Cheezhead Recruiting News and Opinion

Monster’s not advertising in this year’s Super Bowl. Good move, but here’s why:

"Clearly, we’ve participated in the Super Bowl broadcasts in the past [but] we’re in the second decade of our brand and we have very high levels of awareness," said John Kelley, senior vice president of marketing at Monster. "Our focus really is on leveraging our brand and [enhancing] our presence in local markets and other countries."

Monster’s going to put the full court press on the local markets, and I don’t blame them. Most newspaper online offerings don’t get it, and local is where the money is.

How will Monster do it? Largely via  search. Google this: "[Anytown, USA] jobs." Look who’s typically the top sponsored (paid) link: Monster (or CareerBuilder most likely). And at Yahoo!, HotJobs litters the search results for jobs.

But here’s where the big boys have trouble and local employers can win: They have to pay for their exposure. You don’t.

Optimize your corporate career center to target your local market(s), and you can beat them in a search engine’s organic results, which are free.

Why pay for Monster’s search engine marketing campaign, when you can carry out your own?

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