UUNIVERSITE DE NANTES MASTER OF MARKETING AND PROSPECTIVE RECRUITMENT MARKETING PLAN OF SWILIFE JOINT STOCK COMPANY Student: NGUYEN HUONG TRA Advisor: PhD. PHAM THI LIEN Year 2016 — 2018 Hanoi, May 2018 ACKNOWLEDGEMENT Kirst and foremost, 1 would like to express my respectful gratitude to the Boards of VNU- International School, University do Nantes, as well as the slaffs in the Training Department of Tnternabonal School, for supporting mc to do this graduation assignment in the mast. 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 Tife skills Lam grateful to the Board of Director, Managers and Employees of SWILILL Joint Stock Company for their colfaboralion and support daring the time ] worked there and their cnithusiasm in providing me with the data needed for my assignment Finally, [ would like to give many thanks to my family and iny 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 ny life NGTYEN HUONG TRA TABLE OF CONTENTS ABSTRACT “3 INTRODUCTIØON. Background of the Marketing Assignment 2, Edlemmship GbjeCfVES.
sọ nhưng mrrerrririririe 3. Internship scope of work 4. Online af the Internship Report 6. Contributions of the research.
OVERVIEW OF RECRUITMENT MARKETING PLAN 1. Definition of Recruitment Marksting 1. Importance of Recruitment Marketing and Recruitment Marketing Strategy. Key factors tmpact to the Rccruitmietf EOCCS5.
cà tt HH xe 2. Building Recruitment Marketing Plan. Situation analysis: SWOT. Define ‘larget Audiences 20 `.
Develop the Recruitment Marketing Communications strategy 21 3. Set Marketing budget. CHAPTER 2: SWILIFE RECRUITMENT MAREETING PLAN AND IMPLEMENTATION 23 1. chu HH krherưe 24 II.
Strengths 34 “ ABBREVIATIONS NDA Non-Disclosure Agroomont Company this word is used lo represen a SWILIFE’s Clignt — whase cmployces we reeruit, 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 Oplitnivation. PPC ; Pay Per Click 2. Internship objectives To apply marketing concepts and theories lo real-world decision-making and increase proficiency in specific business disciplines - recruitment marketing in practice.
Develop and improve skills in communication, technalogy, quantitative reasoning, and teamwork; To observe and partigipale in business operations and decision-making, contribute marketing knowledge ta achieve business target. Intemship period brings me with opportunity to meet proféssional role models and potential mentors who can provide guidance, feedback, and support me in my future carcer, especially help cxpand my network of profzssional rlationships 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. Internship scope of work I joined SWILIFE Joint Stock Company as a Talent Acquisition Manager, where I led Talent Acquisition team to achicve the high target of recruiting up to 200 cmployces for a SWILIFE’s Client during three months from March to May 2018.
In that short period of time, 1 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. 1 also took part in the full cycle of Recruitment, therefore, I can understand deeply abont 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 fo build Recruitment Marketing Plan.
After that, we implement and evaluate. All the data are collevted via vendors’ roporls and exported from Company's Applican! Trucking Syslom. Tn particular, Talent Acquisition Icam analyzed Company's Clignt — their business, using $.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 arc sct bascd on S. model, to be specific, measurable, achievable, results-focnsed, and time-bound, Budget allocation and Human Resource are also mentioned, The most detail part is how we base on all the data analyties lo make the Recruitment Mauketing Communications Strategy, Here we explain why we choose marketing channels, how it works, our plan and execution in this three months period. Alll the data are collected and analyze ABBREVIATIONS NDA Non-Disclosure Agroomont Company this word is used lo represen a SWILIFE’s Clignt — whase cmployces we reeruit, 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 Oplitnivation.
PPC ; Pay Per Click 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 lo May 2018, Thave had a good opportumily to work at SWILTFE Joint Stock Company, SWILIFE (Company) is a HR Solution provider, wilh a histary 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 1TR technology solution to provide greater efficiency, and highor quatity services. Company’s Visioni ating one of tha bigpest Intemational HR. Network, to connect and available resource, carrying the Mission of helping all companies to find the hest matching talent Company have a group of experts who do understand very well the market, where every company and organization who wants lo grow all need bes. lilent in their sam, especially in TT industry, the market is growing fast when talent source is limited, SWILIFE consult theix Clients and Pariners not only how to recmnit people, but also how to use marketing wisely, not to sell prodnct, but to allract talents fren their heart, As a Talent Acquisition Manager, I led Talent Acquisition team to achieve the high target of recruiting up to 200 camployces 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”, (Lasley A. ‘Laylor, first published 09 Kebruary 2000); “An Econometric Study of Recruitment Marketing in the U. Navy” (Author: Dominique M. Ilanssens, University of California, Los Angeles and Henry A.
Levien, United States Navy, San Dicgo, Published Online October 1, 1983). Recruitment Marketing and Generational Segmentation: A Critical Analysis Based on a Sub-Segment of Generation Y, Author Sébastim Souler, Chilo Guillot-Souley, firs! 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. ABBREVIATIONS NDA Non-Disclosure Agroomont Company this word is used lo represen a SWILIFE’s Clignt — whase cmployces we reeruit, 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 Oplitnivation.
PPC ; Pay Per Click LIST OF TABLES ‘Table IL]: VietnamWorks Activities Timeline Reoord (Source: Intemal Report).2: Facebook ađverlising campaign result in April 2018 (Source: Internal Reporl). 40 Table TL3: Top Performing Keywords and CTR (Source: Informal report) 4 Table H.4: Google AdWords Advertisement Result, April 2018 (Source: Intemal Report). 42 Table ILS: Landing page report (Source: Internal report) - 43 Tablc HI.L: Total Views, Applications and Hires in Period March 2018 — May 2018 (Source: Infernal repott).gg han Hee ket Table HL2: Key Figures of Recruitment Markeling in the period af March — May 2018 (Source: rieTbil TEbOT). chinh tri S8 ‘fable 111.3: Website Users Statistic from Jan 2018 — April 2018 (Source: internal report).4: View Source Ratio of Recruitment Marketing Channels Record (Source: Internal mẻ.
LIST OF FIGURES: Higure L.1: The importance of Employer Brand for attracting candidates (Source: Linkedin). 15 Figore Tt Recruitment Channofs Successful Hirsd Ratio 2017 (Source: Internal teport). Report ơn TopIT Work (Sourec: VielnammWarks Report).Careers site Review (Souroe: lnfernal reporÖ.Content Review (Source: Internal report) - 7 Figure 11.5,Social Media Review (Sourec: Internal report).Campaign Performance — Landing Pages (Source: intemal report), Figare 17.Canpus Recruitment Record (Source: Internal report). Recruitment Marketing Budget 2018 (Source: Inizrmal reporÐ,.1,General recruitment report, period March 2018 — May 2018 (Source: Intemal report).
Recruitment Channels Successful Tired Ratio (Source: Internal report) s LIST OF FIGURES: Higure L.1: The importance of Employer Brand for attracting candidates (Source: Linkedin). 15 Figore Tt Recruitment Channofs Successful Hirsd Ratio 2017 (Source: Internal teport). Report ơn TopIT Work (Sourec: VielnammWarks Report).Careers site Review (Souroe: lnfernal reporÖ.Content Review (Source: Internal report) - 7 Figure 11.5,Social Media Review (Sourec: Internal report).Campaign Performance — Landing Pages (Source: intemal report), Figare 17.Canpus Recruitment Record (Source: Internal report). Recruitment Marketing Budget 2018 (Source: Inizrmal reporÐ,.1,General recruitment report, period March 2018 — May 2018 (Source: Intemal report).
Recruitment Channels Successful Tired Ratio (Source: Internal report) s LIST OF TABLES ‘Table IL]: VietnamWorks Activities Timeline Reoord (Source: Intemal Report).2: Facebook ađverlising campaign result in April 2018 (Source: Internal Reporl). 40 Table TL3: Top Performing Keywords and CTR (Source: Informal report) 4 Table H.4: Google AdWords Advertisement Result, April 2018 (Source: Intemal Report). 42 Table ILS: Landing page report (Source: Internal report) - 43 Tablc HI.L: Total Views, Applications and Hires in Period March 2018 — May 2018 (Source: Infernal repott).gg han Hee ket Table HL2: Key Figures of Recruitment Markeling in the period af March — May 2018 (Source: rieTbil TEbOT). chinh tri S8 ‘fable 111.3: Website Users Statistic from Jan 2018 — April 2018 (Source: internal report).4: View Source Ratio of Recruitment Marketing Channels Record (Source: Internal mẻ.
LIST OF FIGURES: Higure L.1: The importance of Employer Brand for attracting candidates (Source: Linkedin). 15 Figore Tt Recruitment Channofs Successful Hirsd Ratio 2017 (Source: Internal teport). Report ơn TopIT Work (Sourec: VielnammWarks Report).Careers site Review (Souroe: lnfernal reporÖ.Content Review (Source: Internal report) - 7 Figure 11.5,Social Media Review (Sourec: Internal report).Campaign Performance — Landing Pages (Source: intemal report), Figare 17.Canpus Recruitment Record (Source: Internal report). Recruitment Marketing Budget 2018 (Source: Inizrmal reporÐ,.1,General recruitment report, period March 2018 — May 2018 (Source: Intemal report).
Recruitment Channels Successful Tired Ratio (Source: Internal report) s 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 lo May 2018, Thave had a good opportumily to work at SWILTFE Joint Stock Company, SWILIFE (Company) is a HR Solution provider, wilh a histary 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 1TR technology solution to provide greater efficiency, and highor quatity services. Company’s Visioni ating one of tha bigpest Intemational HR. Network, to connect and available resource, carrying the Mission of helping all companies to find the hest matching talent Company have a group of experts who do understand very well the market, where every company and organization who wants lo grow all need bes. lilent in their sam, especially in TT industry, the market is growing fast when talent source is limited, SWILIFE consult theix Clients and Pariners not only how to recmnit people, but also how to use marketing wisely, not to sell prodnct, but to allract talents fren their heart, As a Talent Acquisition Manager, I led Talent Acquisition team to achieve the high target of recruiting up to 200 camployces 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”, (Lasley A.
