Campaign: Job Central
Launch: January 10
Idea: While TheLadders has hosted job fairs and partnered with recruiter events in the past, “this is the first event of its kind where it's really about the job-search experience,” says Patty Youngclaus, associate PR manager at TheLadders.
Job Central will be the first event in a series of campaigns planned for 2013 that will increase TheLadders' brand awareness as well as commemorate its 10th anniversary. The event will also kick off a move toward more digital and mobile outreach to drive the message that TheLadders has expanded to all professionals beyond its original base of those who earn $100,000-plus.The company has plans to launch a consumer-facing mobile app in addition to its existing recruiter application. “It all wraps into this rebirth of TheLadders, and where we are heading in the next 10 years,” adds Youngclaus.
Tools: With a renewed focus on digital, Youngclaus points out that the company will revamp its social presence and host a series of tweet-ups, tweet chats, and webinars. “Social is the most appropriate channel to get that message out,” explains Youngclaus.
The Ladders will reach out to job seekers from entry to executive level with a newsletter to its 5 million members and a survey asking those in the New York Tri-State Area if they are interested in attending the Job Central event.Measurement: TheLadders will gauge success by event attendance. It will work with New York's Metropolitan Transportation Authority to measure the foot traffic through Vanderbilt Hall at Grand Central Terminal during the event. The company anticipates about 2,000 attendees walking through the job fair. TheLadders will also use social media, including live tweets and a possible live stream to demonstrate engagement.