Dice's Best Job Ever Video Series
I’m liking Episode 3 of the Dice-sponsored video series Best Job Ever
— a profile of the engineering director at Facbook.
(Click here to play the video.)
Dice is in the business of of helping IT professionals find better jobs (and helping companies find IT professionals). Other companies are in this business too — competition, of course, isn’t a challenge Dice faces uniquely — so it’s on Dice (as it is on any other brand that faces competition) to figure out a marketing strategy that stands out from the clutter while still telling prospective customers what they do. Something to get the attention of its customers, who happen to be an ad-saturated group of people.
I’ve been a fan of Dice’s approach for some time, since the first time I saw ad creative that began with the provocative question Does Your Tech Job Suck?
Forget about the sassy language; I like that Dice kicks off the conversation with its customers by asking them how they’re doing. If the answer is, “I’m not doing so well, to be honest, my job isn’t that much fun,” Dice has created a natural opportunity to pitch its services as a way to help salve that individual’s pain.
(Disclosure: I worked with Dice and its agency Modem Media on the rant banner campaign, and I’ve done business with Dice for years. I’ve also done business with Monster, Hotjobs, TheLadders and other Dice competitors.)
This latest campaign — a collaboration among Dice, its agency Publicis, FM and FM’s partners at Next New Networks — is an extension of the concept. For those IT professionals who aren’t quite miserable enough to say their current jobs suck, these video profiles introduce them to just how good the right job can be.