GMO Trumpets IT Job Market

The roadside may be littered with dead dot-coms, but job-hunting tech-heads are still in the driver’s seat, according to a new radio and print campaign breaking in four markets.

Created by GMO/Hill, Holliday here, ads for job search Web site Dice.com remind techies that they are still being wooed by eager employers.

Radio spots are breaking now in such markets as San Francisco, Boston, San Jose, Calif., and Dallas, while the print schedule includes Internet World, Computerworld and Infoweek. Spending on the campaign is roughly $5-10 million.

“Hiring is pretty robust,” said the agency’s creative director, Rob Bagot. “[Companies] are still doing record business in the [IT] sector.”

The text-heavy print ads feature closeup photographs of young professionals. One shows a man wearing horn-rim glasses and reads: “Accountants take jobs. Bankers take jobs. Middle managers and busboys take jobs. IT people get to choose jobs. It’s good to be king.”

Another ad shows a dog staring at itself in the mirror. The accompanying text reads: “Every profession thinks of itself as a special breed. What makes IT any different? Well, in your case, it’s actually true.”

The tagline is, “Nobody gets IT like Dice.”

Bagot said some of the ads are intentionally text-heavy because IT professionals don’t mind detailed reading. “They are pretty articulate people, and this was a good reflection of their substance,” Bagot said. “They crave information, especially about their careers.”

The agency began working on the campaign in January, Bagot said, and while dot-commers were losing jobs, IT people were still upbeat about their future.

“They are still very much in demand,” he said. “When you talk to other fields, they weren’t optimistic. But these people still have four to five job offers daily. We wanted to celebrate that confidence.”

Bagot added that the agency didn’t hesitate to work with Dice despite the woes of the online economy. “These guys have a real sustainable business model. These people are going to continue to be in demand and are going to prosper,” he said.

The agency and client said TV ads are being considered for the fall.

The copywriter on the campaign was Mark Bales; the art director was Terry Rietta.