BtoB's Best Marketers: Ted Gilvar, Monster Worldwide

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Despite generating more than one billion overall ad impressions from its “Fiddling Beaver” commercial in the 2010 Super Bowl, Monster Worldwide sat out this year's game, moving its efforts into the Web and b-to-b print, said Ted Gilvar, exec VP-chief global marketing officer. During previous Super Bowls, Monster had tremendous success running TV spots, Gilvar said. “But like many other companies, we had to weigh the relative value. We wan-ted to come up with an approach to showcase [Monster's] new products, and it's tough to do that in a 30-second spot.” One such product is its 6Sense semantic technology, designed to help employers find better job candidates and to find them faster. In its “Cool Jobs” ad campaign, Monster applied 6Sense in helping to match people with dream jobs. It turned celebrity chef Mario Batali's search for a media production manager into a competition, promoting the job search on its social media channels, and doing a press tour and public relations campaign. More than one million people viewed the job posting, and 50,000 candidates applied. “It really found a way to add sizzle and relevance to the site,” Gilvar said. Gilvar said Monster is now offering its 6Sense technology through SeeMore, enabling employers to quickly mine their own resume databases for job searches. Monster is promoting SeeMore through public relations, trade shows and direct mail targeted at Fortune 1,000 human resource executives. Not only does Monster tap Facebook, Twitter and other sites to tout its b-to-b developments, but earlier this year Monster partnered with Facebook to launch BeKnown, a professional networking app for the social networking site. “It's a match made in heaven,” Gilvar said. There are 750 million people who live on Facebook, he said, and they've built up large networks. Many people have yet to grasp “the power of those networks.” —P.R.
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