"We hear these really inspiring stories and see stories bubble up on social media," said Matthew Henson, VP of PR for Monster.com. "We are looking to change the conversation about the jobs outlook and provide a sense of optimism for employers and job seekers."
The campaign kicked off with three stories, including one from Alexis Tirado, who found her job as head blogger for Alicia Keys' new IAmASuperWoman.com site through Monster.com. The campaign is also expanding to include stories from employers who had success posting jobs on the site.
Monster.com worked with three agencies on the campaign, including its PR AOR Porter Novelli, which did traditional PR and messaging. Fellow Omnicom agency The Marketing Arm worked on the video elements, while digital agency Fanscape handled social media.
The video element, which includes a contest for consumers who submit their own job stories, is based on YouTube, and Monster.com also has a microsite, Facebook page, and Twitter account.
Its media outreach is focused on online outlets and blogs because "you have greater access to driving people to the site," Henson said. "Job seekers have come on and they are updating job tips."