Monster Teams With Hispanic Site Geared Toward Professionals
By the end of 2008’s first quarter, companies will have the ability to simultaneously post job ads on Monster and iHispano, becoming the first integrated relationship between a major job board and a diversity job board, according to Steve Pemberton, chief diversity officer at Maynard, Massachusetts-based Monster.
The agreement is part of Monster’s ongoing strategy to entrench itself in the Hispanic market and comes on the heels of its alliance in late October with Consorte Media to launch a co-branded Web site, Career Latino.
"The message that we are getting from our clients is very clear," Pemberton says. "They are looking for ways to connect with this growing segment of the workforce."
Indeed, the Bureau of Labor Statistics projects that by 2016, Hispanics will make up some 30 percent of the 164.2 million workers in the United States.
Pemberton says iHispano will go a long way in helping companies target Hispanic workers, given its partnerships with professional entities. IHispano has relationships with the National Society of Hispanic MBAs; the Association of Latino Professionals in Finance and Accounting; and the Latinos in Information Sciences and Technology Association.
"IHispano gives employers the opportunity to not only target Hispanic talent; it can also help them refine their search by specific tangible skills," Pemberton says.
What’s more, iHispano also has alliances with popular media outlets, including Telemundo and women’s magazine Latina Style.
The job board attracts 300,000 to 500,000 unique visitors each month, a figure Pemberton says is likely to rise once the logistical details of the partnership are worked out in the coming months.
Blogger Joel Cheesman, who specializes in recruiting, says Monster’s strategy to partner with diversity job sites and media firms may help the job board giant increase its domestic revenue.
"It’s low-hanging fruit," he says. "Diversity is big business."
Monster chairman and CEO Sal Iannuzzi is looking for ways to turn the page on what was a turbulent 2007, as the company eliminated 800 full-time positions and endured a shaky ride in the stock market.
The company kicked off the new year with a high-profile global branding campaign, "Your Calling Is Calling." The promotional efforts were followed by Monster’s $61 million acquisition of Affinity Labs on January 4.
Affinity Labs operates online professional and vocational communities, such as PoliceLink.com, FireLink and NursingLink—giving Monster direct access to social networking sites.
Monster’s partnership with iHispano enables the company to have a first-mover advantage in the minds of a growing segment of the workforce, says Jonathan Duarte, president and CEO of Go Jobs Inc., a job board and recruiting consultancy in Orange, California.
"Good for Monster," he notes. "They see the value that this demographic can bring to its clients."