Guardian creates WorkThing to boost revenue from job ads

The Guardian Media Group is planning to rake in more online recruitment advertising revenue through a dedicated careers site called WorkThing.com.

The Guardian Media Group is planning to rake in more online

recruitment advertising revenue through a dedicated careers site called

WorkThing.com.



GMG already owns Guardian Unlimited, which houses Jobs Unlimited, a

website that has made a name for itself in certain recruitment sectors

such as media, charities and secretarial.



However, the venture will be billed as a mass-market site. It will go

beyond posting job ads and will offer advice on career and skills

development and job hunting.



Geoff Curry will oversee sales on WorkThing. He has moved over from

Guardian Unlimited, where he was sales manager selling recruitment ads

for Jobs Unlimited and banners across the Unlimited network.



Curry has been at Guardian Unlimited since its launch in 1999. Before

that he worked for The Guardian, selling recruitment advertising.



He has lined up a sales force of 25 for WorkThing, comprising four

senior managers, key account handlers and account handlers.



The team will court recruitment consultants and employers directly, as

well as talking to a wider set of advertisers ’once the site has gained

a critical mass of page impressions’.



Curry said: ’This is a much broader site than Jobs Unlimited. It creates

a complete employment network that will provide an information exchange,

advice and recruitment service for everyone involved in the world of

work.’



The idea for WorkThing, which is scheduled to go live in the summer, was

formulated by a senior strategy team at Guardian Newspapers, headed by

managing director designate Carolyn McCall.



Michaelides & Bednash will handle WorkThing’s brand and communication

strategy. The agency has been briefed to supply ’breakthrough ideas’ to

make the site stand out in a crowded market.



TotalJobs.com, Monster. com and StepStone.com have ploughed millions

into marketing themselves as the first choice for jobseekers.



Aside from Jobs Unlimited, GMG was one of the founding partners of

Fish4, the internet venture that contains a job site called

Fish4jobs.



GMG is poised to appoint a creative agency and a media shop to look

after the buying task. The media spend for the launch campaign is

expected to hit the pounds 20 million mark.



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