Social Media Campaign Review: The Smart Fish Campaign Presents a Unique Way of Looking at the Increasingly Cluttered Job Portal Sector

Be The Smart Fish Campaign

CareerBuilder India, an online job portal launched its first digital campaign -‘Be the Smart Fish.’


The campaign aims at building visibility for the brand, and presents a unique way of looking at the increasingly cluttered job portal sector.

CareerBuilder India Be The Smart Fish Campaign


Be the Smart Fish’ uses an illustrated fish, the Smart Fish, and traces its journey towards a treasure chest under the ocean. The Smart Fish is designed to represent the smart job seeker who manoeuvres his way through an ocean of job opportunities in search of the right one, while the Treasure Chest is meant to represent CareerBuilder India’s product benefits.

The campaign highlights the three latest product features from CareerBuilder India, namely the HireInsider, [email protected], and Profile Meter. The HireInsider gives prospective job seekers an inside look at competition from other job seekers, while [email protected] is the quickest CV upload on the web and mobile platform, and Profile Meter helps to recommend the right kind of jobs to candidates.

The campaign also includes the ‘Home of the Smart Fish’, a microsite, where visitors have access to career advice, can search and apply for jobs and upload their CVs. The microsite also has a personality quiz to let users know their fish personality, along with a Facebook tab for this activity.

smart fish career builder social media campaign


The visuals used in the campaign are attractive with each product feature enabling the Smart Fish to reach its goal.

The idea behind the campaign, ‘Be the Smart Fish’ is a sweet and entertaining way of communicating a serious proposition.  The journey of the Smart Fish is presented in such a way that any job seeker will look forward to coming on board with CareerBuilder India.

The campaign also generated a buzz on Facebook with updates and posts on their Facebook page and Twitter with #CareerBuilderIN supplemented by attractive creative designs.Their blog also showcases the endeavor.

Scope for Improvement

In order to target fresh graduates and postgraduates, perhaps offline integration at campuses across the country might have been organised.

Just one Facebook tab and mere updates are not enough to generate a steady buzz.  A dedicated app for a contest perhaps might have been a better idea?  Or getting real people to talk about their experiences in the job market and how Career Builder helped them with the help of YouTube videos?

What seems to be is lacking is integration between the various social media initiatives for the campaign.  Had these been integrated and supplemented with an offline campaign, the impact would have been much more.


CareerBuilder India seeks to position itself as something beyond just a job board, but as partners that can help build careers. The goal of the campaign is to connect with their audience, engage with them and shed light on how the job seekers can benefit from the three unique product features on CareerBuilder India. Each rendition ends with the imperative “Be the Smart fish,” which is a great reminder of the tag line.

The campaign beautifully presents the dynamic job ecosystem in the form of a dynamic marine ecosystem which is teeming with fish and marine life, competitive, where only the strong survive; just like the job market.  As fish are equipped to survive in the turbulent ocean, CareerBuilder India empowers job seekers with job market tools and products to help them stand out in the crowd, enabling them to become the smart fish.


Mariam Noronha is a teacher with over nine years of teaching experience. She has taught a wide range of management related subjects and has authored and presented papers at national and international seminars and conferences. An avid reader, researcher and writer; she has authored numerous articles in the copy writing, fiction, web writing and travel writing genre. She has authored four e-books on various genres of writing. Mariam currently writes her own business blog,TheOneOfAKindPreneur and provides consultancy to aspiring entrepreneurs with regard to business planning, branding, product development and promotion.