HeadHonchos.com appoints Arms Crestra as creative agency

Headhonchos.com, a job search portal that focuses on mid-level and senior jobs, has appointed Arms Crestra as its creative agency. Arms Crestra has worked on creating a launch campaign that it hopes will establish a strong connect with senior candidates and employers. The theme is ‘the laws of senior recruitment’, and challenges existing hiring practices and highlights changes that have been brought about with the launch of HeadHonchos.

Hansa Sachdeva, Chief Marketing Officer, HeadHonchos.com, said, “HeadHonchos was launched with the aim of redefining the way senior management professionals search for jobs. The campaign reflects our focus on the specialised requirements of senior candidates and our commitment to making their job search less stressful and more effective. The Arms Crestra team has worked with us to create a campaign that makes a strong yet sensitive statement about the difference we bring.”

The campaign, which kicked off on April 20, 2011, with a print advertisement, includes both online and print media and will be scaled up. The focus will largely be online though, and Sachdeva said, “One of the reasons we went with this campaign is that we believe it is very extendable. Display ads will be important for brand awareness at this stage, and we would be using largely business and news portals to drive awareness.”

She added that the portal offered solutions for senior level recruitment, which was a niche not being addressed by existing sites, and said, “We’re from the recruitment industry and felt that the features which are needed at a senior level, like confidentiality, are not offered. Every job and every profile is hand-screened by us to ensure quality, which is where the focus of our spending is. But at the same time, we wanted to make sure that people are aware of us, and our audience has typically very established interest in the news and interest platforms, so it made sense to advertise there.”

Debashis Bose, MD and CEO, Arms Crestra, said, “We are delighted on being appointed as the creative agency for HeadHonchos.com and to be part of a pioneering brand in the online space. The launch campaign created by us for HeadHonchos.com is deliberately provocative and repositions the existing paradigm of senior recruitment.”