HT’s Shine.com ropes in a mouse to outshine other job portals

The campaign, created by Dentsu India, promotes its revamped mobile application and aims to increase its user base

 


          

HT Media’s job search digital portal, Shine.com, has launched a campaign to promote its revamped mobile application and to increase the website’s user base. The campaign has been conceptualised by Dentsu India.

The company’s new mobile app leverages the strength of a candidate’s social and personal networks to help him find the perfect job. Apart from this feature that increases the chances of recruiters finding the perfect candidate on Shine.com, the jobs site also offers services in employer branding and social hiring. The app helps a person to use personal contacts available on his phone to get in touch with people from the company where he wants to apply.

Shine.com has created a mascot, a mouse called Mr. M, to promote the brand. The campaign comprises three ad films which are laden with humour and sarcasm.

Commenting on the revamped app, Amit Garg, Business Head, Digital, HT Media, said, “For us to give value to jobseekers and recruiters, we are always experimenting with new technology to create brand new solutions that would take the industry ahead. While doing so, our research pointed us to the ‘power of weak ties’, a seminal study that says that your next career move is likely to come from people who are not your closest friends, but are likely to connect you to professional circles that you don’t have access to. Our new app leverages these ‘weak connections’ of a candidate and our consumer proposition says that Shine.com will come to your use where your best friends cannot.”

Garg also added that a lot of attention is given on the development of the mobile app because it is observed that a large part of jobseekers are using mobile apps to look for jobs.

Talking about the idea behind the new campaign, Rajan Bhalla, Group Marketing Head, HT Media, said, “The communication brief was to highlight the large number of jobs that are available on Shine.com and how the website – with its suite of services – is the friend who helps you get to your dream job. To position Shine.com as the #KaamkaDost, we are introducing a new friend for all seasons – a handsome, young, working professional who happens to be a mouse! We have created a series of films that place this mouse in a variety of situations and he offers solutions to find your next job in his trademark cheeky style. By bringing him on as a mascot, we are bringing a fresh new take – different from the typical negativism of the job search category.”

Rohit Ohri

 

Rohit Ohri, Executive Chairman, Dentsu India and CEO, Dentsu Asia Pacific (South), said, “We’re really excited about the new Shine.com campaign. Conceptualised by Soumitra Karnik and the Dentsu Creative Impact team, the campaign introduces a mascot for brand Shine.com – a mascot who is an innovative thinker and a quick solution provider to everybody’s job-related problems. We’re hoping that Mr M will become a brand property that will give Shine.com memorability, relevance and ultimately leadership in the category.”

The campaign is being promoted through outdoor, print (HT) and radio with special focus on digital via Facebook, Twitter and YouTube. The three films have been uploaded on YouTube and now will be aired on TV as well.

In the first video, which is 25 seconds long, Mr M, the mascot mouse, is seen with his pet cat, seated on a sofa. He says, no matter how big a cat a person’s best friend is he cannot provide him with a dream job. He looks at a lion show piece kept on the table for agreement. In the other ad, Mr. M is seen relaxing at his work station with cucumber slices on his eyes. He wakes up and states that it has been proven by research that the chances of a job opportunity increase with more options in hand and that is why Shine.com has more than two lakh jobs. He also adds that cucumber is good for the eyes, while going back to his original posture.

The 45-second long ad shows Mr M walking in the office with a coffee mug in hand and talking into the camera. He asks viewers to assume that they are lions and their best friends are also lions. He then declares that none of the lion friends would be able to pull you out from the vicious ‘net’ of finding jobs. But, with a large listing of jobs, Shine.com can.

Shine.com’s database comprises 1.5 crore candidates and it features over 220,000 job openings.

 

       

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Virtual Platform offering innovation in hiring process

Human resource is the backbone of an organization and sound selection at the time of recruitment makes a big difference in the company’s success. Here steps in the role of HR department whose one of the major tasks is to ensure the selection of apt candidates who best suit the available job profiles in the company.

The HR professionals in emerging as well developed economies are resorting to more innovative recruitment practices owing to the surge in demand for employees that are perfect fit for the role. The recruitment methods have witnessed substantial changes from the earlier times till date. The virtual platform has taken over the charge for this category too.

From the times when resumes were the only way to determine if candidate is deft for the role; we have moved to the scenario wherein the process is way more advanced. Nowadays, recruiters perform web searches on the candidates for more accurate know how of candidate’s interests as well as characteristics. This necessitates proper maintenance of the social networking profiles on the part of individuals as the recruiter could eye the same for short listing candidates.

In the recruitment run job portals have gained prominence for the job seeker as well as the recruiter. Several job portals have cropped up but few have made it to the top, one of them being shine.com-an HT media venture. Shine.com too recognized the pertinence of social media sites even during the time of job search, Shine.com partnered with MyParichay, a social media recruitment solution where job seekers can apply via Facebook without necessarily signing in at Shine.com.

Social media is all over the place and LinkedIn’s power as an efficient job search tool cannot be underestimated. This professional social network has groomed significantly which is evident from the fact that Human resources departments use LinkedIn to research job candidates, reviewing their profiles to see if they are qualified for their open positions. In addition to this, they review candidates' recommendations to see what previous employers, customers and associates have written. Even the open positions in good firms are displayed on LinkedIn and could be located through appropriate search which helps fill the vacant positions faster.

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Careerplus.shine.com connecting Job aspirants with Recruiters

The contemporary time has witnessed virtual space as the desired pick for varied tasks; be it paying bills or shopping, ordering food or banking, entertainment, communication or even Job Search. Today, when we speak of job search, the immediate thought that strikes mind is Job Portals which allow individuals to update their qualification and expertise along with the resume which if seems pertinent, could be considered by the recruiters.

The online avenues have undoubtedly eased the job search process to a great extent with sundry job portals making their way to offer lists of vacancies available based on various criteria like Industry, work experience, Location and all that one looks for while searching a job. Among the profuse dedicated Job portals is Shine.com that offers unprecedented services for Job Search as well as Resume development in a way that all the necessary information is concisely included in the resume. 

But does merely uploading resume and filling up the personal details solve the purpose of achieving the ultimate objective i.e., getting a job? Not really; for the simple reason that you are not sure if your application actually catches recruiter’s sight. Recognizing this hurdle faced by most job seekers, shine.com exclusively provides “Job Referral" service to the candidates. This facilitates the chances of hiring as the company insider/employee refers the candidate for the available vacancy. 

Job referral is the best approach to grab the interview and then the ball is in your court as a well initiated first round of interview could take you to the next level thereby increasing the probability of getting hired. Taking the correct step right through the beginning could land you at the desired job within less time.

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