Last week, in the brand’s first foray into experiential marketing, employment site TheLadders hosted more than 3,000 hungry job seekers at New York City’s Grand Central Terminal to give them help searching for their next employment opportunity. The event was a one-day only opportunity dubbed Job Central. The brand invited members from New York and surrounding areas, and had more than 4,300 RSVPs from current members and those who heard about the event through word of mouth. The attendees were unemployed or looking for new opportunities, and as an added incentive, the site gave out three-month memberships worth $75 each to the first 1,000 people in the door. One hundred of those who RSVP’d were selected to have an on-site interview with a recruiter for a specific job.
The other attendees got a chance to hear expert keynoters from the human resources, recruiting and blogging worlds talk about job searching best practices, and get specific help with resume building and interview strategy. Meanwhile, the brand was inviting everyone to create an account on theladders.com, emphasizing that it was no longer focused only on jobs worth more than $100K per year, as was previously the case, and getting seekers excited about the new mobile site and the brand’s new product “Scout,” a competitive analysis tool that lets job hunters peek at the qualifications and backgrounds of the other applicants for a given job, before they even apply.
“Being able to provide a solution for these job seekers is a fantastic experience for us, too,” Lisa Hagendorf, vp-public relations at TheLadders, who managed the event, told Buzz. “These are very uncertain times in the country and people are looking for guidance and contacts and we were able to provide that at a free event. What better way for us to give back to our community?” Agency: Synergy Events, Ocean, NJ.