CareerPath.com ad effort backs redesigned site

Published on .

CareerPath.com introduces an estimated $20 million ad campaign today to promote its revamped online classified job site gathered from more than 40 leading U.S. newspapers.

The new campaign, created by Frankfurt Balkind Partners' Los Angeles, San Francisco and New York offices, includes about $18 million worth of ad space contributed by the participating papers, including The Boston Globe, Chicago Tribune, Los Angeles Times, The New York Times and The Washington Post.

The ad tagline: "Where employers and employees click."

CareerPath.com also will run a combination of online banner advertising and key word buys on Web sites such as Yahoo!, Altavista, HotBot, Infoseek, ZDNet and MSNBC.

A third medium for the ads is commercials on United Airlines' in-flight video service this month and, in December, on American Airlines.

The CareerPath.com service is paid for by the employers that list jobs and search for candidates.

"It's a dual targeting of both employers and employees. . . . Job seekers come there because that's where the most up-to-date jobs are, and employers will advertise there because the eyeballs go there," said Mary-Kay Demetriou, CareerPath.com director of marketing.

The redesign of the CareerPath.com site (www.careerpath.com), also done by Frankfurt Balkind, went up last week and promises 200,000 online listings at any one time, along with several new features. New to the site is editorial content, including breaking news about employment and features about topics such as how to interview and what the best cities to live in are.

Another new component CareerPath is pushing is Resume Connection, which allows job seekers to create a detailed profile that is included in a database. CareerPath Extra, to be released soon, will allow prospective employees to search multiple employers' Web site postings in a single search.

--Beth Snyder

Copyright November 1997, Crain Communications Inc.

In this article:
Most Popular