Recruitment marketing plan of swilife joint stock company

53 Table III.4: View Source Ratio of Recruitment Marketing Channels Record Source: Internal report... According to Brandon Hall Analyst Firm Group, recruitment marketing as all activitie

MASTER OF MARKETING AND PROSPECTIVE

RECRUITMENT MARKETING PLAN

OF SWILIFE JOINT STOCK COMPANY

ACKNOWLEDGEMENT

First and foremost, I would like to express my respectful gratitude to the Boards of

VNU-International School, University de Nantes, as well as the staffs in the Training Department of

International School, for supporting me to do this graduation assignment in the most convenience

conditions

I would like to show my great appreciation to my supervisors, Doctor Pham Thi Lien, for

giving me an opportunity working with her, for many valuable lessons, not only in professional

knowledge but also in life skills

I am grateful to the Board of Director, Managers and Employees of SWILIFE Joint Stock

Company for their collaboration and support during the time I worked there and their enthusiasm

in providing me with the data needed for my assignment

Finally, I would like to give many thanks to my family and my friends, my classmate of The

Marketing 6, for the greatest encouragement to me in studying process as well as support me to

overcome many obstacles in my life

NGUYEN HUONG TRA

TABLE OF CONTENTS

ABSTRACT 7

INTRODUCTION 8

1 Background of the Marketing Assignment 8

2 Internship objectives 9

3 Internship scope of work 9

4 Internship methodology 9

5 Outline of the Internship Report 10

6 Contributions of the research 10

I CHAPTER I: OVERVIEW OF RECRUITMENT MARKETING PLAN 10

1 Theoretical Background 10

1.1 Definition of Recruitment Marketing 10

1.2 Importance of Recruitment Marketing and Recruitment Marketing Strategy 12

1.3 Key factors impact to the Recruitment Process 12

2 Building Recruitment Marketing Plan 16

2.1 Situation analysis: SWOT 16

2.2 Define Target Audiences 20

2.3 Marketing Goals 21

2.4 Develop the Recruitment Marketing Communications strategy 21

2.5 Set Marketing budget 22

2.6 Evaluation 23

II CHAPTER 2: SWILIFE RECRUITMENT MARKETING PLAN AND IMPLEMENTATION 23

1 Situation Analysis 24

1.1 Strengths 24

1.2 Weaknesses 24

1.3 Opportunities 25

1.4 Threads 25

1.5 Internal recruitment situation analysis 25

2 Targeted Candidates 29

3 Marketing Goals 30

4 Recruitment Marketing Communications Strategy 30

4.1 Online Job Boards Channel 31

4.2 Digital Marketing Strategy 34

4.3 Direct Marketing Strategy 43

5 Marketing Budget 50

6 Human Resource 50

III CHAPTER 3: EVALUATION AND RECOMMENDATION 52

1 Evaluation 52

2 Recommendation 55

CONCLUSION 57

APPENDIX 58

REFERENCES 59

ABBREVIATIONS

NDA : Non-Disclosure Agreement

Company : this word is used to represent a SWILIFE’s Client – whose employees we recruit,

according to the signed NDA between SWILIFE and its Client

ATS : Applicant Tracking System

CRM : Candidate Relationship Management

EVP : Employee Value Proposition

SEO : Search Engine Optimization

PPC : Pay Per Click

LIST OF TABLES

Table II.1: VietnamWorks Activities Timeline Record (Source: Internal Report) 32

Table II.2: Facebook advertising campaign result in April 2018 (Source: Internal Report) 40

Table II.3: Top Performing Keywords and CTR (Source: Internal report) 41

Table II.4: Google AdWords Advertisement Result, April 2018 (Source: Internal Report) 42

Table II.5: Landing page report (Source: Internal report) 43

Table III.1: Total Views, Applications and Hires in Period March 2018 – May 2018 (Source: Internal report) 52

Table III.2: Key Figures of Recruitment Marketing in the period of March – May 2018 (Source: Internal report) 53

Table III.3: Website Users Statistic from Jan 2018 – April 2018 (Source: Internal report) 53

Table III.4: View Source Ratio of Recruitment Marketing Channels Record (Source: Internal report) 54

LIST OF FIGURES

Figure I.1: The importance of Employer Brand for attracting candidates (Source: Linkedin) 15

Figure II.1.Recruitment Channels Successful Hired Ratio 2017 (Source: Internal report) 26

Figure II.2.Report on TopITWork (Source: VietnamWorks Report) 34

Figure II.3.Careers site Review (Source: Internal report) 36

Figure II.4.Content Review (Source: Internal report) 37

Figure II.5.Social Media Review (Source: Internal report) 39

Figure II.6.Campaign Performance – Landing Pages (Source: Internal report) 42

Figure II.7.Campus Recruitment Record (Source: Internal report) 47

Figure II.8.Recruitment Marketing Budget 2018 (Source: Internal report) 50

Figure II.9.Company’s Human Resource structure related to Recruitment Marketing Strategy (Source: Internal report) 51

Figure III.1.General recruitment report, period March 2018 – May 2018 (Source: Internal report) 54

Figure III.2.Recruitment Channels Successful Hired Ratio (Source: Internal report) 55

ABSTRACT

Nowadays, for every company, Talents play the most important part Therefore, Talent

Acquisition becomes more and more popular all over the world and is being paid high attention

During three months from March to May 2018, I have had a good opportunity to work at SWILIFE

Joint Stock Company, as a Talent Acquisition Manager, where I led Talent Acquisition team to

achieve the high target of recruiting up to 200 employees for a SWILIFE’s Client in that very short

period

This report describes the way we deliver the message, attract, engage and retain potential

Candidates, from the very first Start to Close stage of recruitment process Likewise, Company

need to build a bridge to Candidate, by using Recruitment Marketing Strategy It explains the

definition of Recruitment Marketing Strategy, how we make a successful Recruitment Marketing

Strategy, implementing and evaluation

In particular, Talent Acquisition team analyzed Company’s Client – their business, using

S.W.O.T analyzing method, and their Targeted Candidates’ persona at the same time We defined

the key factors that impact to the Recruitment Process, those are Employer Branding, Company’s

business and policy Marketing Goals are set based on S.M.A.R.T model, to be specific,

measurable, achievable, results-focused, and time-bound Budget allocation and Human Resource

are also mentioned The most detail part is how we base on all the data analytics to make the

Recruitment Marketing Communications Strategy Here we explain why we choose marketing

channels, how it works, our plan and execution in this three months period All the data are

collected and analyze to draw an overview picture of result Only then we make the evaluation,

conclusion and suggest recommendation

Bases on the fact that we need to sign the Non-Disclosure Agreement with every Customer

we served, in this assignment, all the information and data are shown in the report within certain

conditions For instance, the Customer’s name and some detail marketing materials are not allowed

to mention in this report However, it does not impact the activities and result of the report, which

are recorded and analyzed properly

In conclusion, this report provides a brief of Recruitment Marketing Strategy in practice,

as a case study where we were utilizing Marketing successfully to achieve Business Target

INTRODUCTION

1 Background of the Marketing Assignment

Nowadays, for every company, Talents play the most important part Therefore, Talent Acquisition becomes more and more popular all over the world and is being paid high attention During three months from March to May 2018, I have had a good opportunity to work at SWILIFE Joint Stock Company

SWILIFE (Company) is a HR Solution provider, with a history of global collaboration and partnership across company’s activities Company have a Global Partner ecosystem base in Canada, Japan, France, Australia, Singapore… Company commit to utilize HR technology solution

to provide greater efficiency, and higher quality services Company’s Vision is creating one of the biggest International HR Network, to connect and available resource, carrying the Mission of helping all companies to find the best matching talent

Company have a group of experts who do understand very well the market, where every company and organization who wants to grow all need best talent in their team, especially in IT industry, the market is growing fast when talent source is limited SWILIFE consult their Clients and Partners not only how to recruit people, but also how to use marketing wisely, not to sell product, but to attract talents from their heart

As a Talent Acquisition Manager, I led Talent Acquisition team to achieve the high target

of recruiting up to 200 employees for a SWILIFE’s Client in that very short period In this time, I concentrate on exploring the relationship between Recruitment Marketing and Talent Acquisition, how we can apply Recruitment Marketing in practice There are many researches on Recruitment Marketing, such as “Advertising and recruitment: Marketing to minorities”, (Lesley A Perkins Kecia M Thomas Gail A Taylor, first published 09 February 2000); “An Econometric Study of Recruitment Marketing in the U.S Navy” (Author: Dominique M Hanssens, University of California, Los Angeles and Henry A Levien, United States Navy, San Diego, Published Online October 1, 1983) Recruitment Marketing and Generational Segmentation: A Critical Analysis Based on a Sub-Segment of Generation Y, Author Sébastien Soulez, Chloé Guillot-Soulez, first published March 1, 2011, however, they haven’t focused on Recruitment Marketing in practice, and the method to build Recruitment Marketing Strategy, implementation and evaluation

2 Internship objectives

To apply marketing concepts and theories to real-world decision-making and increase proficiency in specific business disciplines - recruitment marketing in practice Develop and improve skills in communication, technology, quantitative reasoning, and teamwork; To observe and participate in business operations and decision-making, contribute marketing knowledge to achieve business target Internship period brings me with opportunity to meet professional role models and potential mentors who can provide guidance, feedback, and support me in my future career, especially help expand my network of professional relationships and contacts I also want

to develop a solid work ethic and professional demeanor, as well as a commitment to ethical conduct and social responsibility

3 Internship scope of work

I joined SWILIFE Joint Stock Company as a Talent Acquisition Manager, where I led Talent Acquisition team to achieve the high target of recruiting up to 200 employees for a SWILIFE’s Client during three months from March to May 2018 In that short period of time, I work closely with the board of director and our client, understand clearly about the situation, to build a Recruitment Marketing Plan, then implementing and give overall record I focus on achieving the hiring target of three months I also took part in the full cycle of Recruitment; therefore, I can understand deeply about the effectiveness of Recruitment Marketing activities

4 Internship methodology

In order to achieve above target, I base on customer’s requirements, market research, and theory to build Recruitment Marketing Plan After that, we implement and evaluate All the data are collected via vendors’ reports and exported from Company’s Applicant Tracking System In particular, Talent Acquisition team analyzed Company’s Client – their business, using S.W.O.T analyzing method, and their Targeted Candidates’ persona at the same time We defined the key factors that impact to the Recruitment Process, those are Employer Branding, Company’s business and policy Marketing Goals are set based on S.M.A.R.T model, to be specific, measurable, achievable, results-focused, and time-bound Budget allocation and Human Resource are also mentioned The most detail part is how we base on all the data analytics to make the Recruitment Marketing Communications Strategy Here we explain why we choose marketing channels, how it works, our plan and execution in this three months period All the data are collected and analyze

to draw an overview picture of result Only then we make the evaluation, conclusion and suggest recommendation We set the Recruitment Marketing Goals according to S.M.A.R.T model We aim to reach 5000 views and 500 applicants, in order to hire 200 people within 3 months, from March 2018 to May 2018, throughout marketing channels The result of Recruitment Marketing plan is measured by the number of impressions, applicants, and hires

5 Outline of the Internship Report

This report includes three Chapters Chapter 1 shows the Overview of overview of recruitment mkt plan; chapter 2 shows SWILIFE’s Recruitment Marketing Plan and Implementation, and Chapter 3 is Evaluation and Recommendations

6 Contributions of the research

In addition to practical implications, the present study also contributed to existing marketing theory This study contributed to the current understanding of how early stages of the Recruitment Marketing strategy can be effectively planned and managed The holistic analysis of this study added to existing research by identifying the real factors that effect to Recruitment Marketing Strategy, the effectiveness of Recruitment Marketing Channels and valuable recommendations on how to leverage marketing to achieve the business target

I CHAPTER I: OVERVIEW OF RECRUITMENT MARKETING PLAN

1 Theoretical Background

1.1 Definition of Recruitment Marketing

Recruitment Marketing is the strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job, called the pre-applicant phase of talent acquisition According to Brandon Hall Analyst Firm Group, recruitment marketing as all activities and strategies aimed at building and maintaining Employer Brand, extending reach and exposure

of career opportunities, building and nurturing candidate relationships, and all management of messaging and advertising of talent acquisition efforts.1

There is a close relationship between Marketing and Recruitment According to Jessica Miller-Merrell, founder of Workology, published on Workology’s website, “A large part of the

1 According to Brandon Hall Analyst Firm Group, the definition of Recruitment Marketing, public on

http://www.brandonhall.com/ , https://en.wikipedia.org/wiki/Recruitment_marketing

new world of recruiting is marketing focused Recruiters must be marketing experts and this starts with building your personal brand and staking out your place as a thought leader or influencer in your market” 2

Recruitment Marketing Strategy leverages principle of both inbound marketing and outbound marketing Company spread integrated messages across the Employer Brand, by choosing and utilize the right Marketing channels: Digital marketing: website, career sites, landing pages, SEO, email marketing, mobile recruiting; online job advertising (through job boards and aggregators like Glassdoor, CareerBuilder, VietnamWorks, ITViec, LinkedIn and other sites); Social media marketing (Facebook, Twitter), together with content marketing, referrals channel (internal and external), to reach and engage potential candidates, invite them into an employer's talent network

Many Company and organization nowadays are applying technology in recruitment, such

as Applicant Tracking System, and Candidate Relationship Management Their main focus is building relationships with candidates, tracking their status, activities, and nurturing candidates through personalized content, alerts and calls-to-action to send them all relevant information, as well as job vacancies

By tracking, measuring and analyzing the effectiveness of recruiting efforts, Recruitment Marketing is turning talent acquisition into a data-driven function that consistently and predictably drives more qualified leads into the hiring funnel Using an integrated recruiting stack solution fueled by business intelligence and data science, companies can now report on the entire hiring process including the effectiveness of their recruitment marketing strategy and the value of their talent pipeline 3

In conclusion, Recruitment Marketing is all about strategies, plan, activities that every Company and organization must consider when they want to attract the best talent in the market According to Forbes report, Vietnam's economic growth will accelerate in 2018 as investors flood the country This means there will be more and more companies develop very fast and increase the

2 According to Jessica Miller-Merrell, founder of Workology, public on

https://workology.com/recruiting-competencies-talent-acquisition/

3 https://en.wikipedia.org/wiki/Recruitment_marketing

need of recruitment 4 In such competitive world of Talent Acquisition industry, no company can survive without Talents, and there’s no other way than using Marketing in an intelligent way to win them.

1.2.Importance of Recruitment Marketing and Recruitment Marketing Strategy

Recruitment Marketing plays an important role of promoting Company’s Employer Branding There are many reasons which impact people’s decision choosing a job, and the most important part is Company’s reputation Information Technology is developing every day, provide people every information they want to know Therefore, Company should prepare beforehand and use Marketing wisely to provide candidate enough and attractive information about company, jobs, benefits, environment, and so on The importance of Employer Branding will be clarified in the next part

Recruitment Marketing is very important in terms of Attracting Candidates with Employer Brand, Segmenting and Targeting Talent Pools, Nurturing Talent Pools and Pipeline

Recruitment Marketing include outbound marketing and inbound marketing Outbound marketing are all marketing activities used to directly reach out to potential candidates through tactics such as posting a job description on online channels, running a paid advertisement, or working with a third-party recruiter Inbound marketing is to create content that draws candidates

to Company by aligning it with their interests and making it easily accessible online, especially on social media.5

1.3.Key factors impact to the Recruitment Process

It’s essential to understand what factors affect the Recruitment process There are certain factors which are involved to influence the functionality of the recruitment process and eventually affect the performance and outputs, include internal factors – what make Employer Brand: HR policies, firm size, company reputation, budget, and external factors such as market size,

competition, labor law, economic status, which cannot be controlled by the Company This study will focus on the Employer Brand, how and why it affects the Recruitment Process

Employer brand is the term commonly used to describe reputation as an employer, and its value proposition to its employees, as opposed to its more general corporate brand reputation and value proposition to customers, according to Barrow, S and Mosley, R The Employer Brand, Bringing the Best of Brand Management to People at Work, John Wiley & Sons, Chichester.6 The term “Employer Branding” was first used in the early 1990s, and has since become widely adopted

by the global management community Employer Branding is a useful tool to help organizations differentiate what they should offer in the labor market, and recruit, retain and engage the people they need to succeed Just as marketing professionals seek to understand their customers, HR professionals will benefit from gaining “employee insight” through methods such as employee attitude surveys and focus groups This insight should inform the HR strategy, influence how internal communications are handled and help in the design of effective people management initiatives

Minchington describes employer brand as "the image of your organization as a 'great place

to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders) The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted

at enhancing your company's employer brand 7 Just as a customer brand proposition is used to define a product or service offer, an Employee Value Proposition (or EVP) is used to define an organization’s employment offer Likewise, the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers.8

6 Barrow, S and Mosley, R The Employer Brand, Bringing the Best of Brand Management to People at Work, John Wiley & Sons, Chichester

7 Minchington, B (2010) Employer Brand Leadership – A Global Perspective, Collective Learning Australia

8 Mosley, R (2014) Employer Brand Management, Practical Lessons from the World's Leading Employers, Wiley

All organizations have, consciously or otherwise, employer brand It’s the way in which organizations differentiate themselves in the labor market, enabling them to recruit, retain, and engage the right people A strong employer brand helps businesses compete for the best talent and establish credibility It should connect with an organization’s values and must run consistently through its approach to people management 9

Employer Brand is the key factor impact to Recruitment Process

Brands are relationships The strength of the brand reflects the depth of the relationship – stronger brands are more long-lasting and spark powerful emotions Company employer brand is defined by how Company are perceived – and the relationships Company have with – their employees, or anyone who does work on behalf of Company (whether actively managed or not)

Employer branding presents HR professionals with an opportunity to learn from marketing techniques and apply them to people management Its roles are developing in some organizations which draw on skill sets from both disciplines It is important that HR works collaboratively, for example with colleagues in marketing, public relations, internal communications and corporate responsibility, to share expertise and reap maximum benefits from developing and employer brand The popularity of social media increased transparency about the experiences of individuals as they interact with an organization, which underlines the importance of continued attention to the employer brand

Strong Employer Brand bring many benefits to Company such as retain current employees and attract talents in the market, save recruiting costs, improve employee engagement 10

Firstly, it helps retain current employees and attract talents It makes employees feel proud

to be a part of the Company Many people conduct a quick research on employer’s reputation before applying for a job to have an idea of the brand image Through company’s social media channels, they can have an overview about Company and see if they potentially fit into the company culture

9 https://www.cipd.co.uk/knowledge/fundamentals/people/recruitment/brand-factsheet

10 Why Employer Branding Is So Important, https://www.entrepreneur.com/article/310546;

When Company have a well-known brand, the recruiting costs can be decrease Potential candidates will actively find company’s vacancies and apply naturally Therefore, Company recruiting efforts also decrease because recruiters don’t need to spend so much time to find candidate Sometimes, candidates are willing to accept a lower pay to work for a Company with positive reviews and a well-known brand

Current employees have chance to become Company’s brand ambassadors and as a result, referrals channel become more effective When employees are happy with Company’s environment, benefits, they will share positive thoughts about Company throughout their network and that help attract more good candidates Word of mouth is always a free and most effective Marketing Channel, which creates a domino effect to strengthen Employer Brand awareness Employees who work in strong brands are generally more motivated and enthusiastic, so they work more productive and that lead to business growth, which ensures the Company’s financial stability

A financially stable company is always more attractive to potential candidates, meanwhile current employees feel more secure in their jobs

The Figure I.1 shows the importance of Employer Brand for attracting candidates 75% of candidates’ research about firm’s reputation and Employer Brand before applying for job 83% of Employers say that Employer Brand plays a significant role in their ability to hire talent, and 69%

Figure I.1: The importance of Employer Brand for attracting candidates (Source: Linkedin)

of candidates would not accept a job in a firm with a bad reputation even if they wouldn’t have a job 11

Above all, it seems pertinent to see that the key point of Recruitment Marketing is how we can impact Employer Brand as professionals It requires Company to analyze all activities and consider every element that matter: from marketing strategy, communication channels, to how we define and build employer branding in the market

Recruitment Marketing Plan includes Situation analysis using S.W.O.T analyzing method, define target audiences, set marketing goals, develop the recruitment marketing communications Strategy, set marketing budget and evaluation

2 Building Recruitment Marketing Plan

2.1.Situation analysis: SWOT

In order to build a successful recruitment marketing plan, we have to collect and analyze all the information about Company and Company’s competitors, to understand candidates’ insight

An effective way to gather this information is to perform a S.W.O.T Analysis

S.W.O.T Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business This analysis proves

to be very useful and effective within the Recruiting industry as well Performing a SWOT analysis will assist the Company’s Recruiting team with valuable insight and information that will enhance recruiting strategy and improve candidate sourcing efforts

Competitive Strengths

In the field of Recruitment marketing, Company need to analyze every element stands out about the Company itself and other competitor in the market Strengths can be Unique Selling Point when recruiting people It can be the Company rank or position in the industry, period that Company has been in operation; types of benefits are offered to employees, the growth speed per year, opportunity for work-life balance, and a specialty or unique focus

11 https://www.talentlyft.com/en/blog/article/80/recruitment-marketing-101

Picture I.1: Top 10 Companies to Work for in 2018

Picture I.2: Company Review page on ITViec (Source: Internal Report)

thoughts of employers People often go to some special groups in these sites and share everything about their previous and current employers As personal information is kept secret and appear anonymous, information is accurate and valuable Below is an example of Company’s review site

on Glassdoor – one of the largest job board platform in the world, and ITViec – Vietnam local job site

Company Presence, which related to Company’s image both online and offline is another point Companies who have a nice office in the center of a big city (Like Hanoi or Hochiminh City)

Picture I.3: Company Review page on GlassDoor.com (Source: Internal report)

Picture I.4 Google page on Linkedin – very attractive content for Candidates (Source: Internal

report)

will be more likely attractive to candidates than other provinces Online image, such as Company website, company page on Social network is more than important to be care of

Attrition rate shows the area Company tend to lose the most employees Only when Company know why people leave Company then they can find solution to retain Good way to figure out this part is to conduct Exit interview with employees We can also look for information

on the credibility of the company

Exploring Opportunities

In this Competitive labor market, we need to gather information about Company’s competitor, recognize the areas where there may be an opportunity for Company to gain trust In this area, we can compare certain aspects of Company with theirs We use a combination of the Weaknesses and Strengths, yet finding areas where there may be possible loopholes where Company could have the advantage

Company should consider if the benefits Company offer candidates are comparable, is there any advantage Company offer that the competitor does not We must understand what type of candidate Company’s primary target, is that the same to Competitors, in terms of education, skill set, experience, and what type of advancement opportunities are in place

Considering the Threats

Recognizing and evaluating Company’s competitor’s advantages and status is a great way

to determine potential Threats and provide clarity as to where the attention needs to be within Company We should consider the speed of development of Competitor, their forecasted growth,

in terms of both business and people growth, number of employee do they aim to hire, are they in expansion mode or human resource is stable, to understand their recruitment need

With the current state of the economy, the recruitment industry will surely need to restructure their approach to yield better overall results As some companies are reducing their staff, other companies are hiring, yet becoming more detailed in the candidates they seek When in similar industries, more than likely, the same candidates are being targeted How well Company

are prepared and equipped with the right information will make all the difference in the direction the best candidate follows and which Recruiter wins 12

2.2.Define Target Audiences

The Company should define Target Audiences, this is a very important part to design suitable content and choose Communication Channels properly Target audience of Company can

be very jobseeker in IT industry, who are looking for a new opportunity, meet certain requirements The more detail we define and Segment the Talent market, the better we build the plan to reach them effectively

For example, a start-up company will have different audiences from a mature company Local Company needs people differently from Multinational Company We can base on S.W.O.T analysis, and Company Business Strategy to set the right expectation on Ideal Candidate

Company should use data analytics to develop personas of the ideal candidates The personas should include their career goals, background and experience, the information they seek and where they find it, and the people and resources that influence their decisions Some companies

go one level deeper to include candidates’ needs and values.13

Candidate personas is important, which help Company to create more relevant job content, including job titles and job descriptions, and the information we provide on Company’s career site and other employer branding channels, include social media networks At the same time, we can better understand which recruitment channels the talent audience prefers These personas create alignment across recruitment team so everyone can be on the same page about the most effective sourcing strategies 14

Above all, Company have many vacancies to fill at the same time, and each of them has their own characteristic Therefore, we need to learn about each of these target groups – what their motivations are and what they are looking for, then define marketing channels properly

12 http://www.corporate-eye.com/main/applying-swot-analysis-to-recruitment/

13 https://blogs.oracle.com/oraclehcm/6-steps-to-building-a-recruitment-marketing-strategy

14 http://blog.indeed.com/2015/07/14/candidate-personas/

2.3.Marketing Goals

Marketing Goals are set based on S.M.A.R.T model Goals are defined specific, measurable, achievable, results-focused, and time-bound For example, we aim to reach certain number of views and applicants to hire enough people in a limited time

Specific: Marketing Goals should be simplistically written and clearly defined what we are going to do Specific is the What, Why, and How of the S.M.A.R.T model

Measurable: Marketing Goals should be measurable so that we have tangible evidence that

we have accomplished the Marketing Goals Usually, the entire Marketing Goals statement is a measure for the project, but there are usually several short-term or smaller measurements built into the Marketing Goals

Achievable: Marketing Goals should be achievable; they should stretch slightly to be challenged, but defined well enough to be achieved Almost any goals can be meet with a detail plan, indicate the steps wisely and establish a timeframe that allows us to carry out those steps As carrying out the steps, we can achieve goals that may have seemed impossible from the start One the other hand, if a goal is impossible to achieve, we may not even try to accomplish it Achievable expectations motivate employees Impossible expectations demotivate them

Result-focused: Marketing Goals should measure outcomes, not activities

Time-bound: Expectations should be linked to a timeframe that creates a practical sense of urgency, or results in tension between the current reality and the vision of the expectation Without such tension, the expectation is unlikely to produce a relevant outcome

The concept of writing S.M.A.R.T Marketing Goals is very important for accomplishing Marketing Goals It is also critical for ensuring good communication between every relevant department and person in charge to create the best result

2.4.Develop the Recruitment Marketing Communications strategy

Marketing communications strategy describes the techniques Company will use to deliver key messages to the target audience There are many recruiting channels available to be considered: digital platform, Online Job boards, Event – include industry events or job fairs, social media networks, and so on We should determine the most effective strategy for sourcing candidates,

measure the effectiveness of current recruiting channels, then choose them as marketing channels This decision based on deep understanding about candidate: where they are, what they do, and how they find a new job

According to co-founder of RecruitLoop Paul Slezak, organizations need to be tracking the following recruiting metrics:

• How many applicants came from each source?

• How many qualified applications were garnered from each source?

• Where were the short-listed applicants were sourced?

• Where did the successful candidate first hear about the position?

These metrics will help Company evaluate the recruiting spend and make adjustments based

on trends.15

2.5.Set Marketing budget

A marketing communication budget provides a formal process for planning, tracking and measuring the impact of Company’s expenditures on Recruitment marketing communications activities such as direct marketing, advertising, online or events The budget sets out the funding required to meet Company’s communications objectives and provides a method of managing the expenditure over a budget year.16

Recruitment Marketing budget depends on Company’s strategy, and was allocated based

on the Recruitment Budget of Previous year Normally this is fixed, however we can use it wisely for various activities For example, we must collect the data and find out which channel bring more candidates and have high conversion rate to spend more money If Company has spent 20,000,000VND on a job board in a month, that provides 500 visitors based on Google Analytics

or any similar tracking tool, and from these visitors, Company received 10 applied and hired only one of them It means we need to spend 20 million VND per one hire In the meantime, a single post on Facebook could bring 3 candidates and 1 of those was hired At that time, we figure out where to invest and optimize the recruitment process

15 https://www.staffmanagement.com/determining-most-effective-recruiting-channels/

16 https://bizfluent.com/info-8119264-marketing-communication-budget.html

2.6.Evaluation

It’s very important to monitor and have the right criteria to Evaluate Recruitment Marketing Activities, ideally it consistent to Recruitment Marketing Goals For example, we should set the timeline to review weekly and monthly:

• Number of people reached

• Number of candidate apply

• Number of successful hired

Measuring ROI in recruitment is also very important because it helps us not only justify advertising expenses but also gives an overview of the activities and resources that actually are working Some of the common metrics for measuring recruitment advertising are CPH (cost per hire) and CPA (cost per applicant) 17 Other metrics that we can connect with talent sources are: quality of hire per source – a time taken to fill position per source etc Understanding what effectively funnels the right candidates into Company talent pool will help to make better investment decisions when it comes to recruitment marketing budget

II CHAPTER 2: SWILIFE RECRUITMENT MARKETING PLAN AND

17 https://recruitingtools.com/roi-recruitment-advertising/

1 Situation Analysis

1.1 Strengths

Company have clear vision and strong leadership team Company has a very fast development speed We have partner ecosystem globally which bring high value and wide network, which is very important in the field of Recruitment

Having good track of high performance, that Company gain the trust of clients and get more contracts, showing employee that Company has stable development

We apply Latest Technologies in recruitment, such as Applicant Tracking System, Big Data, AI (Affiliate Intelligent), testing system, Candidate Relationship Management

The benefit package that company offer is very competitive in the market For example, we offer performance bonus quarterly and yearly, many attractive activities such as company trip, team building We provide young and dynamics, English communication environment, rank number one

in the market of the field Company do focus on people development, build clear career path for everyone, provide training in compatible with employee’s development plan

Finally, in IT service field, we are considered the pioneer in the market, who provide professional and right time service We partnership with global IT corporation, to serve customer

1.3 Opportunities

Vietnam IT industry is exploding in years recently, there are 20,000 people joining industry every year, so there are many opportunities for Company to reach high quality candidates Talent pool can become widen English in Vietnam nowadays become more popular and important, so that we can find more people have suitable skill set

1.4 Threads

There are also many company in IT industry offer competitive package, it means the war

of talent is hotter every day Some companies even willing to offer candidate at any price to get talent

Depends on the job requirements, there are few people know about the niche market that Company is recruiting It means there are more people join IT industry workforce every year, but not the same amount is interested in Company’s vacancies

1.5 Internal recruitment situation analysis

Base on Source Recruitment record 2017, more than 50% of all employees was hired through recruitment agencies Referrals is also an effective channel Online job board was VietnamWorks contributed 10% applicants, however the successful conversion rate was high There was 11% of all hires came from Social Media channels (including Facebook, Linkedin) Events played 2% when Website only contributed 1% successful hires

Figure II.1.Recruitment Channels Successful Hired Ratio 2017 (Source: Internal report)

Data collection method: A sample of 10 employee were randomly selected from database

We sent invitation to invite them to a private interview They were chosen within specific parameters, especially by staff level (Management level, Senior staff, Junior staff)

Questionnaire

1 How many years of working experience do you have? What were the positions?

2 From which channel have you heard about our company? What made you apply?

3 What are the recruitment channels do you know?

4 Why did you apply to a specific job in the past?

5 What are you looking for when searching for a job?

FINDINGS

Bases on the qualitative research’s result, we categorized candidate into three groups, and understand very well their needs and wants Understanding target candidates is the most important part to achieve our recruitment goals, and make a successful Recruitment Marketing Communications Strategy

We figured out the most effective marketing channel to use in recruitment for each group

of candidates We cannot use the same channel, or the same method to approach all types of candidate, the content need to be customized to suit a particular group of candidates

Group 1: Management Level, people who have deep IT knowledge, experiences in

managing people (depends on position, experience managing at least 20 people), have excellent English level and interpersonal skill

Candidate persona: This group of people are not very young, normally at middle age

They have certain years of working experience

“I joined our company for 2 years now Before that, I have 8 years of work experience in the same field, 5 years at managerial level I haven’t searched for this job I was hunted by an agency, they contacted me several times and introduced this position” (Mrs Huong – Manager,

42 years old)

They can only be reached effectively via personal network and professional career social networking such as Linkedin They are inactive candidates, occasionally search for new

opportunities, so recruiter need to be proactive searching and engage them

Their pain points can be they don’t have enough freedom to develop in current role, want

to have more challenge at work, seeking for higher position, or they are not well recognized by current employer

“I know some job board like VietnamWorks, ITViec, Glassdoor, but I didn’t think of it when searching for a job at manager level I think Linkedin is more useful” (Mr An- Team Manager, 35 years old)

Group 2: Senior level staff, People who are excellent both English and Vietnamese, who

have IT background or knowledge, have specific skills set and have at least 3 years experiences in

relevant field or position

Candidate persona: This group of people more likely to use professional career social networking such as Linkedin They also come to online job boards when looking for a job, almost everyone knows about VietnamWorks and have visited this site VietnamWorks seems to be an

effective channel, but we need to spend more effort working on it

“I came to know this position via VietnamWorks I had an account in VietnamWorks a long time ago, and one day I received an email from them introduce this role, it was very interesting and benefits were attractive then I decided to apply” (Mr Cuong, Senior Software Engineer, 28 years old)

They join many specialized group on social networking channels, such as Facebook,

Linkedin, want to share their knowledge with community They’re easier to reach than the Management level group, however, they’re very careful searching for a new job They want to understand everything about a company: employer branding, company policy, benefits… before applying for a job

“When reading news on Linkedin, I saw a Job Adverts of our company However before applying, I did a research about company on the Internet, and social media channels, and talked

to a friend I want to work for a company with good branding” (Mrs Trang, Senior Trainer, 26 years old)

The reasons they look for a new job can be: their career path are limited by the size of current company; or they have been working for one company for a long time that they feel bored with everyday tasks; they want to make a move to have higher salary and position

Group 3: Junior level staff, people who have less experience, with very good English and

Vietnamese communication skills, customer support mindset, and passion in IT industry, willing

to learn new thing

Candidate persona: This group are young, active; they spend more time on social network

channels such as Facebook, Twitter They are smart, and fast-learner They can be fresh graduates,

or having some experience related to IT They are more open with job opportunities, not very demanding on high salary

“I’ve just graduated last year, and my friend introduced me to join our Company I love the global environment and very proud that I could pass all the interviews” (Mr Linh, Customer Service Specialist, 23 years old)

They are looking for a professional environment, where they can be trained and develop their personal skills, such as English skills, soft skills, as well as knowledge in such a fast-paced industry like IT

“I often use Facebook and VietnamWorks when searching for a job There are many opportunities and choices for me I do care for what I can learn when working for a Company, because I’m still young and I want to build my career in a professional environment” (Mrs Duong, Quality Assurance Specialist).

2 Targeted Candidates

We need to recruit 200 people, with a range from Junior level (Mass) to Senior, Management Level We segment our Targeted Candidate into 3 groups, with the criteria which was defined by the survey result

Group 1: Management Level

Company is looking for some level of management, from Team Manager to Company Operation Manager This group is accounting for about 10% all vacancies Basic requirements are: people who have deep IT knowledge, experiences in managing people (depends on position, experience managing at least 20 people), have excellent English level and interpersonal skill

Group 2: Senior level, account for 20% of all vacancies Basic requirements are: people who are excellent both English and Vietnamese, who have IT background or knowledge, have specific skills set and have at least 3 years experiences in relevant field or position

Group 3: Junior level, 70% of all the vacancies Basic requirements are: people who have less experience, with very good English and Vietnamese communication skills, customer support mindset, and passion in IT industry, willing to learn new thing