Recruitment marketing plan of swilife joint stock company

MASTER OF MARKETING AND PROSPECTIVE RECRUITMENT MARKETING PLAN OF SWILIFE JOINT STOCK COMPANY Student: NGUYEN HUONG TRA Advisor: PhD PHAM THI LIEN Year 2016 – 2018 Hanoi, May 2018 ACKNOWLEDGEMENT First and foremost, I would like to express my respectful gratitude to the Boards of VNUInternational School, University de Nantes, as well as the staffs in the Training Department of International School, for supporting me to this graduation assignment in the most convenience conditions I would like to show my great appreciation to my supervisors, Doctor Pham Thi Lien, for giving me an opportunity working with her, for many valuable lessons, not only in professional knowledge but also in life skills I am grateful to the Board of Director, Managers and Employees of SWILIFE Joint Stock Company for their collaboration and support during the time I worked there and their enthusiasm in providing me with the data needed for my assignment Finally, I would like to give many thanks to my family and my friends, my classmate of The Marketing 6, for the greatest encouragement to me in studying process as well as support me to overcome many obstacles in my life NGUYEN HUONG TRA TABLE OF CONTENTS ABSTRACT INTRODUCTION Background of the Marketing Assignment Internship objectives Internship scope of work Internship methodology Outline of the Internship Report 10 Contributions of the research 10 I CHAPTER I: OVERVIEW OF RECRUITMENT MARKETING PLAN 10 Theoretical Background 10 1.1 Definition of Recruitment Marketing 10 1.2 Importance of Recruitment Marketing and Recruitment Marketing Strategy 12 1.3 Key factors impact to the Recruitment Process 12 Building Recruitment Marketing Plan 16 2.1 Situation analysis: SWOT 16 2.2 Define Target Audiences 20 2.3 Marketing Goals 21 2.4 Develop the Recruitment Marketing Communications strategy 21 2.5 Set Marketing budget 22 2.6 Evaluation 23 II CHAPTER 2: SWILIFE RECRUITMENT MARKETING PLAN AND IMPLEMENTATION 23 Situation Analysis 24 1.1 Strengths 24 1.2 Weaknesses 24 1.3 Opportunities 25 1.4 Threads 25 1.5 Internal recruitment situation analysis 25 Targeted Candidates 29 Marketing Goals 30 Recruitment Marketing Communications Strategy 30 4.1 Online Job Boards Channel 31 4.2 Digital Marketing Strategy 34 4.3 Direct Marketing Strategy 43 Marketing Budget 50 Human Resource 50 III CHAPTER 3: EVALUATION AND RECOMMENDATION 52 Evaluation 52 Recommendation 55 CONCLUSION 57 APPENDIX 58 REFERENCES 59 ABBREVIATIONS NDA : Non-Disclosure Agreement Company : this word is used to represent a SWILIFE’s Client – whose employees we recruit, according to the signed NDA between SWILIFE and its Client ATS : Applicant Tracking System CRM : Candidate Relationship Management EVP : Employee Value Proposition SEO : Search Engine Optimization PPC : Pay Per Click LIST OF TABLES Table II.1: VietnamWorks Activities Timeline Record (Source: Internal Report) 32 Table II.2: Facebook advertising campaign result in April 2018 (Source: Internal Report) 40 Table II.3: Top Performing Keywords and CTR (Source: Internal report) 41 Table II.4: Google AdWords Advertisement Result, April 2018 (Source: Internal Report) 42 Table II.5: Landing page report (Source: Internal report) 43 Table III.1: Total Views, Applications and Hires in Period March 2018 – May 2018 (Source: Internal report) 52 Table III.2: Key Figures of Recruitment Marketing in the period of March – May 2018 (Source: Internal report) 53 Table III.3: Website Users Statistic from Jan 2018 – April 2018 (Source: Internal report) 53 Table III.4: View Source Ratio of Recruitment Marketing Channels Record (Source: Internal report) 54 LIST OF FIGURES Figure I.1: The importance of Employer Brand for attracting candidates (Source: Linkedin) 15 Figure II.1.Recruitment Channels Successful Hired Ratio 2017 (Source: Internal report) 26 Figure II.2.Report on TopITWork (Source: VietnamWorks Report) 34 Figure II.3.Careers site Review (Source: Internal report) 36 Figure II.4.Content Review (Source: Internal report) 37 Figure II.5.Social Media Review (Source: Internal report) 39 Figure II.6.Campaign Performance – Landing Pages (Source: Internal report) 42 Figure II.7.Campus Recruitment Record (Source: Internal report) 47 Figure II.8.Recruitment Marketing Budget 2018 (Source: Internal report) 50 Figure II.9.Company’s Human Resource structure related to Recruitment Marketing Strategy (Source: Internal report) 51 Figure III.1.General recruitment report, period March 2018 – May 2018 (Source: Internal report) 54 Figure III.2.Recruitment Channels Successful Hired Ratio (Source: Internal report) 55 ABSTRACT Nowadays, for every company, Talents play the most important part Therefore, Talent Acquisition becomes more and more popular all over the world and is being paid high attention During three months from March to May 2018, I have had a good opportunity to work at SWILIFE Joint Stock Company, as a Talent Acquisition Manager, where I led Talent Acquisition team to achieve the high target of recruiting up to 200 employees for a SWILIFE’s Client in that very short period This report describes the way we deliver the message, attract, engage and retain potential Candidates, from the very first Start to Close stage of recruitment process Likewise, Company need to build a bridge to Candidate, by using Recruitment Marketing Strategy It explains the definition of Recruitment Marketing Strategy, how we make a successful Recruitment Marketing Strategy, implementing and evaluation In particular, Talent Acquisition team analyzed Company’s Client – their business, using S.W.O.T analyzing method, and their Targeted Candidates’ persona at the same time We defined the key factors that impact to the Recruitment Process, those are Employer Branding, Company’s business and policy Marketing Goals are set based on S.M.A.R.T model, to be specific, measurable, achievable, results-focused, and time-bound Budget allocation and Human Resource are also mentioned The most detail part is how we base on all the data analytics to make the Recruitment Marketing Communications Strategy Here we explain why we choose marketing channels, how it works, our plan and execution in this three months period All the data are collected and analyze to draw an overview picture of result Only then we make the evaluation, conclusion and suggest recommendation Bases on the fact that we need to sign the Non-Disclosure Agreement with every Customer we served, in this assignment, all the information and data are shown in the report within certain conditions For instance, the Customer’s name and some detail marketing materials are not allowed to mention in this report However, it does not impact the activities and result of the report, which are recorded and analyzed properly In conclusion, this report provides a brief of Recruitment Marketing Strategy in practice, as a case study where we were utilizing Marketing successfully to achieve Business Target INTRODUCTION Background of the Marketing Assignment Nowadays, for every company, Talents play the most important part Therefore, Talent Acquisition becomes more and more popular all over the world and is being paid high attention During three months from March to May 2018, I have had a good opportunity to work at SWILIFE Joint Stock Company SWILIFE (Company) is a HR Solution provider, with a history of global collaboration and partnership across company’s activities Company have a Global Partner ecosystem base in Canada, Japan, France, Australia, Singapore… Company commit to utilize HR technology solution to provide greater efficiency, and higher quality services Company’s Vision is creating one of the biggest International HR Network, to connect and available resource, carrying the Mission of helping all companies to find the best matching talent Company have a group of experts who understand very well the market, where every company and organization who wants to grow all need best talent in their team, especially in IT industry, the market is growing fast when talent source is limited SWILIFE consult their Clients and Partners not only how to recruit people, but also how to use marketing wisely, not to sell product, but to attract talents from their heart As a Talent Acquisition Manager, I led Talent Acquisition team to achieve the high target of recruiting up to 200 employees for a SWILIFE’s Client in that very short period In this time, I concentrate on exploring the relationship between Recruitment Marketing and Talent Acquisition, how we can apply Recruitment Marketing in practice There are many researches on Recruitment Marketing, such as “Advertising and recruitment: Marketing to minorities”, (Lesley A Perkins Kecia M Thomas Gail A Taylor, first published 09 February 2000); “An Econometric Study of Recruitment Marketing in the U.S Navy” (Author: Dominique M Hanssens, University of California, Los Angeles and Henry A Levien, United States Navy, San Diego, Published Online October 1, 1983) Recruitment Marketing and Generational Segmentation: A Critical Analysis Based on a Sub-Segment of Generation Y, Author Sébastien Soulez, Chloé Guillot-Soulez, first published March 1, 2011, however, they haven’t focused on Recruitment Marketing in practice, and the method to build Recruitment Marketing Strategy, implementation and evaluation Internship objectives To apply marketing concepts and theories to real-world decision-making and increase proficiency in specific business disciplines - recruitment marketing in practice Develop and improve skills in communication, technology, quantitative reasoning, and teamwork; To observe and participate in business operations and decision-making, contribute marketing knowledge to achieve business target Internship period brings me with opportunity to meet professional role models and potential mentors who can provide guidance, feedback, and support me in my future career, especially help expand my network of professional relationships and contacts I also want to develop a solid work ethic and professional demeanor, as well as a commitment to ethical conduct and social responsibility Internship scope of work I joined SWILIFE Joint Stock Company as a Talent Acquisition Manager, where I led Talent Acquisition team to achieve the high target of recruiting up to 200 employees for a SWILIFE’s Client during three months from March to May 2018 In that short period of time, I work closely with the board of director and our client, understand clearly about the situation, to build a Recruitment Marketing Plan, then implementing and give overall record I focus on achieving the hiring target of three months I also took part in the full cycle of Recruitment; therefore, I can understand deeply about the effectiveness of Recruitment Marketing activities Internship methodology In order to achieve above target, I base on customer’s requirements, market research, and theory to build Recruitment Marketing Plan After that, we implement and evaluate All the data are collected via vendors’ reports and exported from Company’s Applicant Tracking System In particular, Talent Acquisition team analyzed Company’s Client – their business, using S.W.O.T analyzing method, and their Targeted Candidates’ persona at the same time We defined the key factors that impact to the Recruitment Process, those are Employer Branding, Company’s business and policy Marketing Goals are set based on S.M.A.R.T model, to be specific, measurable, achievable, results-focused, and time-bound Budget allocation and Human Resource are also mentioned The most detail part is how we base on all the data analytics to make the Recruitment Marketing Communications Strategy Here we explain why we choose marketing channels, how it works, our plan and execution in this three months period All the data are collected and analyze For the promotion materials, we insert all information that Company is the key partner of some Giant Global IT Corporation – which is a very good selling point for Marketing The type of file doc is most convenient for University to get information posting on the Facebook and sending email to all attendees To build Company’s image, some photo of the company’s office sparkling is selling points We also send Company’s logo to Organizer for material design, to upload on social marketing channels Step 3: Human resource At the event, we have at least one Company’s representative to come and give presentation, introduce Company to engage students This person should be someone from Company’s leadership team, so that they understand very well about Company, have good knowledge and experience in reality They have ability to inspire people, engage them to Company’s Brand, and invite them to join Company’s Talent Pool Besides, there are some people from Talent Acquisition team to support enrolling during the event They should understand recruitment process, all job opportunities, and requirement for each job We can invite students to the mock interview in separate room, or invite them to Company tour then conduct interviews if there’re not enough space or too noisy for the interview Step 4: Company Tour After Campus recruitment day or job fair, we can invite potential candidate to Company Tour, where they can see and know more about Company’s environment Organizing an office tour will familiarize students with the Company, build trust and establish a relationship with our potential candidates Moreover, organizing an office tour is an affordable, interactive and highly feasible solution We only need a good introduction, spend to hours office tour for about 20-25 students at a time This event is very simple but bring benefits to Company, because this is a good chance to promote Company proactively to potential candidates We can expand our Talent Pool, conduct mock interview to spot and offer some potential candidates to fill our high and critical positions Our target is Group 3, therefore we aim at Final-year students and Alumni who have good IT background and English-speaking environment from Faculty of Information and Technology of 45 Hanoi University (HANU-FIT) and University of Engineering and Technology - Vietnam National University (VNU-UET), FPT University, Thang Long University, or Student who are very good at English (entry level 6.5 IELTS), however, small number of students (approximately 800 campuswide), mostly non-IT from RMIT During the Company tour, students can see and feel the real working environment at Company They can talk to Human Resource Department and Company’s Key Leader, to understand more about Company’s culture, structure, and vacancies available They can also take a mock interview, for them to know about Company’s basic recruitment process Following is an example of Agenda of a Recruitment Day: • Company Introduction • Talk show: with HR/Recruitment/Leaders: learn more about Company, job opportunities, new technology trend, how to create a good-looking CV, some special tips for successful application • Q&A section with Food & Beverage • Group and simulation activities (Games, Role play) • Office tour: may be in the format of Treasure Hunt, that we build an attractive story for Students to figure out • Mock interview (optional) • Closing: Gift packs (merchandise, postcards) • Offer CV advice service to help students to polish their CV in order to succeed in IT jobs interview; also, a good opportunity to notice promising CVs • Offer mock interview service This is a more personal way to approach promising candidates, Talent Acquisition specialists to brand themselves and get some potential contacts In three months, we have successfully cooperated with three universities to organize Recruitment Day, and Company Tour which took place at University and Company every two weeks 46 CAMPUS RECRUITMENT RECORD Total Invitee Total Attendee Number Applicants 120 100 100 80 85 60 65 60 55 40 20 45 35 30 25 20 18 15 Event Event Event Event Figure II.7.Campus Recruitment Record (Source: Internal report) The Figure III.6 shows the number of invitee, total attendee, and the number of Applicants that we received from Campus recruitment At the time we did it together with Company tour (Event 3), the number of applicants jumped higher even total attendee was only 45 It shows that candidates had a very good impression on Company’s environment They found it easier to apply when they have enough information about Company, what they will in a certain job, as well as where they will work in the Company 4.3.2 Industry Events Google Developer Group Hanoi - GDG Hanoi is one the biggest IT group in Hanoi, Vietnam After the astounding successes of Google I/O Extended Hanoi 2016 and 2017, GDG Hanoi has received a mission from Google to create the next Google I/O Extended Hanoi 2018 even more successful and widespread Being one of the biggest Google-sponsored events for Vietnamese developer’s community in 2018, Google I/O Extended Hanoi 2018 promises to bridge the gaps between Google and enterprises as well as between enterprises and high-caliber human resources in the field of information technology Company was received the invitation from the GDG Organizing Committee to become a sponsor of this highly-regarded occasion Details on responsibilities and benefits of sponsor, and 47 other information can be found in the Sponsorship Package The main purpose of Company to decide spo nsor for this Event is that, Google I/O Extended Hanoi 2018 is a valuable event which brings the best values to the developer’s community in Vietnam, therefore being a Gold sponsor is a good Opportunity to promote Company as a desirable employer in IT field to the right candidates (Group and Group 3) Moreover, we can collect database of potential candidates: IT students and developers, to create pipeline, and identify promising candidates for upcoming vacancies All above, this is one of the Event Company is going to take part in and we need to prepare and confirm Company’s sponsor for the Event (which will take place in July 2018), arrange all associated logistic stuffs in May 2018 We need make plan, to take into account and prepare for exhibition booth, which include: • A Large backdrop with Company’s Logo and Facebook, Web address to increase brand awareness Two standees at the entrance and exit line • A big TV screen to show videos and images, advertise job opportunities and showcase Company’s working environment Example of booth lay out as below: • Photo frame with fun Company’s image on the table • Brochure, flyer, with the content of Company and Job vacancies • iPad/Laptops for attendees to register when they express their interest to collect attendee’s database This is a good pipeline we can have to future recruitment • Bringing in some quick Game, Quiz with attractive prize to gain and increase attention; also acts as a selling point to talk about Company 48 • Company’s customized merchandises For example, merchandise which are useful to IT people such as pens, mouse pads, USBs, mug, to remind attendee of Company 4.3.3 Telemarketing Select a group for telemarketing is also a very good Recruitment Marketing channel We can send Company’s information, job opportunities or any messages directly to targeting audiences This is a channel which is most suitable with the targeted candidates in Group 1, as they are inactive candidates, who are not looking for a job This way we can join events as sponsor and get the list of attendees With this list, we can call them directly to introduce Company and opening vacancies which are match with their profile We can also use Linkedin is a good source for direct recruitment People who care about changing their job update their profile very often, with detail information about their education and working experience However, this is also a time-consuming way to hire candidate, as recruiters have to spend at least 15 minutes on a call, to introduce about Company, Vacancies, in an attractive way so that candidates would be interested We can actively source and hire 50% of Group via this Channel 49 4.3.4 Internal Communication – Referral Channel Referral is one of the very effective channel for recruitment Internal Communication is the channel of Marketing Recruitment Every week, we have the Company internal meeting The idea is to give every employee in Company the information that they can share We take this chance to announce all job vacancies, so that every employee knows and refer their friends Every employee in the Company are encouraged to share their story and memories with the Company and upload their story to Company’s social media channel We also organized internal competition, for example “Share your most memorable moment with Company and gain wonderful gift” This is a good way to make employee feel proud of their job and Company, gaining more chance they will share to their friends Word-of-mouth is worth more than anything else We create the Internal Referral Program Company have already had some kind of Referral activity before; however, it wasn’t attractive enough that we need to have a refresh and revamp Marketing materials will be refreshed and distributed accordingly with the support from Marketing team Marketing Budget Bases on the previous year and target of this year, we build up marketing budget for the whole year, and divides into several periods Marketing budget is allocated for each Marketing channel and activities Recruitment marketing budget is set separately from overall Marketing budget In the year 2018, the budget was set as below in Figure III.7: Recruitment Marketing Budget 10% Online Job Board 5% Events 30% Social Media Channels 10% Digital Marketing Direct Marketing 25% Referral 20% Figure II.8.Recruitment Marketing Budget 2018 (Source: Internal report) 50 Human Resource Throughout Recruitment Marketing Strategy, Talent Acquisition Team work closely with Marketing team, and other department such as finance, back-office, under the management of Board of Director All the of Departments in Company need to prepare, propose Plan and Strategy to received approval from Board of Director beforehand Talent Acquisition team are in charge of Making the Recruitment Marketing Plan, execute and following up until end of the cycle, because we understand deeply about the Market, Targeted candidates, where to find them and how to reach them out Talent Acquisition team work on recruitment process, and create candidate’s journey from the very first stage of engagement leading to closing by signing Labor Contract We collaborate with Marketing team in term of consult Marketing ideas, utilize Marketing channels in compatible with other Marketing’s strategy Marketing department also support all logistics for events, working on Website’s adjustment, create related Marketing content to promote Company’s Brand Board of Director Talent Acquisition Manager Talent Acquisition Specialist Marketing Manager Other Department Recruitment Coordinator Figure II.9.Company’s Human Resource structure related to Recruitment Marketing Strategy (Source: Internal report) 51 III CHAPTER 3: EVALUATION AND RECOMMENDATION Evaluation After more than two months, Recruitment team have successfully met the target of hiring more than 200 people Table IV.1 show the total Views and Application in the period of March to May 2018 We collected all the date to analyze, evaluate and come up with Recommendations In the table III.1, we can see the Total number of Views, Applications and Hires, through every Recruitment Channels, in the Period of March 2018 to May 2018 We attracted 4041 views throughout every Marketing channels, received 252 CVs in January, 219 CVs in February, 400 CVs in March, 435 CVs in April, total 925 applications, and successfully hired 205 people from March to May This is the statistic on the date of 15 May, when we couldn’t pull out the full data of May The number of CVs increased from March, when we started Marketing Campaigns Table III.1: Total Views, Applications and Hires in Period March 2018 – May 2018 (Source: Number of applications Number of views accumulate &May TIME April March Internal report) Total Period March – May 2018 400 525 925 Applications 1583 2458 4,041 Views 2018 Jan Feb Mar Apr & May Applications 252 219 400 525 Hires 36 58 89 116 Table III.2 shows the key Figures of Recruitment Marketing in the period of March to May 2018, in comparison with the same period of the previous year 2017 We’ve successfully increased the number of website visits by 23%, number of users increased by 22% Significantly, the number of CV in April 2018 increased 650%, we received total 435 CVs in April 2018 On Social Media, after our Marketing campaign, in April 2018 we have 88% more new followers and engagement increased by 77% compare to March 2018 This can be considered success 52 Table III.2: Key Figures of Recruitment Marketing in the period of March – May 2018 (Source: Internal report) April 2017 vs April 2018 March 2018 vs April 2018 Visits: +23% Website (2017: 33,130 vs 2018: Visits: +4% 40,717) (Mar: 39,278 vs Apr: 40,717) Users: +22% Users: +7% (2017: 22,442 vs 2018: (Mar: 25,481 vs Apr: 27,292) 27,292) CVs +650% (2017: 58 vs 2018: +8.5% (Mar: 400 vs Apr: 435) 435) New followers: +88% Social Media (Mar: 617 vs Apr: 1,162) N/A Engagement: +77% (Mar: 4,146 vs Apr: 7,346) We’re also doing good in terms of increasing website users through Advertising Campaign Table III.3 records a rise in total website users, in the period of January to April 2018 In only months, total website users increased 58.6% Table III.3: Website Users Statistic from Jan 2018 – April 2018 (Source: Internal report) 2018 Jan Feb Mar Apr Vietnam 17,208 21,969 26,345 27,292 Among Recruitment Marketing Channels, Table III.4 describe the View Source ratio via each Channels: focus email seems to be the most effective one in terms of Views ratio up to 50%, people tend to click and see what was sent directly to them, especially when their name has been mentioned Google AdWords can also be considered effectively with 20% Views, then comes Display banner on VietnamWorks online job board of 14% Views, Facebook Ads of 10% Views, and Linked come last with only 6% Views 53 Table III.4: View Source Ratio of Recruitment Marketing Channels Record (Source: Internal report) View Source Ratio % Views Facebook Ads 10.0% Focus Email 50.0% Display banner on VietnamWorks 14.0% Google AdWords 20.0% Linkedin 6.0% The General Recruitment report presented by Figure IV.1 shows the success of Recruitment Marketing Strategy, where all the indicators go up: Career site visits increased by 52%, careers Site Application increased by 22%, Diversity counts with 33% increased of female hires Hires made through Linkedin increased by 11% when direct hiring also increased by 30% It also means agency cost decreased by 37%, which also help save cost-per-hired Figure III.1.General recruitment report, period March 2018 – May 2018 (Source: Internal report) 54 Recommendation Base on the actual result, we’ve come up with recommendations for the next project The Figure III.2 presents the most effective Channels is Digital Marketing Channels, which contributed 45% of Views, 42% of CVs and 39% hires; second is Direct Marketing Channels, accounted for 25% views, 30% CVs and 36% hires; and third come Online Job Boards with 30% views, 28% CVs and 25% hires 50 45 45 42 39 40 35 36 30 30 30 28 25 25 25 20 15 10 Online Job Boards Digital Marketing % Views % Applications Direct Marketing % Hires Figure III.2.Recruitment Channels Successful Hired Ratio (Source: Internal report) Digital Marketing Channels: 39% hires come from Digital Marketing sources Company Website, Email, PPC channels contributed 24%, when Social Marketing Channels accounted for 15% (12% significantly from Facebook) We can see most traffic to website come from VietnamWorks and Facebook To be successful with this channel, Company need to promote Employer Branding, focus on company reputation, not advertise job opportunities only Besides, with Google AdWords, Vietnamese language advertisement is more effective than English advertisement Social Media Channels, especially Facebook mark big increase after advertising and content marketing campaign Key take away is that Company need to spend time and resource on creating attractive content, seeding, connecting with targeted candidates, increasing the interaction Employer Branding is everything that matter to engage candidates via Digital Marketing Channels 55 Direct Marketing Channel accounts for 36% of hires In detail, the Referral program appear a very effective channel, where we can focus and create more attractive prize and recognition to encourage people, such as add Company gifts, certificate, travelling vouchers, or double prize for the important roles For the role senior and manager level, actively hunt is the best way Events include Campus recruitment activities such as Hiring day at RMIT university, Company Tour and Recruitment Day for Students of Greenwich University and FPT University, and industry event contributed 13% to the hiring success We successfully hired many people from those events This channel is recommended for recruiting the Junior Level staff The key to success is strong relationship with Universities, which Company should build and maintain for a long-term strategy Online job boards Channel, this traditional recruiting channel account for 25% of all hires 95% of those came from VietnamWorks, others 5% are from Indeed, ITViec, Glassdoor… This is the traditional channel which is still effective time to time We can continue using it in the next quarter Company need to spend time to find the most suitable job board, in terms of location, niche market, and site traffic, because sometimes the most popular job site like VietnamWorks there are many big Companies and too many job posts a day that may distract Company’s targeted candidates, they will have more choice 56 CONCLUSION In three months from March to May 2018, I’ve adapted very quick to the team and environment to start working efficiency I established very good relationship with key Company’s stakeholders and hiring managers, cooperate well with them, working on the smoothly process between Talent Acquisition and other Departments such as Marketing department, Finance Department, made them understand and cooperative I had chance to work with professional manager and colleagues, who mentored and provided me with valuable guidance, feedbacks, and support me in my future career, especially help expand my network of professional relationships and contacts Moreover, SWILIFE is a very good environment for me to develop my solid work ethic and professional demeanor, as well as a commitment to ethical conduct and social responsibility, which align with Company’s philosophy Thanks to the great support from Board of Director, I led Talent Acquisition team in Cooperation with other Department, to create a Recruitment Marketing Plan, implemented successfully and bring good experiences on-boarding new hires I applied marketing concepts and theories to make Recruitment Marketing decision, as well as contribute marketing knowledge to increase proficiency of recruitment marketing plan and achieve business target We achieved the Recruitment Goals, hired more than 200 people within months, throughout marketing channels There was some limitation during my internship period Due to limited time and human resource, I met some difficulties collecting full data to make a more detail report, because the statistic of a month has only been released by day 15 of the following month Besides, bases on the fact that SWILIFE signed the Non-Disclosure Agreement with every Customer we served, all the information and data are shown in the report within certain conditions For instance, the Customer’s name and some detail marketing materials are not allowed to mention in this report However, it does not impact the activities and result of the report, which are recorded and analyzed properly In conclusion, I’ve achieved my internship objectives, and I’m so grateful that all my skills in communication, technology, quantitative reasoning, and teamwork have improved, not only by observing but also participating in business operations and decision-making 57 APPENDIX INVITATION LETTER FOR COOPERATION Dear RMIT University, We would like to take this opportunity to introduce our company SWILIFE is a HR Business Consulting Service specializing in the recruitment of contract and permanent positions on behalf of the multinational companies Your university is well-known for international education We believe that such service has a very good potential to build students’ career paths Therefore, we want to express our desire to cooperate with your university in the field of recruitment We currently have open vacancies for those who are interested in working in international IT environment, have months - year working experience and good English skills It is helpful if you can introduce potential candidates to us Besides, we can cooperate to organize Campus Recruitment Day, Company Tour, and Seminars about career planning and job searching, or other relevant topics for students Should you be interested in this cooperation or have any questions in this regard, please feel free to give me a call at 01684713440 or send me an email at trangtran@swilife.com Best regards, SWILIFE COMPANY 58 REFERENCES According to Brandon Hall Analyst Firm Group, the definition of Recruitment Marketing, public on http://www.brandonhall.com/, https://en.wikipedia.org/wiki/Recruitment_marketing According to Jessica Miller-Merrell, founder of Workology, public on https://workology.com/recruiting-competencies-talent-acquisition/ https://en.wikipedia.org/wiki/Recruitment_marketing Forbes report, Vietnam Economy will soar again in 2018, https://www.forbes.com/sites/ralphjennings/2017/12/27/vietnams-economy-will-soaragain-in-2018-because-investors-just-love-it/#26cf315f55df Six steps to build a Recruitment Marketing Strategy, public on Oracle’s Blog: https://blogs.oracle.com/oraclehcm/6-steps-to-building-a-recruitment-marketing-strategy Barrow, S and Mosley, R The Employer Brand, Bringing the Best of Brand Management to People at Work, John Wiley & Sons, Chichester Minchington, B (2010) Employer Brand Leadership – A Global Perspective, Collective Learning Australia Mosley, R (2014) Employer Brand Management, Practical Lessons from the World's Leading Employers, Wiley https://www.cipd.co.uk/knowledge/fundamentals/people/recruitment/brand-factsheet 10 Why Employer Branding Is So Important, https://www.entrepreneur.com/article/310546; 11 https://www.talentlyft.com/en/blog/article/80/recruitment-marketing-101 12 http://www.corporate-eye.com/main/applying-swot-analysis-to-recruitment/ 13 https://blogs.oracle.com/oraclehcm/6-steps-to-building-a-recruitment-marketing-strategy 14 http://blog.indeed.com/2015/07/14/candidate-personas/ 15 https://www.staffmanagement.com/determining-most-effective-recruiting-channels/ 16 https://bizfluent.com/info-8119264-marketing-communication-budget.html 17 https://recruitingtools.com/roi-recruitment-advertising/ 18 https://blog.rpoassociation.org/rpo-market-report/industry-report-2018-talent-acquisitionand-rpo-trends 19 https://en.wikipedia.org/wiki/Digital_marketing 20 https://www.lyfemarketing.com/blog/website-marketing-strategy/ 21 https://en.wikipedia.org/wiki/Impression_(online_media) 22 http://www.marketing-schools.org/types-of-marketing/event-marketing.html 59 ... 10 1.2 Importance of Recruitment Marketing and Recruitment Marketing Strategy 12 1.3 Key factors impact to the Recruitment Process 12 Building Recruitment Marketing Plan 16... opportunity to work at SWILIFE Joint Stock Company SWILIFE (Company) is a HR Solution provider, with a history of global collaboration and partnership across company? ??s activities Company have a Global... the Overview of overview of recruitment mkt plan; chapter shows SWILIFE? ??s Recruitment Marketing Plan and Implementation, and Chapter is Evaluation and Recommendations Contributions of the research