Client’s Brief
JobsDB Malaysia to strengthen its position as one of the leading fully integrated jobs recruitment networks in Malaysia and the largest in Asia Pacific. To also establish JobsDB.com Career Fair 2008 (held from 28 February to 1 March 2008) as a premier recruitment event amongst public, media and key stakeholders. JobsDB Malaysia sought the expertise of Essence Communications to plan and manage a PR campaign to support JobsDB.com’s first fully paperless career fair.

Business Challenge
JobsDB Malaysia brand presence and visibility is not at the top of mind yet in Malaysia. JobsDB.com’s role as the leading recruitment network in Asia Pacific is less known.

Essence’s PR Strategy
Essence implemented and managed a series of PR activities designed to create awareness and to promote the JobsDB.com Career Fair 2008. The strategy involved positioning JobsDB.com as a thought leader in the industry, using the experience and expertise of senior spokespersons.

A series of syndicated articles, interviews, media partnerships and announcements were held as a lead up to the Career Fair.

The highlight of the campaign was the launch of the Career Fair itself which was officiated by Deputy Minister of Higher Learning, Y.B. Datuk Ong Tee Keat. During the three-day JobsDB.com Career Fair 2008, Essence set up a Media Centre to address queries from the media and to disseminate daily updates of the fair.

Results
•In just three months, JobsDB.com has garnered approximately RM1 Million in PR Value.
•Securing the Deputy Minister of Higher Learning for the Official Launch created added interest in the Fair.
•Communications objectives were met in terms of positioning JobsDB.com as the leading online recruitment network in Asia Pacific.