Monster Goes After Passives

Monster says its new Career Ad Network is meant to reach some of the most desirable candidates — the millions of people who are not actively looking for a new job, but would be open to exploring an opportunity if the right position presented itself.

Ad space purchased on websites and online media networks by Monster Worldwide can now be used to highlight specific jobs likely to be of interest to candidates.

The company says the ad network will help recruiters transform their job postings into creative, targeted ads distributed quickly online.

“Companies know that the war for talent is on, so we needed to find an easy way to extend reach for employer customers,” says Dee Dellovo, Monster’s director of new media products.

The campaigns target candidates where they spend time online, whether they are actively looking for a job or open to new opportunities if prompted by seeing relevant job postings outside of the traditional job search environment.

The program is “pretty easy,” explains Dellovo.

“The common thread is that recruiters have so much to do, but at the same time, how can they get everything done? Literally, all they have to do is tell us which job postings they want to opt into a campaign,” she says.

Career Ad Network sources information from job postings placed on Monster or MonsterTRAK and automatically formats the ads, modifies existing copy, incorporates an employer’s logo, and even creates a headline.

Once a candidate clicks on the ad, he or she is taken directly to the job posting on Monster or MonsterTRAK.

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From the candidate’s perspective, instead of seeing generic banner ads, they are presented with specific job postings likely to be of interest to them, the company notes.

Dellovo says three factors led the company to start this new program:

  1. Online media overall. “Classified has been defined by companies like ourselves. There is a lot of growth left in search advertising, and Monster is strong in classified space, but we needed to push out in other online media ventures as well,” she says.
  2. Customer awareness. “This follows years of listening to customers talking about sourcing,” she says.
  3. Branding and growth. “Working with partners on ways to explore employer brand issues. And, of course, we wanted to grow,” she says.

Dellovo says employers can track value by detecting how many job views resulted from targeted ad placements and monitoring actions taken, including apply online, view all company jobs, save this job, and send to a friend.

The company says it had promising results during a trial phase. Twenty companies across a wide range of industries participated in the trial, with increases between 8% and 45%.

“Everyone got traction; everyone got clicks, which was encouraging,” says Dellovo.

“Customers know they need to be in the online media space. This product eases them into it,” she adds.

Elaine Rigoli has nearly 15 years of experience managing content and community for various B2B and consumer websites. Elaine has written thousands of business and technology articles and has been quoted in The Wall Street Journal and eWeek, among other publications.

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