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Communication Effort

• Market Communications

Individualized
Direct
Personalized
Traditional Mass Marketing
General Approach
Broad
Offline
Online
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Monster.com Market Communications
Direct
Personalized

• Telesales
• Sales Representative

• My Monster
• E-mail

Individualized
Traditional Mass Marketing
General Approaches

• Television Ads
• Radio
• Monster Blimp

• AOL
• Alliance Network
• TMP

Broad
Offline
Online
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Monster.com - Market Communication

• Direct
• 163 Telesales
• 80 Sales Representative

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Monster.com - Market Communication

• Traditional Mass Marketing
• Televisions Ads
• Two 30 seconds Super Bowl XXXIII and XXXIV
• Radio
• First company to advertise to use the URL
• Monster Blimp
• It provided image of being big but not scary

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Monster.com - Market Communication

• Personalized
• My Monster
• Personalized their career start page
• E-mail
• Notify if any job listing matched their
  keywords
• Different newsletter to different company

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Monster.com - Market Communication

• General Approach
• AOL
• Could go directly to their consumer
• Alliance Network
• Cahners Manufacturing Marketplace and the
  Gartner Group
• TMP Worldwide
• Local presence in major cities in the US
• Around the world

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Top Ranked Career Sites
Some major competitor with respect to Monster.com
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Building Brand

• Aggressive Approach Building its brand by
  purchasing two 30 second TV advertising spots
• Super Bowl XXXIII
• When I grow up
• Job searches on Monster.com increased 450 within
  24 hour period
• Super Bowl XXXIV
• The Road not taken
• 4.4 million job searches within 24 hour period

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Key Metrics-Monster.com
Internet users increased from 1.4 in December
1998 to 5.3 in January 2000
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Key Metrics-Monster.com
Paid Job listing grew by almost 75 from 186,000
to 315,248
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Key Metrics-Monster.com
Resume in Database tripled from I million to 3
million
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Key Metrics-Monster.com
Page viewed tripled from 48 million to 158 million
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What Is a Good Brand?

• Market Communications

• Mix of offline and online advertising
• Interactive career information

• Market Communications

• Wraparounds

• Personalized services for job seeker
• Unique Service
• Customize Desktop
• Password and ID protection
• Post up to five resumes
• Track their online application

• Wraparounds

• CoreProduct /Service

• Target all types of Company

• Brand

• Prestige

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The Need for Monster.com

1. Only 20 - 30 of Openings advertised.
2. 70 of online companies expected to recruit
   online by 2000.
3. Decline in job hiring's from print.
4. Positions are filled faster from online
   recruitment.

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Future Challenges for Monster.com

1. Move into compete in niche markets.
2. Build community and personalization into
   Monster.com.
3. Continue to be innovative as Monster.com expands
   into new markets.