Smart Marketing in Korea

1
Smart Marketing in Korea
Yongwoo, Cho (hardbop_at_jobkorea.co.kr)
www.jobkorea.co.kr Seoul, South Korea
2
JOBKOREA
Koreas 1 an online recruitment portal site

• Over 35 market share
• 1,050,000 Corporate Members 4,100,000 Job
  seeker Members
• 277,000 UV and 8,700,000 PV
• The service has started since 1998
• Korean division of Monster Worldwide since 2005
• Engaged the marketing partnership with
  Wageindicator Foundation Nov. 2006.
• Win-A-Prize promotion has conducted on Jan.
  2008.

3
First half of 2007
General affiliated program
The results

• We placed the Banner AD Text AD on
  JOBKOREA Website (esp. Salary Info Section)
  as well as Newsletter for job seeker
• We made a questionnaire channel on the
  Salary Info Section
• We released the news regarding our affiliation
  on the Press

4
Obstacles
Most of Korean employees JOBKOREA website users
may think

• Salary is not the daily concern of them.
• They are afraid of exposing their salary
  information because it is against the company
  employment policy and employment contract they
  have signed.
• The salary information is considered as
  confidential.
• They dont want to spend time in answering the
  questionnaire without any compensations.
• They do not have idea on what Wageindicator.org
  does.

5
Proposal
Win-A-Prize Promotion

• Win-A-Prize Promotion will be able to get over
  all those obstacles in short term.
• Users will forget the obstacles during answering
  the questionnaire to get a prize.
• It will be about 45 weeks, but we guess the
  result will be better than the one from a general
  affiliated program without any promotion.
• We require the Wageindicator Foundation to
  support expences for prize and other
  activities
• 
  

OK!
6
Win-A-Prize Promotion
Time
Salary info section of JOBKOREA
Traffic. or Revenues.
Jan. Feb.
Dec.
We have chosen that period to conduct promotion
Most of employers start renewal of annual salary
of their employees in that period. Wed better
concentrating on the marketing resource in that
period.
7
Win-A-Prize Promotion
Website

• Renewal of Wagecheck.co.kr
• The good website makes the answerer feel
  confident in answering the questionnaire and the
  Wageindicator Foundation
• between Oct. and 2007 to Jan, 2008. before
  promotion started.
• Adopt JOBKOREAs useful contents to
  wagecheck.co.kr Researches, News,
  Columns, Advices , and Statistics
• Redesign main page and the menu

8
Win-A-Prize Promotion
Prize

• The selected prize items are all familiar to the
  answerers of internet questionnaire and prize
  promotion in Korea.
• Not a big and expensive one, but some of
  mid-priced and low-priced prizes.
• Total prize winners 49
• Those make the answerers feel that they have a
  good possibility to win the prize

1 winner
1 winner
1 winner
1 winner
5 winner
20 winner
20 winner
9
Win-A-Prize Promotion
Banner AD AD Title

• Banner views all the prizes to catch users eyes
• AD Title is Win A Prize! or Answer Now,
  Win a prize!
• Place the banner AD on JOBKOREA for short
  period, but on many web pages for better
  effectiveness

10
Win-A-Prize Promotion
The Result
We have got the 5,865 answers in 5 Weeks Total
cost for Prize EUR 1,073.39 Expense for website
renewal EUR 2,780.00 Cost for AD PR Free
(The JOBKOREA Resources
has been used) Were very happy
with the result we had !