careerbuilder.com Asks the Workers
May 14, 2009 by Emma Sorensen
Earlier this month leading US jobs portal careerbuilder.com dropped a bombshell by revealing it had parted ways with its ad agency. Now its new direction has been announced, as it kicks off a bold new marketing strategy.
careerbuilder.com has launched a contest for US worked to create its 2010 Super Bowl advertisement.
At hiremytvad.com, workers can submit 25-second videos to be considered for CareerBuilder’s return to the Big Game for the sixth consecutive year. The winning “creative director” will be awarded a “paycheck” of $100,000 and the runner up will earn $50,000.
A press release from the company makes clear their approach: “This is part of a bold new direction CareerBuilder is taking in its marketing strategy that builds on the company’s long-time investments in social media and user-generated content”.
Once the winner is chosen, CareerBuilder’s marketing team will develop the spot in-house – another critical element in its aggressive new direction.
“CareerBuilder was one of the early adopters of user-generated, short-form content and now we’re taking our investment to a whole new level,” said Richard Castellini, Chief Marketing Officer for CareerBuilder. “There are so many talented workers out there who are facing a really tough job market. Introducing this twist into our advertising opens the door to a new resume-building experience that showcases their talent. And who better to ask what appeals to job seekers than the job seekers themselves?”
Submissions for the ad contest can build on the successes of previous CareerBuilder advertising campaigns or come up with an entirely new concept.
“We made a strategic decision to change our advertising approach and leverage the expertise of the seasoned pros on CareerBuilder’s advertising team in a new way,” said Castellini. “If you’re not consistently taking calculated risks and reaching beyond the status quo, you’re not challenging yourself. We are a company that challenges itself.”
The contest runs until 3 July 2009 with all the details at: hiremytvad.com.
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