Monster spends a significant amount of time and resources drumming up business for its proprietary network of job sites—an elaborate maze that collectively draws 20 million unique visitors each month and includes big-name sites such as Monster.com and MonsterTRAK.

Yet, in its ongoing bid to transform itself from a basic job board into a comprehensive online recruiting provider, the company is making clients an offer they may find too tantalizing to refuse: the ability to extend their reach beyond Monster itself by advertising job postings on external sites via a new platform, the Monster Career Ad Network.

The job board is able to deploy the postings it receives from clients to other Web sites by advertising though a vast network of partners—essentially every place where Monster buys online media—such as ESPN, Weather.com and CBS.com. The platform gives employers access to people who are not actively looking for jobs but could be lured by compelling advertisements.  

“The Monster Career Ad Network is a tool for effectively chasing after the passive job seekers,” says Mark Charnock, vice president of Monster Recruitment Media.

He believes there will be significant interest in Monster Career Ad Network because it uses strategic data gathered from prior candidate job searches on Monster or MonsterTRAK to deliver targeted employer advertisements on partner sites.

The information collected provides important insights, such as the location or the type of job that a candidate might be interested in, and enables employers to devise a placement strategy that is more relevant. Another feature is the ability to post branded advertising, which means employers can include personal touches, such as their logos.