HT to focus on digital business

05 Jun,2013

By A Correspondent

 

After announcing the partnership with Apollo Gobla, Inc (USA) to launch Bridge School of Management this year, HT has revamped its job portal Shine.com and has integrated recruitment services through Facebook. HT has integrated Shine.com, the job portal, to Facebook as the first step. The TVC conceived by Dentsu India will go live from June 5.

 

Earlier this year, Shine.com announced a strategic partnership with social recruitment platform MyParichay. But this is only the first step, Rajan Bhalla, Group Marketing Head, HT Media Ltd told MxM India.

 

In an exclusive interaction, Mr Bhalla said, “Our news portals are set to take the next digital leap. Our journalists are being trained currently since video will be the next big thing on digital media. We are also building a strong mobile marketing capability for our clients. Even our Desimartini.com will be scaled up and prepared for the next leap.” HT has already geared up to take Times of India head-on in various markets: tie-ups with The Hindu in the South and The Telegraph in the East markets have resulted in “creating stronger ad packages to break the monopolistic hold of TOI,” asserted Mr Bhalla.

 

HT is also “looking strongly at social networking and leverage that platform for our clients,” said Mr Bhalla. With an aim to create disruption and a first step in this direction, Shine.com has integrated Facebook. Hiring through social media, whilst once seen as nascent, has now reached mainstream recruitment as a credible tool in a savvy recruiter’s toolbox. 85% of Indian jobseekers use some or the other online social networking platforms for finding a job, and find both Facebook friends and LinkedIn connections useful in finding jobs.

 

Amit Garg, Business Head, Internet Business, HT Media, said, “With Shine.com, HT Media has focused on recruiter needs and strive for innovative solution which provides tremendous value in the recruitment industry. After our candidate database crossing the 1 crore mark and with 2 Lac Job Openings on 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% 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. 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. ”

 

While talking about the idea behind the new campaign for this product, Mr 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. This will be a multimedia campaign comprising TV, Print, Digital and unconventional media. So catch it and discover a whole new world of job search.”

 

The campaign, conceived by Dentsu India, will be seen on television (on general entertainment channel Sony with its flagship programmes like Crime Patrol), movie premieres such as Kai Po Che on Zee Cinema, English Entertainment channels, news channels such as Times Now, Headlines Today, CNN-IBN and NDTV, Regional channels across Marathi/Tamil/Telugu markets. The campaign will also be launched across movie screens Рchasing big properties in the next 6-8 weeks. Apart from radio spots, the print campaign will be heavily supported by Hindustan Times, Mint and Hindustan. Ambient media in Delhi/NCR, Mumbai and Bangalore would include campaigns across office areas, Mumbai locals, Delhi Metro, over 50 pubs and Caf̩ Coffee Day outlets.

 

Soumitra Karnik

Soumitra Karnik, National Creative Director, Dentsu India Group said, “The campaing 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, and plays on the ‘backdoor entry’. In today’s connected world, social networking that helps one land one’s dream job is a powerful proposition.”

 

Mr Garg told MxM India, “This the first phase of the campaign. With such a strong proposition in the market, we think it is important to invest continuously in marketing the product.”

 

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