The all-new Shine.com is supported by a 360-degree campaign including a TVC conceptualised by Dentsu Creative Impact
BestMediaInfo Bureau | Delhi | June 5, 2013
HT Media Limited has unveiled a completely revamped Shine.com with the launch of a new integrated recruitment solution and a new campaign for this breakthrough product. The 360-degree campaign targeted at jobseekers has been developed by Dentsu Creative Impact. The relaunch campaign will cover almost every possible media vehicle including TV, radio, print, outdoor, ambient, digital, cinema, movie integration, etc.
Earlier this year, Shine.com had announced a strategic partnership with social recruitment platform MyParichay, making Shine.com the first Indian job portal to integrate recruitment services through Facebook.
Hiring through social media, once seen as nascent, has now reached mainstream recruitment as a credible tool in a savvy recruiter’s toolbox. Almost 85 per cent of Indian jobseekers use some or the other online social networking platforms to find a job, and find both Facebook friends and LinkedIn connections useful in this quest.
The integration of Facebook for recruitment can be seen as a game-changing social recruitment platform. It means that recruiters will now be able to connect with the largely untapped set of jobseekers, most of whom fall in the junior to mid-level hires. The Shine MyParichay social bar enables a recruiter to be able to reach out to the personal networks of their employees, match the skills and requirements to those in the extended network, and use the referral feature to connect with potential candidates.
Commenting on this breakthrough innovation on Shine.com, Amit Garg, Business Head, Internet Business, HT Media, said, “With Shine.com, HT Media has focused on recruiter needs and strives for innovative solution which provides tremendous value in the recruitment industry. After our candidate database crossing the 1-crore mark and with 2 lakh job openings on the site, 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, so we now have a product that bridges this opportunity between recruiters and candidates. Our strong technological capabilities and a focused team working on integrating social media for recruitment have been instrumental in creating this unique product for this space. ”
Dentsu India’s creative team led by Soumitra Karnik, National Creative Director, worked out the new campaign along with Rajan Bhalla, Group Marketing Head, HT Media and Garg.
Talking about the idea behind the new campaign, Bhalla 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 face book network represented through a human pyramid and a high energy hummable song – ‘Govinda Ala Re’. This is a very different and refreshing new take on the category normally associated with boss bashing and quitting because of not being paid well enough. We are positive that this campaign will strike an emotional chord with both the candidates as well as the recruiter fraternity. It will be a multimedia campaign comprising TV, print, digital and unconventional media.”
Rohit Ohri, Executive Chairman of Dentsu India Group, said,” The Shine.com film, conceptualised by the Dentsu Creative Impact team, 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 helping 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 marketplace.”
The Print ads: