Monster India, in collaboration with Wunderman Thompson Bangalore, has initiated a comprehensive rebranding effort accompanied by a fresh campaign. This campaign unfolds through the lens of a new wave of job seekers who are assertive about their needs and unafraid to articulate their expectations.
Having previously operated as Monster for over two decades, connecting individuals with suitable job opportunities and gaining invaluable insights into job preferences and reasons for departure, the platform underwent a transformation and rebranded as FoundIt. The new name, FoundIt, reflects an optimistic outlook infused into the typically stressful job search process for both job seekers and recruiters, according to the company.
The campaign strategically took off on LinkedIn, where numerous senior employees of Monster India shook things up by posting intriguing resignation messages on their profiles under the hashtag #changeisgood. As the buzz escalated on the platform, three teaser films were shared on social media, depicting professionals resigning from their jobs in unconventional and enjoyable ways. Each film concluded with a common message thread, “Find the job that’s perfect for you,” dropping subtle hints about the impending rebranding.
Following this teaser phase, the company officially unveiled its new brand name through various channels, including LinkedIn, social media handles, and their website. Senior management members shared the news of the rebranding via their LinkedIn profiles, while the launch film portrayed a symbolic scene of empowered professionals walking away from their current jobs to seek something better—FoundIt.
Commenting on the campaign, Priya Shivakumar, Senior National Creative Director at Wunderman Thompson, remarked, “Amidst the prevalent news of layoffs across various organizations, we saw an opportunity to introduce Monster’s new identity with a bold campaign that revolves around the intriguing concept of people resigning. The surprising spree of resignations by the Senior Management, amplified through PR and communication, culminates in the revelation of the new entity’s name, ‘FoundIt.’ This portal is not just a new name; it signifies a fresh approach to recruiting, aiming to empower both employees and employers by bridging the gap between skills and requirements. FoundIt represents a transformative step in the job scenario, offering a novel way of approaching recruitment.”