This document provides a marketing plan for Maxim's recruitment website with the goal of attracting young job seekers to join the food and beverage industry. It includes a situational analysis identifying target audiences, communication objectives, key elements of the website design, and a cost budget. It outlines plans for an initial website launch using owned and paid media, and monitoring methods to evaluate performance over time. The overall marketing plan aims to improve Maxim's employer branding and associate the brand with career development opportunities to appeal to different target job seeker segments.

1. Marketing Plan
Maxim’s recruitment website

2. Presentation Flow
Situational
Analysis
Target audience
Analysis
Communication
objectives
Key elements
Website Design
Website Launch Cost Budget
Monitor &
Control

3. SITUATION ANALYSIS

4. O S
WT
SWOT Analysis
Traditional image
Brand identity &
beliefs
Labour market
Young brands
Similar web
Benefits & training
Brands & promotion
Variety and interest

5. Unattractive to
young market
Potential POD in
employer brand
Competitive
Advantage
Key Issues
Variety and interest Brands & promotion
Brand identity &
beliefs
Similar web
Traditional imageYoung brands

6. Macro-environment
• Belt and Road
• Policy Address
• More incentive to join
F&B.
Political

7. Macro-environment
• Fast food chain expand
(Euromonitor, 2017)
• Importance of brand
image  needs of
employees maintain
image
• Start-up trend
• Food culture influence
interest
Sociocultural

8. Macro-environment
• 49% labour aged 20-39
• Better education level
• ∴ expect continuous
learning & professionalism
• Trend  Δ expectation
Demographic

9. Macro-environment
• Users less interested in
non-optimized web.
• Different functions
 Reach + impression
 Convenient
 Information + value
behind brand
• Online submission
Technology

10. TARGET AUDIENCE ANALYSIS

11. Target Audience Analysis
Market: Gen-Y
(23 – late 30)
Work ForIntrinsic Benefit Extrinsic Benefit
Segment 2
Security-minded
Decision MakingInfo. (Career, skills) Info. (Stable, E.B.)
BenefitsSymbolic + Self-actualized Symbolic + Supportive
Segment 1
Career-minded

12. COMMUNICATION OBJECTIVES

13. Communication Objective
Attractive
young G.
join F&B
Improve
employer
branding
Associate Maxim’s with
belief and younger image
Maxim’s helps to develop
& growth in F&B

14. Key elements
Speed
Link with
belief
Visual
Focus

15. RECRUITMENT WEBSITE
Desktop Version
Mobile Version

23. - Large cover photo - display the passionate kitchen and professionalism
of kitchen work.
- Cover photo to communicate the “career”, “professional” value to
“career-minded” segment.

24. - Build in this way to emphasize on the team, rather than
hierarchy structure

29. - Order from multi-aspect training  on-job training:
- To emphasize on the USP

30. - Call of action button
- Capture ZMOT

32. - Large cover photo  harmony & happy working environment.
- communicate the “team”, “good workplace” value to “security” segment.
- creating a place that they can trust and work for long period with joy.

33. • Example from McDonald’s: translate this vague term into
practical meaning

35. (graphic comparison to provide a easy understanding benefits
comparison to low AMO group)

41. - It would be best if this part exist
- Younger generation job-seekers desired “impact” and
“individuality”
- This can increase some feeling that “I am quite
important hah”.

48. Computer vs. Mobile
Function
Delivery
Indirect,
Find what
needed
Users higher
involvement
Users less
involvement
Brand
building
SelectiveStory Telling
Behaviour
Improve
Brand
Call to
action

49. WEBSITE LAUNCH

50. Website Launch
• Existing Channel • In-store QR

51. Website Launch
• Mobile App? • Internet Search related

52. COST BUDGET

53. Cost Budget
STEP ONE
STEP TWO
Owned Media- Website Creation/Maintenance
Paid Media- Search Ads/Social Media Ads

54. Home Page
- Design,
layout and
menu
production
- Additional
Pages
Consistent
with Home
Page
Content
Editing
System
- Update
Content
themselves
- Limited to
Change
simple
content
(Text, Image
etc)
- Can not be
used to add
new pages
- To boost Organic
Search results
- Includes Content
writing
guidelines,
keyword
selection,
research and
placement &
social networking
and blogs etc
Content
Management
System
- Able to update
without any
assistance
from Web
Designer
- Include
Features such
as multiple
languages,
,client login
and the
protection of
information
Search Engine
Optimization
Website creation/Maintenance items

55. Website creation/Maintenance Cost
Cost involved Price(HK$)
Standard Website Home Page 5,250
Additional pages (x 9) 525 x9 = 4,725
Content Editing System (CES) 870
Content Management System
(CMS)
29999
Search Engine Optimization
package
6700
Web hosting 240/month
Mobile website (additional cost) 3000
Adword cost (7days x4) 512
Social media (Facebook Ad 28
days)
190
Estimated total fixed cost
(first month)
$53,296

56. Paid Media- Search Ads
Create High Awareness
Move Target Customers to recruitment Website
Use Google AdWords

57. Paid Media- Social Media
Ads
75% HK Population Active Social Media User
MX Targeting Young Generation
Cost Efficient

58. Paid Media Budgeting
Easier to set budget
on Google AdWords
For Social Media
Ads
In Beginning of
Website Launch
•Set own budget
• Charge based on CPC
•Use CPA or CPC to
measure effectiveness
•Place Ad in High-Traffic
Websites
•Use CPM

59. MONITORING & CONTROL

60. Monitoring Method
• Compare website &
existing channels
• Compare employer
branding
•  survey & online
noise to measure
• (after 1 Q)

61. Contingency plan
Contingency Plan Period Cycle
Quarter Q1 Q2 Q3 Q4
Approach Employee
Benefits
Career
development
Social
recruitment
Social
recruitment
• Q1 – Near Year Wave
• Look for better jobs
• Q2 – prepare for Q3
grad. wave
• Normal period – SR to
maintain consistent
employer image

62. End thanks