Guardian launches responsive platform with new ad formats for recruiters

 

Last year Guardian Jobs migrated to a fully responsive platform, providing a consistent candidate experience regardless of device type or screen size. In January this year, theguardian.com followed suit, after an almost year-long beta testing phase.

The latest ABC figures suggest the relaunch was a big success, with over 120 million monthly unique browsers accessing the site in January 2015. This was a record for the site and a traffic rise of 14% month-on-month and 35% year-on-year.

For the relaunch, the site was completely rebuilt around readers’ needs in an unprecedented ‘open product development’ journey, based on over 100,000 pieces of user feedback.

Readers now use the new website, and experience enhanced interactivity, functionality and responsiveness on any device.

The redesign was a second major move from the Guardian in recent years, after undertaking one of the world’s largest ever domain moves by unifying all its digital assets at www.theguardian.com in 2013.

As well as presenting ever richer ways to experience and engage with the Guardian’s journalism, the new site also offers improved routes and formats for advertisers to reach the Guardian’s valuable progressive, professional audiences.

Helen Bird, sales director for Guardian Jobs, explained the site migration and the new Guardian Jobs brand campaign in more detail: “The Guardian has integrated advertising more seamlessly into the new site than ever before and we’ve been in the fortunate position of being able to test out all the formats on offer, whether traditional or innovative.

“I believe it’s really important to practice what we preach. We never sell anything across theguardian.com to recruiters that I’ve not used myself to target jobseekers effectively. At the end of last year we worked hard to refresh the Guardian Jobs brand and collect audience insight – which helped inform all our decisions.

“And, over the last month, we’ve been running a comprehensive brand campaign across all Guardian channels, from daily print insertions, email and social promotions, to web advertising and content marketing. The aim has always been to drive those Guardian readers who are thinking of progressing in their career, but don’t currently use Guardian Jobs, to the jobsite.”

Bird continues: “The first stage was the production of a nimble 60-second video of a jobseeker’s journey to making their next professional step. Thanks to four key moments of engagement with Guardian Jobs - both job alerts and content - via multiple platforms, our hero moves forward towards a moment of personal breakthrough.

“Once we had this video, our marketing team could test the effectiveness of rich media formats like the Sidewinder and Front Flipper across theguardian.com.  We embedded the new video as an FLV file into the advertising formats themselves, to appear on desktop and mobile devices, which has been enormously impactful with over 25,000 expansions of the sidewinder creative alone in the first two weeks.

“As part of the new Guardian Jobs campaign, we’ve also been able to trial the advertising format with probably the highest impact on the new site - the fluid250 takeovers. These are full width responsive ads that can be booked across section or professional network fronts and take over all the advertising slots.

“We wouldn’t necessarily suggest this format for a one-off recruitment advert, but for a large scale recruitment or employer branding campaign - particularly for those who wish to target an audience that corresponds with one of our professional networks – we believe it to be highly beneficial.

“As well as driving traffic to Guardian Jobs, this campaign has been, and continues to be, hugely insightful. Not many marketers have the full armoury of the UK's most trusted and shared newspaper brand at their disposal. What’s more, the data we are able to generate to inform future campaigns is second to none.”

Monday, 16 March 2015

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Guardian launches responsive platform with new ad formats for recruiters