In Poland, NaspersOLX.pl has started a major advertising campaign to reposition its jobs category as a place to find white-collar jobs. Until now OLX has been associated with blue-collar jobs.

The campaign’s TV and radio spots present four different people who inform friends that they or their mutual friends have found a good job on OLX.pl. The people they’re speaking to accept the news that they can find white-collar jobs on the site.

The move is a clear indication that OLX has set its sights on competing with the traditional market leaders in Poland’s recruitment market. These leaders include Grupa Pracuj’s Pracuj.pl, Agora’s GoldenLine.pl and Careesma’s Infopraca.pl.

OLX.pl has restructured its job section earlier this year and categorized all job listings into three groups. The site has also introduced new fees and packages for jobs listings (more).

OLX.pl is the largest general classifieds site in Poland. It received a total of 133.7 million visits to its web and mobile sites in March, according to SimilarWeb.

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