SocialMedia.orgVideo Case Studies

Kathy O’Reilly

How Monster is Driving Global Engagement with #FindBetter

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellNew York

April 17, 2013socialmedia.org/blogwell

How Monster is Driving

Global Engagement with

#FindBetter

Kathy O’Reilly, Senior Director PR & Social Media

Relations

Monster Worldwide

@kathyoreilly @MonsterWW

A bit of background

Global research conducted by Monster found:

Most job seekers are in a post-recessionary job search “funk”

They’ve heard three years of doom and gloom on the unemployment rate

and don’t believe that new opportunities exist and are inclined to stay the

course with the job they have.

“Find Better” is the inspiration they need to believe that better

opportunities exist - and we’re here to help them find it.

No jobseeker is the same. Monster's research led to the reasoning

behind our latest media campaign - targeting people during their

'consumer journey' each day.

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Find Better™

The intent of Find Better

REALISTIC: it’s not always easy to find a job (particularly in the current climate) but Monster is a facilitator to

help seekers take simple steps to “find better.” We talk about real opportunities, not dream jobs.

“BETTER” IS PERSONAL: “better” could be a different environment, a job closer to home or applying your

skills in a sector you love e.g. an accountant getting a job at a football club. We encourage seekers to keep

looking at what opportunities are out there. We tell stories about real people finding better in their own ways.

“BETTER” IS RELEVANT: “better” job search results/outcomes using the world’s most advanced search

technology to deliver precise job listings.

ACT AS A GUIDE: provide practical, trusted advice and show the things you can do to take control (tools

you can use and best practice).

KEEP INFORMED: real-time information on where the opportunities are in your market and your industry.

YOU’RE NOT ALONE: show that there are a lot of people thinking the same way and in the same boat as

you are.

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Find Better™

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Leverage a single creative platform to get employers and job seekers to believe

that better jobs and better candidates are out there - and that Monster can help

them find those jobs.

TV PRINT

DIGITAL SITE

SALES ENABLEMENT LANDING PAGES CRM

SOCIAL CONTENT

The Job Seeker Journey to Find Better

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Infographic showcasing our

research in UK shared across

multiple social channels

Find Better™ Global Marketing Campaign

TV Spots running in the UK, Netherlands, other EU

countries

Coming out with something different - looking to engage

with Jobseekers throughout the day - with outdoor digital

displays at rail and tube stations in the UK and along the

roadside.

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New Monster.co.uk TV Advert 2013 - Pinocchio Monster.co.uk #FindBetter

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Using Social to Broadcast the Campaign

TV spots coming to North America later this summer, early fall

So how can we continue the to build organic momentum

in the U.S. ??? ………………..

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Pay it Forward

We’re on a mission to find the nation’s best bits of career advice!

Whether you’re fresh out of college or you’ve climbed several

rungs of your career ladder, we want to hear your tips and tricks

on how to be successful! What are the best bits of career advice

you would offer someone struggling in a dead-end job or finding

it hard to get work in today’s climate? Are you in that situation?

What kind of advice would help you most? Let us know below or

tweet using #FindBetter!

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How we started

Began to seed #FindBetter to our Facebook community, and the

organic engagement has been very enthusiastic. Our first 2

#FindBetter status updates on our MonsterWW Facebook page

featured the following questions:

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Content resonating with the community

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Facebook posts have gained even more popularity over the past month, with the

following generating the most comments and shares.

Top 5 Posts based on Reach to date: How do you deal with an office jerk? #FindBetter

What's the best bit of career advice your parents ever gave you to prepare

you for the big, wide world of work? #FindBetter

What are your tips on performing an eye catching resume? #FindBetter

What's your best tip to stay sane during a difficult work week? #FindBetter

If you won the lottery and won $1 million, would you quit your job or continue

to work? #FindBetter

Identify Influencers to Help Build Buzz

Identify members of the twitterati - influential career

advice experts - who can help support us in this

effort. The call to action should always be to Tweet tips

with the #FindBetter hashtag.

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Influencers influencing the Movement

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#FindBetter! “@PortageHR: #jobtips from @MonsterCa how to

answer New #Grad #interview questions: http://career-

advice.monster.ca/job-interview/interview-preparation/how-to-answer-

interview-questions-as-a-new-grad/article.aspx

Recruitment Buzz @RecruitmentBuzz11 Mar

Today's #recruitmentbuzz foreword @siteadvisor asks for

you to get onboard @Monster_UK #FindBetter campaign

ResumeStrategic: RT @MonsterWW: 5 $100K jobs that don't

require a Bachelor's Degree - http://t.co/JbJNFMIAI9

#FindBetter

#FindBetter Wednesday In the US, we’ve begun to capture the best of tips and incorporate into one blog post

per week for MonsterWorking (our seeker focused blog) for a new effort called

#FindBetter Wednesday. It’s Hump Day, so what better day to help people get through

the week than Wednesday. The best “tip contributors” are spotlighted in a weekly blog

post, highlighting the best #FindBetter tips of the week from Facebook and Twitter.

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CRM sent weekly to promote “Find Better Wednesdays”

“This Week on Monster” email (deploys to 5MM active

seekers who have opted into weekly emails from

Monster).

The emails drive to the MonsterWorking blog -- our

seeker focused blog.

Plans underway to promote via other existing Monster

marketing channels

Exploring paid social campaigns to promote #FindBetter

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#FindBetter Wednesday

So how’s it working?

Facebook posts generated over 400 comments,

increasing our total Facebook reach by 18% and

increasing people talking about Monster by 16% in the

first 2 weeks of activation.

Our spike in new “likes” to the MonsterWW Facebook

page directly correlate to the #FindBetter posts shared

on Facebook

Biggest peaks coincide with #FindBetter Wednesday

blog posts on MonsterWorking

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Find Better™| Social Impact

From March 1…

1,197 Tweets using #FindBetter

660k+ Reach

5.8m impressions

Peaks coincide with "#FindBetter Wednesdays"

Social Media Mentions Trend for #findbetter

Truly a Global Movement

Global teams encouraged to follow the #FindBetter

hashtag conversations being generated in the UK, the US

& Canada, and adapt the content to share in their regions

in their local language.

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Find Better in the UK and Canada…

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Global teams actively

using various social

channels to promote

Find Better content

Global Teams Getting into it

Our UK team is getting really involved. The ladies of

Monster Chancery Lane share their tips to #Findbetter?

Check out this link https://vine.co/v/bpHhdwWBDXl

Monster.ca Canada @MonsterCa29 Mar

Excellent #Career advice from the streets of #Montreal:

http://ow.ly/jazQ0 #FindBetter ^G

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True Global Effort

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What’s Next?

Movement has taken off so quickly we’re now in the process of

finalizing some guidelines for the global teams and employees alike

about what Find Better really means. We’ve created a PR message

Bible and currently working on social guidelines to clearly define:

The mission of #FindBetter

Types of content that should/should not be included using the Find

Better hashtag

Create consistency throughout the different countries so when users

search for #FindBetter on Twitter or Facebook, we have one unified

approach

Tips for avoiding #FindBetter hijacking

And as it began, our team in the UK is taking on this next task to share

with us across the pond and help us drive this truly global effort

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Thank you!

kathy.oreilly@monster.com

@kathyoreilly

@MonsterWW

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellNew York

April 17, 2013socialmedia.org/blogwell