Monster Signs MTV, ADP Promotional Deals

As online recruiting and recruitment advertising continues to be a hot spot despite the current economic climate, TMP Worldwide is looking to better promote its Monster.com services through alliances with Viacom’s MTV Networks unit and payroll outsourcing giant Automatic Data Processing .

Through a multi-platform advertising deal with MTV, Maynard, Mass.-based Monster aims to encourage college students and recent graduates to sign up for its MonsterTRAK service.

Specifically, Monster will broadcast its new “Bunnies” television spot exclusively on MTV’s cable network. The 30-second spot — Monster’s first in support of a particular product, rather than centering on building brand awareness — shows a floor hockey team dressed in bunny costumes and playing in a office cubicle farm.

A voiceover extols the virtues of posting resumes on MonsterTRAK. “Part- time. Full-time. Internships. Just about any job you can imagine,” it says. “Except for playing hockey in bunny suits. Those positions have been filled.”

The deal also will see MonsterTRAK sponsoring MTV’s week-long “Homecoming” special, which features MTV broadcasting from a college campus, with live performances, special guests and shows shot on location. The New York-based media outfit also will host tailgate parties and concerts at other college campuses nationwide.

The alliance with Monster also includes an online sweepstakes, offering a job on a future MTV production. The contest will be promoted on-air.

At the same time, Monster will continue its earlier guerilla marketing efforts (launched last year) at colleges nationwide, placing mobile, branded Internet kiosks that link to the MonsterTRAK site. The kiosks also will be pulled by Land Rovers built in the shape of Monster’s mascot, Trumpasaurus.

Spending was not disclosed in the campaign, which represents Monster’s largest effort in support of its college-focused offerings since the firm entered the space with the 2000 acquisition of JOBTRAK.com. The company is banking that by throwing advertising dollars behind MonsterTRAK, it will increase its database of college-aged jobseekers, which in turn becomes a greater selling point to recruiters.

Additionally, there’s also the thinking that if Monster can grab users at a relatively early age, it can hang onto them throughout the career lifecycle. (The company created ChiefMonster, its executive-level service, shortly after the JOBTRAK acquisition.)

“We are committed to this market as MonsterTRAK provides the critical intern and entry-level component to Monster’s ‘intern to CEO’ strategy,” said Steve Pogorzelski, Monster’s North American president. “Our relationship with MTV allows us to further expand our reach into this key market and together MonsterTRAK and MTV will reach millions of college students through broadcast, online and grassroots channels.”

Meanwhile, Monster is banking that by teaming up in a pilot program with Roseland, N.J.-based data powerhouse ADP, it will more effectively market its flagship recruiting services to human resources managers

That arrangement will have Monster working with one of the largest independent computing services firms in the world: ADP’s Employer Services Division offers payroll, benefits, tax management and employee screening services to some 455,000 clients worldwide.

The idea is that combining products will make for a more appealing, all-in-one recruiting and management solution for HR departments. Through the program, ADP will market Monster’s services under its own brand, as ADP Recruiting eXpert, as a part of its suite of services.

Further terms of the arrangement were not disclosed.

“This unique pilot program opens up a whole new channel of sales communication, as we will work jointly with ADP in bringing our comprehensive package of online recruiting solutions to leading companies across the nation,” Pogorzelski said. “Working with the leading provider of payroll and human resource services is a natural fit and extension for Monster, the leading provider of online recruitment solutions for human resources professionals.”

The moves come as competition continues at a fever pitch in the online job listings and recruiting services space, which is expected to grow this year despite the sluggish job market. Monster is fighting for jobseekers and the recruiting dollar with longtime rival HotJobs — which is now owned by Yahoo, and which has the advantage of leveraging sizable amounts of online advertising inventory through its new parent.

In recent months, Monster has also introduced new services to compete in the job listings space for local, hourly workers — an area dominated by local newspapers, who themselves are increasingly moving online. Additionally, national newspapers like The New York Times and The Wall Street Journal have begun throwing sizable resources behind their own online job listings in recent months.

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