MyCareer, TradeMe, jobs.com.au & TheBigChair?? What is happening down in Fairfax land
Posted By: Thomas Shaw, 8:00am Wednesday 24 November 2010
Yesterday, Fairfax Media released an important announcement (PDF) as a result of a long winding review of its entire business operations. There were a few strategic announcements made about the future of MyCareer and the new use for jobs.com.au
The domain jobs.com.au has had a colourful past. Owned or operated by a number of different companies including AdCorp, Bernard Hodes, JobX, etc... and most recently OMG (was Boomerang now part owned by Fairfax). In 2006, our TV screens were plastered with a fictional character called Axel Johnson "What I’m about to show you may change your life. It’s called Jobs.com.au". What a mess that turned out to be.
The full investor presentation contains over 110 slides, so I have pulled out the most relevant ones for recruitment advertising. Some key takeaways from the presentation are:
- There was no mention of the future for TheBigChair
- Fairfax to pursue a dual brand strategy in Australia - MyCareer & jobs.com.au
- MyCareer iPhone App has had 106,838 downloads since the launch in June 2010
- MyCareer will go "upmarket" (see Shortlist article) to focus on professionals. Repricing of advertising to increase yields to the business
- jobs.com.au to cover lower level, local jobs. Regional, affiliate networks and the Fairfax Community Network to rebrand as jobs.com.au (change over has already started)
- Increase focus on the MyCareer Education Centre
- Quality over quantity
- Greater job ad distribution and targeting (ie widgets/job boxes) across mastheads
- TradeMe Jobs in strong position against SEEK NZ overtaking it in domestic UBs last month. Need to increase yields on advertising products
