Continuing in its tradition of 'non-traditionalism', Bayt.com is rolling out an aggressive mass media campaign that will spare no cost or gimmick in generating awareness for the site and establishing the company as the pre-eminent e-recruiting site in the Middle East.
To anyone unfamiliar with the name, Bayt.com is a site built around a core e-recruitment functionality that traverses country boundaries and industries in the Middle East. Bayt's e-recruitment tools enable a fast, easy and effective means to access jobs or candidates on a pan-regional basis. However, Bayt.com is a recruitment site with a difference. Superimposed on the e-recruitment functionality is an umbrella lifestyle solution which includes information and resources designed to facilitate other aspects of members lives from current news updates to static and interactive content on education, career development, family, relocation, etc.
The aggressive media started on December1st. It spans TV, Newspapers, Magazines and the Internet. With creative and smart media buying, Bayt will reach over70% of the Middle East Internet users in the next8 weeks. Bayt's media will also be viewed by "potential" new Internet users who will be given a compelling reason to come on-line, primarily attracted by the broadest and most effective job search functionality in the region. Bayt's goal is to provide an incentive for people to take action and improve their lives, primarily by finding their optimal job from the convenience and privacy of their desktop. Bayt's V.P. of Marketing, Mona Ataya states "We're spending a lot of money but we're also being very smart and creative in reaching the masses that we know we can convert into Bayt users. We're doing this through targeting very specific user demographics and psychographics as well as through airing provocative advertising that captures the unique consumer insights in the region and motivates people to take action."
Bayt's television campaign has been launched with a peak time 'Get out of the rut" teaser. A Bayt.com blue screen introduces you to the lifestyle of your average disgruntled worker in the Middle East. "Work. Eat. Sleep. Work. Eat. Sleep." And on and on. A rude awakening that invites you to "Get out of the Rut" with Bayt.com. A swift, shocking and concise message to take action and improve one's lifestyle. And that's only the teaser.
The television teaser is being complemented with a print campaign with the same message. The message is to "Enhance your Lifestyle" and Bayt.com simplifies the process into "3 easy steps". Post your CV, accept new job and quit old job. Simplistic perhaps but its all about motivating people to realize their potential and to start out by simply posting their CV on Bayt.com so that they get noticed and approached by the top employers in the region.
In tandem with TV and Print, Bayt has launched a highly aggressive on-line advertising campaign that includes key international sites as well as local sites. Bayt banners can be seen on CNN, Yahoo, Maktoob, Arabia, Planetarabia and other major sites.
Finally, the Bayt team are in discussions with other established internet businesses as well as non-internet companies to establish working partnerships that add both to the site's functionality and its consumer utility.
As with all things Bayt.com has done so far, the mass marketing campaign is both innovative in approach and grand in scale with no stone being left unturned in both design and implementation. Excessive perhaps? Not to the Bayt team. They are determined that the Bayt approach to business be obvious from the outset and that the company is rapidly and firmly entrenched as the Internet site of choice for the working Middle Eastern public.
The response to date has been overwhelming. After just2 days since the start of advertising, Bayt's CV and Job database has grown quicker than any other such database in the region - with triple digit growth across both registrations and number of CV's. Today Bayt.com has CV's spanning75 industries and96 nationalities and jobs from620 of the largest employers in the Middle East region. Today the quality and quantity of CV's and jobs found on Bayt.com is unparalleled in the region.
If the growth rate witnessed to date is anything to go by, Bayt.com is well on it way to being the premier recruitment site in the region. Rabea Ataya CEO of Bayt states "The race for talent has begun - and Bayt will spend whatever is necessary in resources to win that race. Bayt will be the premier online recruitment site and we will spend whatever time, effort and resources are necessary to achieve that vision quickly. Bayt has made a commitment to all the talent and employers out there and we deliver on our commitments."