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The Objective: Workopolis is Canada’s leading careers and employment website. It wanted to remind Canadians of all the benefits and resources available on to help them find that next great gig and increase unique site visits, job searches and views at

The Challenge: In the face of new, more socially-immediate and real time competition from online communities and social networks like LinkedIn, Kijiji and Craigslist, the brand sought a way to reach and engage job-seeking Canadians.

The Plan: Canadians are voracious consumers of news and love to share the hottest topics of the day on social networks. Media Experts together with partner creative agency Zulu Alpha Kilo knew they could leverage this interest by taking advantage of topical and news-worthy pop culture events on the minds of Canadians locally and nationally every day. By putting Workopolis at the heart of the day’s popular conversations, linking each message to a different Workopolis benefit, while executing at the speed of news, they could give print the immediacy of social media and reinforce Workopolis as a relevant and current brand. By amplifying the impact of Workopolis’ messaging in print and social media, as the news was unfolding, it would drive job seekers to

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