NEW YORK: Yahoo has tapped Euro RSCG Magnet to handle PR for its employment website, HotJobs, an account previously held by Fleishman-Hillard.
The change in agency was prompted by a change in direction for the site. In the past, HotJobs' outreach was focused largely on attracting individual job seekers. But that focus is now shifting more toward luring recruiters and the human-resources community.
"We need an agency with deep human-capital expertise, as well as strong consumer and business experience," said Lauren Meller, HotJobs PR manager. "[Magnet] was able to demonstrate fresh, creative thinking not solely dependent on typical PR tactics."
Some of those non-PR tactics applied to the account will include events and viral marketing, said Magnet CEO Aaron Kwittken. "We really want to position HotJobs in the context of human-capital issues and build their brand," said Kwittken.
Fleishman handled the account for three years.
The online job market has grown increasingly competitive as more and more job seekers abandon traditional methods for the internet. HotJobs faces competition from Monster and CareerBuilder, so it is imperative to position HotJobs as the leading online recruitment site, said Kwittken.
Yahoo also recently chose Hill & Knowlton to handle PR for its e-mail, instant messenger, and photo sharing accounts. The agency will focus heavily on consumer media and some business media, said Joe Paluska, SVP and director of H&K's US technology practice.
Westhill Partners previously handled the e-mail, instant messenger, and photo sharing accounts.