Workopolis channels the news

The job search site is looking to reach a broader audience with a job-related current events-themed multiplatform campaign.
Workopolis Ford

Job search site Workopolis is leveraging career-related current events with the launch of its latest campaign, which is targeted at adults aged 25 to 34.

With media by Media Experts, English creative by Zulu Alpha Kilo and French creative by Montreal-based Tank, the multiplatform campaign features print executions in the Toronto Star, La Presse, and Metro, as well as digital ads through Google’s Display Network and digital OOH buys in key markets, including Toronto, Montreal and Vancouver.

The campaign is rounded out by social media buys, with a social media-based video series expected to launch in May.

Workopolis has released 14 executions in the campaign so far, with more to come throughout the year. One depicts Toronto Mayor Rob Ford’s run-in with a CityNews camera and focuses on the career advice services Workopolis offers. Another plays on the recent news that Jimmy Fallon will replace Jay Leno on The Tonight Show, and highlights the variety of the site’s job postings.

Jennifer Posnikoff, director of marketing communications, Workopolis, tells MiC that the new campaign is an extension of Workopolis’ strategy to broaden its reach beyond white collar workers to include students as well as the retail sector.

She says the campaign fits this strategy because the campaign executions are targeted at specific segments and relate to different moments in people’s career cycles. She adds it has also launched an online retail hub and is bolstering its retail sector offerings through partnerships with Walmart and Target.

Posnikoff says that the long-term goal for Workopolis is to turn users into brand loyalists at the start of their careers and retain them throughout.

According to Posnikoff, the campaign is already gaining traction through social media, with Facebook Insights data showing a 180% increase in people talking about Workopolis, and a 6,000% increase in people who have seen the content over recent weeks.

The campaign will run for the rest of 2013.