Sex sells. But this advertising strategy is not generally employed to pitch the services of professional job boards. Monster.com, Hotjobs and CareerBuilder tend to focus on career aspirations, current-employer dissatisfaction or, inexplicably, chimps.
TheLadders.com, a fee-based careers site, tosses out these tactics and showcases skin-- along with wit, traditional office trappings and a cast that's ready to roll--to target those at the top of the salary scale.
The campaign's conceit, of course, is that bringing sexy back isn't, exactly, a key component of these subjects' skill sets. They're average individuals armed with TheLadders' tools, and, hence, the confidence to sell themselves and land lucrative gigs. Fun fact: The "stars" of the spot are all satisfied site TheLadders members who beat out 700 other candidates who competed for campaign close-ups.
[tags]theladders,tv commercial,job search[/tags]