Brightcove Works: CareerBuilder.com Doubles Video Revenue, Views
CareerBuilder.com is the largest online job site in the United States with more than 23 million unique visitors, 1 million jobs and 32 million resumes. The site features employment videos from corporate advertisers trying to more effectively engage prospective job seekers, as well as instructional videos to help educate its users during their job search.
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Having the ability to be creative with our playlists has helped us to provide new video experiences for our job seekers that we might not have otherwise thought possible if it weren’t for the breadth of features that Brightcove offers.”
General Manager CareerBuilder.com
Situation
CareerBuilder.com relied on a customized video player hosted by an outside production company, but was frustrated with the lack of control, limited sharing functions and nonexistent analytics reporting that its corporate customers increasingly expected. As a result, CareerBuilder.com began exploring other options for publishing and distributing its video content. “We didn’t want a generic and public video player option,” said Randy White, general manager of Chicago-based CareerBuilder.com. “We wanted it to be proprietary and we wanted to be able to provide more customization capabilities to our clients".
ROI
- Video revenue doubled and is expected to double again
- Video consumption doubled
- Improved production quality and variety
Brightcove Attributes
Simple, Customizable, Creative
Increased Control
CareerBuilder.com began implementing video on its website two years ago using a homegrown solution set up by their production company at the time. Site operators had little control over the video player, which served a very basic function and had no reporting, no ability to share the URL code or change the size of the viewer, and all for a relatively high cost.
White said CareerBuilder.com debated whether to build and operate its own online video platform, but that was a job nobody wanted to sign up for. “We needed to purchase media servers. We needed to have our IT department create players and figure out the reporting behind that,” White said. “From a cost perspective, we would not have started to see the benefits for a long time, and immediately, it was going to be a large capital investment and learning curve to set that up".
So CareerBuilder.com went shopping and quickly found Brightcove.
Flexibility and creativity
CareerBuilder.com signed on with Brightcove in May 2009. The transition from its homegrown solution to Brightcove was made simple through Brightcove’s batch upload capability, which allowed CareerBuilder.com’s entire video library to be transferred at one time.
So far, White has been most impressed by the customization of the Brightcove platform. “We can do pretty much everything with customization of the playlists. It’s really flexible with the types and quantity of playlists we can create. Having the ability to be creative with our playlists has helped us to provide new video experiences for our job seekers that we might not have otherwise thought possible if it weren’t for the breadth of features that Brightcove offers".
Those customization options also have also helped CareerBuilder.com to create new advertising products and menus for advertisers to choose from.
"Video consumption has doubled in recent months and advertisers are realizing that they need to have a presence,” White said. “Because it’s so easy to use and because we’re able to be so nimble and agile, Brightcove has really taken down the barriers, and it’s fueled our business."
Careerbuilder.com is now looking to expand video content to include past articles recreated in a video format. Down the road, White hopes to eventually incorporate video into 100 percent of CareerBuilder.com’s customer base.
“In the future, we see it as being part and parcel of what you get when you buy a job posting. We’re selling an overall experience.”
