HotJobs Launches Collegiate Marketing Effort

Online recruiting site HotJobs.com will begin marketing to college students nationwide, to boost its membership and to promote its newest channel, HotJobs College.

Accordingly, the company has unveiled a national, 75-campus, college marketing campaign, designed to inspire students to begin planning and preparing for a career while still in college — and to use HotJobs for that planning.

Spending was not disclosed for the campaign, which was designed and implemented in conjunction with college marketing firm Student Advantage, Inc.

The program hinges on Student Advantage’s student representatives (wearing HotJobs-branded graduation robes and mortarboards) attending high-traffic campus events like Homecoming and Parents Weekend, and evangelizing about the importance of pre-graduation career planning.

The representatives will also take digital photos of students while at the events. These photos will be posted and accessible to students on HotJobs.com’s college channel, where they can download and email photos to friends, or order prints.

Here’s where the marketing comes in: while they’re perusing their pictures, students will be encouraged to search HotJobs.com’s database of thousands of entry-level jobs and internships, and read HotJobs’ articles about career and job search strategies.

“We’ve designed this program in a way that creates tangible memories of the college experience, while still driving the important message that the time for students to prepare for life after college is now,” said Marc Karasu, HotJobs’ advertising and marketing director.

While the campaign will run throughout the academic year, HotJobs said the bulk of its efforts will come in January and April, and in October of next academic year.

“Today’s college students are tomorrow’s work force,” said HotJobs president and chief executive Richard Johnson. “Whether by enabling students to find the perfect internship or first job, or by offering resources that will help them make good decisions, HotJobs is committed to guiding college students during this pivotal point in their lives.”

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