The campaign, which includes its online offering, aims to further strengthen its position as a leading English recruitment platform for the young and professionals, who are predominantly degreeholders with between two and 10 years of experience.
According to Career Times Online marketing manager, Angela Chan, the campaign - developed by Publicis Ad-Link - focuses more on brand building since research shows that a strong brand name is the top criterion for job-seekers looking for work through a recruitment platform.
"We not only want to highlight the difference between job and career, but also aim to drive the attention of job-seekers to the services we have other than the job listings. People can access up-to-the-minute market information from us to underline the point that, above all, we are their career partner, Chan said.
One execution of the campaign features a drab donkey and an award-winning horse in all its splendour, with the latter visual representing satisfaction, achievement and glory.
