|Hong Kong, September 19, 2011 – SCMP Group’s Chinese language recruitment magazine, Jiu Jik, celebrates its 10th anniversary this week.
The market-leading magazine title for retail and general administrative positions first launched in July 2001, and has grown to a circulation of 210,000 per week, with free distribution points throughout Hong Kong. Its online site Jiujik.com receives 4 million page views, with 200,000 unique visitors monthly and over 180,000 registered members.
Stanley Suen, SCMP’s Director of Recruitment Services said, “The secret of Jiu Jik going from strength to strength over the years lies in the continuous development of the brand, and innovation in the way we connect with our job-seekers. Jiu Jik held the industry’s first job speed-dating event last year, when job seekers and employers were brought together for a brief encounter. It was a fun idea that worked even better than we imagined. Employers often know whether there’s chemistry with a candidate within the first few minutes of meeting them. The event enabled them to do that with minimal time wastage, drawing from a wider pool of quick interviews then following with in-depths with the top potential matches.”
Jiu Jik’s recent brand campaign also broke the mold for the recruitment category. With a “Jiu Jik” gang of four young peers, and a brightly coloured marketing campaign encompassing viral video, bus advertising, website, print and radio, Jiu Jik boldly focused on empowering smart young job-seekers by giving them voice with the brand proposition “Jiu Jik gets you the job that raises your ‘street-cred’ and gives you a more powerful voice.”
The campaign was supplemented with a highly tactical push at the Education and Career Expo, where thousands of job seekers registered via iPads to win prizes. Additionally in June the 10th anniversary lucky prize draw caught the attention of 1,900 new members and revitalised 1,400 existing members to update their profiles. The following month, Jiu Jik invited ‘fans’ to a sharing competition via Facebook. Followers were able to write in about columns in the paper that they particularly liked, and shared their comments with other followers. The top ten winners were selected by the editorial team. Most recently in August, Jiu Jik took to the streets of Hong Kong, with a roadshow aboard the Jiu Jik Truck. The truck campaign went to 4 high foot-fall locations armed with ‘Hot Jobs’ leaflets and souvenirs, and successfully recruited nearly 1,000 new members.
Mr. Suen added “It’s vital to keep our established brand fresh and exciting, and acknowledge the changes that are happening in the marketplace. We have to stay on top of how our job-seekers communicate to each other, what technology gets them excited, and what promotions really appeal to them. Most of all, Jiu Jik has a unique and engaging brand personality that sets it apart from the other options in the marketplace. What’s important to us is that job-seekers can relate to Jiu Jik as a brand, and that it speaks their language.”
About SCMP Group Ltd and South China Morning Post
SCMP Group Limited (SEHK: 583) is a leading newspaper and magazine publisher in Asia. Its flagship publication, South China Morning Post, is Hong Kong’s world renowned English language newspaper and has the city’s most affluent and influential readership. First published in 1903, the newspaper has developed an enviable reputation for authoritative, influential and independent reporting on Hong Kong, China and the rest of Asia. Available in print, iPad™ and online through scmp.com and e-reader editions, South China Morning Post reaches a global audience with daily breaking news, insightful analysis and opinion, multimedia articles and interactive forums. Striving to maintain the highest standards among the world’s quality newspapers, the South China Morning Post receives constant international recognition. It received 60 awards in 2010 for excellence in editorial, marketing and technical capability. Other publication titles of the Group include the Sunday Morning Post, the Chinese editions of Cosmopolitan, Harper’s Bazaar and CosmoGirl! magazines. For more information, please visit us at www.scmpgroup.com.
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