SCMP pushes deeper into the job market

South China Morning Post's Recruitment Services division has launched a massive HK$7 million campaign for its new job portal smartjob.com.The multi-media marketing campaign centres on the tagline "Are you smart?" and targets young, up and coming junior and mid level professionals.The campaign comprises online, print and TV executions and is also running on Focus Media platforms in office lobbies and on buses and trams also supported by events and social media activities.Capitalising on the upward trend in online job search, smartjob.com claims it's different from the competitors as it focuses on maintaining "only a quality portfolio of jobs online, avoiding the market practice of populating a portal with old or duplicated jobs."Flipping the traditional recruitment marketing model on its head, the TVC shows a smart looking young office worker being hotly pursued by prospective employers in an action-movie style fashion, just after he registers his resume on smartjob.com.SCMP's director of recruitment services, Stanley Suen, said the company has the benefit of leveraging knowledge and insights as well as editorial expertise from its other recruitment vehicles, Classified Post and Jiu Jik."The time is right for a new, refreshingly different job search experience. Our campaign hopes to connect our target audience with a brand that's cool and relevant, and shows them that even a job portal can be engaging."