Job site Shine.com from HT Media has announced a revamp with the launch of a new integrated recruitment solution (with Facebook). A new campaign for the product created by Dentsu Creative Impact is on air.
On the innovation, Amit Garg, business head, internet business, HT Media, said, “We are now the world’s first job portal to integrate Facebook hiring solutions with our mainstream offering. Our latest survey with candidates suggests that 65 per cent of respondents are more likely to use Facebook over Linkedin for job search – we now have a product that bridges this opportunity between recruiters and candidates.”
The campaign carries the tagline ‘Yaar tu God hai’ (You’re God, my friend), and will be on TV, online, cinema, print and radio. The TVC went on air on 5 June.
The film shows a candidate asking his friend for help, after having cleared the first round of selection in the latter’s organisation. The friend calls in a number of colleagues who form a human pyramind and literally help the candidate climb on to a higher floor. In the building, the candidate is greeted by an executive who tells him he’s heard good things about him.
On the idea behind the new campaign, Rajan Bhalla, group marketing head, HT Media Limited, said, “The communication challenge was to showcase how the power of personal network can help you with your next job search and the campaign is crafted around this thought. The core proposition of ‘A friend can now help you get your next job’ is very simply articulated with the campaign idea of ‘Yaar Tu God Hai’. It’s a story of two friends and the way one helps the other in getting his dream job through the Facebook network represented through a human pyramid and a high energy hummable song – Govinda Ala Re.”
This, he reasoned, was a different approach in the category, ‘normally associated with boss bashing and quitting because of not being paid well enough’.
Rohit Ohri, executive chairman, Dentsu India Group, said, “The film brings alive the unique proposition of the brand through a very distinctive and memorable metaphor - that of a human pyramid of friends that helps one rise to the top, literally. In today’s connected world, social networking that helps one land one’s dream job is a powerful proposition. We’re really excited about our work on Shine.com and hope it works for the brand in the market place.”
Soumitra Karnik, NCD, Dentsu, said, “The product is developed around the consumer. We have spoken in the consumer’s language hence we have a strong feeling that the campaign will be accepted by the consumer.”