Job portal Monster reinvents itself after 28 years

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Job platform Monster is rebranding itself to Foundit and changing its focus from a job portal to a global talent management platform. Moving forward, the company wants to be seen as a platform that offers comprehensive employment solutions to recruiters and job seekers across Southeast Asia, India and Gulf.

Following the rebrand, Foundit will offer an improved UI and comprehensive employment solutions that aim to help recruiters and job seekers. According to the company, the transformation to a comprehensive talent platform is to serve the needs of both candidates and recruiters in more efficient ways.

Foundit's main target audience is 21 to 35-year-old professionals as it wants to have access to the latest, most relevant and customised information/data on the career paths they choose to undertake. Markets that will be affected by the rebranding are Asia Pacific, including India, and the Middle East. Moving forward, the company will market the rebranding across digital, OOH, audio and connected TV.

CMO Saurabh Srivastava told MARKETING-INTERACTIVE that this latest move comes from it recognising that the pandemic has fundamentally changed the way companies work and hire, and to adapt and transform it to power the talent management of the future.

According to Garisa, having been around for 28 years across 18 countries, the process of change was a mammoth one for the company. Its aim was to keep its consumers at the centre and this started with key product-level changes that it envisioned for the transformation to be holistic. The platform then simplified these changes to convert them into consumers’ reasons to believe.

Then, it build the key messaging that the new brand stood for and looked at all possible consumer and customer touch points that required to undergo change. All of these changes were handled by a core project team set up for this task across marketing, technology, product, HR and sales.

The overall brand budget compared to last year saw an eight to 10 times increase. This was done to ensure adequate investments in building up salience for the new brand. With the advancement in product and offerings, Foundit has the vision to connect and enable the right talent for the right opportunity. It aims to provide opportunities necessary to support the journey of personal and professional growth paving the path to possibilities.

founditmonster

Monster was founded in the US in 1994 and is known for its insight-driven marketing campaigns. The platform has worked with more than 200 million registered users in Southeast and South Asia, helping them find relevant jobs and upskill.

In 2018, Quess Corp acquired Monster Worldwide’s APAC businesses as a strategic investment to strengthen its HR services portfolio, and has been operating in India, Singapore, Malaysia, Philippines, Hong Kong, Vietnam, Thailand, Indonesia, UAE and Saudi Arabia. In 2021, Monster.com raised US$18 million in a funding round led by investors Akash Bhanshali, Volrado Venture Partners and Mohandas Pai of Meridian Investments to fuel its product-led offerings and market expansion.

In November 2020, Monster supported COVID-19 impacted employees through specific campaigns that were aimed at finding alternate employment at the earliest and was committed to playing a significant role in bringing people back to work. To bridge the gap between job seekers and job opportunities, Monster added thousands of new jobs across industries and functions making it the largest job portal of Singapore. With 80,000 new jobs, the platform has become the first port of call for job seekers in the region. Furthermore, it also offers unique solutions to facilitate virtual career fairs, college placement programs and virtual recruitment process support to ensure seamless interaction between candidates and companies.

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