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Online Job Site’s Non-Super Bowl Strategy
ATLANTA–Seeking to set itself apart from Super Bowl ads by three dot.com foes yet benefit from the category exposure, Headhunter.net launched a $20 million campaign last Friday.
“[Our] philosophy is to go where our competitors are not . . . It’s not just a marketing strategy, it’s an operational strategy,” said Judy Hackett, marketing senior vice president at the Atlanta online employment service.
Hotjobs.com, Kforce.-com and Monster.com spent $2 million on Super Bowl spots that will draw attention to the category.
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