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How Monster used social media listening to grow audience

Global employment company, Monster Worldwide Inc., is now using social media to connect people and job opportunities around the globe. The company, that offers services in more than 40 countries, was looking to connect with job seekers and employers and build positive and lasting brand sentiment in a highly competitive market.

Background
With Facebook, Twitter and LinkedIn becoming the primary platforms for job seekers and employers, job companies such as Monster have to expand to social media.

Monster Worldwide wanted to build positive brand sentiment and relevance to stay top of the mind for both job seekers and employers over longer periods of time. To achieve this, the company’s social media team, headed by Patrick Gillooly, Director of Digital Communication and Social Media, started monitoring for brand and competitive sentiment, using Hootsuite and Brandwatch Analytics.

Execution
Hootsuite acted as a hub for all listening and engagement on behalf of the Monster brand. The Monster team set up dozens of keyword, @mention and hashtag search streams to listen for various job and employer-search signals.

For example, listening to #JobInterview or #LoveMyJob within Hootsuite might give them an opportunity to engage with job seekers or find great employers. People may not be talking about Monster per-se, but it gives them a chance to make a positive connection and stay top of mind.

Recruiters desire a connection with passive job seekers, either for currently open positions or to create a relationship down the road. Using Hootsuite lets us look for those who like or don’t like their job or are going on an interview, giving us a chance to say ‘good luck’ or connect from a brand-level. We execute this strategy across more than 20 platforms today.” Mr Gillooly said.

To get feedback on the company, the Monster team also created Boolean search queries within Brandwatch Analytics, which determine the type of information Brandwatch Analytics will search for. This gives them insight into what the customers are saying about them versus about their competition—meaning they can engage customers more effectively.

Result
By gathering social intelligence, Monster became more proactive in engaging customers and job candidates on social. In a comparison of the last three months of 2013 versus 2014, Monster saw 262 per cent growth in Twitter RTs and more than 300 per cent increase in mentions.

“Increased listening has significantly impacted our reach on social and our knowledge of the market and competitors. While both our organic brand presence and positive sentiment is growing, our competitors’ have not grown at the nearly the same rate,” Mr Gillooly says.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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