Workopolis is encouraging job seekers and employers to stay optimistic during tough economic times, through a national radio and print campaign from Due North Communications.
“We just wanted tell the market that despite the fact that there might be a bit of noise [about the economy] and a lot of panic, we’re still there to help them recruit,” said Max Tremblay, vice-president of marketing for Workopolis.
“We’re sensing in the market that people might be tentative on moving, and so the consumer campaign is meant to reassure the job seekers that it’s still a good time to move,” he said.
Three-full page ads running in the Toronto Star, The Globe and Mail, Winnipeg Free Press and Mississauga News use large, striking headlines on brightly coloured backgrounds with contrasting upbeat messages and copy that explain why there is reason to be optimistic.
Under the headline “Gloom is not a gameplan,” the copy reads “Sure, times are tough. But there is a silver lining. Now, more than ever, companies are looking for top-notch candidates like you to get them through this downturn.” In another ad, the bold head “Say nay to naysayers” is contrasted with “Say ‘yea’ to over 55,000 jobs on Workopolis.”
The final execution has the headline “A possible option to Angst” and includes a small picture of a partially full glass of water and the line: “A quick attitude test: Is it half empty or half full?” The top of the ad includes the perspective-inducing “A thought on panic. Remember Y2K.”
“This is no time to panic,” said Tremblay. “If you’re looking for great employees, Workopolis is the place to post your jobs.”
Full-page print ads running in HR-related trade publications use the headlines “Quell Your Inner Pessimist,” “A Viable Option to Fear,” and “A Solid Alternative to Panic.”
A box that sits on the left hand side of the ads compare the amount of unique visitors Workopolis receives compared to its competitors and helps demonstrate the site’s return on investment, said Tremblay.
“Although the economy might be bad, there’s still a lot of opportunities for changing careers, and moving to great companies,” he said.
“We felt it was time for a market leader in our business segment to come forward and help consumers put all this news into better perspective,” explained Karen Howe, creative director at Due North.
“Yes, times are tough, but they will not always be this way. In fact, they have been as tough before (or maybe even worse) and we have found our way through them,” she said.
“Via language and imagery that reflects [its] leadership position in the market, Workopolis has re-affirmed that better times are ahead and that employers and job seekers can take advantage of the current situation to improve their position in the market.”
A French-language print campaign is running in Quebec-based publications like La Presse and Le Soleil. Roundtable Communications handled the media planning and ZenithOptimedia handled the buy.
