The Hindu Business Line : Monster hopes to net more Popos thru `happy job' concept

JOB fit, work content, compensation packages are definitely nothing to laugh about in the job market, but for candidates, happiness at work is becoming primary. And Monster.com's new ad campaign endorses this sentiment.

The new communication from the job site revolves around the concept of `happy jobs', says Mr Dhurvakanth B. Shenoy, Vice-President, Marketing, Monster Asia.

"The idea is "If I'm not getting what I deserve then I need to get another job."

Monster is hoping that the 30-second campaign, created by Mudra Communications, will prompt more Popos (the protagonist in the ad) to log onto the Net and seek a job change.

Through this campaign, Monster is addressing employable people `who are on the fringe of Internet usage.' The target group is 21-30 years of age with 3-4 years experience, says Mr Shenoy, adding, "We're addressing men rather than women because they (the latter) use the Internet more."

On whether the campaign has had any impact on the market, Mr Shenoy explains that as the ad campaign is being beamed on TV and the target are non-frequent users of the Web, it'll take them some time to move from TV and log on to the Net.

Online recruitment, a decade-old trend in the country, was so far restricted to IT and related industries.

But e-hiring is slowly gaining credence in the traditional sectors too like manufacturing, banking, etc, observes Mr Shenoy.

"We have proof of concept that it works in these industries too," according to him.

In terms of resume acquisition, Monster.com has more of entry-level candidates (27 per cent), followed closely by the 3-8 years experience category (26 per cent) of candidates.

"If you do a region-wise analysis, we get about 20 per cent resumes from Maharashtra (Mumbai and Pune) and 13 per cent from Karnataka (Bangalore, Mangalore and Mysore) and 12 per cent from Delhi," he says

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