A thought on how job boards advertise
Someone brought me some swag yesterday from Careerbuilder.com promoting their spot for the Super Bowl. Millions of eyes will see the ad, but why do I get the feeling it’s going to be one of those is-your-boss-a-moron commercials?
Sure, there are people who leave their current jobs because they are unhappy with their current employers, but how many recruiters actually call candidates and ask them “do you hate your job?”
In my experience I actually get a bit turned off by a candidate when they start talking about how unhappy they are or how much they deserve but are not getting. Even worse if they start boss bashing.
So why subscribe to job boards that attract candidates this way?
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About This Blog
Lisa Amorao is currently the Marketing Programs Manager for ATR International, a Silicon Valley-based contingent staffing firm.
Lisa has held roles in recruiting and sales before moving on to her current role in Marketing.
The opinions expressed here are her personal opinions and does not reflect those of her employer or any of its clients.
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I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.
Matt Hanson
I pulled this from a recent article on MarketWatch. Looks like you are probably right.
The 30-second spots, featuring an overbearing boss, spider attacks and other elements, are edgy ads targeted to people who are frustrated by their current jobs and need a change, says Richard Castellini, vice president of consumer marketing at CareerBuilder.com.
“Our approach is to shake people out of their inertia — to say, if you don’t like your situation, change it,” said Castellini. “It’s not a concept with a lot of shiny, happy people, because we don’t think that kind of naïve message would resonate with our audience.”
Taglines include “”If you don’t like your job, then get a better one,” “Self-help yourself” and “Wishing won’t get you a better job.”
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