Dive Brief:

• Monster, with creative agency MullenLowe Group, launched an ad campaign heralding its fix to what it called a "broken" recruiting process for both employers and job seekers. According to Monster, the "This isn't working anymore" campaign is part of Monster's rebrand and new commitment to making the recruiting process end in an ideal match between companies and hires through a new digital candidate experience.
• Monster said the campaign includes global TV spots that spotlight new tools designed to address long times-to-hire, infrequent or impersonal feedback and job sites that aren't working for either applicants or recruiters.
• "In a world where the average time spent reviewing a resume is just 31 seconds, this new global campaign taps into the frustration of the individual," Tim Vaccarino and Dave Weist, MullenLowe Group U.S.'s executive creative directors, said jointly in a press release. "The work reflects Monster's challenge to the category that job sites aren't working anymore."

Dive Insight:

Job seekers complain of their applications falling into "black holes," after-interview feedback taking too long, their candidate status being ignored or the total absence of communication — a category of behavior known as "ghosting." The overall result is a bad candidate experience that can drive away high-quality talent, a situation employers can ill afford in an employee-driven labor market with record-low unemployment. Monster and other recruitment companies are recognizing these trends, and attempting to ameliorate them.

Employers have also found that engaging candidates has the same long-term advantage as engaging employees. Candidates who feel respected and have a more personal hiring experience are more likely to feel they've established a positive relationship with an employer, even if they're not ultimately hired. Treating candidates well is one way to create a talent pool of potential hires that can be tapped as jobs open up.

Treating candidates well also helps bolster an employer's brand. Job seekers have greater access to employer-rating sites, such as Glassdoor, Vault and kununu, and routinely pass over companies with low scores.