Agency: The Union Advertising Agency | Authors: Mark Reid and Lisa Howlett |
A Job Well Done. The Launch of s1jobs.com
1. INTRODUCTION.
At a time when rival publishers in Scotland were launching portal sites (e.g. scotsman.com, icscotland, Scotland Online), SMG plc created individual specialist sites under the one brand umbrella, 's1'. First to launch in January 2001 was recruitment website 's1jobs', targeting job seekers looking for work in Scotland.
A convincing pre-sell was essential to persuade recruiters to advertise Scottish vacancies on the site. Recruiters needed evidence s1 was attracting job seeker attention. However, to generate and retain site...