Jobsite shakes up online recruitment market with launch of 15million brand advertising campaign

Jobsite today announces the launch of a 15 million heavyweight multimedia advertising campaign, which will go live across the UK from 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 UKís 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; ìThe 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; ìThe 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. Weíve spent 18 months working with the industryís top talent to build our approach, re-define our positioning as a challenger brand and ensure that our strategy will resonate across all audiences.î

The new campaign features a completely new tone and style for Jobsite. Directed by award winning director Jeff Stark (the creative force behind Virginís ads) and featuring UK actor 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 donít 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 jobseekersí 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.