The thriving e-recruitment market has job portals on their toes. Naukri or JobsAhead, each has got ambitious advertising and branding plans. While Naukri has upgraded its advertising budget to Rs 5 crore for 2004, JobsAhead has also kicked off a brand building exercise that will cost the company Rs 2.5 crore.
On February 18, 2004, JobsAhead launched its Rs 2.5-crore 'Ambition' campaign. Using print and outdoor advertising format, the campaign aims at positioning JobsAhead as a brand that drives aspiration. Accordingly, it has been built around the theme of 'ambition'. Why ambition? "In accordance with Ambition Stats, an internal survey conducted by JobsAhead among the HR professionals in January 2004, it was found that ambition of the individual employees is one of the key factors in driving organization growth. If expectations of the ambitious employees are managed properly, it can give the organisation good results," explained Rajiv Puri, CEO, JobsAhead.
The initial media splash will see the simultaneous release of the "Fill in your ambition" campaign across 10 cities. The ad series will highlight the benefits on offer at JobsAhead, and attempt to place the brand in the minds of people as a serious job portal. "We at JobsAhead understand that employees are the biggest assets for any organisation. What matters to the organisation is the quality of talent, which is driven by ambition to excel in life. JobsAhead is for all ambitious people seeking meaningful career options", said Puri. "The communication endeavour is to make JobsAhead synonymous with ambition - the fuel for success, growth and achievement in one's life." Triton Communications has handled the creatives.
What is the media mix? "The primary medium is print and covers Deccan Chronicle, Dinamani, Gujarat Samachar, The Hindu, Hindustan Times, The Indian Express, Kannada Prabha, New Indian Express, Telegraph and The Times of India, besides Business Today. Besides print, the new communication is supported by outdoors and Internet," replied Puri.
JobsAhead is the first career portal in country with over 3 million registered users. It gets over 3.6 million visitors to its site every month and aggregates close to 1,50,000 job openings across work categories and levels. JobsAhead has a national footprint and operates out of 8 offices across India in the cities of Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune and Ahmedabad.