JobsDB launches massive marketing initiative

JobsDB, the Asia-Pacific region's largest recruitment website, is embarking on a major facelift to cater to changing consumer lifestyles and expectations.

The company has increased its marketing budget by 50% this year to promote the use of internet and mobile job search channels.

Adrian Chng, chief executive of JobsDB Group in Hong Kong, said this year's budget is the biggest since its inception. The money is slated to build brand awareness, especially in the mass media.

"No job site has spent like this before," he said.

The growing number of internet users and mobile devices has brought an increase in online job searches.

Mr Chng said JobsDB aims to extend its reach to first-jobbers, people in their mid-20s and small and medium-sized enterprises (SMEs) instead of only focusing on middle management executives aged over 30 and large organisations.

"SMEs are set to produce large employment," he said.

Noppawan Chulakanista, managing director of JobsDB Recruitment (Thailand), said a survey of the Asian consumer market showed that opportunities for positive job changes are increasing thanks to still-high economic growth in the region.

In Thailand, 48% of respondents said they actively look for new jobs even when employed.

Thai people also prefer to use job websites as their first channel (59%), followed by search engines (20%) and company websites including social media.

Mr Noppawan said 28% of Thais use mobile devices to access job sites, second only to Hong Kong (41%) of six Asian countries surveyed.

Mr Chng said half of searches on JobsDB will come from mobile devices this year, up from 8% in 2011.

The company recently refreshed its mobile sites and increased its number of mobile applications to cater to customers' expectations, he said.

Based on the survey, the top five job sectors that are very highly sought in Thailand are information technology, sales/business development/customer service, engineering, public sector, and administration and human resources.

"We expect our revenue in Asia to see double-digit growth this year, fuelled by the region's economic growth, increasing labour demand and internet users, and higher advertising costs," said Mr Chng.

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Writer: Suchit Leesa-nguansuk
Position: Senior Reporter