public relations and communications strategic planning for public relations vieclam24h case analysis

@ E Economic factors Unemployment: - In 2021, the unemployment rate for young people aged 15-24 years old in the third quarter of 2021 is 8.89%, an increase of 1.42 percentage points com

VĂN LANG UNIVERSITY

FACULTY OF PUBLIC RELATIONS AND COMMUNICATIONS STRATEGIC PLANNING FOR PUBLIC RELATIONS

VIECLAM24H CASE ANALYSIS

Students: Ngo Hoang Tu Anh — 207QC

Lé Truong Thién Doan — 207QC17102

Nguyễn Thị Thanh Mai — 207QC

Nguyễn Ngọc Thảo My —- 207QC V6 Ngoc My — 207QC

Nguyễn Dỗ Thảo Nhi — 207QC Lưu Trường Yến Nhi - 207QC

Teacher: Lý Lê Tường Minh Class ID: 213_7PR0170 01

Hỗ Chí Minh City, June 1° 2022

Table of Contents

INTRODUCTIƠN - 2 2 221201221 121111121 201111111 1111112 1011115100112 011 11111111 81kg re 3 PART 1: SUMMARY L1 2 221121221121 111111 1221111111281 51 5128111111121 111121111111 g tk rệt 3

PART 2: IDENTIEY STEPS OF STRATEGIC errrrrrrrrrre 4

Step l: Developing a visIlon and 1m1SSIOH - - 5-5 252222 S2 2ặ SE #2V2zEzeseserrrrrrererrree 4 Step 2: Identifying external opportunifIes and threats 2-2 s22 s+zssxssessse c2 4 Step 3: Determining 1nternal strengths and weakiesses - 7-7 c7 S2 se s2 9 Step 4: Establishing lonp-term obJẠCtIVẠậ - 0 2 222122121112 111111 811 cớ, 12 Step 5: Generating alternative strategies: GAP anaÌysis 5-5 2- 2-2 csc sec 12 PART 3: EVALUATE STRATEGY (BASED ON LESSONS COVERED IN THIS

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INTRODUCTION

There are no more leaflets or newspaper articles about recruiting employees No more struggling to run around to find a job Nowadays, you just sit at home and search for information on job sites However, not all websites are reputable and quality Therefore, let's learn about Vieclam24h.com website - one of the most used job search websites today and analyze the success of this Vieclam24h.com

PART 1: SUMMARY Vieclam24h website was established in 2004 by Mr Phan Minh Tam and Mr Ong Xuan Minh, originating from the Job portal on the news website 24h.com After that, they gradually acquired many recruitment portals including Timviecnhanh.com and Viectotnhat.com to establish Sieu Viet Human Resources Joint Stock Company (Sieu Viet Group) - a company that develops search websites largest job in the domestic and foreign labor market

In 2019, the company completed the acquisition of ISS Vietnam Information System Solution Joint Stock Company, thereby owning the job search website mywork.com.vn - once again affirming Sieu Viet's position in the technology market Besides other familiar names, vieclam24h, timviecnhanh.com, or mywork are all among the top 10 most prestigious job search websites in Vietnam

After nearly 17 years of operation, it seems that Vieclam24h.vn also realizes its slow change in the market Therefore, in order to take advantage of new opportunities and accompany the market more deeply, on December 17, 2021, Vieclam24h made a bold decision in the history of the brand - "makeover" with the brand identity New brand identity and improved experience on the website

Vieclam24h belongs to the intensive strategies In detail, it’s product development, developing from the old site, old display to the new ones

At the same time, Vieclam24h wishes to inspire the labor market and contribute to the advancement of society Vieclam24h has launched a campaign with a change of logo and website interface as well as an inspirational message and desire to accompany

The campaign received a lot of positive feedback from users in the context that the labor market is gradually recovering from the impact of the Covid pandemic The new logo of Vieclam24h represents simplicity, modernity in form, and depth of meaning when it includes many inspirational messages that this longtime job search site wants to convey

PART 2: IDENTIFY STEPS OF STRATEGIC

e Vision statement Change to become a leading brand in Vietnam Vieclam24h's mission and vision is clearly reflected in the change in the logo symbol The change in color and streamlined design style of the logo shows the intrinsic value, affirming the vision and aspiration of Vieclam24h in a new shape Instead of the somewhat old green color, blue and purple colors exude youthfulness, dynamism and represent the position of an advanced technology platform The another interesting thing is that this purple and blue color is also inspired by the logo of the Microsoft Teams, the application becomes more familiar than ever to everyone during the period of social distancing

In it, the arrow symbol implies encouraging TA to accept the challenge and move forward no matter what the difficulty is Moreover, the two arrows also represent the brand's desire to accompany employers and employees in the journey to overcome their limitations and conquer new goals

And finally, the anthropomorphic symbol is interestingly integrated, highlighting the human-centered business operating principle of Vieclam24h Step 2: Identifying external opportunities and threats

Applying the PESTEL model, we identify external factors that are likely to be opportunities or threats for Vieclam24h

@ P (Political factors)

- Vietnam has many support policies for employees when applying for jobs through recruitment websites (Based on Article 13 of the Employment Law) - The Vietnamese government has a policy to stimulate the demand for foreign

workers by providing reputable job search applications to them => Vieclam24h has the support and basic platform for development From there, it is possible to post job opportunities at home and abroad

@ E (Economic factors)

Unemployment: - In 2021, the unemployment rate for young people aged 15-24 years old in the

third quarter of 2021 is 8.89%, an increase of 1.42 percentage points compared to the previous quarter and an increase of 0.75 percentage points over the same period last year The youth unemployment rate in urban areas is 12.71%, 5.56 percentage points higher than in rural areas

- Along with the policy of flexible adaptation in epidemic prevention to restore the economy, the labor market in the fourth quarter began to show signs of recovery Labor force, the number of employed people in the fourth quarter of 2021 increased compared to the previous quarter and decreased compared to the same period last year Unemployment and underemployment rates decreased compared to the previous quarter and increased compared to the same period last year However, for the whole year of 2021, the complicated and prolonged development of the fourth wave of Covid-19 epidemic has made the labor and employment situation in 2021 more difficult than in 2020, the workforce, the number of people with jobs decreases; underemployment and unemployment rates increased over the previous year

- The number of unemployed people of working age in the fourth quarter of 2021 was more than 1.6 million people, a decrease of 113.1 thousand people compared to the previous quarter and an increase of 369.2 thousand people compared to the same period last year The unemployment rate of working age in the fourth quarter of 2021 was 3.56%, down 0.42 percentage points over the previous quarter and up 0.93 percentage points over the same period last year

The urban age unemployment rate was 5.09%, down 0.45 percentage points from the previous quarter and up 1.39 percentage points over the same period last year

Shortage of manpower: According to the survey results of the General Statistics Office on assessing the impact of the Covid-19 epidemic on a national scale, out of 22,764 companies, 17.8% of enterprises lack workers The Southeast region has the highest percentage of enterprises with labor shortage at 30.6% In which, provinces with high shortages are Binh Duong 36.9%; Binh Phuoe 34.4% and HCMC

31.8%

Some of the industries that reported the most labor shortages were electronics, computers and optical products (55.6%), leather and allied products (51.7%), clothing (49.2%), electrical equipment manufacturing (44.5%) and textile

industry (39.5%)

Ho Chi Minh City currently has more than 470,000 businesses in operation, of which over 15,000 FDI enterprises with more than 3.2 million workers However, due to the impact of the Covid-19 epidemic, the rate of employees taking leave from work to enjoy unemployment insurance in Ho Chi Minh City 1s about over 100,000 people and 500,000 employees are absent from work Job crisis:

According to a report by the General Statistics Office, there are 32.1 million people aged 15 years old across the country negatively affected by the Covid- 19 epidemic, of which 69.2% have their income reduced; 39.9% had to reduce working hours, take time off work or take time off; 14% were forced to suspend or suspend production and business activities

The service sector was hardest hit by the Covid-19 epidemic with 71.6% of workers affected, followed by the industry and construction sector with 64.7% of workers affected; the proportion of affected workers in the agriculture, forestry and fishery sectors is 26.4%

In a March 2021 report by the World Bank (WB) and the Vietnam Chamber of Commerce (VCCI) on the impact of the Covid-19 epidemic on Vietnamese

companies, up to 35% of private and 22% of foreign companies are directly affected The investment firm (FDI) had to lay off its employees Up to 87.2% of companies in most industries are adversely affected by Covid-19 The main impacts are businesses facing difficulties in accessing customers, supply chain disruptions, liquidity imbalances and difficulties in labor management => This is the perfect opportunity for Vieclam24h.vn to capture the demand for human resources from the business side along with the need to find jobs for employees, to act as a bridge for businesses and employees to find each other

@ S (Social factors) Although nearly 88% of the population aged 25-59 participates in working; the highest age group is in 25-29 (14.3%) but due to different levels of awareness, education and culture, the labor market has a disparity between groups of simple occupations and complex minds occupations With 2 out of 3 of the population in the working age, this is definitely an opportunity for Vieclam24h to develop

In addition, the workers rates in the Red River Delta and the Southeast is high, which is also a factor that Vieclam24h needs to pay attention to Because of such population distribution, Vieclam24h also needs to exploit more jobs in those two areas, creating more job opportunities for people

=> Because of such a varied working environment, vieclam24h needs to create a job searching website with many industries, ages, and geographical locations to

respond to the number of job seekers => Through a lot of changes, upgrading the display as well as providing more information like salary, corporate culture, conditions and goals that employers need when posting to attract new candidates This has helped vieclam24h have a new vision, also be more reliable and no longer scam when applying

@ T (Technological factors) If before, finding a job was extremely difficult, now, with the development of the internet and information technology, finding the right job for you has become easier with many choices With the popularity of smartphones, social networks, electronic information sites along with the dense usage of people,

Vieclam24h can easily communicate the website to its target audience On the other hand, through the internet, Vieclam24h can also save time in the process of increasing recognition

- More than that, contacting and participating in social networking channels like facebook is also a part of helping Vieclam24h step closer to people when posting recruitment information, workshops or articles about the workplace That is an important part now that people often use social networks a lot to search for their own work

- With the development of YouTube, bumper ads are known as a smart and quick communication tool, but also require users to be creative and sophisticated to be able to create boomer ads in 6 seconds This is the reason why Vieclam24h has chosen one of the communication forms for the latest campaign, which is bumper ads with trendy slogans

@ E (Environmental factors

- Environmental pollution is increasing everywhere, that’s why workers prefer to find office jobs, cut down on moving out or work in a clean environment - In addition, Covid-19 is still happening everywhere, so workers are afraid of

having to come into contact with many people and move a lot - In the new normal, workers who lost their jobs during Covid-19 will rush to

find new jobs - The climate in the South is hot and the North in the winter is cold, the weather

is constantly obstructing, difficult and dangerous for workers to go out to find work, they will prefer searching for jobs via social networks or websites - Therefore, Vieclam24h.vn will attract the workers, mentioned above, who

hesitate to move because the diseases and erratic weather make their job searching delayed and difficult

= Vieclam24h.vn changed the logo and upgraded the display after 17 years, helping employees operate easier, faster, more accurately and better identify employer brands

= Vieclam24h.vn has added a job suggestions function, which will help workers to sit at home find suitable jobs more quickly instead of going outside

L (Legal factors) According to Article 163 of the Labor Code, when hiring workers under the age of 18, enterprises need to follow the following principles:

Working time of people under 15 years old must not exceed 4 hours in a day and 20 hours in a week And do not use overtime and work at night

Working hours of underage employees from full 15 years old to under 18 years old must not exceed 08 hours in a day and 40 hours in a week

It is forbidden to employ underage laborers to do arduous, hazardous or dangerous jobs or at workplaces or jobs that adversely affect their personality Persons from full 15 years old to under 18 years old may work overtime and work at night in a number of occupations and jobs as prescribed by the Ministry of Labor, War Invalids and Social Affairs

= Based on strict legal regulations, 24h Jobs ensures to post jobs in accordance with the law In addition, applying labor laws will help employers review each person's resume more carefully to avoid false declaration of working age

Step 3: Determining internal strengths and weaknesses

On the other hand, the working environment at Job 24h is very dynamic and enthusiastic with a variety of extracurricular programs on soft skills At the same time, colleagues are always ready to support each other when having problems

This is the strength of the internal environment at 24h Jobs Competitive advantage

As a long-standing job search website (17 years), 24h Jobs has a high level of brand awareness and credibility in providing talented partners

Various and regular support policies for customers Customer care service and quick problem solving Various media campaigns

SWOT analysis Strengths

Vieclam24h website has high reputation and good level of brand awareness With 17 years of operation, Vieclam24h has built the trust of customers since it was just a small information channel Besides, with the most recent promotional campaign with a high level of communication, Vieclam24h has succeeded in overlaying the brand's image on outdoor banners placed at locations in the city center

There is an urgent recruitment section suitable for clients as well as agencies who are looking for human resources

There are categories to help searchers choose the right industry or company for themselves through: personality test

Selecting the list of occupations with a high recruitment rate so that people can easily find jobs Additionally, Vieclam24h divides job postings in two regions to help people have an easier choice when searching

It is a free site compared to other sites, it will attract people, as well as employers In addition, employers can post job vacancies themselves Some jobs that have not been searched by many people such as PG, IT hardware, IT software also appear on Vieclam24h website The diversity of industries helps to increase the number of visitors to the website and increase the percentage of successful job search

The media sites provide information sources such as tips to help you improve your work efficiency or entertainment posts partly to help young people feel more comfortable while searching

Having a facebook page to communicate messages as well as jobs for example: applying for accountants, applying for staff positions.,

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