After Cola wars its Jobsite wars!
Just yesterday i wrote about the Internet advertising on TV and how recruitment portals or more commonly known as jobsites formed 31% of the total advertising exposure to Internet portals on television in the first half of 2006.
Now it appears is that 31% is bound to increase as Jobstreet the jobsite which is promoted by TV18 has jumped on to the TV Advertising bandwagon and by releasing two television commercials.
The first commercial storyboard is given below.
TVC STORYBOARD – (Source – AgencyFaqs)
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Sitting in the reception a man waits nervously for his interview call. |
The receptionist calls out his name and he proceeds towards the boardroom. |
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As our man enters the boardroom he gets surprised to find little kids sitting there. |
Super: “Not meeting the big guys?” |
HARI SADU CAMPAIGN
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MONSTER SHARP SEARCH CAMPAIGN
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Naukri with the Hari Sadu-like boss, Monster with the caught in a wrong job/line of profession campaign and now Jobstreet with a campaign that illustrates that its visitors get to meet the big guys/big companies.. one can only say that this looks like the beginning of the Jobsite Wars.
But my question is whatever their positioning be is sharp search or best companies is there any real difference between what these sites offer? Or is it just a branding and positioning exercise? After all where aerated sugar water (read as colas) can be branded and made to be a craze.. I guess branding and positioning for jobsites becomes essential as well. But i feel that the niche players in the jobs market would have a slight advantage as they are not looking at the entire population as their target audience but are catering to a niche thereby reducing and making their marketing spends more focussed.
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