Are you trying to reassess your target audience and understand how your current or future offerings might resonate with them? Learn how C Space helped Monster.com pivot its audience strategy to a new and untapped market.
Monster.com needed to pivot in a big way. Once a pioneer in online job search, it had lost ground to competitors with platforms that offered better experiences and clearer value propositions. With its market share shrinking, Monster had to re-evaluate who it was really for. The answer wasn’t more white-collar professionals, but an overlooked audience of skilled and service workers. Refocusing on this underserved group marked the beginning of Monster’s path to reinvention.
In order to better understand the state of the job and candidate search, we spoke to over 3,000 employers and job candidates across six global markets. We deployed a unique research approach that included ongoing qualitative, quantitative and diverse analytical methods to define the right audience and establish a new purpose, mission and values for Monster.
Using our proprietary framework, we were able to understand what customers value about the job search and which experience variables drive business outcomes, so that Monster could capitalize on areas that are important to their customers and their bottom line. This led us to uncover a hugely underserved market of job candidates who are the lynch pin of our society, and the ways in which Monster could help them. We found that both candidates and employers are searching for the same thing, respect and humanity within the job search.
Our partnership equipped Monster with a global market segmentation and clear growth strategies across marketing, brand and product. C Space also developed detailed employer and job seeker profiles to inform sales and product planning. “Corey’s Story,” a documentary created as part of the work, helped bring these insights to life internally. Its success led Monster to propose an external “Right Fit” series featuring other professions, which became central to brand positioning and guided product development toward new, untapped user groups.
We’re redefining the industry once again in response to changing consumer behaviors and expectations.
