NEW DELHI: CareerBuilder India, an online job portal launched its first digital campaign -‘Be the Smart Fish’ on the 4th of September, 2013. The campaign aims at building visibility for the brand, and is a novel way of looking at the increasingly cluttered job portal sector.
‘‘Be the Smart Fish’ uses an illustrated fish, the Smart Fish, and traces its journey towards a treasure chest under the ocean, essentially highlighting CareerBuilder India’s product benefits. The campaign highlights the three latest product features from CareerBuilder India, namely the HireInsider, CV@, and Profile Meter. While the HireInsider gives prospective job seekers an inside look at competition from other job seekers, CV@ is the quickest CV upload on the web& mobile, and Profile Meter helps in recommending the right kind of jobs to candidates.
The visuals are attractive with each product feature enabling the Smart Fish to reach its goal.
The campaign culminates at the ‘Home of the Smart Fish’, a microsite where visitors can get career advice, search and apply for jobs and upload their CVs. The microsite also has a personality quiz that lets users know their fish personality.
“CareerBuilder is not just a job board; we are a partner that can help build careers. The goal of the campaign is to connect with our audience at a deeper level, engage with them and educate the job seekers about the three unique product features on CareerBuilder India. Turbo chargers, sonars and other memorable elements elucidate the kind of tools that CareerBuilder provides jobs seekers to take action in their job search. Each rendition ends with the imperative “Be the Smart fish” said Premlesh Machama, MD, CareerBuilder – India.
The campaign is a direct metaphor. It equates the dynamic job ecosystem with the equally dynamic marine ecosystem. The marine ecosystem is crowded, competitive and cut-throat; mirroring that is the job ecosystem. And just as nature has provided marine life with means of survival, CareerBuilder India provides players in the job market tools and products to set them apart, enabling them to become the smart fish.
On discussing the idea behind the campaign, ‘Be the Smart Fish’ is an endearing way of communicating a serious proposition, and Machama feels that people will relate to it.