The Orvis Company is running online banner ads to promote their internet marketing job openings. But here's a clever twist: Orvis' ads will appear along side their competitors' job board postings -- such as this one from TJ Maxx.
Although I've never considered using banner ads to siphon off candidates directly from my competitor's job posts, the idea makes perfect sense: One of the main reasons big companies like TJ Maxx optimise their job postings for search engines is to leverage their brands to attract the best talent.
The Orvis move nullifies TJ Maxx's advantage -- and in some ways, its banner seems to invite clicks more than TJM's actual job posting. Certainly, the move makes Orvis look like a company that "gets" the internet -- thereby making it a more attractive place of employment for savvy online marketers. Smart.
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