Monster names marketing chief to create ‘perfect’ career destination

Monster UK and Ireland has promoted senior marketer Sinead Bunting to the role of marketing director with a brief to build awareness around its job seeking tools as it steps up efforts to ward off competition from social networks.

MonsterFindBetter-Campaign-2013_460
Monster is gearing up to launch the next phase of its Find Better campaign.

Bunting replaces David Henry, who left the business in June, and assumes responsibility for the company’s advertising, digital and social media strategies.

She will immediately set to work on developing the next phase of the brand’s £2.5m “Find Better” campaign, which launched earlier this year to tap into what it claims are the “universal truths about work and job seeking”. Additionally, Bunting will develop activity that positions the brand as an advanced technology company with the ability to help people find better careers. Upcoming marketing initiatives will champion the brand’s 6Sense job search tool and its talent management “SeeMore” platform for HR managers.

Monster wants the strategy create a positioning that stands apart from rivals by creating a “perfect career” destination for job seekers.

The brand is hoping the UK push can help boost visits to its website after seeing demand in its core US and European markets shift to more niche-focused employment portals and social networks such as LinkedIn.

The company saw the number of total unique visitors to its site rise slightly by 8 per cent to 1.5 million in the UK for the year to 30 July, according to ComScore. Total revenue for the six months to 30 June fell 10 per cent year-on-year to $412m (£265.9m) as weak job markets in its biggest regions stunted growth. The business has vowed to bolster the Monster brand in those underperfoming regions to stem the decline.

Prior to her promotion, Bunting was Monster’s media and alliances director. She also spent three years at Mediacom where she is credited with launching its recruitment marketing division.

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