Hippo Jobs Pty Ltd, the owner of Australian employment portal, Hippo.com.au, entered into external administration in late March.

The site, which launched in April 2007 amidst a national marketing campaign, aimed itself at Generation Y and claimed more than 100,000 registered candidates, 80 percent of whom were under 25 years old. Most advertisers were initially from the hospitality and retail sector and the company had a policy of not allowing recruiters to post on the site.

Hippo had powerful backers that included Jeff and Janine Allis (founders of Boost Juice) and fashion retail magnate Marc Besen. In 2008, DMG Radio, the owners of Nova radio station also acquired 20 percent of the business, giving Hippo strong advertising access to its target market.

It appears that as time went on, Hippo struggled to attract job ads. It reacted by scrapping its policy of not dealing with recruiters and offered reduced rates.

However, it was not enough. At the time administrators were appointed, less than 100 jobs were posted on the site.


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