TheLadders.com, the world’s leading online marketplace for $100k+ jobs, today announced the launch of its first national advertising campaign. The company has tapped Fallon Minneapolis, one of the world’s leading creative shops, as its first agency of record.
The partnership ushers in an exciting new chapter for TheLadders.com, which has experienced 100% growth each year since its launch four years ago. The company, which has been featured in The Wall Street Journal, USA Today and The New York Times and has also been named among Forbes’ “Best of The Web,” has grown to 1,800,000 members and more than 35,000 recruiters, exclusively serving the high-end job marketplace.
“TheLadders.com has grown very rapidly through organic means, word of mouth and smart on-line and interactive marketing,” said Marc Cenedella, CEO and Founder of TheLadders.com. “But there are so many more qualified people out there for whom TheLadders.com is an exceptional job-search resource, and we need to let them know about us and experience our better mousetrap. Fallon is the right partner to help us do that; their work is as effective as it is enviable, and this partnership says lot about our ambitions for TheLadders’ brand.”
Fallon’s scope of duties includes creative development for TV, print and online channels; connection planning; and media planning and buying. It’s estimated that the size of this $100k+ market segment is approximately 10 million people.
Robert Turtledove, Chief Marketing Officer, said, “TheLadders.com is a phenomenal business and we are in the process of building it into a phenomenal, well-known brand too.” He continued, “Fallon’s creative strategy focuses on TheLadders.com’s key points of differentiation, making it crystal clear that we help the world’s best, most highly-qualified job-seekers stand apart from the pack and land their dream jobs.”
The campaign breaks nationally with print and television spots, both called “Tennis Court.” The TV spot depicts a championship tennis match in which madness ensues when droves of people run onto the court trying to get into the game. The visual chaos of the spot conveys a sentiment that is familiar to many job-seekers who have tried to apply for a job online: when you let everyone play, nobody wins. The message is consistent with TheLadders.com’s unique brand position as a premium job site catering only to $100,000k+ people looking for $100,000k+ jobs.
“The creative elements of this campaign illustrate the frustrating experience top job seekers can find at most career sites,” explained Al Kelly, Executive Creative Director, Fallon Minneapolis. “Those sites let everyone play so the best people can’t stand out. In contrast, TheLadders.com is a place where the stars can truly show off their talents and be seen by the right recruiters.”
