Monster takes on LinkedIn with Facebook app

Job site Monster has created a new professional networking Facebook app to take on LinkedIn, as part of a raft of innovations to extend its service beyond an employment search engine.

/i/b/f/monster160.jpg

BeKnown has been designed to allow users to separate their personal and professional contacts in order to source new business and job opportunities, without conflicting with their original Facebook pages.

David Henry, EMEA vice president of media and digital marketing at Monster, says the app tackles the “new social dilemma” of networking professionally and socially in one place.

He adds: “People love Facebook but can’t use it as fully as they would like. BeKnown solves this problem by allowing at least two personas on one social network.”

BeKnown will also allow brands to have Facebook presences beyond their official brand pages, by creating new profiles for recruitment to post jobs and communicate what the company is like to work for.

Henry says there will also be further opportunities for brand partnerships with BeKnown, although these have yet to be confirmed.

It is hoped BeKnown will reach the 38.2 million users that currently use both Facebook and the Monster standalone service. By comparison, LinkedIn has an estimated 100 million users registered worldwide.

Henry adds: “We would hope that people will know the ’BeKnown bee’ as well as the Twitter bird.”

Monster will promote the launch of the app with a Facebook-focused marketing campaign.

Henry says Monster strategically changed its business in recent years after realising that targeted campaigns maintained the business better than expensive TV spots. The digital strategy will continue throughout the year, when it is expected a series of other online products will be announced.

Competitor professional networking service LinkedIn debuted on the New York Stock Exchange in May with an IPO, valued at $8.9bn (£5.6bn).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here