Marketing Strategy aimed at increasing customer participation

1. SOCIAL MEDIAAND MARKETING
PLAN FOR
A RECRUITMENT AGENCY
(CLIENT CONFIDENTIAL)

2. Goals & Objectives
Goal
• Increase the number of jobseekers who upload their CV onto the
company database
Objectives
• Increase jobseekers’ preference for opting to upload their CV onto
the database by:
– Raising awareness of the CV database product and its benefits
– Eliminate barriers that discourage participation in the CV
database

3. Target Audience
• Current jobseekers registered with the
company
• Jobseekers who are interested in registering
with the company

4. Promotion &Communication Strategy
 Website Content
• Article on the Benefits of uploading your CV and treating with the
concerns regarding it, such as the lack of privacy.The article will be placed
on the (Client Confidential) website and promoted on the landing page
• Advertisement highlighting key benefits on the Landing page
 Social Media
• Facebook Posts and Ads
• LinkedIn Posts Updates and SponsoredContent
 Events
• Promoting the customer database option to participants at carded events.
This includes booth visitors at conferences, seminars and job fairs
• The booth décor should include a stand-up banner promoting the CV
database product.
• There would also be a prize draw to capture the email addresses and other
contact information of the booth visitors

5. Promotion &Communication Strategy
 Testimonials –Videos of jobseekers recommending the CV database product
 Posted on LinkedIn, Facebook,YouTube, the companywebsite
 Email Marketing. Email Blasts to all registered job seekers (who agreed to receive
emails) with a flyer promoting the CV database product
 Incentives – Hampers and vouchers valued between $50 and $500
 Incentives for Staff when they get at least 10 persons to add their CV to the
database
 Competition rewarding persons for uploading their CV to the database by giving
them the opportunity to win a voucher worth $500 to spend at popular store
 The competition will be promoted on the Website, Social Media Business
Pages (Facebook and LinkedIn)
 Traditional Media – 15 second Ad libs on selected radio stations
 The 15 second Ad Libs are a low cost way of getting your message out there and
will be done on morning and evening drive time

6. Communication Channels
CompanyWebsite
Social Media – Facebook, LinkedIn andYouTube
Events
Emails (jobseekers’ emails who have opted to receive email
notifications from the company)
Radio advertising

7. RESOURCES - BUDGET
Allocated Budget
($US)
Notes
Radio Ad Libs $ 300
Social Media Advertising (Facebook Ads,
LinkedIn Sponsored Content) $700
Events (Booth Banner and Prize for prize
draw) $100
The actual fee to participate in the event was
not included because these are events the
company would have attended anyway and the
promotion of the CV database is leveraging an
already carded event. Thus, the participation
fee is considered absorbed costs.
Incentives for Referrals/Participation) $300
Video Testimonials (Cost of Creating the
Video) $230
Website Content/ Creation of Feedback
Buttons and Forms $200
Miscellaneous $170
Total $2000

8. MEASUREMENT
AND
REPORTING

9. Measurement and Reporting
 Response rate – the Percentage increase in the number of persons
uploading their CV during the campaign
 Feedback - Feedback Button onWebsite
 The Feedback button will be placed on the webpage where jobseekers upload
their CV onto the database
 When the Feedback button is clicked a simple online Feedback form will
appear asking Jobseekers uploading their CVs how they found out about the
CV database product
 The Dropdown menu will include all of the Communication Channels used in
this strategy as well as an ‘Other’ option where candidates can state any
other source they may have heard about the service
 If the Jobseeker heard about the CV database product through a referral there
would be a field giving them the option to state the name of the person who
referred them

10. MEASUREMENT AND
REPORTING
FOR
SOCIAL MEDIA

11. Metrics Used to Measure Facebook and
YouTube
• Facebook
• Level of Interest in the CV database product
• Reach
• Content Engagement
• ROI of Ad Campaigns
• YouTube (VideoTestimonials will be posted onYouTube as well)
• Popularity ofVideo Content
• Engagement
• Audience Retention

12. Metrics Used to Measure LinkedIn and
Instagram
• LinkedIn
• Level of Interest in the CV database product
• Reach
• Content Engagement

13. Tools to keep track of Facebook Metrics
FACEBOOK
METRICS TOOLS (FACEBOOK INSIGHTS)
Level of Interest in the
CV database product Impressions, Likes, Followers
Reach Organic Reach, Likes, Followers
Content Engagement
Shares, Likes,Comments, Engagement
Rate, Conversation Rate
Share ofVoice
Use Social Mention to find out strength,
sentiment, passion relative to competitor
brands
ROI of Ads
Facebook Ad Metrics-Click-through rate
(CTR) ,Ad frequency, cost per thousand
impressions (CPM) or cost per click (CPC)

14. Tools to keep track of YouTube Metrics
YouTube
Metrics TOOLS (YouTube INSIGHTS)
Popularity ofVideo Content
Likes, Dislikes, and Favourites
Engagement
Shares, Comments, Comments-to-views
ratio
Popularity ofVideo Content
Likes, Dislikes, and Favorites, Average
View Duration

15. Tools to keep track of LinkedIn Metrics
LinkedIn
Metrics TOOLS (LinkedInAnalytics)
Level of Interest Content likes, Shares, Comments,
Impressions
Engagement
Engagement Rate
Reach
Followers, Shares, Impressions, LinkedIn
Reach Estimator

16. CREATIVE
ELEMENTS &
ARTWORK

17. Flyer Artwork to be used on recommended Social Media Platforms
(Facebook, LinkedIn), the company website and Email Marketing.
All Artwork can be adjusted for the relevant Social Media Platform or
other Communication Channel

18. Flyer Artwork to be
used for
competitions.
The Artwork can also
be resized for
recommended Social
Media Platforms
(Facebook, LinkedIn,)
and Email Marketing.

19. How uuploading
your CV onto the
(client confidential) Database can improve your job
search.
• An Article on the benefits of
jobseekers uploading their
CVs to the website’s
database will be promoted
on the Caribbean.com’s
landing page
• The RadioAd lib will read as
follows:
“Let Employers find you!
Upload your CV onto the
(Client Confidential)
database today!Visit the
(Client Confidential)’s
website for more
information.”
Website Article and Radio Ad Lib
Latest Articles

20. The End