Yep, they ran on the "Jobs, jobs, jobs" message. How they doing with that?
Uh... Yeah, no they didn't. They ran on "end runaway spending", with a promise to reverse/repeal much of the Obama spending programs once he could be defeated. I guess you could say that this is part of the whole "jobs" issue in that if we end the spending and get the deficit under control, businesses will start investing in jobs and unemployment will come down. But it's pretty absurdly simplistic to just say "jobs jobs jobs" was the entirety of the issue.
Both parties claim to know how to create jobs. The difference is how. The Dems argue that big government programs can create/save jobs. The GOP says that those things actually hurt job creation and what we need to do is limit spending and let the private market lead the recovery. The 2010 election was an overwhelming rejection of the Democrats method. So yeah, anything that paints Romney as the guy who's associated with the free market is going to resonate with the very same voters who tossed the Dems out 2 years ago.
You kinda need to look past the surface layer if you want to understand what's going on.