In her BlogWell New York presentation, Monster's Senior Director of PR and Media Relations, Kathy O'Reilly, talks about how they drove global engagement on Twitter with their #FindBetter hashtag campaign. At four weeks into the campaign, she shares how they're encouraging the spread of viral content and what obstacles they're facing as people try to hijack the campaign. Watch the video of this presentation here: https://vimeo.com/66663220

1. SocialMedia.org
Video Case Studies
Kathy O’Reilly
How Monster is Driving Global
Engagement with #FindBetter
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell

2. How Monster is Driving
Global Engagement with
#FindBetter
Kathy O’Reilly, Senior Director PR & Social Media
Relations
Monster Worldwide
@kathyoreilly @MonsterWW

3. A bit of background
Global research conducted by Monster found:
Most job seekers are in a post-recessionary job search “funk”
They’ve heard three years of doom and gloom on the unemployment rate
and don’t believe that new opportunities exist and are inclined to stay the
course with the job they have.
“Find Better” is the inspiration they need to believe that better
opportunities exist - and we’re here to help them find it.
No jobseeker is the same. Monster's research led to the reasoning
behind our latest media campaign - targeting people during their
'consumer journey' each day.
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4. Find Better™

5. The intent of Find Better
REALISTIC: it’s not always easy to find a job (particularly in the current climate) but Monster is a facilitator to
help seekers take simple steps to “find better.” We talk about real opportunities, not dream jobs.
“BETTER” IS PERSONAL: “better” could be a different environment, a job closer to home or applying your
skills in a sector you love e.g. an accountant getting a job at a football club. We encourage seekers to keep
looking at what opportunities are out there. We tell stories about real people finding better in their own ways.
“BETTER” IS RELEVANT: “better” job search results/outcomes using the world’s most advanced search
technology to deliver precise job listings.
ACT AS A GUIDE: provide practical, trusted advice and show the things you can do to take control (tools
you can use and best practice).
KEEP INFORMED: real-time information on where the opportunities are in your market and your industry.
YOU’RE NOT ALONE: show that there are a lot of people thinking the same way and in the same boat as
you are.
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6. Find Better™
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Leverage a single creative platform to get employers and job seekers to believe
that better jobs and better candidates are out there - and that Monster can help
them find those jobs.
TV
PRINT
DIGITAL SITE
SALES ENABLEMENT LANDING PAGES CRM
SOCIAL CONTENT

7. The Job Seeker Journey to Find Better
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Infographic showcasing our
research in UK shared across
multiple social channels

8. Find Better™ Global Marketing Campaign
TV Spots running in the UK, Netherlands, other EU
countries
Coming out with something different - looking to engage
with Jobseekers throughout the day - with outdoor digital
displays at rail and tube stations in the UK and along the
roadside.
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9. New Monster.co.uk TV Advert 2013 -
Pinocchio Monster.co.uk #FindBetter
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10. Using Social to Broadcast the Campaign
TV spots coming to North America later this summer, early fall
So how can we continue the to build organic momentum
in the U.S. ??? ………………..
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11. Pay it Forward
We’re on a mission to find the nation’s best bits of career advice!
Whether you’re fresh out of college or you’ve climbed several
rungs of your career ladder, we want to hear your tips and tricks
on how to be successful! What are the best bits of career advice
you would offer someone struggling in a dead-end job or finding
it hard to get work in today’s climate? Are you in that situation?
What kind of advice would help you most? Let us know below or
tweet using #FindBetter!
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12. How we started
Began to seed #FindBetter to our Facebook community, and the
organic engagement has been very enthusiastic. Our first 2
#FindBetter status updates on our MonsterWW Facebook page
featured the following questions:
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13. Content resonating with the community
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Facebook posts have gained even more popularity over the past month, with the
following generating the most comments and shares.
Top 5 Posts based on Reach to date:
How do you deal with an office jerk? #FindBetter
What's the best bit of career advice your parents ever gave you to prepare
you for the big, wide world of work? #FindBetter
What are your tips on performing an eye catching resume? #FindBetter
What's your best tip to stay sane during a difficult work week? #FindBetter
If you won the lottery and won $1 million, would you quit your job or continue
to work? #FindBetter

14. Identify Influencers to Help Build Buzz
Identify members of the twitterati - influential career
advice experts - who can help support us in this
effort. The call to action should always be to Tweet tips
with the #FindBetter hashtag.
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15. Influencers influencing the Movement
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#FindBetter! “@PortageHR: #jobtips from @MonsterCa how to
answer New #Grad #interview questions: http://career-
advice.monster.ca/job-interview/interview-preparation/how-to-answer-
interview-questions-as-a-new-grad/article.aspx
Recruitment Buzz @RecruitmentBuzz11 Mar
Today's #recruitmentbuzz foreword @siteadvisor asks for
you to get onboard @Monster_UK #FindBetter campaign
ResumeStrategic: RT @MonsterWW: 5 $100K jobs that don't
require a Bachelor's Degree - http://t.co/JbJNFMIAI9
#FindBetter

16. #FindBetter Wednesday
In the US, we’ve begun to capture the best of tips and incorporate into one blog post
per week for MonsterWorking (our seeker focused blog) for a new effort called
#FindBetter Wednesday. It’s Hump Day, so what better day to help people get through
the week than Wednesday. The best “tip contributors” are spotlighted in a weekly blog
post, highlighting the best #FindBetter tips of the week from Facebook and Twitter.
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17. CRM sent weekly to promote “Find Better Wednesdays”
 “This Week on Monster” email (deploys to 5MM active
seekers who have opted into weekly emails from
Monster).
 The emails drive to the MonsterWorking blog -- our
seeker focused blog.
Plans underway to promote via other existing Monster
marketing channels
Exploring paid social campaigns to promote #FindBetter
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#FindBetter Wednesday

18. So how’s it working?
Facebook posts generated over 400 comments,
increasing our total Facebook reach by 18% and
increasing people talking about Monster by 16% in the
first 2 weeks of activation.
Our spike in new “likes” to the MonsterWW Facebook
page directly correlate to the #FindBetter posts shared
on Facebook
Biggest peaks coincide with #FindBetter Wednesday
blog posts on MonsterWorking
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19. 1818
Find Better™| Social Impact
From March 1…
1,197 Tweets using #FindBetter
660k+ Reach
5.8m impressions
Peaks coincide with "#FindBetter Wednesdays"
Social Media Mentions Trend for #findbetter

20. Truly a Global Movement
Global teams encouraged to follow the #FindBetter
hashtag conversations being generated in the UK, the US
& Canada, and adapt the content to share in their regions
in their local language.
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21. Find Better in the UK and Canada…
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Global teams actively
using various social
channels to promote
Find Better content

22. Global Teams Getting into it
Our UK team is getting really involved. The ladies of
Monster Chancery Lane share their tips to #Findbetter?
Check out this link https://vine.co/v/bpHhdwWBDXl
Monster.ca Canada @MonsterCa29 Mar
Excellent #Career advice from the streets of #Montreal:
http://ow.ly/jazQ0 #FindBetter ^G
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23. True Global Effort
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24. What’s Next?
Movement has taken off so quickly we’re now in the process of
finalizing some guidelines for the global teams and employees alike
about what Find Better really means. We’ve created a PR message
Bible and currently working on social guidelines to clearly define:
 The mission of #FindBetter
 Types of content that should/should not be included using the Find
Better hashtag
 Create consistency throughout the different countries so when users
search for #FindBetter on Twitter or Facebook, we have one unified
approach
 Tips for avoiding #FindBetter hijacking
And as it began, our team in the UK is taking on this next task to share
with us across the pond and help us drive this truly global effort
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25. Thank you!
kathy.oreilly@monster.com
@kathyoreilly
@MonsterWW

26. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 17, 2013
socialmedia.org/blogwell