In the COVID19 pandemic, all most factories and companies had to directly shut down due to sixteen government directives. Businesses must switch to remote working, which has become the operating trend of the company. Because many people are unemployed, unable to work anymore, CareerBuilder Vietnams insight is increasingly reducing the tasks and goals of the internship.The mission of the internship program: The internship program is to create beneficial relationships and development opportunities for junior students. It will enhance my ability to accomplish strategic goals and build strong relationships within the community. On the other hand, I was able to apply all the knowledge and theory I learned in school into a realworld experience.
INTRODUCTION - PROBLEM STATEMENT
Overview
During the COVID-19 pandemic, most factories and companies were forced to shut down due to government directives, leading to a significant shift towards remote work as the new operational norm As unemployment rates soared and many individuals found themselves unable to work, CareerBuilder Vietnam noted a trend of reducing tasks and goals for internships.
The internship program aims to foster valuable relationships and development opportunities for junior students, enhancing their ability to achieve strategic goals while building strong community connections This experience allows students to apply the knowledge and theories acquired in school to real-world situations, bridging the gap between education and practical application.
Reasons for choosing the topic
CareerBuilder is a well-known online recruitment platform that operates both domestically and internationally Despite its prominence in the job search market, CareerBuilder VN's fanpage has an average performance compared to its competitors, with approximately 700,000 followers and interactions.
During the pandemic, Facebook has become a vital platform for individuals and businesses to connect, primarily through online interactions However, when it comes to online recruitment, CareerBuilder has not proven as effective as other job sites This article aims to enhance brand awareness for CareerBuilder and promote its suite of products designed for job seekers.
This article presents a communication strategy for the CareerBuilder VN fanpage on Facebook, targeting job seekers aged 20 to 35, including students in Vietnam, during the fourth quarter of 2021 The proposal focuses on engaging content that resonates with the audience's job search needs and career aspirations.
Define the mission and objectives of the internship
The intern program aims to foster a mutually beneficial relationship and growth opportunity for junior students, enhancing their skills to achieve strategic goals while building strong community connections Additionally, it allows students to apply their academic knowledge and theories in real-world scenarios.
1.3.2 The objectives of this program
The internship offers a valuable opportunity to apply the knowledge, skills, and attitudes acquired through the Industrial Management program at OISP in a real-world marketing environment.
Connecting what I have learned (theoretical and practical knowledge in the marketing field) with actual work experience, in order to complement your field specific skills and learn new ones
The internship provides a direction to the activities, helps to concentrate on how to assess the result after working as an intern program.
Duties and assessments during the internship
STT Tasks Frequency KPIs Note
1 VieclamIT's posts 4 posts/day 4 VieclamIT
3 Seeding jobs on Facebook's Groups Everyday 12 12 groups
5 Check the news manually Everyday 20 Back-end tool VieclamIT
6 Check Jobs posted on website Everyday 20 Back-end tool VieclamIT
7 Site Index Report Everyday 1 Done
8 Job On Site Report Everyday 1 Done
Edit format posts on CareerBuilder website Everyday 10
10 Seeding Comment/Get Name Card 1 post/week 1 3 groups on Facebook
11 Write Content Wiki Career Everyday 1 Done
12 Upload “Cam nang” news 12 posts/months 12 Done
13 Create Instagram Stories 3 posts/week 3 Done
14 Create Facebook Stories Everyday 7 Done
15 Follow Social Competitors Once a week 3 3 brands
16 Tiktok Idea and Script Once a week 3 3 ideas
Objectives of the topic
- Evaluate the current business of CareerBuilder Vietnam
- Find out current problems of the social media (Facebook) of CareerBuilder VietNam in the marketing field
- Propose marketing strategy for the first quarter of 2022 attached to the general plan of enterprise.
Methods of implementation
- Review and evaluate the current status of the enterprise's Facebook Fanpage engagement: online
Considering the advantages and disadvantages of the current recruitment landscape, the proposed basic marketing strategy for CareerBuilder Vietnam in the first quarter of 2022 aligns with the company's overall plan.
Step 1: Identify the target audience and information access behavior
Step 3: Make an implementation plan and cost estimate
Step 5: Propose solutions to handle communication crises.
Results
- Facebook overcome the disadvantages and promote the advantages in the future
- Develop a marketing strategy to contribute more effectively for CareerBuilder Fanpage.
Scope of the internship
Duration: June 24th – September 30th (12 weeks)
Location: CareerBuilder Vietnam Joint Stock Company
OVERVIEW OF COMPANY CAREERBUILDER VIETNAM
Introduction CareerBuilder Vietnam Company
CareerBuilder Vietnam leads the way in transforming human resource management through innovative data and technology solutions, enabling employers to effectively find, hire, and manage top talent.
History and development of CareerBuilder Vietnam
CareerBuilder USA is owned by major American newspaper conglomerate Gannett Co (NYSE: GCI), The Tribune Company and The McClatchy Company (NYSE: MNI), specializing in recruitment and human resources
CareerBuilder leads the way in human resource solutions, leveraging data and technology to advance HR management Their innovative offerings assist employers in effectively finding, hiring, and managing talent.
In February 2013, CareerBuilder acquired the full contributed capital of DFJ VinaCapital Investment Fund (DFJV) at VON Joint Stock Company, which owns kiemviec.com, a prominent job site in Vietnam This acquisition also includes major recruitment services and human resource solutions through HR Vietnam.
Mr Hunter Arnold, President of CareerBuilder Asia Pacific, emphasized that partnering with VON will significantly enhance CareerBuilder's entry into the Vietnamese market, marking a pivotal moment in his career During the signing ceremony with Mr Paul Hung Nguyen, CEO of VietNam Online Network, they formalized the agreement aimed at expanding their presence in Asia This collaboration combines VON's deep understanding of local employer needs with CareerBuilder's advanced technology and global capabilities, offering substantial growth opportunities and expanding recruitment and job search resources for both employers and candidates in Vietnam.
CareerBuilder operates in over 70 international markets, including the United States, Europe, Canada, Asia, and South America Each month, more than 49 million users turn to CareerBuilder for career advice and job searches The platform boasts over 2 million job postings and connects more than 200 million candidates worldwide Additionally, 300,000 global corporations utilize CareerBuilder's recruitment services daily, representing 92% of the Fortune 1000 largest U.S businesses.
In Vietnam, CareerBuilder has been and is the choice of leading businesses with the following advantages:
- Rich data source with more than 5 million users
- More than 50,000 complete and continuously updated records
To effectively reach a vast pool of potential candidates, with over 18 million views per month, recruitment information is prominently featured on three major websites at no extra cost These platforms include www.CareerBuilder.vn, http://vieclam.tuoitre.vn, and http://vieclam.tienphong.vn, as well as https://vieclamit.careerbuilder.vn/.
- More than 300,000 leading corporations and businesses are using CareerBuilder.vn to recruit talent and build a strong human resource team
- Over 200 million job seekers around the world have joined CareerBuilder’s network
- CareerBuilder works with over 300,000 employers globally, including 92% of the Fortune 1000
- Over 8.000 leading employers use website careerbuilder.vn for recruiting and building their winning teams
Careerbuilder.vn traffic volume is 3,535 distinctive daily guests and their 21,954 page-views The online price rate of careerbuilder.vn is 384,301 USD Every visitor makes around 6.64 page views on average
According to Alexa's traffic estimates, careerbuilder.vn ranks 9,937 globally, with the majority of its visitors coming from Vietnam, where it holds the 218th position The website benefits from its knowledge center, hosted by VNPT-AS-VN VNPT Corp in Vietnam, which helps reduce page load times for users.
Careerbuilder.vn registered beneath the VN top-ranking domain The last verification results, performed on (November 27, 2019) careerbuilder.vn show that careerbuilder.vn has Associate in
Nursing terminated wildcard SSL certificate issued by COMODO CA restricted (expired on Dec 30,
According to Google Safe Browsing, Google Safe Search, Symantec, and Net of Trust, careerbuilder.vn is considered a secure domain Additionally, the site is optimized for mobile and tablet devices, as indicated by the Google Mobile-Friendly test, while also enhancing web content loading speed.
Vision, mission and values
CareerBuilder Vietnam is a leading recruitment website that brings optimal value to users
CareerBuilder will match talented people with ideal jobs, thereby helping you find fulfillment and balance in life With our services, job search will be easier!
Transparency, honesty and respect in all relationships
Proactive with the spirit of discipline
CareerBuilder Vietnam is committed to enhancing leadership skills among its employees by encouraging them to take initiative in their own projects while maintaining a strong sense of discipline At CareerBuilder.vn, individual achievements are recognized and rewarded, fostering a culture of success and personal growth.
At CareerBuilder.vn, we are dedicated to empowering job seekers and employers to reach their goals with passion Our mission is to enhance the community's quality of life by fostering a work environment where individuals, regardless of their unique backgrounds and personalities, can thrive and achieve success.
We inspire our employees to embrace challenges and find fulfillment by transforming their ideas into reality while positively impacting the community In addition to offering competitive compensation, we are dedicated to fostering a joyful and meaningful life for our team members.
The company is committed to continuous learning and applying practical knowledge to advance its goals Investing in employee development and promoting the use of critical skills in decision-making are essential for achieving sustainable growth, which we view as our key competitive advantage.
Stay positive in every situation and make the seemingly impossible a reality When facing challenges, we proactively bring solutions that are more effective than expected.
Organizational structure (HR)
Figure 2.1 Organizational Structure Source: Human Resources Department of CareerBuilder Vietnam Company
- Search, introduce services to customers and sell the company's products and services to customers
- Ensure sales KPI is achieved
- Establish close relationships with partners in the IT industry to support resources for Marketing
- Taking care of customers, solving problems, questions and complaints of customers in the best way Record customer comments to improve the company's products and services
- Maintain good relationship with VIP customers, regular customers of the company to support Social Marketing department and Sales department
- Monitor order status to ensure quality and service
- Building and developing the company's ecosystem: website, fanpage, information technology industry community,
- Create content, capture prominent trends in the industry to attract the attention and interaction of the IT community
- Research and develop methods to optimize user reach and interaction
- Conceptualize and design media publications: Online, Offline.
Business product structure
2.5.1 Free comprehensive ecosystem developed by CareerBuilder
- CareerBuilder.vn : E-commerce trading floor that allows posting job ads and finding jobs
- CVhay.vn: A beautiful and professional online CV creation tool
- VietnamSalary.vn: Salary survey with more than 135,000 censored templates
- Careermap.vn: A reference career path for industries
- VieclamIT.vn: Career site for IT jobs
- Top Headhunter:site from top Headhunters
- Gross salary calculator - net: Gross salary calculator – net
- Talent Community: Career guide from experts
2.5.2 CareerBuilder offers a variety of recruitment service packages suitable for different types of businesses a Post job vacancies at home and abroad (displayed for 30 days)
- Instantly displayed on CareerBuilder page: Job postings will be displayed immediately at CareerBuilder within 30 days
Many diverse job posting service packages help Employers save up to 58% of costs with flexible benefits for a period of 1 year
- Customize content during job posting Employers can easily update and change information during job posting
Job postings will be displayed at the same time at the linked pages of the CareerBuilder ecosystem, completely free
- Sample library of suggested job descriptions by title
Refer to professional job descriptions from the library for diverse and up-to-date titles
- HRCentral - page online candidate resource management
All application documents are quickly classified and professionally managed in HRCentral to save X2 time in screening and tracking the application process
With product packages and specific prices:
Price List for Job Posting Service : (Price does not include 10% VAT)
Package name Benefits Cost (VND)
- Post job recruitment in 30 days 1,490,000
Extra Package - Post job in 30 days
- Bold and Red print title in 30 days
Effect Package - Post job in 30 days
- Display at "Top position by 01 industry" for 7 days
Extra Plus Package - Post job in 30 days
- Title in Bold and Red for 30 days
Power Package - Post job in 30 days
- Display at "Position leading by 01 industry" for 7 days
- Featured job posting form in 30 days
- Posting in 30 days jobs- Featured in "Top priority position by 01 industry" in 15 day
- Featured job posting form in 30 days
Vip Package - Posting in 30 days
- Showing at "Top position by 01 industry" for 7 days
- Job posting form n featured for 30 days
- Displayed at "Featured Jobs" on homepage for 7 days
Vip Plus Package - Posted for 30 days
- Featured at "Top priority position by 01" industry" for 15 days
- Featured job posting form for 30 days
- Displayed at "Featured priority jobs" on the homepage for 15 days
Premium Package - Post for 30 days
- Featured at "Top priority position in 01 industry" for
- Featured job posting form for 30 days
- Displayed at "Featured priority jobs" on homepage for 15 days
- Share job posting (01 post) posted) on CareerBuilder's social network
Find candidate profiles (Find suitable candidates for vacancies)
More than 1 million complete profiles and are updated regularly
- Find suitable candidates with 1 click
- Quickly approach candidates via email function
- Easily manage and categorize candidate profiles
- Find and store candidate profiles for future recruitment needs
Service price list Find candidate profiles on CareerBuilder's website b Talent Solution
Talent Solution is a comprehensive Talent Connection - Recruitment & Management Solution created exclusively for each business, applying the most advanced technology to attract candidates on any source, any device bag
- Increase the brand recruitment (Employer Branding)
A strong brand in recruitment brings many benefits to businesses as it is easy to "recruit" and retain talent
- Reach candidates through mobile devices
Do not miss potential candidates and reach more than 30% of job seekers on mobile devices
- Build a database of current and future candidates Attract potential candidates to become fan members of your business through the "Join our Talent Network" embed code
- Improve interaction in the recruitment process between recruiters and candidates
Connecting candidates with an automated interactive email system, saving time and personnel costs, enhancing the professional image of the business with applicants
- Recruitment process management system (Application tracking System)
Improve the efficiency of the recruitment process comprehensively
- Improve investment efficiency for recruitment activities (Return on Investment)
Cost/successful candidate (Cost/Hire) ) c Recruitment Advertising
Recruitment Advertising efficiency and professionalism, help businesses attract potential candidates through the banner or logo in the most expensive locations
- Display Logo and Banner effectively to help businesses attract the most potential candidates
- The job posting template is designed to be diverse and eye-catching
- Promote your company's culture and job opportunities to a large number of candidates
- Increase recruitment brand awareness and candidate interaction
Price list of recruitment advertising service on CareerBuilder website d Talent Drive
- Solution to promote recruitment brand & attract talent
- A solution that combines recruitment and marketing expertise to attract talent and promote the brand in the most professional way
- Talent Driver suitable for needs:
(3) The need to recruit many people for one position or many departments;
Price list of service packages e Targeted email Marketing
Focused promotion by email) is a solution to help improve the efficiency of reaching potential target groups through the method of sending email
Targeted Email Marketing will reach the right target audience according to the requirements of each business
Targeted Email Marketing helps businesses save time sifting through data with more than 1,000,000 pre-classified resumes from CareerBuilder
Targeted Email Marketing helps increase the interaction rate with recruitment advertising content, courses and training to the right potential target audience
- Create a separate message for the brand
All content sent will be customized according to the image, style & brand of each business
Detailed reports on the campaign will be automatically sent to businesses after 14 and 30 days to update recruitment efficiency
- Improve the quality of promotion
Reaching the right target audience will help save costs but still increase the advertising effect compared to other forms of mass emailing f Talent referral
Talent Referral is a specially designed system to help automate the process of managing candidate recruitment through internal employee referrals
- Reach the right potential audience
Advertisements about open positions or educational and training courses will be sent to the right people who best match the requirements of each business
CareerBuilder.vn offers specialized data packages derived from over 700,000 profiles, allowing for classification based on specific criteria such as age, industry, and skills to meet tailored demands.
- Build a database of current and future candidates Attract potential candidates to become fan members of your business through the "Join our Talent Network" embed code
- Improve interaction in the recruitment process between recruiters & candidates
Connecting candidates by automatic interactive email system, saving time and personnel costs, enhancing the professional image of the business with applicants
- Recruitment process management system - ATS
Improve the efficiency of the recruitment process comprehensively
- Improve the quality of promotion
Reaching the right target audience will help save costs but still increase the advertising effect compared to other forms of mass emailing.
Summary of business in the last 2-3 years
CareerBuilder Vietnam Joint Stock Company developed with the Trading Platform domain name: www careerbuilder.vn (hereinafter referred to as: CareerBuilder.vn E-Commerce Exchange)
In 2016, CareerBuilder officially changed the website interface with colors in the interface and logo according to CareerBuilder's Guideline, upgraded the advanced salary classification feature for the
In 2017, CareerBuilder introduced the "CareerBuilder App" for iOS and Android, enhancing user accessibility and convenience That same year, they launched "Talent Solution," a platform designed to streamline recruitment by synchronizing job postings online and providing candidate management software tailored for employers.
In 2018, CareerBuilder launched VietnamSalary.vn, a non-profit information channel dedicated to measuring and providing salary references across various positions and industries Alongside this initiative, they introduced several other products, including CVHay.vn, an online tool for creating and editing CVs, and Career Map, a career orientation resource Additionally, they developed recruitment support tools such as Talent Referral 1.0, which leverages internal employee networks, and the updated Talent Solution 3.5, a comprehensive system for connecting, recruiting, and managing employees Over the past five years, these tools have been widely adopted by both domestic and international companies for their recruitment activities.
2.6.2 Introducing key marketing activities and programs implemented in the last 1-2 years
In 2020, CareerBuilder has developed the Zalo Official ecosystem on Zalo application to connect with people who need to find jobs on the platform Vietnam's social network application platform
CareerBuilder Official on Zalo app
In early 2021, CareerBuilder introduced the "Get Name Card" program in collaboration with major companies, allowing candidates to submit Name Cards instead of traditional CVs for recruitment This innovative approach significantly enhances brand visibility for both CareerBuilder and participating businesses, facilitating the search for high-quality candidates.
CareerBuilder has established the University Network, a professional job portal designed to connect schools, students, and businesses This initiative collaborates with 29 prestigious universities in Ho Chi Minh City, including the University of Natural Sciences, the University of Social Sciences and Humanities, and the University of Technical Education, to enhance career opportunities for students.
In 2023, with a significant shift towards online business activities, social networks have become the primary venues for engagement CareerBuilder is strategically focusing on enhancing its brand and business image on popular platforms like Instagram and TikTok, which attract a large youth audience By targeting these platforms, the company aims to boost brand awareness and connect with potential candidates, while also gaining access to young talent with high development potential This approach not only increases CareerBuilder's visibility but also enhances the value of job opportunities offered to clients.
In the first half of 2021, following the fourth COVID-19 wave in Vietnam, particularly in Ho Chi Minh City, the revenue reached approximately 90% of the total annual revenue, amounting to 58,656,000,000 VND, compared to 64,521,600,000 VND during the same period in 2020.
Businesses are urgently seeking to hire employees to address staffing shortages caused by the second epidemic, enabling them to swiftly resume normal growth.
ANALYSIS CONTENT MARKETING ON CAREERBUILDER FANPAGE
Situation Analysis
CareerBuilder is a leading online recruitment platform in the country, offering a comprehensive job search network that spans both domestic and international opportunities Despite its extensive reach, CareerBuilder's Facebook page engagement lags behind competitors, with approximately 700,000 interactions compared to Vietnamworks' 1,300,000.
During the Pandemic, Facebook has emerged as a vital platform for individuals and businesses to connect online In contrast, CareerBuilder has struggled to compete with other online recruitment sites in terms of effectiveness This article aims to enhance brand awareness for CareerBuilder and promote its suite of products tailored for job seekers.
Methods and implementation steps
The research process goes through 7 steps as follows:
- Step 1: Detecting the problem and forming research objectives
This article examines the current state of communication activities on CareerBuilder's Facebook channels compared to its competitors, identifying both opportunities and challenges for the brand It culminates in a proposed content marketing plan aimed at enhancing brand awareness among potential customers and candidates during the first quarter of 2022.
- Step 2: Research the theoretical basis of the research field
Research Theoretical basis of the articles published on the Facebook channel impact on the level of customer interaction
- Step 3: Determine the information to collect
+ The behavior of the target audience on the Facebook channel
+ Insight of subjects in the 18-35 age group for recruitment needs
- Step 4: Method of data collection
+ Primary data: Collected through desk research based on information sources from books, newspapers, magazines, Internet,
+ Secondary data: Collected thanks to quantitative research survey
- Step 5: Processing and analyzing data
Summarize the answers, use Excel tools to process data From the runnable results, proceed to read, understand and analyze the data
- Step 6: Presenting results and evaluation
Based on the analyzed data, summarize the results and evaluate the collected data
- Step 7: Proposal to finalize and write a report
Based on the obtained research results, will propose a communication plan on Facebook channel to increase user awareness of CareerBuilder brand in the first quarter of 2022
3.2.2 Overview of Content Marketing activities on Facebook
In today's digital age, social networks have become an integral part of our lives, transcending age and industry boundaries In Vietnam, these platforms have emerged as a powerful medium for information dissemination, with millions of users accessing them every month Notably, Facebook stands out as the largest and most influential platform, dominating the social media landscape in the country.
As of 2021, Vietnam has seen a surge in Facebook users, with 68 million people utilizing the platform for various purposes such as entertainment, education, and job searching This presents a significant opportunity for businesses to enhance their visibility and engage with potential customers through effective online media strategies Facebook serves not only as a sales tool but also as a powerful branding instrument To maximize brand promotion, businesses should focus on optimizing their communication strategies on Facebook, with content marketing playing a crucial role in driving advertising effectiveness.
In Vietnam, most businesses use the social networking platform Facebook to communicate, these are some forms of Content Marketing:
Incorporating graphic images alongside textual content enhances the appeal of each post, making it a powerful strategy for content marketing This visual approach effectively captures viewers' attention and aids in their understanding of the material.
- Content Video: A short video with rich and diverse content to convey meaningful messages about
- Content Meme: Funny, funny images will spread very quickly Therefore, viewers will laugh and share them (attract their first sight of interesting content)
Genuine customer feedback significantly enhances the trustworthiness of product reviews, leading to increased brand awareness among consumers By sharing authentic experiences, these reviews effectively promote the product and resonate more with potential buyers.
How-to content is a traditional format commonly used by fan pages, characterized by a structured approach that identifies problems, offers solutions, presents arguments, and encourages action By effectively addressing and resolving issues through this format, your business can create valuable content that drives conversions.
Creating engaging content in the form of a list allows you to present information clearly and effectively, enhancing the credibility of your article For instance, using a catchy headline like "3 Simple Steps to Create a CV" can attract readers while providing them with specific, actionable data This approach not only improves readability but also optimizes your content for search engines, ensuring it reaches a wider audience.
- Infographic: A form of content presented with graphics and images to make it easier to convey and receive complex information, content and data to viewers
3.2.3 Overview of Content Marketing activities on CareerBuilder Fanpage
Since 2013, CareerBuilder has leveraged Facebook for communication, recognizing its potential as an effective and cost-efficient channel for brand promotion and recruitment activities The platform aligns with technology development trends and serves various business needs, making it a valuable asset for enhancing the company's job search services.
In the initial stages of Facebook's development, the company faced significant challenges as both consumers and businesses were largely unfamiliar with the brand and had not yet developed a habit of using the platform.
CareerBuilder effectively engages its audience through diverse content, particularly by utilizing meme posts that garner significant interaction and viewer engagement This strategy not only keeps the fan page vibrant but also ensures that articles consistently attract reader attention, forming a key part of CareerBuilder's customer retention communication approach.
Figure 3.1: Main interface of Fanpage CareerBuilder Vietnam
The representative image of the CareerBuilder fanpage features the official company logo, while posts utilize design images that reflect the brand's primary colors This cohesive visual strategy enhances user engagement and ensures that the CareerBuilder brand is prominently recognized in every article.
CareerBuilder Vietnam's Fanpage employs a cohesive color scheme in line with its Brand Guideline for effective Content Marketing The primary color, blue, transitions from dark to light shades, creating a visually appealing aesthetic Posts and images on the Fanpage are designed around this main color, complemented by secondary colors Depending on the structure of each post, CareerBuilder strategically combines various colors to enhance engagement and brand consistency.
The CareerBuilder Fanpage has established a significant presence within the employer community, effectively utilizing calls to action to enhance the conversion rate of potential customers However, much of the content on the Fanpage lacks the engaging quality needed to capture users' attention.
The "CareerBuilder Vietnam" fanpage demonstrated strong performance as of September 2020, boasting 294,737 likes and 295,451 followers Additionally, 1,576 users checked in, and the fanpage consistently maintained its brand identity, effectively engaging and impressing its audience.
Analyzing Content Marketing activities of Fanpage CareerBuilder
CareerBuilder Vietnam emphasizes the importance of language and visuals in its articles This analysis focuses on the AIDA formula to evaluate the effectiveness of the content shared on CareerBuilder's Fanpage.
Content Formula is intended to create a complete article in terms of form and content in order to
To effectively retain readers, an article should utilize the AIDA formula, creating a lasting impression while delivering essential information that the writer aims to share.
Figure 3.3 AIDA Model Source: Smart Insights
3.3.1.2 AIDA model analysis in articles on CareerBuilder Fanpage
Currently, on CareerBuilder's Fanpage, there are mainly 05 articles: Recruitment Post, Meme, Get Name Card, Hot Job and “Cẩm nang”
In this AIDA evaluation, the author use theory in the article “Strategic Use of Social Media for Small
Business Based on the AIDA Model” to evaluate whether the content on Fanpage CareeBuilder
Vietnam meets the standard of AIDA Model
Figure 3.4 A job posting on CareerBuilder Fanpage
Figure 3.5 An entertaining meme post on CareerBuilder Fanpage
Figure 3.6 A Get Name Card post on CareerBuilder Fanpage
Figure 3.7 A Hot Job post on CareerBuilder Fanpage
Figure 3.8 A “Cẩm nang” post on CareerBuilder Fanpage
3.3.1.3 AIDA Analysis for each CareerBuilder article
Figure 3.9 AIDA Analysis for each CareerBuilder article(
This study expands the AIDA model's relevance to strategic social media marketing, as demonstrated by Hassan, S., Nadzim, S., and Shiratuddin, N (2015) The authors employed the AIDA strategy table to assess content posts on CareerBuilder's Fanpage, providing a framework for evaluating effective marketing strategies in social media.
An analysis of CareerBuilder's Fanpage content reveals that it effectively utilizes the AIDA formula, successfully capturing attention and engaging readers While there are some limitations in the visual presentation, these can be easily addressed The purpose of this analysis is to identify the strengths and weaknesses of the company's content marketing strategy, ultimately aiming to enhance the quality of posts on the Fanpage This will help attract reader interest, direct their focus to the articles, and maintain their engagement with the brand.
Based on the AIDA formula analysis, CareerBuilder's Facebook community post management reveals several limitations Notably, the articles often lack engaging language and fail to capitalize on trending topics, while the accompanying images are unappealing and lack investment in design, with no incorporation of video content Furthermore, the brand has not leveraged the influence of KOLs or celebrities in its advertising efforts, nor has it utilized Facebook Ads as a promotional tool Additionally, the admin team has not optimized discussion content on the Fanpage, leaving the brand vulnerable to negative comments that can harm its image.
3.3.2 Analysis of the current state of Content Marketing activities on rival Fanpages
According to the survey results, the two main competitors of CareerBuilder are currently "TopCV" and "Vietnamworks", the different indicators of users are related to CareerBuilder
Chart 3.1: The recruitment website is commonly used by people
All three brands have made significant investments in their communication activities, resulting in success and credibility among users They have utilized various marketing strategies, including diverse program content, Talk Show events, Livestreams, and Minigames However, CareerBuilder has yet to actively develop and plan similar campaigns for their Fanpage.
Age From 18 to 35 years old
Income About over 5 million/month, currently working as a clerical worker students and fresh graduates who need to find a job
Need Need to find a job or have a job but want to change jobs in Ho Chi Minh
Behavior Using social networks Facebook and recruitment websites to find a job
Results based on a survey of the people doing the research (Tables 3.1, 3.2, 3.3)
Chart 3.3 Chart showing the current situation of job search demand
Chart 3.4 Chart showing job search needs
3.3.2.1.2 Behavioral characteristics of customers accessing information
Chart 3.5 The chart shows recruitment information search channels
A recent survey of 100 respondents revealed that over half consider social networks the most effective channel for job information, surpassing traditional methods like recruitment websites, job advertisements, and referrals from friends This insight presents a valuable opportunity for the growth of the CareerBuilder Fanpage However, it also poses challenges, as the content and job postings must be tailored to effectively engage the appropriate audience on the platform.
3.3.2.2 Behavioral characteristics of customers using Facebook social network
3.3.2.2.1 Behavior of using social network Facebook
A recent survey reveals that Facebook has become an integral part of daily life for many people in Vietnam, with most respondents spending between 2 to 5 hours on the platform each day Notably, over a third of participants reported using Facebook for more than 5 hours daily, primarily accessing it during the evening hours from 8:00 PM to 10:00 PM.
Chart 3.6 The chart shows the most visited time of the day
In addition, in the time when remote working (Remote Jobs) is becoming a trend, electronic devices such as phones, computers, computers, are always accessed continuously, regularly
Chart 3.7 Graph showing content/topic of interest on Facebook
Chart 3.8 Graph showing the main purpose of using Facebook
The survey results reveal that entertainment is the preferred topic for 71.6% of respondents on Facebook, highlighting its significance in user engagement Additionally, 50% of users primarily utilize Facebook to connect with friends and the community, seeking entertainment to unwind after a stressful workday These insights are crucial for developing an effective communication strategy on Fanpages to capture and engage the target audience.
3.3.2.2.2 Interactive behavior on social network Facebook
Charts 3.9 Chart showing interaction behavior on Facebook channel
The chart reveals that the target audience engages with appealing content on their personal walls by liking and sharing it Additionally, they express a preference for participating in minigames on Facebook, indicating a strong interest in interactive content.
3.3.2.3 The behavior of using Facebook to find a job
Chart 3.10 The chart shows the behavior of using Facebook to look for a job
106 candidates met, of which more than 85.7% of people used Facebook to find a job Facebook is considered one of the most reliable sources of recruitment information
Chart 3.11 Graph showing awareness of recruitment information on Facebook
Many job seekers frequently turn to job search groups for recruitment information Additionally, they often follow the fan pages of companies they admire or wish to work for, enhancing their chances of finding suitable job opportunities.
3.3.2.4 Reach and Engagement Characteristics for Recruitment Posts on Facebook
Chart 3.12 Chart showing the factors that affect attention on a Recruitment post on Facebook
The analysis of the chart reveals that Facebook posts featuring celebrity participation significantly capture viewer attention Additionally, content that is specifically tailored to the target audience enhances engagement To leave a lasting impression on customers, it is essential to skillfully combine unique content creation with innovative event programming that incorporates celebrity interactions.
Chart 3.13 Graph showing the factors that influence the impression of content on Facebook
The impression of a Facebook post is significantly influenced by various factors, with trending content being the most impactful To maximize engagement, big brands should swiftly align their posts with current social media trends Additionally, the effectiveness of a post is enhanced by the use of compelling images or videos.
To attract more viewers, it's essential for articles to incorporate "Interaction" and "Trend Content" while adhering to AIDA standards By ensuring that content meets the AIDA formula and follows SEO best practices, a Fanpage can enhance its quality and engagement, ultimately drawing in a larger audience.
3.3.2.5 Approach and interaction characteristics for posts on Fanpage of recruitment website
Chart 3.14 Chart showing factors of Fanpage Quality
Quality is paramount for a Facebook Fanpage, evaluated through customer feedback, diverse and user-friendly content, and prompt responses to inquiries, all of which are highly valued by users.
Chart 3.15 Graph showing the elements of Content Quality
Strategic solutions
To solve and improve the content marketing completion of CareerBuilder Fanpage, the author proposes two improvement solutions as follows:
Create diverse, attractive and interesting content to the quality of posts on Fanpage;
Pay attention to the form of posts (words, design images, videos, use images of KOLs/celebs); Improve the operational efficiency of the admin team of Fanpage;
Construction build a group (Facebook Group) for the community of followers CareerBuilder
- Solutions to improve the effectiveness of Content Marketing activities
Run ads on Facebook – using Facebook Ads, planning budget for Ads
Organize online minigames, livestream or programs and events for followers to engage to activities of CareerBuilder.
Research results
The target audience, aged 18 to 35, actively seeks job opportunities and utilizes online recruitment resources, particularly through social media platforms like Facebook, for both employment and entertainment.
According to the analysis, the optimal time frame for communication activities and content posting on social networks is between 20:00 and 22:00, as this period sees the highest number of visitors, allowing the company to effectively engage with customers.
Facebook’ s users are very active in interactive programs (Livestream, Minigame, Giveaway)
In addition to entertainment content, Fanpage effectively captures customer attention by skillfully integrating event programs with the engagement of trustworthy celebrities or KOLs, significantly enhancing brand awareness.
Image/Video is considered one of the important factors and determines the first impression of customers for the cover.
PROPOSAL SOLUTION FOR IMPROVING CONTENT MARKETING ON
Proposal basis
Analyzing the current state of the CareerBuilder Fanpage and the findings from Chapter 2, we apply the AIDA model to identify key elements influencing reader engagement By integrating insights from quantitative research and desk research, we propose targeted solutions to enhance Content Marketing strategies for the CareerBuilder Fanpage.
About the target customers and their Facebook usage behavior
Targeting individuals aged 18 to 35 who are actively seeking job opportunities, CareerBuilder must enhance its recruitment content to effectively engage this audience With a growing reliance on online job information and platforms like Facebook for both job searching and entertainment, a tailored strategy is essential to attract users to the Fanpage and meet their needs.
According to the analysis, CareerBuilder should capitalize on the peak visitor hours from 20:00 to 22:00 to enhance communication efforts and share engaging content on social media, effectively connecting with potential customers Additionally, increasing posting frequency and optimizing schedules will strengthen their communication strategies, ensuring they effectively reach their target audience.
About diversifying content on Fanpage
CareerBuilder should enhance its content strategy by diversifying its offerings and implementing a robust post-deployment seeding program Additionally, event companies within the Assembly group, which focus on recruitment and job search, possess a substantial member base that can be leveraged to connect with the Fanpage effectively.
Facebook users actively engage with interactive content such as Livestreams, minigames, and giveaways CareerBuilder can leverage this insight to innovate its content strategy, enhancing engagement not only among customers and page followers but also with the broader audience on the platform.
To effectively engage its target audience, CareerBuilder should focus on entertainment content as a key element of its communication strategy on Facebook Users primarily seek to connect with friends, engage with their community, and unwind after a long workday, making entertaining posts essential for attracting and retaining their attention.
Fanpage effectively captures customer attention by skillfully blending event program creation with the participation of reliable celebrities and KOLs This strategy enhances brand awareness for both CareerBuilder and the participating guests, leading to increased trust among their fans Consequently, this trust encourages fans to promote the brand, expanding its reach to a wider audience.
To enhance the credibility and reliability of the article, CareerBuilder must prioritize delivering comprehensive and precise information about its services An effective AIDA-standard article should not only feature high-quality content that engages readers but also integrate visual elements such as images and videos These visuals play a crucial role in shaping customers' first impressions and enhancing the overall appeal of the cover.
Engaging articles that share dairy stories and interactive activities, like mini-games and live streams, play a crucial role in attracting the target audience Therefore, it is essential to invest in high-quality content that highlights uniqueness and novelty while maintaining accuracy This approach ensures that customers receive genuine experiences while being fully informed about the products and services offered.
increasing efficiency of activities Content Marketing on Fanpage
Implementation channel
All of the following suggestions are made on the social networking platform Facebook and the specific address is Fanpage CareerBuilder Vietnam.
Proposing communication solutions
Build content for Fanpage, diversify and create more topic for Fanpage to increase the number of customers to reach
Time Message Posting topic Objective
Career path (Con đường nghề nghiệp rộng mở)
- Tư duy trong chọn lựa sự nghiệp
- Increase understanding of industries, attract potential customers
- Keep customer interaction, positive attitude towards CareerBuilder
Connecting talents (Kết nối nhân tài)
- Tết Việt Nam 2022: Tết sum vầy, CareerBuilder luôn ở đây
- Hỏi đáp nhà tuyển dụng
- Increasing the number of customers to approach the Fanpage
- Provide recruitment services for business partners and job seekers
- Thế sự thay đổi, tăng cường kỹ năng
Promote the interactive behavior of the target audience on ability (Chứng tỏ khả năng - Khẳng định bản thân)
- Bạn là ai trong 02 năm nữa?
- Intonation: Believable, sharing, conveying, persuasive combined with storytelling style to make viewers feel realted and believe
- Leading: Capturing the psychology of the target audience who are looking for a job or to develop their career
- Color: Based on CareerBuilder's Guideline Brand color palette, thumbnail images of all articles must be designed in the above tones
- Text: Provide accurate information about the messages to be conveyed Download, use short, clear words, and catch the trend
- Introducing other careers and fields together
- Increase the awareness of businesses, targeting career- oriented objects
- Attract users to the event
- Spread the article to more people
Tư duy trong chọn lựa sự nghiệp
Hỏi đáp nhà tuyển dụng
Thế sự thay đổi, tăng cường kỹ năng
Title - Thất nghiệp đâu có dễ
- Hãy biết ơn những trắc trở từng gặp trong sự nghiệp!
- Đổi mới tư duy, sự nghiệp rộng mở
Tết sum vầy, CareerBuilder luôn ở đây
- Sol La Si Đố ai bỏ lỡ chương trình “Hỏi khó đáp hay cùng CareerBuilder”
- Giải đáp thắc mắc cùng CareerBuilder
- Người trong cuộc mới hiểu người trong kẹt
- Ánh sáng dẫn lối thành công trong ngành
- Checklist của nhân viên “nhà người ta”
Mạnh mẽ trong sự nghiệp công việc vì đam mê hay kinh nghiệm trình
Format 5 posts 3 posts 1 post 4 posts (1
2 lessons 2 Infographic articles on upgrading CV and checklist
- Single square for each post, size
- Single square for each post, size
- Single square for each post, size
- Green background color #85CE5F, blue text #182642
- Single square for each post, size
- Yellow background color #F79C25 withtext black
- Single square for each post, size
- Orange background color #E78523, blue text
Interviewe r, logo and title "Thất nghiệp đâu có dễ “
- Model of participants providing information for the article
- Red background color, yellow text, golden tiger icon with Tet wishes and company logo
- Employers, logos, words "Good questions and answers with CareerBuilder"
- Livestream for more than 30 minutes, about answering questions from the audience's article "Ask, wait and see"
- The main blue background and the logo of
- The image of the businessman/dir ector of
CareerBuilder participating in providing information for the article
- CV themed layout goes from Personal Information to Experience section (total 7 items) using 3 basic colors in Brand Guideline (yellow, green, blue), black/white text
- Modern, eye- catching logos and images attract young people
- Template for inserting the word "Strong in career" logo,
4.3.1.3.1 Structure of the article Article title
Crafting an engaging and succinct title that incorporates trending keywords and the main focus of the article is essential for capturing readers' attention and boosting viewer engagement A compelling headline not only enhances content quality but also drives interaction, while adhering to SEO standards can significantly improve search engine rankings on platforms like Facebook and Google.
Suggestions for the title are as follows:
- Add a number to attract attention
- Use hot trends to attract
To effectively engage readers, clearly define the article's goal and outline expected viewer actions, such as interacting, messaging, or providing information Ensure the content is concise and directly addresses the core issues of each topic stage Incorporate convincing evidence and accurate insights to enhance credibility Additionally, organize the information strategically to maximize its psychological impact on the audience.
Incorporating Calls to Action (CTAs) and hashtags is essential for enhancing engagement and promoting articles on Facebook and other social media platforms By effectively using CTAs and hashtags, posts can connect with individuals who share similar interests, ensuring that content reaches the intended audience and boosts brand awareness Additionally, it's important for the Fanpage article to include relevant company information to facilitate user contact.
4.3.1.3.3 General structure of the article
Caption: Short, concise, words can catch the trend, attract and no longer than 15 words
- Give the problem (no more than 40 words)
- Express the issue right to the point (no more than 150 words)
CTA: Pitch interest and urge readers to actively interact with the article, learn more information about CareerBuilder and suggest them to visit Fanpage
4.3.1.3.4 The structure of the Image
Visual communication is a powerful tool for conveying information, especially on platforms like Facebook To maximize effectiveness, images must adhere to the platform's size and format requirements, align with brand colors, and accurately represent the intended message and theme.
Effective visual communication requires careful consideration of key elements, including the background, logo, tagline, product or service, and call to action (CTA) Additionally, adhering to fundamental advertising design principles, such as brand colors, consistency, and image balance, is essential Images should align with the overall theme and feature a focal point to captivate the audience and enhance information retention.
To effectively create awareness and generate interest through video content on your fanpage, it is essential to keep the video duration under 1 minute and 30 seconds Incorporate catchy background music that resonates with your target audience to enhance engagement Additionally, select an eye-catching thumbnail that features a clear layout, vibrant colors, and relevant imagery, as this is the first impression users will have when encountering your post.
Similar to the structure of images, video communication needs to focus on the message and CTA, as well as the company's colors and logo
- Maintain posting frequency of 20 - 30 posts/week for Fanpage CareerBuilder Vietnam With the schedule of posting frequency as follows:
- Content Meme topics related to careers and offices will be arranged to post daily to keep the reach of Fanpage;
- Articles about introducing new programs and events of CareerBuilder will be posted at a time of high interaction (Friday, Saturday, Sunday, at golden hours from 11am - 2pm);
- Posts about tips and tricks in the recruitment process will be posted from 20:00 to 21:00 on Mondays, Wednesdays and Fridays
- Recruitment information leads to a link to the Website, keeping the frequency of 03 posts / day at 10:30 and 14:30
- The post “Get Name Card” is posted every Thursday at 11:00
- The topic "Hot Job" is posted every Monday at 9:30 am
CareerBuilder emphasizes the importance of maintaining an active online presence by sharing content from its manual on the website and posting regularly on its Fanpage To optimize engagement and visibility, it is recommended to publish two articles each week, specifically scheduled for 10 AM on Tuesdays and Fridays.
- Besides, use Facebook's Story feature to link to the Web or to the group "CareerBuilder - Connecting Talents" or quotes related to work and career should be posted daily at 9:30.
Table: Posting schedule of contents on Fanpage CareerBuilder
Increase interaction by 5% on Fanpage by Content Seeding
Time Posting topic Place Goal Key Visual
Seeding jobs Facebook groups related to jobs search
Advertise job vacancies for those who want to apply
- Share recruitment news from Fanpage, attach link (with thumbnail)
Providing information about Livestream event on Fanpage
Student groups and groups about the need to find a job
Promote, advertise the program, invite people to approach and interact with Fanpage activities
- Briefly share the article, invite them to participate in the event
- Using images of each article, the hashtag of the program and #CareerBuilder #event
CV, interviews, job search, etc
The body of Students and groups about the need to find a job
Inspire curiosity, learn about experience, share knowledge and link to Fanpage
- Photos from the original article, use the hashtag #CV, #kinhnghiem #timvieclam
Step 1: Determine the seeding topic of each stage
Step 2: Create 5 Acc, and build acc by updating personal information, like, share posts around different topics (January 1 - January 10)
- Create 05 Gmail addresses to register for 05 Facebook accounts
- Create 05 Facebook accounts Build a personal brand image on these accounts by posting articles about your job search experience, how to write a CV, and sharing CareerBuilder's posts on Fanpage
Step 3: Research, find out about groups for searching jobs, groups for students, sharing experiences, etc have the same target audience so that the article can reach the right customers
Step 4: Implement the content seeding plan that has been directed in the orientation overview table in the groups
- The frequency of seeding between 5 accounts must be evenly distributed throughout the day, every other day
- Change between accounts to create a crowd effect (reply to post comments, ask questions, counter other comments, etc.)
- Stimulate sustainable seeding by continuing to build virtual accounts and post articles to the group
Step 5: Analyze, evaluate and measure the effectiveness of the seeding campaign
Table of Implementation Frequency for Seeding Content
KPIs
Currently, these are the numbers of CareerBuilder Fanpage's trafficCareerBuilder's Fanpage
- Likes and followers reached 29,000 times
- An average of 21,000 hits per post
Based on the results achieved on Content Marketing activities onFacebook channel CareerBuilder'sat the present time (September-October 2021) to set targets KPI for medium-sized solutions
Index Interactive (Engagement) on Fanpage CareerBuilder
22,000 26,000 30,000 A post not run ads will have reached 30,000 people access to that article
WithFor each post on Fanpage, CareerBuilder needs to attract 4,500 participants to interact in the form, drop a reaction or write a comment
5% of link clicks after reading the article
6% of link clicks after reading the article
8% of clicks after reading the article
Below each post, CareerBuilder will put a link to the website for the target audience The KPI that must be achieved is a total of 2,400 link clicks in each article.
Evaluation
Proposing solutions to improve Content Marketing activities on CareerBuilder Fanpage on Facebook channel for the first quarter of 2022 is based on research data and specific requirements
To effectively achieve content marketing objectives, it is essential to establish goals that align with the company's needs and current circumstances The primary aim is to enhance customer outreach while simultaneously boosting engagement on the Fanpage by 5%.
Key Performance Indicators (KPIs) are established by aligning targets with planned objectives, while considering the AIDA model's impact on reader engagement Additionally, insights into customer behavior on Facebook, as explored in Chapter 2, play a crucial role in shaping these metrics.
Summary of Chapter 4
To enhance content marketing activities on Facebook for CareerBuilder Vietnam in the first quarter of 2022, this article aims to achieve two key objectives: increasing the number of customers accessing the Fanpage and boosting interactions by 5% By evaluating the current status of the Fanpage, the author provides a theoretical and practical foundation for proposing effective communication strategies on Facebook, ultimately aimed at elevating brand awareness for CareerBuilder.
To enhance customer engagement on the Fanpage, the author suggests a strategic plan to share content within Facebook groups that cater to a similar target audience This approach aims to promote the brand and its programs, ultimately increasing the audience size on Facebook and encouraging interaction with the Fanpage's content.
To achieve a 5% increase in interactions on the CareerBuilder Vietnam Fanpage, the author employs a desk-based research method to analyze data reports from various supporting tools The findings indicate that Mat Viet's digital communication activities are thriving, particularly through effective advertising efforts Consequently, the author recommends continuing to leverage the strengths and popular content that resonates with customers on Mat Viet's current channels.
The author presents a strategic plan to enhance the content of both the Fanpage and seeding efforts in Facebook groups, focusing on the creation of engaging articles and eye-catching images By incorporating vibrant, trend-focused interactive activities, the strategy aims to attract a larger target audience and effectively compete with CareerBuilder's rivals This approach is grounded in practical and theoretical studies related to Fanpage management, ultimately proposing a communication plan for the Facebook channel that aims to boost business efficiency, strengthen brand identity, and elevate CareerBuilder's brand recognition among customers.
This article explores the alignment of customer expectations with theoretical research, presenting a strategic plan for utilizing Facebook as a tool to enhance business efficiency and strengthen brand identity for customers.
During my internship at CareerBuilder, I gained valuable insights in the Marketing department, particularly in creating engaging content for customers I learned to effectively manage various projects across multiple social media platforms, including Facebook This experience highlighted the potential for expanding the Fanpage's reach, which inspired me to focus on enhancing Content Marketing strategies for CareerBuilder’s online presence.