CareerBuilder.com: “Street Teams”

Category: Internet Products & Services
Agency: Cramer-Krasselt
Client: CareerBuilder.com



STRATEGIC CHALLENGE

What happens when you become number #1, yet most people's attention is still centered on the company you just passed? CareerBuilder.com faced this unique predicament last year. In 2005, after a long “David vs. Goliath” struggle that lasted nearly 10 years, CareerBuilder finally passed Monster.com as the industry leader in both job postings and unique visitors (source: comScore Media Metrix). However, any celebrations were cautious. Things didn't feel different, because this industry is more than a numbers game; it's a popularity contest. And their Goliath – their 800-pound gorilla—was a true monster.