CareerBuilder is greasing palms again

11 Comments

Comment by pam claughton on June 11, 2009 at 10:35am

Seems more like smart marketing to me.

Comment by Chad Sowash on June 11, 2009 at 10:47am

I appreciate your opinion Pam..

But, after spending years in advertising and working at Monster I've become accustomed to these types of "Marketing" tactics. And would be a liar if I said I haven't used them myself. Although if I'm a CareerBuilder customer am I happy they are spending their marketing money in this fashion or would I rather they focus on tapping into better/more targeted markets or maybe driving innovation to provide better ROI to market? Over the years ROI has gone down dramatically for employers, so I'm not entirely sure, my biased opinion, that this would be perceived as "smart marketing".

Comment by pam claughton on June 11, 2009 at 11:35am

Most customers though haven't worked for a competitor, so my bet is that they're happy having the marketing dollars spent on them and have no clue as to the inner workings. With something like this the customer certainly feels appreciated and that does go a long way. Especially when you're looking at a product that really doesn't differ that much from Monster in terms of success for most clients.

And it gets people's attention and gets them talking. It's a grand gesture that gets them noticed...perfect example is you posting it here for a whole community of hr folks to see. That's an added benefit of the marketing, now it's going viral. Never underestimate positive word of mouth. :)

Comment by Chad Sowash on June 11, 2009 at 11:50am

Again ROI.... and it's only well received if they actually received an invite.. Especially since it's viral and they know about it now.. "Hey where the he$% is my invite?"

Comment by Chad Sowash on June 11, 2009 at 12:19pm

That's easy to say for someone wearing a mink coat! LOL.. jk ;o)

So you seriously believe this type of expense is in YOUR best interest.. Wow.. Okay.. Thanks for the angle.. and glamor shot, you're marvelous dear!

Comment by pam claughton on June 11, 2009 at 12:34pm

Chad,
I've been in marketing as well, and this stuff works. It's quite powerful. It helps build loyalty and generates incredible good will for the product and company and increases referrals.

Comment by Chad Sowash on June 11, 2009 at 12:58pm

I didn't say that it didn't work for the vendor.. Remember Monster's Olympic sponsorship? That worked well, but it didn't build ROI for the client now did it.. You seem to be forgetting those three letters (ROI), which is exactly what every company wants.. And I'm sure you have seen how far Monster has fallen by using those same tactics and not keeping their eye on the ball..

To be totally clear.. You believe an all expense paid weekend trip to Pinehurst for select executives is in the best interest of CB clients. Noted..

I think you're way off base.. Just my opinion ;o)

Comment by KarenM on June 11, 2009 at 2:08pm

This is business business 101 - keep your best clients happy! In these times, I think that basketball season tickets, especially the custom booths are probably out of the question - and hotel rates are really quite low..

There is nothing unusual with this form of marketing.. Some industries and companies do not allow for these type of "gifts" - or any gift that is over $50.00 as they are considered forms of bribery - Two companies that come to mind are United Technologies and Deloitte. -- (mostly government contractors)

but, this type of "gratitude" is quite common at large companies..

Comment by Chad Sowash on June 11, 2009 at 2:28pm

Business 101 has changed considerably.. Hence not being able to receive "gifts". Just because it's been happening for years and is considered "the norm" doesn't make it good business. Try telling a used-to-be Super Power like GM that Business 101 hasn't changed.. When you embrace the norm you set yourself up for extinction. (my rant on norms)

No argument from me regarding the commonality of this type of marketing or in a stretch "gratitude".. Although my point, which seems to continually get lost in the "This is the norm" conversation, is... does this give clients what they really need.. Better ROI? And really does the "norm" play well in this economy when dollars should be tight and focused?

You know how to keep your best clients happy? DELIVER at a better cost and more efficiently.. Ask any CEO what he would rather have and I think I'd win on this one hands down..

Comment by KarenM on June 11, 2009 at 2:34pm

Chad,
this is generally the place where negotiations are made. Companies won't stay around if they are not getting a bargain or a return for the investment (generally, unless of course it is the government, paying 100 for a screwdriver)

You are right, it isn't always fair play, or maybe good business, but if it didn't work, it wouldn't happen..

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