Thoughts on using the CAN

This is a very good story and thank you for taking the time to dig into the new features of Monster’s CAN. The reach of Monster’s Advertising is enormous – I know. The analytic component is huge and I agree with Dr. John, we will all be living and breathing more analytics over the next decade to continuously optimize our budgets. Cheers to Monster for investing in the analytics.

The challenges with the CAN are really two-fold. First, Monster is naturally biased and can not make true recommendations across a full recruitment marketing mix. Will they recommend Indeed, Simply Hired or Google – maybe even Dice for a client if that is in fact more efficient? Probably not, they will only recommend Monster products.

The second challenge of the CAN is related to the crucial task of building the employer’s brand. The CAN limits the exposure of the employer’s brand because of the way the ad units are presented. It is Monster’s brand first. In this recruiting marketplace, the employer brand is critical to connecting and communicating with the right candidates. Social media has created urgency and attention to the employer brand and smart employers will learn that they can target the same passive candidates through more cost effective channels. If an employer could have their own brand in an ad placement versus paying Monster for a co-branded ad and continuing to build the Monster brand, wouldn’t they always choose to build their own brand.

Corporate recruiting teams have a lot of challenges and opportunities that make their jobs very challenging. The CAN may be the easy solution for some companies but there are ways to reach these same candidates AND build YOUR brand.

Tags: employer advertising, employer branding, interactive recruitment advertising, monster can, online recruitment advertising, recruitment advertising, targting passive candidates