, one of the UK’s best known jobs websites, is to launch today its first television advertising campaign in more than a decade. The ads, created by VCCP London, feature the tag line “It’s not luck, it’s”, and follow a successful regional radio campaign using the same catchphrase, which aired earlier this year. The TV spots feature household electrical goods discussing dream jobs and sharing career advice.

The ads aim to “bring to life the delicate task of finding a job without holding a mirror up to the jobseeker; we used objects to reflect an aspiration that we can all relate to, the desire to improve ourselves and get the type of job that we love, and do it with charm,” says Steve Vranakis, Creative Director, VCCP.
The thirty second spots will be shown in the North West and will be supported by radio ads, with the aim of bolstering’s already pre-eminent position with jobseekers in the region.

Michael Robinson, marketing director of Totaljobs Group, believes this is a crucial time to be growing brand awareness and sees the benefit of an integrated approach: “It is a tough market out there for jobseekers. We believe that by showing those looking for a job that luck isn’t involved in recruitment, we can help better equip them to join or re-join the labour market. The result is not just an advert, but a whole body of advice and help on our website that can point jobseekers and recruiters in the right direction – ultimately giving a value added element to the brand.”

The campaign was planned and bought by UM. Adam Morton, Account Director at UM, said “The power of TV to drive brand awareness remains strong, while concurrent consumption with online is becoming commonplace. Therefore it’s a natural progression to add TV to media mix to further raise awareness and influence browsing behaviour.”