Mediaboss Marketing

Monster Worldwide last week announced that it was rolling out a beta of a social recruitment ad platform, starting this Thursday.

Monster Social Ads uses Twitter's Ads API to serve tailored job listings to Twitter users, based on career attributes such as occupation or industry type.

A number of U.S. companies have signed on for the beta, including Blue Shield of California, Citizens Financial, eBay, Geico, ManpowerGroup, T-Mobile and UPS. Full commercial availability is set for Q1 2015.

Monster has been pushing to build out its targeting tools to expand the functionality of its ubiquitous -- but seemingly stagnant and dated -- online jobs board that several years ago was viewed as an essential stop for any job seeker.

Monster also has rolled out TalentBin, a tool that builds profiles of individual employees by scanning social media sites and industry-specific destinations. It is billed as a passive database of talent, as employees do not actively participate or provide input.

These offerings are viewed as Monster's way in re-establishing its primacy in the job search community. Over the years its status as must-visit website has been downgraded. It is now one of many sites a job seeker can visit but hardly essential.

LinkedIn, of course, has much to do with this -- it is now viewed as an important recruiting and job search too,l not only for employees but also for executives. Monster never acquired that cachet.

It is hard to imagine Monster overtaking LinkedIn, but it doesn't have to, said Rob Enderle, president and principal analyst of the Enderle Group.

"This is not an either/or proposition. A job seeker will be active on as many sites as he or she thinks is necessary. No one wants to miss out on an opportunity," he told the E-Commerce Times.

Still, Monster has a ways to go before it becomes one of the sites that must be included in a job search, said David Johnson, principal of Strategic Vision.

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Monster Tiptoes Onto Twitter