Goes to Work—for You

NEW YORK Employment site has launched a campaign tagged “Monster works for me.”

The effort includes online, outdoor, print and television ads, as well as a Web site redesign.

Three TV spots, which focus on a nurse, chef and sales executive, respectively, break this week on both cable and network in prime time.

Print will show up in human resources trade publications during the first quarter and then move to periodicals with demographics similar to Fortune and Forbes.

“As we went to create the new campaign, we wanted to evolve from our last campaign,” said Vicki Godfrey, vp, advertising and brand strategy at Monster in Maynard, Mass. “The real insight for us was that people work for a variety of reasons. If you peel the onion back, it’s motivating to find out why. Monster is really the only one that can help you by giving the tools and resources to get that done.”

The three spots share the same theme of people talking about why they do their particular job. One follows a nurse as she plays with a baby, helps a child in a wheelchair and examines medical equipment.

In the first nine months of last year, Monster spent $120 million in all media, according to TNS Media Intelligence.

The work was fashioned by independent Brand Content of Boston, which has worked on the account for two years and produced the client’s previous “New Monster, new you” campaign.