Monster.com established the online recruitment category and was the leader for many years. During my tenure at Monster, we established a thought leadership webinar series for customers to help maintain our leadership position. In one year, we had over 10,000 customers and recruiters register to attend these events.
Email invitations
Emails encouraged participation in the webinars. We sent our registration and reminder messages.
Online registration
Online registration was easy to follow and provided a great source for sales leads. Following the webinar, sales team members could discuss the topic with attendees.
Webinar replays
Replays of webinar events were available for social sharing. Some attendees preferred the replays which they could watch at their convenience.
I joined Monster in 2006 and immediately began working with our global research team, Monster Insights, to showcase the company’s thought leadership and knowledge of the online recruitment space. Online webinars were a new marketing tactic, but one that I was confident could help drive awareness of Monster’s in-depth knowledge of recruiting. Working with the research team, we
- Identified a technical platform to host the events
- Set up campaigns to promote the series pre- and post-event
- Developed a content calendar drawing from our vast array of knowledge experts in and outside of the company
- Established a format and brand for the series
Results:
Goals met:
Maintained market leadership
Monster was seen as helping customers with key industry challenges such as hiring trends, workplace issues and labor market issues.
Enabled sales
Webinars provided key leads to sales as well as topics for sales conversations. Though webinars were never on products, many topics used Monster tools as examples to solve a challenge.
Generated revenue
Many webinars were sponsored by key accounts, generating revenue for the company. Sponsors received exposure on all webinar communications and were thanked during the event.
