Totaljobs aims to grow brand awareness via TV

Jobs website is launching its first television advertising campaign in more than a decade today (7 September).


The TV spots feature household electrical goods discussing dream jobs and sharing career advice. The ads feature the strapline “It’s not luck, it’s”, and follow a regional radio campaign using the same catchphrase, which aired earlier this year.

Michael Robinson, marketing director of Totaljobs Group, says that this is a crucial time to be growing brand awareness and the company sees the benefit of an integrated approach: “It is a tough market out there for jobseekers. We believe that by showing those looking for a job that luck isn’t involved in recruitment, we can help better equip them to join or re-join the labour market.”

The campaign has been created by VCCP and, according to creative director Steve Vranakis, “bring to life the delicate task of finding a job without holding a mirror up to the jobseeker; we used objects to reflect an aspiration that we can all relate to, the desire to improve ourselves and get the type of job that we love, and do it with charm.”

The 30 second spots will be shown in the North West and will be supported by radio ads, with the aim of bolstering’s position with jobseekers in the region. The campaign was planned and bought by Universal McCann.

Totaljobs battles with rivals such as The latter signed its first radio sponsorship earlier this year with Capital Radio.

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