Third-party employment listings site Jobsite (www.jobsite.co.uk) is to shun TV ads in favour of an online campaign and permission marketing during a #4m marketing campaign next month.
Marketing director Chris Newton said that TV advertising campaigns by recruitment dotcoms are too general in their approach and merely publicise the concept of jobhunting on the net.
"There are temptations for traditional companies which suddenly have a big advertising budget to spend it on TV, and it goes out to all the wrong people. It does let people know there are jobs to be found on the internet," he said.
Rather than use the scattergun approach of TV advertising, the campaign will include time-sensitive online advertising which will change at different times of the day, as well as permission marketing by email and ads in the trade press.
Recruitment specialist Manpower made the capital for the marketing campaign available to Jobsite following what was described as an arms-length investment in January.
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