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Under the existing tag line “Your Life Awaits,” 10 radio ads and two TV spots promote how having the right job benefits other aspects of your life.
The 30-second “Corner Office” ad, for example, contrasts typical career goals with images of living the good life. It begins with the narrator saying, “Maybe it’s the corner office with the view,” while showing the view of a silhouetted campsite at dusk.
The radio ads take a slightly different approach, suggesting that all goals in life can be brought about through the right job.
One spot suggests that if your goal is to get your daughter to eat green vegetables, “you need to eat green vegetables with her. For that you need to be home for dinner. For that you need to work ‘smast’—that’s smart and fast. For that you need to find great people pronto. For that you need Workopolis.com.”
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“It’s based on an insight that people love their work, but they also want a work-life balance,” Tremblay says. “We’re trying to help Canadians connect with the right career that will enable them to get the right life.”
The lifestyle focus, as well as the inclusion of the number of job listings on the website, is meant to distinguish Workopolis in the online job search market.
“This is the first year we’ve displayed numbers—our 75,000 jobs—which makes us the leader,” Tremblay says.
The national campaign, which includes print and online ads, was designed by Due North Communications, Workopolis’ Toronto-based agency.
