Monster.com has unveiled a new cross-channel campaign, hoping to drive home the point that the job-search site can help both active and passive job seekers find their next gig.

Monster's new campaign, featuring the tagline "Monster Works for Me," was created by Boston-based Brand|Content, and will include TV, radio, print and online ads, an online promotion and a redesigned homepage, ClickZ reports. The campaign's extensive online buy includes ads on sites such as MSN, Comcast, About.com, ESPN, Hoovers, iVillage and eBay.

AdWeek adds that three TV spots for the campaign debuted this week, focusing on a nurse, chef and sales executive, respectively, on cable and network in primetime.

The campaign's goal is to inspire workers to view a new job as being a tool to create a positive change in their lives. The campaign also hopes to appeal to passive as well as active job seekers.