PROPOSING SOLUTIONS TO IMPROVE CONTENT MARKETING ACTIVITIES ON FACEBOOK OF CAREERBUILDER VIENAM IN THE FIRST QUARTER OF 2022

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.

HO CHI MINH UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT INTERNSHIP REPORT PROPOSING SOULUTIONS TO IMPROVE CONTENT MARKETING ACTIVITIES ON FACEBOOK OF CAREERBUILDER VIENAM IN THE FIRST QUARTER OF 2022 CAREERBUILDER JOINT STOCK COMPANY Address: 139 Pasteur, Ward 6, District 3, Ho Chi Minh City Instructor: Mr Đậu Xuân Trường Student: CAO THỊ THANH NHÃ Student’s ID: 1852178 Class: CC18QKD Oct 2021, Ho Chi Minh City ACKNOWLEDGEMENT First of all, I would like to express my sincere thanks to Mr Dau Xuan Truong, who has always accompanied me and helped wholeheartedly during the process of making the internship report Thank you to the Faculty of Industrial Management for creating favorable conditions to have many opportunities to carry out research smoothly and promisingly to bring many good results I would like to thank CareerBuilder Vietnam – Marketing department for supporting me in the past in my work to complete the thesis and evaluate our internship in an objective and transparent manner Thank you to the respondents who enthusiastically participated in the interview and provided many comments so that I could complete the research with the most accurate direction and results The following will be the details of the research paper that I have been gradually completing the intensive training in Marketing conducted by the National University of Ho Chi Minh City University of Technology In the limited time of the essay, it is inevitable that there will be shortcomings I would like to receive suggestions from teachers and teachers so that the essay can be improved and more complete with my knowledge and skills more in the future HCMC, Octobor 2021 Student TABLE OF CONTENT ACKNOWLEDGEMENT TABLE OF CONTENT CHAPTER 1: INTRODUCTION - PROBLEM STATEMENT 1.1 Overview 1.2 Reasons for choosing the topic 1.2.1 Business Perspective 1.2.2 Market angle 1.2.3 Scope of the topic 1.3 Define the mission and objectives of the internship 1.3.1 Mission of the internship 1.3.2 The objectives of this program 1.4 Duties and assessments during the internship 1.5 Objectives of the topic 1.6 Methods of implementation 1.7 Results 1.8 Scope of the internship CHAPTER 2: OVERVIEW OF COMPANY CAREERBUILDER VIETNAM 2.1 Introduction CareerBuilder Vietnam Company 2.2 History and development of CareerBuilder Vietnam 2.3 Vision, mission and values 10 2.3.1 Vision 10 2.3.2 Mission 10 2.3.3 Core Value 10 2.4 Organizational structure (HR) 12 2.5 Business product structure 13 2.5.1 Free comprehensive ecosystem developed by CareerBuilder 13 2.5.2 CareerBuilder offers a variety of recruitment service packages suitable for different types of businesses 13 2.6 Summary of business in the last 2-3 years 20 2.6.1 Product/market structure development 20 2.6.2 Introducing key marketing activities and programs implemented in the last 1-2 years 21 2.6.3 Business performance 22 CHAPTER 3: ANALYSIS CONTENT MARKETING ON CAREERBUILDER FANPAGE 23 3.1 Situation Analysis 23 3.2 Methods and implementation steps 23 3.2.1 Research Process 23 3.2.2 Overview of Content Marketing activities on Facebook 24 3.2.3 Overview of Content Marketing activities on CareerBuilder Fanpage 25 3.3 Analyzing Content Marketing activities of Fanpage CareerBuilder 27 3.3.1 AIDA Model 27 3.3.1.2 AIDA model analysis in articles on CareerBuilder Fanpage 28 3.3.1.3 AIDA Analysis for each CareerBuilder article 32 (*) This study extends the applicability of the AIDA model into the strategic use of social media for marketing for business of Hassan, S., Nadzim, S., & Shiratuddin, N (2015) The author used the table of The AIDA strategy for Social Media Marketing as criteria for Content posts on CareerBuilder’s Fanpage to evaluate 33 3.3.1.3 Evaluation 33 3.3.2 Analysis of the current state of Content Marketing activities on rival Fanpages 33 3.3.2.1 Target customer analysis 34 3.3.2.1.1 Demographic characteristics 34 3.3.2.1.2 Behavioral characteristics of customers accessing information 36 3.3.2.2 Behavioral characteristics of customers using Facebook social network 37 3.3.2.2.1 Behavior of using social network Facebook 37 3.3.2.2.2 Interactive behavior on social network Facebook 39 3.3.2.3 The behavior of using Facebook to find a job 40 3.3.2.4 Reach and Engagement Characteristics for Recruitment Posts on Facebook 41 3.3.2.5 Approach and interaction characteristics for posts on Fanpage of recruitment website 42 3.4 Strategic solutions 45 3.5 Research results 46 CHAPTER 4: PROPOSAL SOLUTION FOR IMPROVING CONTENT MARKETING ON CAREERBUILDER FANPAGE 47 4.1 Proposal basis 47 Conclusion 1: About the target customers and their Facebook usage behavior 47 Conclusion 2: About diversifying content on Fanpage 47 Conclusion 3: increasing efficiency of activities Content Marketing on Fanpage 48 4.2 Implementation channel 49 4.3 Proposing communication solutions 49 4.3.1 Objective 1: Content Orientation 49 4.3.1.1 Content Orientation for Fanpage 49 4.3.1.2 Implementation plan 50 4.3.1.3 Content structure 54 4.3.1.3.1 Structure of the article Article title 54 4.3.1.3.2 Body of the post 54 4.3.1.3.3 General structure of the article 54 4.3.1.3.4 The structure of the Image 55 4.3.1.3.5 Structure of Video 55 4.3.1.4 Posting frequency on Fanpage 55 4.3.2 Objective 2: Content Seeding 58 4.3.2.1 Content orientation Seeding 58 4.3.2.2 Implementation steps 59 4.3.2.3 Implementation frequency 60 4.4 KPIs 61 4.5 Cost 62 4.6 Evaluation 62 4.7 Summary of Chapter 62 CONCLUSION 64 REFERENCES 65 CHAPTER 1: INTRODUCTION - PROBLEM STATEMENT 1.1 Overview In the COVID-19 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 Vietnam's 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 real-world experience 1.2 Reasons for choosing the topic 1.2.1 Business Perspective CareerBuilder is one of the famililar websites major online recruitment in the country CareerBuilder's job search network covers both domestic and international However, the status of CareerBuilder VN fanpage is average compared to competitors Specifically, the tracking and interaction index of CareerBuilder VN is about 700,000 people 1.2.2 Market angle The social network Facebook is an operating environment for many individuals and businesses, especially during the pandemic All activities take place in the form of online Compared to other online recruitment sites, CareerBuilder is not really effective This topic is made to increase the brand awareness of CareerBuilder and CareerBuilder's product suites for job seekers 1.2.3 Scope of the topic The topic revolves around the proposal of communication content on the Facebook channel for the CareerBuilder VN fanpage of CareerBuilder Vietnam Joint Stock Company, aimed at the audience from 20 to 35 years old who are looking for a job, including students in Vietnam in the fourth quarter of 2021 1.3 Define the mission and objectives of the internship 1.3.1 Mission of the internship The intern program is to create a beneficial relationship and growth opportunity for junior students It will enhance abilities to accomplish my strategic goals and build strong relations within the community On the other hands, I can put all my knowledge and theories learned at school to a real world experience into action 1.3.2 The objectives of this program To work in a real environment of the Marketing field During the internship, all the abilities, knowledge, skills, and attitudes learned in the Industrial Management of OISP program can be applied 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 1.4 Duties and assessments during the internship STT Tasks Frequency KPIs Note Routine Task VieclamIT's posts Seeding jobs on Facebook's Groups posts/day VieclamIT Everyday 12 12 groups CareerBuilder, Seeding forums Everyday VieclamIT Check the news manually Everyday 20 Back-end tool VieclamIT Check Jobs posted on website Everyday 20 Back-end tool VieclamIT Site Index Report Everyday Done Job On Site Report Everyday Done Edit format posts on CareerBuilder website Back-end tool Everyday 10 CareerBuilder post/week groups on Facebook Everyday Done 12 posts/months 12 Done 13 Create Instagram Stories posts/week Done 14 Create Facebook Stories Everyday Done 15 Follow Social Competitors Once a week 3 brands 16 Tiktok Idea and Script Once a week 3 ideas 10 Seeding Comment/Get Name Card 11 Write Content Wiki Career 12 Upload “Cam nang” news 1.5 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 1.6 Methods of implementation - Review and evaluate the current status of the enterprise's Facebook Fanpage engagement: online - Point out advantages and disadvantages of Facebook channel - Based on these advantages and disadvantages, the current recruitment situation then proposes the basic marketing strategy for CareerBuilder Vietnam at the first quarter of 2022 which is attached to the general plan of the company Step 1: Identify the target audience and information access behavior Step 2: Create a communication message Step 3: Make an implementation plan and cost estimate Step 4: Provide performance metrics Step 5: Propose solutions to handle communication crises 1.7 Results - Facebook overcome the disadvantages and promote the advantages in the future - Develop a marketing strategy to contribute more effectively for CareerBuilder Fanpage 1.8 Scope of the internship Duration: June 24th – September 30th (12 weeks) Location: CareerBuilder Vietnam Joint Stock Company Department: Marketing Department Mission: Support Marketing process CHAPTER 2: OVERVIEW OF COMPANY CAREERBUILDER VIETNAM 2.1 Introduction CareerBuilder Vietnam Company CareerBuilder Vietnam is at the forefront of innovation when it comes to using data and technology to grow the human resource management space, with solutions that help employers find, hire, and manage great people 2.2 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 is at the forefront of human resource solutions and innovation using data and technology to grow the human resource management space, with solutions that help employers find, hire and manage human resources In February 2013, CareerBuilder acquired the entire contributed capital of DFJ VinaCapital Investment Fund (DFJV) at VON Joint Stock Company (Vietnam Online Network), the owner of kiemviec.com (one of the job sites) The major routes in Vietnam and HR Vietnam (recruitment services and human resource solutions) Mr Hunter Arnold, President of CareerBuilder Asia Pacific said: “Being a strategic partner with VON will accelerate CareerBuilder's foray into the Vietnamese market - also an important step in Mr Hunter Arnold's career - Chairman of CareerBuilder Asia Pacific and Mr Paul Hung Nguyen - CEO of VietNam Online Network signed the agreement at the signing ceremony to expand our Asian market The combination of VON's understanding of Vietnamese employers' needs with CareerBuilder's cutting-edge technology, services and global reach will provide high growth potential", bringing employers and candidates in Vietnam a broader resource on recruitment as well as job search CareerBuilder currently operates in the United States, Europe, Canada, Asia and South America and is present in more than 70 international markets More than 49 million people use the CareerBuilder service for career advice and job search each month More than million job postings, more than 200 million candidates worldwide join CareerBuilder and 300,000 global corporations use recruitment services every day, accounting for 92% of the list of the 1000 largest US businesses (Fortune 1000) In Vietnam, CareerBuilder has been and is the choice of leading businesses with the following advantages: - Rich data source with more than million users - More than 50,000 complete and continuously updated records - Effectively approach many potential candidates with more than 18 million views/month: recruitment information is widely posted on major websites, at no additional cost www.CareerBuilder.vn, http://vieclam tuoitre.vn, http://vieclam.tienphong.vn, 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 - More than 17,000 jobs posted - 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 By Alexa' traffic estimates, careerbuilder.vn placed at 9,937 positions over the world, whereas the most important variety of its visitors comes from Vietnam, wherever it takes 218 place good for careerbuilder.vn that their knowledge center (provided by company VNPT-AS-VN VNPT Corp, VN) is found in Viet Nam, as that empowers most of the visitors to scale back the page load time 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 Content-oriented overview table Message Open career path Affirming yourself, demonstrating Connecting talents Content - Introducing other careers orientati and fields together - Connecting recruiters and candidates -on - Increase the awareness of - Attract users to the event ability - Drive follower engagement - Spread the article to more people businesses, targeting careeroriented objects Topic Career Tư Tết Vietnam Hỏi đáp nhà tuyển CareerBuilder: Thế thay đổi, Bạn Story chọn lựa 2022 dụng Người truyền tăng cường kỹ 02 năm nữa? (Chuyện nghiệp lửa nghề) Title - Thất - Hãy biết ơn Tết sum vầy, - Sol La Si Đố bỏ - Người - Nâng cấp phần Mạnh mẽ nghiệp đâu trắc trở CareerBuilder lỡ chương trình “Hỏi hiểu “cứng” phần nghiệp gặp ln khó đáp hay người kẹt “mềm” CV (Parts nghiệp! CareerBuilder” - Ánh sáng dẫn - Checklist 1,2,3,4,5) - Đổi tư - Hỏi chờ chi lối thành công nhân viên “nhà duy, nghiệp - Giải đáp thắc mắc ngành người ta” rộng mở CareerBuilder - Lựa chọn - Tổng kết chương 51 cơng việc trình đam mê hay kinh nghiệm Format posts posts post posts (1 lessons Infographic Livestream video articles on and photos) upgrading CV and post, video checklist Image - Single - Single square - Single square - Single square for - Single square - Infographic image - Single square for each post, for each post, 03 posts, size for each post, size 800x2000px each post, size size 1200x1200px size size size 1200x1200px 1200x1200px - Green background 1200x1200px 1200x1200px 1200x120 - Image color color #85CE5F, blue - Yellow - Orange 0px yellow text #182642 background background - Blue #FDB816, blue color #F79C25 color #E78523, backgroun text #182642 withtext blue text black #182642 structure square for d color for each post, #6BC6E9, text green #182642, 52 Key - - Model of - Red - Employers, logos, - The image of - CV themed layout - Template for Visual Interviewe participants background words "Good the goes from Personal inserting the color, yellow questions and businessman/dir Information to word "Strong in answers with ector of Experience section career" logo, r, logo and providing title "Thất information for text, golden nghiệp đâu the article tiger icon with CareerBuilder" CareerBuilder (total items) “ - Logo, article Tet wishes and - Livestream for participating in using basic colors title company logo more than 30 providing in Brand Guideline minutes, about information for (yellow, green, answering questions the article blue), black/white from the audience's - Logo, article text article "Ask, wait title - Modern, eye- and see" catching logos and - The main blue images attract background and the young people logo of CareerBuilder #287AB9 53 4.3.1.3 Content structure 4.3.1.3.1 Structure of the article Article title An attractive, concise and quality title with trending words and containing the main keyword of the article will make readers "stop", attracting more viewers So good content must also come with a catchy headline Not only increasing the amount of interaction, SEO standard titles will also help increase the search engine rankings of both Facebook and Google Suggestions for the title are as follows: - Convert to a question form 5W-1H - Add a number to attract attention - Compare, doubt, reveal, shock - Use hot trends to attract - Poetry, idioms, proverbs 4.3.1.3.2 Body of the post Clearly define the goal of the article and the expectations of viewers' actions such as interacting, inboxing or leaving information, From there, the content needs to be short and concise , hitting straight to the heart of the problem, the specific topic of each stage In addition, the information of the article must be convincing enough such as specific evidence, right insight, In addition, it needs to be arranged properly to be able to raise the psychological impact on viewers CTA - Call to Action and Hashtag have become an important factor and tool to maintain interaction and spread articles on Facebook platform in general and other social networks in particular Thanks to the use of calls to action (CTA) and hashtags in the article, people with similar interests and interest in a certain topic will help Facebook posts reach the target customers and at the same time , increase brand awareness to them In addition, the Fanpage article needs to add some information about the company so that users can 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 Body: - Give the problem (no more than 40 words) - Express the issue right to the point (no more than 150 words) 54 CTA: Pitch interest and urge readers to actively interact with the article, learn more information about CareerBuilder and suggest them to visit Fanpage Hashtag: #CareerBuilderVN #tuyendung #nhantai 4.3.1.3.4 The structure of the Image Users receive information through vision, which is an extremely prominent and highly effective communication activity However, the image needs to match the size and format allowed by the Facebook channel, the color of the image needs to match the color of the brand, and above all, the image needs to be true to the message and theme to be conveyed All forms of visual communication need to pay attention to elements such as: Background, Logo, Tagline, Product/Service, CTA In addition, it is necessary to follow basic advertising design principles such as brand colors, uniformity and balance of images, images need to match the theme, and images need to have a focal point to fascinate and help users remember information 4.3.1.3.5 Structure of Video Content in the form of Fanpage's video to create awareness and interest of users, as well as arouse demand, to serve the overall goal of the topic When creating a video, be aware of the video format, the recommended duration is less than minute 30 seconds Background music, music included in the video need to be attractive, giving priority to catchy tunes, suitable for customers Thumbnail of the larger image (thumbnail), this is the first image users will see when surfing to the post, need to choose the right image with insight, clear layout, bright colors, and attract people 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 4.3.1.4 Posting frequency on Fanpage - 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); 55 - 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 - With the content of the manual on the Website, CareerBuilder shares on the Fanpage and links to the website that needs to maintain 02 articles/week at 10 am on Tuesday and Friday - 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 56 - Timeline Developing Fanpage content: Table: Posting schedule of contents on Fanpage CareerBuilder 57 4.3.2 Objective 2: Content Seeding Increase interaction by 5% on Fanpage by Content Seeding 4.3.2.1 Content orientation Seeding Time Phase 1: Posting topic Seeding jobs Place Goal Key Visual Facebook groups Advertise job vacancies for those - Share recruitment news from Fanpage, 01/01 - related to jobs who want to apply attach link (with thumbnail) 31/01 search Phase 2: Providing Student groups Promote, advertise the program, - Briefly share the article, invite them to 01/02 - information about and groups about invite people to approach and interact participate in the event 28/02 Livestream event the need to find a with Fanpage activities on Fanpage job - Using images of each article, the hashtag of the program and #CareerBuilder #event #livestream Phase 3: Sharing useful The body of Inspire curiosity, learn about 01/03 - information about Students and experience, share knowledge and link - Photos from the original article, use the 31/03 CV, interviews, job groups about the search, etc need to find a job to Fanpage - Provide information from Fanpage hashtag #CV, #kinhnghiem #timvieclam #career 58 4.3.2.2 Implementation steps Step 1: Determine the seeding topic of each stage Step 2: Create Acc, and build acc by updating personal information, like, share posts around different topics (January - 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 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 59 4.3.2.3 Implementation frequency Table of Implementation Frequency for Seeding Content 60 4.4 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 (Source: Fanpage CareerBuilder Vietnam) 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 Index Hit Next Phase 1: Phase 2: Phase 3: 01/01 - 31/01 01/02 - 28/02 01/03 - 31/03 22,000 30,000 26,000 NOTE A post not run ads will have average access reached 30,000 people access to (reach) that article Visitor 10% 12% 15% WithFor each post on Fanpage, Interaction respectively respectively to respectively to CareerBuilder needs to attract 4,500 (Engagement) to reach reach reach participants to interact in the form, drop a reaction or write a comment Conversion 5% of link 6% of link 8% of clicks Below each post, CareerBuilder Rate clicks after clicks after after reading will put a link to the website for the reading the reading the the article target audience The KPI that must article article be achieved is a total of 2,400 link clicks in each article 61 4.5 Cost 4.6 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 - Plan objectives: Plan goals are set based on the requirements and actual situation of the company With the ultimate goal of completing Content Marketing activities, it is necessary to carry out both goals in parallel, including increasing the number of customers reaching customers and increasing the interaction by 5% on Fanpage - KPIs: The targets are given based on the planned goals combined with the elements of the article that affect readers based on the corresponding AIDA model and the customer's Facebook usage behavior has been studied chapter 4.7 Summary of Chapter Topic "Proposing solutions to improve Content Marketing activities on Facebook channel for CareerBuilder Vietnam for the first quarter of 2022" The two research objectives of the project are "Increasing the number of customers accessing Fanpage" and "Increasing 5% of interactions 62 on Fanpage CareerBuilder Vietnam" The author has assessed the actual situation on Fanpage, from which, has theoretical and practical basis to propose communication solutions on Facebook social network channel to increase brand awareness of CareerBuilder With the goal of "Increasing the number of customers reaching Fanpage", the author has proposed a plan to seed content on Facebook groups with the same target audience to promote the brand as well as the program to have a large audience on Facebook to interact with Fanpage’s content With the goal of "Increasing 5% of interactions on CareerBuilder Vietnam Fanpage", the author implements a desk-based research method to read and analyze data reports from supporting tools The results show that the communication activities on channels Mat Viet's digitalin recent times are developing well when carried out advertising activities, from which the author proposes to continue promoting the strengths and The content customers are loving on Mat Viet's current channel According to the research results, the author proposes a plan to orient the overall content of both Fanpage and seeding content of groups on Facebook, proposes to build article content and images, proposes to improve the form of articles on Fanpage With vibrant, trend-catching interactive activities, it will attract a lot of target audiences and successfully compete with CareerBuilder competitors In general, the topic is implemented closely to the reality of Fanpage combined with studies theoretical and practical, thereby proposing a communication plan on Facebook channel to help bring business efficiency as well as brand building and increasing CareerBuilder brand recognition to customers 63 CONCLUSION In general, the topic closely follow the expactation of customers combined with theoretical researches, thereby proposing a plan on social media Facebook to help business efficiency as well as build a stronger brand for customers row In addition, after the internship programme at CareerBuilder, I learned many things in a Marketing department I know how to create content catching to customers, approach to many projects not only on Facebook but also on other social media channels Therefore, I can see the potential of growing the Fanpage to reach more people This is a reason I the topic for improving Content Marketing activities for CareerBuilder’s Fanpage 64 REFERENCES Điểm danh dạng Content Facebook HÚT TRIỆU LIKE cực nhanh Abit.vn (2021), from https://blog.abit.vn/cac-dang-content-facebook/ Các dạng content Facebook Sota.vn (2019), from https://sotavn.com/tin-tuc/cac-dang-contentfacebook.html Loại Hình Content Marketing Phổ Biến Hiện Nay - Navee Academy Navee Academy (2021), from https://www.naveeacademy.asia/2020/12/24/6-loai-hinh-content-marketing-pho-bien-hiennay/ Hassan, S., Nadzim, S., & Shiratuddin, N (2015) Strategic Use of Social Media for Small Business Based on the AIDA Model Hanlon, A (2021) The AIDA model and how to apply it in the real world - examples and tips Smart Insights, from https://www.smartinsights.com/traffic-building-strategy/offer-and-messagedevelopment/aida-model Phải đủ gan thử để xoá bỏ định kiến cũ nhipcaudautu.vn (2018), from https://nhipcaudautu.vn/king-doanh/phai-du-gan-thu-cai-moi-de-xoa-bo-dinh-kien-cu-3322999/ careerbuilder.vn ▷ Tuyển dụng & Tìm kiếm việc làm nhanh - CareerBuilder.vn Webrate (2021), from https://webrate.org/index.php/site/careerbuilder.vn/ 65 ... communication power of Facebook to promote the brand of the business And Content Marketing - Content marketing advertising is one of the factors that have the strongest impact on the effectiveness of. .. full information of products and services Conclusion 3: increasing efficiency of activities Content Marketing on Fanpage In Addition to tracking diversification of assets, the construction of a... Graph showing the factors that influence the impression of content on Facebook All of the above factors will affect the audience's impression of a post on Facebook In which, trending content accounts