Marketing Mix of Monster.com and 7Ps (Updated 2024)

The Marketing mix of Monster.com analyses the 7Ps of Monster.com, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Monster.com. Monster.com is associated with the job placement industry and is a service provider in a niche market. It is related to the internet as a search engine for jobs. Monster.com was founded in 1994 by its founder, Jeff Taylor, but in 1999, the company came into existence after the successful merger of Online Career Center (OCC) and The Monster Board (TMB).

It became a subsidiary of its owner and operator, Monster Worldwide Inc. At the end of the financial year 2015, it was ranked at the 868th position in Alexa rankings. Monster.com was acquired by Randstad Holding in 2016 on 9th August. Some of the brands its competitors brands and other brands used in the global internet market are as follows-

• Naukri.com
• Shine.com
• Timesjobs

About Monster.Com

• Type: Online employment marketplace
• Industry: Human resources
• Founded: 1994
• Founder: Jeff Taylor
• Headquarters: Weston, Massachusetts, United States
• Area served: Worldwide
• Key people: Ross Levinsohn (Chairman) and Scott Dorsey (CEO)
• Number of employees: 2,000

Monster.com Product Strategy

Monster.com is an employment website with B2C and B2B advertising, marketing, and sales components. It was created and started for job seekers who wanted to search a website related to finding jobs with a web browser. The Monster brand was the first company to act as a public resume database, job search engine, and job search agent or alert worldwide.

The product mix of Monster.com in 2024 is as follows (Source).

1. Job Posting and Advertising Services: Employers can post job listings on Monster.com to reach a wide range of potential candidates. They also offer targeted advertising services to promote these listings.
2. Resume Database Access: Employers have access to Monster’s extensive resume database, which allows them to search for and reach out to potential candidates directly.
3. Career Management Tools: For job seekers, Monster.com provides various tools and resources for career management, including resume writing services, career advice, and resources for skills development.
4. Talent Management Solutions: This includes services like candidate screening, applicant tracking systems, and tools for managing the recruitment process more efficiently.
5. Mobile App: Monster.com offers a mobile app that allows job seekers to search and apply for jobs on the go. It enables employers to manage their listings and candidate communications from mobile devices.
6. Specialized Recruitment Services: They offer recruitment services tailored to specific industries or job levels, such as executive search or staffing for IT jobs.
7. Job Fairs and Networking Events: Hosting and organizing job fairs and networking events to facilitate direct interaction between employers and job seekers.
8. Monster Studios: A video job description tool that allows employers to create engaging and informative job videos to attract candidates.
9. Monster Social Job Ads: This service leverages social media platforms to promote job listings to a broader audience.
10. Analytics and Reporting Tools: Monster provides analytics and reporting tools to help employers track the performance of their job listings and recruitment campaigns.

Monster.com Pricing Strategy

At the end of the financial year 2014, the estimated revenues and sales of Monster.com were 770 million dollars. It has targeted middle and lower-income groups of people as its target market of customers and tries to find jobs that match their interests, location, and skills. It is a commercial website with a high global market presence, so earning revenues is not a problem for this portal.

Monster.com’s pricing market and marketing strategy is multifaceted and designed to cater to diverse customers, from individual consumers to job seekers to large corporations. Here are critical aspects of their pricing market, sales, and marketing approach:

1. Tiered Subscription Models for Employers: Monster.com typically employs a tiered subscription model for employers, offering different service levels at varying prices. This strategy allows businesses of all sizes to choose a package that fits their recruitment needs and budget, ranging from basic job posting options to premium services that include advanced candidate search and analytics tools.
2. Freemium Model for Job Seekers: Monster.com generally adopts a freemium model for job seekers. Essential services, like job search and application, are free, while advanced career services, such as professional resume writing or career coaching, are offered at a premium. This approach draws in a large user base while monetizing specialized services.
3. Pay-Per-Click or Pay-Per-Post Options for Advertisements: In addition to subscription packages, Monster.com often provides flexible pricing options like pay-per-click or pay-per-post for job advertisements. This method particularly appeals to smaller businesses or those with infrequent hiring needs, as it allows them to control costs while still accessing a vast pool of potential candidates.
4. Customized Pricing for Enterprise Solutions: For larger organizations with complex recruitment needs, Monster.com often offers customized pricing. This tailored approach can include bundled services like bulk job postings, access to the resume database, recruitment analytics, and dedicated account management, ensuring that larger clients get value-aligned pricing.
5. Seasonal Promotions and Discounts: To maintain a competitive advantage and attract new users, Monster.com frequently runs promotional campaigns offering discounts on various services. These promotions are strategically timed, often aligning with peak hiring seasons, to maximize engagement and conversions.

Monster.com Place Strategy

Monster.com is one of the largest global websites and most visited in the United States. It has acquired a cult status in many countries in the international internet arena. Its corporate headquarters were at Framingham in Massachusetts, but were shifted to Maynard in Massachusetts in 1998. Currently, the company has its headquarters in Weston, in the United States.

Monster.com has over fifty million resumes in its global database, with a customer base of consumers and nearly 5,000 employees working in thirty-six countries. It has a well-built and managed widespread distribution network across several countries and offers consumers multiple search options via the highest level of infrastructure, technology, and processes.

The place strategy is as follows:

1. Online Platform Accessibility: Monster.com operates primarily as an online platform, making its services accessible globally through its website and mobile app, ensuring ease of access for users in various locations.
2. Localized Websites for Different Regions: To cater to the specific needs of different countries and regions, Monster.com offers localized versions of its website, providing region-specific job listings and services.
3. Partnerships with Local and Global Businesses: Monster.com establishes partnerships with many local and international businesses to offer diverse job opportunities and extend its reach in various markets.
4. Social Media and Digital Marketing: Utilizing social media platforms and digital marketing strategies, Monster.com engages with users worldwide, enhancing its visibility and accessibility to a broader audience.
5. Integration with Other Job Platforms and Services: By integrating with other job platforms and offering API access, Monster.com expands its service delivery, making its job listings and resources available through various channels.

Monster.com Promotion Strategy

Monster.com realized the potential of advertising and its impact on a brand and actively participated in advertising in several events and sports. It is a famous brand advertised yearly since 1999 on Super Bowl through Super Bowl XXXVIII. Its first ad at the Super Bowl was named Best of Television 1999 in Time Magazine’s list. At the 2002 US Olympic Team and 2002 Olympic Winter Games, It was the official online career management services sponsor. Monster.com has a famous brand and descriptive tagline: Right Jobs, right candidate; your calling is calling. Monster.com has adopted a separate advertisement policy for its B2C and B2B components.

Advertisements for its product line, the B2B component, have been launched in local newspapers at national levels on business sections, thus appealing to small business entities. It has used online advertising to target websites related to human resources and business via viral marketing and attending conventions and conferences. For its product line, B2C, Monster.com has used television and launched weekday ads to attract its target audience. Its ads also run in local newspapers and are displayed on billboards to show potential customers and gain maximum brand visibility. It has adopted a widespread online advertising campaign on most popular websites like MSN.com, ESPN.com, and CNN.com.

The promotion strategy is as follows:

1. Digital Marketing and Social Media Engagement: Monster.com leverages extensive digital marketing campaigns, including SEO, email marketing, and social media engagement, to reach a broad audience and promote its brand and services.
2. Strategic Partnerships and Collaborations: The company partners with educational institutions, professional organizations, and other businesses to expand its reach and offer integrated career solutions.
3. Content Marketing and Thought Leadership: Monster.com invests in content marketing, providing valuable career advice and industry insights, positioning itself as a thought leader and trusted resource in the employment sector.

Some Recent Video ads and Print ads of Monster.Com are:

Monster.com People Strategy

When discussing the “People” aspect of the sales, advertising, marketing, and service marketing mix for Monster.com, it’s essential to focus on how the company leverages its human resources to enhance its service delivery, create value for its users, and maintain a competitive edge over competitors in the online recruitment market. Here are several points that could be highlighted:

1. Customer Service and Support: Monster.com invests in trained customer service representatives who assist job seekers and employers. Their ability to address queries, provide technical support, and offer guidance on using the platform effectively is crucial for user satisfaction and retention.
2. Sales and Marketing Teams: The expertise and efficiency of the sales and marketing teams in understanding market needs, communicating value propositions, and building relationships with businesses are vital. They play a key role in attracting new employers to the platform and retaining existing ones by understanding their hiring needs and offering tailored solutions.
3. Human Resource Policies: Monster.com’s internal HR policies aimed at employee satisfaction, training, and development contribute to motivated employees. This internal environment is reflected in the quality of interactions employees have with users and amongst each other, influencing the overall service quality.
4. Recruitment Specialists and Consultants: The platform may employ or collaborate with recruitment specialists and consultants who provide value-added services like resume writing, career advice, and employer recruitment strategy development. These experts add a layer of personalized service that enhances the platform’s value proposition.
5. Technology and Development Team: While not directly interacting with the customers, the technology team plays a crucial role in the “People” component by developing and maintaining the platform. Their expertise ensures the website and mobile apps are user-friendly, secure, and equipped with the latest features, indirectly impacting the service experience.
6. Leadership and Strategic Direction: The vision and strategic direction set by Monster.com’s leadership define the company culture and service philosophy. Leadership decisions on investments in technology, market expansion, and service innovation significantly impact how the company serves its users.
7. User Community: The user community’s engagement, including job seekers and employers, contributes to the service experience. Monster.com may facilitate networking events, forums, and webinars where users can interact, share experiences, and offer support to each other, enriching the service offering.
8. Diversity and Inclusion: Monster.com’s commitment to diversity and inclusion within its workforce can enhance its service delivery by bringing diverse perspectives to its service design and customer interaction strategies. This can help cater to a broader audience and understand varied user needs.

Monster.com Process Strategy

The “Process” element of pricing strategy in this case study, the service marketing mix for Monster.com, involves the operational and service delivery procedures that impact the customer experience. It includes the steps and interactions a customer goes through while using Monster.com’s services. Here are several key points from the case study that highlight the process aspect of pricing strategy:

1. User Registration and Profile Creation: The process begins with users (job seekers and employers) creating an account on Monster.com. The platform guides users through setting up a profile, which includes uploading a resume, entering job preferences for job seekers and employers, and posting company details and job vacancies.
2. Job Posting and Management for Employers: Employers go through a streamlined process to post job openings. This includes selecting job categories, defining job requirements, and managing applications through the platform. Monster.com provides tools for tracking and managing these postings efficiently.
3. Job Search and Application for Job Seekers: Monster.com offers a comprehensive job search process, allowing job seekers to filter opportunities by keywords, location, industry, and other criteria. Applying for jobs is streamlined, enabling users to apply with their profile or submit customized applications.
4. Matching Algorithms and Notifications: The platform uses sophisticated algorithms to match job seekers with relevant job postings based on their profiles and preferences. Both employers and job seekers receive notifications about potential matches, enhancing the efficiency of the job-matching process.
5. Resume and Career Services: Monster.com provides additional services such as resume writing, career advice, and skills assessments. These processes are designed to be user-friendly and accessible, providing value-added services to enhance job seekers’ marketability.
6. Communication Tools: The platform includes communication tools that facilitate direct interaction between job seekers and employers. This process is designed to be secure and efficient, allowing for easy scheduling of interviews and further discussions.
7. Feedback and Support: Monster.com has a feedback mechanism for users to report issues, provide feedback, or request assistance. This process is crucial for continuous improvement and ensuring user satisfaction.
8. Privacy and Data Security: The process also encompasses steps to ensure user privacy and data security. Monster.com implements measures to protect personal information and comply with data protection regulations, which is critical for user trust.
9. Continuous Improvement and Updates: Monster.com regularly updates its platform and services based on user feedback, technological advancements, and market trends. This process ensures the platform remains relevant, competitive, and user-friendly.
10. Accessibility and Inclusivity: Ensuring the platform and services are accessible to a diverse user base, including those with disabilities, is part of Monster.com’s process. This includes following web accessibility guidelines and designing features that cater to a wide range of needs.

Monster.com Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix for Monster.com is pivotal as it pertains to the tangible and intangible elements that customers experience and associate with the service. For an online platform like Monster.com, the physical evidence marketing mix encompasses the service’s visual and digital aspects that help build trust, credibility, and brand identity. Here are several key points that illustrate the physical evidence marketing mix for Monster.com:

1. Website Design and Usability: The layout, design, and ease of navigation of Monster.com’s website serve as critical physical evidence. A user-friendly interface that facilitates easy job searches, application submissions, and employer postings contributes to a positive user experience.
2. Branding Elements: The logo, color scheme, and typography used across Monster.com’s website and marketing materials create a recognizable brand identity. These visual elements help to instill a sense of familiarity and trust among users.
3. Mobile App: The availability and functionality of Monster.com’s mobile app provide tangible proof of the brand’s commitment to accessibility and modernity. The app’s design, performance, and user experience are crucial physical evidence elements.
4. Testimonials and Success Stories: Published testimonials and success stories from job seekers and employers are evidence of the platform’s effectiveness. These narratives offer proof of value and build confidence among prospective users.
5. Security Features: Visible security measures, such as SSL certificates, privacy policy statements, and secure login processes, offer tangible evidence of Monster.com’s commitment to protecting user data and ensuring a secure online environment.
6. Help and Support Resources: The availability of help resources, FAQs, tutorials, and customer support contact information provides users with tangible evidence of Monster.com’s dedication to user support and service quality.
7. Social Media Presence: Monster.com’s activity on social media platforms, including LinkedIn, Twitter, and Facebook, is physical evidence of its engagement with the community and responsiveness to user feedback.
8. Awards and Recognitions: Any awards or recognitions received by Monster.com contribute to its physical evidence by highlighting its achievements and industry standing, which can reassure users of its credibility and authority in the job marketplace.
9. Marketing and Promotional Materials: Physical and digital marketing materials, including emails, brochures, and online advertisements, further solidify Monster.com’s brand presence and serve as tangible reminders of the service offerings.
10. Corporate Social Responsibility (CSR) Initiatives: Information and reports on Monster.com’s CSR activities and community involvement provide physical evidence of the company’s values and commitment to societal impact, enhancing its reputation among users.

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