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Grim and bear it

A job site adds a dash of humour to their ads. But your smile is not exactly all they want.

india Updated: Jan 20, 2009 10:12 IST

In a cheerless world of adversity, what better than a dash of humour to lift one’s sagging spirits? Of course, a bit of a laugh may not be top of the mind when you’re clutching a pink slip, no one takes your calls and the wolf is scratching at the door. You might actually be tempted to laugh at those less fortunate, the sort of titter you get when someone slips on a banana peel. But, then again, this certainly can’t go down too well with the peel-stricken individual. And, honestly, how many of us really want to laugh at another’s expense when our own futures are a bit bleak? Employment websites like Monster World Wide see an opportunity in this atmosphere of despondency that perhaps others don’t. Based on their homework of people’s moods and aspirations, their new global advertising campaign has incorporated a touch of humour.

Monster seeks to attract not only those out of work but also those who have the wrong jobs or are passive seekers. In one TV spot, a man afraid of heights is found in a high-rise construction job. The worker clings to a beam and is crying and whimpering. The camera then reveals that he’s only a few feet above the ground. In another, a keyboardist who is a throwback to the Eighties, is seen jamming with a studio orchestra. Obviously the only suggested solution for such people is to log on to Monster.com.

More than the laughs, it certainly makes good business sense for Monster to target even passive seekers, all the better to keep those cash registers ringing. The more resumes, the better it is for such websites. A Monster idea, really.