The Ladders More Attractive

TheLadders.com, a job search site in the USA, is running an advertising campaign celebrating the ways in which TheLadders makes professional candidates more attractive to employers and recruiters. One-on-one guidance, expert resume critiques, access to top recruiters and hand-screened $100K+ jobs, are behind the gyrating posturing of professionals in a series of three television commercials featuring actual TheLadders clients.

The Ladders More Attractive commercial


Click on the image below to play the 45 second commercial in YouTube (HD)

Click on the image below to play the Sales 30 second commercial in YouTube (HD)

Click on the image below to play the Tech 30 second commercial in YouTube (HD)

“TheLadders helps navigate professionals – online and offline – through a successful job search,” said Alex Douzet, President and co-founder of TheLadders. “Starting this January, premium members of TheLadders will be assigned their own Job Search Advisor who will assist them in getting the most out of the site during their job search.” Douzet added, “Our deep knowledge and insights about what works best for job seekers and recruiters has created an opportunity for us to deliver a job search and recruiting model that delivers success. We’re not only delivering more attractive candidates to recruiters but we’re also creating a more attractive hiring process.”

The Ladders More Attractive site

The More Attractive advertising campaign highlights the benefit professionals receive through TheLadders’ unique set of tools and resources, and presents it through a tongue-in-cheek parody of the high-fashion world. “Members of TheLadders are extraordinary in so many ways, it seemed the right imagery to bring that out,” said Darren Spiller, Fallon Chief Creative Officer. “While a job search is certainly a serious process, members of TheLadders have the great feeling that comes from knowing they’re well prepared and able to present themselves at their very best. That positive energy is what TheLadders, and this campaign, delivers.”

Actual members of TheLadders are featured in the advertising, and were selected from nearly 700 members who applied to be included. “The user testimonial tends to lack credibility,” said David Sigel, Fallon Director of Account Management, “but we wanted to give the members a chance to show their stuff, and get across the confidence they feel as a result of working with TheLadders. Judging by their performances, some of these members may have found a new career already!”

Click on the image below to play the behind the scenes video in YouTube (HD)

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  • http://www.bhgpr.com rob hammerling

    this campaign, to me, gets added to the list of ads that are so offensive or off-target that they do nothing but create buzz, not sell a product or service. this masturbatory approach creates visually appealing, talked about ads that I find it very hard to believe actually succeed in “moving the needle”. It is critical that the agency be graded not on whether web traffic increases, because it inevitably will, but if there is an increase in sales that in any way justifies the overall cost of the campaign. they shouldn’t be allowed the easy out of “well, we got people to come, you just didn’t close”. people came like they come to car crashes, out of morbid curiosity.