AND news - September 2008
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Jobsite shakes up online recruitment market with launch of £15million brand advertising campaign
Northcliffe Media announces first ABCe audit figures for individual ‘thisis’ regional sites
O2 UK’s Ian Ruddy joins BeMyInterviewer.co.uk
Jobsite shakes up online recruitment market with launch of £15million brand advertising campaign
10th September 2008
Jobsite today announces the launch of a £15 million heavyweight multimedia advertising campaign, which will go live across the UKfrom 6th October 2008. Spearheaded by a national prime time TV campaign across terrestrial and satellite stations, and supported by radio, print and online, the campaign is the largest ever undertaken by a UK job board, reaching 95% of all UK ABC1 working adults across each of the three planned activity bursts.
The new campaign is the culmination of a two year growth strategy that has seen Jobsite, the UK’s online recruitment pioneer, develop real depth and breadth to its service, creating an unrivalled offering by region and sector. With strong foundations in place, Jobsite believes now is the right time to capitalise and build real mass market awareness with a new nationwide advertising campaign.
Commenting on the launch, Keith Potts, Jobsite CEO says; “The campaign marks an exciting new era for Jobsite. Our success to date can be attributed to building one of the most comprehensive market offerings, providing a full breadth and depth of vacancies, supported by outstanding customer service. The next logical step in our strategy is building mass market awareness and developing a really compelling way to talk about our services, so that people are fully aware of what we have to offer. Our new advertising campaign helps us to achieve this - reaching 95% of all ABC1 working adults at least 13 times within each burst of activity.
Potts continues; “The sheer scale, scope and investment behind the campaign clearly illustrates that Jobsite is very serious about increasing brand awareness. This is a long-term campaign with the greatest resources behind it. We’ve spent 18 months working with the industry’s top talent to build our approach, re-define our positioning as a challenger brand and ensure that our strategy will resonate across all audiences.”
The new campaign features a completely new tone and style for Jobsite. Directed by award winning director Jeff Stark (the creative force behind Virgin’s ads) and featuring UKactor Max Beesely (of Hotel Babylon and Tom Jones fame) as the central character, the adverts will effectively target the core Jobsite demographic of ABC1 23 – 45 year olds. The ads portray Max acting as a friend or career mentor style character who intimately explores the truths behind why people don’t change jobs – despite the fact they may be unhappy in their current role. Delivered in a humorous fashion, each advert ends with a clear call to action, encouraging people to upload their CV to Jobsite.
The concept is based on three years of Jobsite research, which reveals that most people dislike jobhunting. Jobsite believes that it can take away a lot of jobseekers’ pain and is making a commitment to do the hard work for candidates, searching through a minimum of 9,000 new jobs every day to find the right one for them. With research showing that 14 million people consider moving jobs each year, but only a small percentage actually do so, Jobsite believes the new campaign will help to drive both active and passive jobseekers to the site.
Premiering on 6th October 2008, the campaign will run in three bursts throughout October, January and April, to coincide with key jobhunting and recruitment periods. At the heart of the new advertising schedule is a heavyweight national TV campaign, which uses a combination of prime time viewing slots across multiple channels (including the ITV network, C4, C5, Sky, C4 digital and IDS) and key programmes that match the Jobsite audience demographic (including X Factor, Coronation Street, Desperate Housewives and the Champions League), to ensure that 45.5 million adults get to see the adverts over the campaign period.
Alongside the TV campaign, Jobsite will be running radio adverts across major local and regional commercial radio stations, including Virgin, Capital, Magic, BRMB and Real Radio Scotland. This will be supported by a heavyweight national print campaign across Jobsite media partners, including Associated Newspapers (comprising Daily Mail, Mail on Sunday, Evening Standard, Metro and London Lite), Northcliffe Media and Clyde & Forth. Online, Jobsite will be increasing existing spend by over 50% with an extensive paid search, email marketing and display advertising campaign.
To coincide with the campaign, a redesigned Jobsite homepage, featuring the new Jobsite logo, will be going live on the 15th September 2008.
Northcliffe Media announces first ABCe audit figures for individual ‘thisis’ regional sites
10th September 2008
Northcliffe Media, regional news and information publisher and part of DMGT (Daily Mail General Trust), today published individual ABCe figures for ten of its ‘thisis’ websites. The ten sites, including www.thisisbristol.co.uk, www.thisisderbyshire.co.uk, www.thisisgloucestershire.co.uk and www.thisishull.co.uk, are the first in Northcliffe Media’s portfolio of over 100 local websites to undergo the independent verification and certification, which provides even more transparency on audience reach for the advertising and media buying community.
The first phase of ABCe audits covers the ten individual sites in the Northcliffe Media ‘thisis’ portfolio with the largest audiences. This is set to grow to 20 sites for the period January to June 2009 with the ultimate aim of covering all major urban and regional sites in the future. Northcliffe Media is also working with the ABCe to ensure that digital audit figures are published in line with the established press auditing cycle, thereby allowing a combined Group Product Report to be published.
The ABCe certificates are available to view at www.abce.org.uk and cover the period from 1st April to 30th June 2008. The ten individual sites showed reach figures ranging from 120,000 to 319,000 unique users / browsers per month. The latest audited figures follow on from Northcliffe Media and Survey Interactive’s study from earlier in the year that calculated the total de-duplicated audience reach across print and online – the first time that such data has been available to advertisers. The study showed that Northcliffe Media’s de-duplicated monthly reach across all of its newspapers and websites was approximately 4.7 million adults (based on a combination of Average Issue Readership and monthly online visitors).
The latest Northcliffe Media data provides even more transparency for advertisers wishing to use Northcliffe Media’s newspaper and ‘thisis’ network. Northcliffe Media offers a strong proposition for advertisers, with the ability to tailor campaigns across papers and online. Its key classified partnerships within jobs, property and motors with DMGT owned brands, Jobsite, Findaproperty and Motors.co.uk, offer best in class digital platforms and brands for advertisers and consumers.
Northcliffe Media is in the process of rolling out its next generation of ‘thisis’ websites, which boast improved performance and stability combined with advanced search engine optimisation (SEO) and user generated content (UGC) to ensure best possible end user experience. The new websites are designed to offer advertisers an opportunity to capitalise on an ever expanding ‘local digital’ audience.
Sean Mahon, Director of Marketing for Northcliffe Media, said: “We are very excited about the growth we’ve experienced across our ‘thisis’ network during the last few months. This is down to the ongoing development of our websites in order to deliver everything our users need in terms of news, entertainment and local classifieds. It is important at the same time to illustrate to the advertising community that we have a thriving and growing online audience. These individual sites ABCe figures are the next stage of an ongoing process to provide transparency on our online reach. When combined with our existing audited newspaper circulations and our recent de-duplicated on/offline reach figures, we’re able to provide advertisers with a complete picture of our audience.”
In January, the Northcliffe Media ‘thisis’ network attracted over 3 million unique users. Northcliffe has seen a 45% year-on-year growth online.
Telefónica O2 UK’s Ian Ruddy joins BeMyInterviewer.co.uk
10th September 2008
Ian Ruddy, Head of HR Operations at Telefónica O2 UK has joined www.bemyinterviewer.co.uk - Jobsite’s interactive video-based website which enables jobseekers to practise for interviews. He joins leading bosses including Duncan Bannatyne, Ruth Badger and Jacqueline Gold in asking candidates key interview questions on topics including money, experience, personality and selling yourself.
Launched in February 2008 BeMyInterviewer offers a completely new way to prepare for interviews. In the first six months that it’s been live, BeMyInterviewer has attracted over 156,000 unique visitors to the site, with over 1.4 million videos streamed. BeMyInterviewer has also increased applications to Jobsite’s clients’ vacancies, with over 21,900 candidates coming through to view vacancies on Jobsite following their interaction with the interviewers on BeMyInterviewer.
BeMyInterviewer is updated regularly with new interviewers and is a helpful preparation tool for recruiters who are sending candidates to interviews. Equally, HR Directors and those responsible for interviewing will find BeMyInterviewer a useful resource in learning how their peers conduct interviews and get the most out of candidates.
As the latest new addition to BeMyInterviewer, Ian Ruddy’s interview style offers a fascinating insight into recruitment in large organisations. Ian and his team are responsible for the direct recruitment of many hundreds of talented people into a wide variety of roles ranging from finance, technology and marketing to customer service contact centres, events management and retail.
Commenting on his interviewing experience, Ian Ruddy says; “At Telefónica O2 our values of bold, open, trusted and clear are very important to us and they are firmly embedded within our culture and reflect how we do things. We believe that in order to turn our customers into fans our people must be fans first.
We look for people who are customer focused, can work within a team and are bold in their thinking and aspirations. I am delighted to participate in a process that supports jobseekers in finding a career that is right for them.’
For more information please email bmi@jobsite.co.uk
For more information, please contact:
Vicky Taylor
Jobsite UK(Worldwide) Ltd.
Tel: 0844 561 9156