Headhunter.net: Never on Sunday

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. Headhunter.net expects to capitalize with alternative advertising created by Blue Sky.
“Last year the whole industry benefited by the [Super Bowl] ads our competitors ran,” Hackett said.
Last Friday Headhunter.net broke a full-page ad in USA Today, though the original version (left) was rejected by the daily.
“They told us their demographic skewed older and they didn’t think it was appropriate,” said the Atlanta shop’s president, Robert Farinella. A more family-friendly ad ran in its place.
Radio commercials begin today on 142 stations in 14 markets, along with spot television. There will also be additional full-page ads in USA Today through the second quarter. Outdoor and transit will follow.