When global job-search leader Monster shifted their public relations and content strategies in 2020 due to the COVID-19 pandemic, they needed comprehensive measurement capabilities to track brand and competitive mentions across all media channels. With 25 years of experience transforming the recruiting industry and a mission to make every workplace happier and more productive, Monster required data-driven insights to stay competitive during unprecedented market disruption.
As a digital venture owned by Randstad North America, part of the $26 billion international flexible work and human resources services provider, Monster needed to demonstrate measurable impact from their integrated communications approach across earned, owned, and newswire media coverage while competing against established players like LinkedIn, Indeed, and CareerBuilder.
The Challenge: Proving PR Value During Market Transformation
Monster’s communications team faced the complex challenge of tracking their brand performance against major competitors across multiple media channels while adapting to pandemic-driven changes in the job market. Their in-house and agency teams needed to compare coverage volume, reach, and social amplification with competitors, identify market whitespace for timely content development, and analyze website traffic driven by their communications efforts.
The team required comprehensive measurement capabilities that went beyond traditional metrics to understand their Share of Voice, Share of Reach, and Power of Voice™ positioning. Most importantly, they needed to demonstrate direct business impact by tracking website traffic and actions driven by their coverage, enabling data-driven strategy iteration and success validation for executive reporting.
The Solution: Integrated Multi-Channel Measurement Strategy
Monster adopted a proactive media relations approach using Onclusive’s enterprise PR software to track mentions and features of their brand and competitors, identifying opportunities to develop or contribute to public conversations. This data-driven approach enabled strategic iteration and measurable success validation across all communication channels.
The team utilized comprehensive Onclusive metrics including Share of Voice (coverage quantity vs. competitors), Power of Voice™ (coverage quality vs. competitors), Share of Amplification™ (social amplification vs. competitors), Potential Customers (website traffic from coverage readers), Message Optimization (messaging and spokesperson inclusion), and Automated Reporting for regular executive updates. Results were shared with social media colleagues, VP of Communications and Brand, and CEO, while also supporting internal communication campaigns.
“Onclusive is essential for our daily media monitoring capability. The Dashboard and the tools allow us to check our ideas about campaigns and storylines and whether they are going to resonate with the market.”
Senior Marketing Manager, Content & PR, Monster.com
Measurable Results That Validated Strategic Success
Throughout 2020, Monster’s comprehensive measurement approach delivered significant improvements across all key performance indicators:
Strategic Benefits
- 6% increase in Earned Media Share of Voice and 5% increase in Power of Voice™
- 7% increase in Owned Media Share of Voice and 5% increase in Power of Voice™
- 135.3k quarterly increase in content-driven website visitors
- Up to 54% increase in messaging inclusion across all content
- Consistent company messaging across platforms and improved organizational interconnectivity
The executive leadership team expressed particular satisfaction with the consistency of company messaging across all platforms and campaigns, plus the increased interconnectivity between public relations, content marketing, social media, and internal communications organizations—preparing Monster for future campaign success.
“Onclusive’s monitoring is unmatched from all of the tools that I’ve used. The platform is so user-friendly to show you day-to-day what coverage is coming in and then you’re able to dive in and analyze it.”
Senior Account Executive, MullenLowe U.S.
Ready to showcase the measurable business impact of your PR efforts?
Onclusive’s comprehensive measurement platform helps organizations like yours:
- Track brand performance against competitors across earned, owned, and newswire channels
- Analyze website traffic and actions driven directly by communications coverage
- Validate messaging effectiveness and optimize content strategies with data insights
- Demonstrate PR’s business value through automated executive reporting
Speak with our measurement experts today to learn how we can create a customized framework that proves your communications ROI.
Access the complete Monster strategic measurement analysis here.
Download the "How Monster Optimized and Validated Earned, Owned, and Newswire Strategies" Case Study
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