boston—BostonWorks is positioned as the region's No. 1 source for career advice and industry news in Hill, Holliday, Connors, Cosmopulos' first effort for The Boston Globe's on line and print em ployment section.
"We have branded BostonWorks as Boston's career mentor," said Jeff Greenler, vp, management supervisor at Hill, Holliday, Boston. "It was important for us—given the frustration and trepidation of job seekers today—to celebrate good job experiences and stay positive."
The empty parking lot of a large office complex at sunrise is the setting of one spot. As birds chirp in the background, a red car peels into the lot and a man jumps out, briefcase in hand, and runs into the building. Another car speeds into the lot, a woman jumps out and runs at breakneck speed into the office.
Another commercial shows a young man who appears to be quitting his job. "Well, that's it sir, I'm leaving," he says. His boss calmly says goodbye, but the employee becomes teary-eyed, hugs him and says, "It's been great here, thanks for everything." His boss, confused, tells him he'll see him on Monday. "Yeah … Monday!" A voiceover says, "Some people really love their jobs. And by giving you career advice, as well as great job listings, BostonWorks can help you be one of them."
A print execution aimed at em ployers uses the headline, "All work and no play means you need more employees." Copy reads: "If you're looking to expand your work force, you've got to be looking at BostonWorks." The campaign carries the new tagline, "The jobs you want. And how to get them."
The Globe hired Hill, Holliday earlier this year after its previous shop, Boston's Holland Mark, closed. That agency's recent efforts for BostonWorks used the tagline, "The best jobs in Boston," along with bluesy music in moody black-and-white commercials.