CLIENT
CareerBuilder
Matt Ferguson, President- CEO
Richard Castellini, VP- Consumer Mktg.
Cynthia McIntyre, Dir.- Consumer Mktg.
AGENCY
Karen Seamen, EVP- Assoc. GM
Marshall Ross, EVP- Assoc. GM- Executive Creative Dir.
Louis Slotkin, VP- Group Account Dir.
Jodi Catherall, VP- Account Supervisor
Barbara Werner, VP- Group Planning Dir.
Marcia Selig, VP- Group Media Dir.
SUMMARY
CareerBuilder.com is the largest job Web site in the U.S. with more job seekers and job postings than Monster and Yahoo! HotJobs. But the brand trailed in the critical race for unaided awareness, which was slowing growth in job postings (revenue) and jobseeker traffic to CareerBuilder.com. This campaign was designed to rapidly improve unaided brand awareness by dramatizing one of the key reasons people leave jobs: too much incompetence in the workplace. The campaign far exceeded all expectations with unaided brand awareness growing more than 35%, job postings doubling and site traffic increasing more than 30%.
