Workopolis: The morning after

This case study describes how Workopolis, a jobs website, broke into the job-search market in Quebec, Canada using real-time marketing and an election night stunt.

Workopolis: The morning after

Tank

Situation analysis

Overall assessment

Workopolis is the #1 job site in Canada; however this isn't the case in Quebec where the competitive landscape is largely lead by Emploi Quebec, a government-sponsored site recognized as the best site to assist in job search in Quebec. Other private sites such as Jobboom and Kijijji are holding strong while new entrants such as JobiIlico are starting to steal traffic from traditional competitors [Footnote #1]. Since 2010, awareness of the Workopolis brand has remained fairly flat in Quebec, holding at 29% [Footnote #2] in the bilingual Montreal market where...

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