Knowing that there is a growing need for coaching and preparations, the channel has been designed to offer the jobseeker videos that range from job/interview tips, industry buzz and hiring trends to relevant seeker services,” explains Modi.