Case Study: Online Video for Job Recruiting
Media investments in recruiting can easily cost tens or even hundreds of thousands of euros using conventional print and broadcast media, and the life cycle of one print ad is relatively short, from 1 day to a few weeks. In the recruitment fair, the required investment from the client companies is minimal compared to other media costs. The client gets 2 months of media time, and the same content can be reused for other applications too—for example, on the client’s own website. In the current gloomy economic climate, all businesses are looking for more efficient and cost-effective ways to reach their target group, and the Online Recruitment Fair offers a great way to do that.
When return on investment (ROI) is measured from the end-client perspective, increased contacts from job seekers rank highest. However, the higher quality of contacts obtained by better communication is equally important. With the ability to portray the company using the voices of actual employees, the quality of the contacts increased dramatically. In some cases, clients reported that more than 50% of the contacts from job seekers led to a job interview—and even to recruitment.
The Fair Goes Abroad
The success of the fair project in Finland has been recognised by Monster internationally, and the concept was introduced for the first time outside Finland in February 2009. The event took place in Sweden, a country with a population of 9.2 million. The Swedish market represents great opportunity, since the available bandwidth is generally high, the adoption of digital marketing is widespread, and people are open to new ideas.
The objective for the 2009 fair in both Finland and Sweden is to provide more and better communication between job seekers and employers and to focus on the quality of the contacts. In February 2009, the Finnish fair will be located at www.monster.fi and the Swedish fair at www.monster.se.