jobsDB rebrands on increased mobile usage in seeking jobs

The brand is launching a marketig campaign covering TV, print, outdoor, cinema, online and digital as part of the rebranding exercise, in all its markets: China, Hong Kong, Indonesia, Malaysia, Singapore, Philippines, and Thailand.

The rebranding involves a new logo, and also different logos to appeal to different categories of users, such as fresh grads, professionals, construction workers. The DB in the name is now said to stand for 'Dream big'.

TBWA is the agency developing all creative and digital work, chosen after a three-way pitch called in October. ZenithOptimedia is the media agency.

The campaign launched in Hong Kong yesterday and Singapore today, with the other markets to follow. China will be launched separately under different name CJOL.

In partnership with Seek, jobsDB will also be launching a series of product innovations to create a more personalised touch with users and allow them to search through job postings easier.

“jobsDB will stand for something bigger than just being an ordinary job portal,” Angeli Beltran, managing director of jobsDB (Singapore and Malaysia). “Users who go to our website will be able to search for career advice and tips on how to allow themselves to stand out among other jobseekers. They are able to sign up for career events through the jobsDB portal. This is in line with the creative platform, ‘Let’s explore,’ which is an open invitation for job seekers, or change seekers, to take action and fulfill their true potential through jobsDB.”

Beltran was formerly co-managing director of Dentsu Mobius. She left the agency in October after seven years with the Dentsu Asia network, to join jobsDB.

A recent Asia-wide survey study commissioned by jobsDB revealed that both men and women in their economically active years across all age groups are constantly on the lookout for new career opportunities, even if they have just started a new job, or are already settled in their current job.

Conducted in six different markets in Asia, namely Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Thailand, the focus group study allows the jobs portal to gain a better understanding on the behaviour of the Asian jobseekers.

Information gathered from the study was further validated by the Asian Consumer Market Survey done in October 2012, showing that 35 per cent of Singaporeans are actively searching for a new job, while 43 per cent of those surveyed also mentioned that they are exploring.

Statistics obtained from mobile site visits also indicated that the number of jobseekers in Singapore using mobile devices to access opportunities on the jobsDB portal has risen dramatically by 266 per cent from January 2011 to January 2013.

“I guess we should not be too surprised that the mobile revolution has extended rapidly into the working lives of young Asians,” Adrian Chng, group chief executive officer of jobsDB, said “.In many ways it reflects the vibrant, growing economies of the countries surveyed.”