Participant Media’s Pivot, a new network targeting Millennials, has partnered with Monster Worldwide on a multiplatform campaign that provides tools to tackle one of the demo’s key concerns: the job search. Given that the network touts its ability to inspire change and spark action as well as its multiplatform reach, partnering with a digital company such as Monster was a good fit.
Elements of the initiative, which began last week, include a documentary produced by Pivot about the highs and lows of job seeking, Monster.com-branded “how-to” segments running on the channel during its “TakePart Live” nightly talk show and a collaboration on Monster’s “Cool Jobs” program, which entails hiring a TakePart Live producer directly from Monster.com. CableFAX spoke with John Arianas, evp, advertising sales & partnerships for Pivot about the integrated sponsorship and why Monster was the right choice.
From a branding standpoint, why did you go with Monster and not another job resource?
JA: Our audience of passionate Millennials want jobs that excite and inspire them. Monster’s Brand proposition is Find Better—it’s a perfect marriage of need and solution. Monster allowed us to leverage their position as a category leader to develop content that actually helps Millennials build their personal brand and to find their path to better.
How will you measure the success of this initiative? By jobs placed?
JA: Success is to truly educate and empower our audience with the best tools to Find Better. The quality and distribution of the content coupled with engagement on Monster’s sites are all also success metrics.
What other initiatives is the network working on that provide job advice for Millennials? Is this a major theme for Pivot?
JA: This is the number one issue for our audience, so this is a major theme for us. Since launch, we’ve had a number of segments on TakePart Live ranging from finding better jobs, to starting your own business and social entrepreneurship, even specifically about getting more women jobs in the video game industry.