1. The document proposes the concept of a job social platform to help foreign workers in Singapore address information asymmetry and a lack of appropriate job search platforms that cater to their needs. 2. It describes the target market of Chinese foreign workers in Singapore and provides statistics on their numbers. 3. A marketing strategy is outlined that uses WeChat, a mobile app, and collaborations to raise awareness of job opportunities and help workers find jobs in Singapore.

1. 1. Concept of the Job Social Platform
The difficultiesof recruitmentfortheemployers,andjobseekingforpotential employees
remains a persistent issue due to the existence of information and skills asymmetry, be it in
times of economic prosperity or recession. For many experienced job seekers, major
traditional Job-seekingplatformssuchasGumtree,JobstreetandLinkedIn helptoaidin their
cause by forming bridges of communicationbetween them and various enterprises, These
platforms have an unshakeable leadership position amongst various similar job search
platforms.
For fresh graduates emerging from their alma mater with zero on-job experience, their
employmentinthe workingworldisatleasttakencare bynumerouscampushiringprograms
organizedbytheirrespective universityincollaborationwithwell-knowncompanies.
Howeverthe abovementionedissue becomesprominentwithregardsto foreignworkers
fervently seeking job opportunities in Singapore. These foreign workers, especially those
coming from China lacks basic legal knowledge and are rendered in an extremely
disadvantaged position. Further worsening the situation, is the appalling lack of appropriate
jobsearchplatformwhichactuallycaterstotheirneeds.
As a result, their main sources of obtaining information and seeking jobs overseas are
namely: Employmentagencies, friends’ recommendations and online forums. These sources
may help them achieve their objectives, but are plagued withflawsand controversies.Most
employment agencies have an issue with their credibility, with many cases of fraud and
extortion targeting the foreign workers and bringing them unnecessary burdens. Friends’
recommendation can be quick and reliable, but the extent of its effectiveness is very much
limited by incomplete information due to the source being a single point of contact. Popular
online forums such as bbs.sgcn.com and www.huasing.org are only applicable for workers
whom are already situated in Singapore itself. Moreover these forums, similar to the case of
employment agencies, are filledwith false employment informationand advertisement, and
only serve tobeingdistraughttothe foreignworkers.
Assuchthere isanurgentdemandforajobsearchplatform,withtrustworthyinformation
and userfriendlyinterface,whichcaterstoforeignworkerswhoare seekingjobopportunities
inSingapore.
2. MarketLandscape and TargetCustomers
The influx of foreign workersfrom China to Singapore has been ongoing for almost 20
years,withSingaporebeingthe maincountryof interestforChina’sexportof foreignworkers.
As of 2009, there were 200,000 Chinese foreign workers situated in Singapore and belongs
mainlytothe Construction,Manufacturing,Maritime andServiceindustries.Andin2013prior
to the occurrence of the Little Indiariot,the total numberof foreignworkersinSingaporehad
reached1.3million,aratherastoundingfigurewhencomparedtothe populationof Singapore
then, which was 5.4 million. In recent years, despite the gradual decrease in the influx of
foreign workers, as shown in Figure 1 below, Singapore’s reliance on foreign worker stays
strong,as the labormarketremainseversorobust.

2. 3. MarketingStrategy
In order to promote job search platforms among the target group of Chinese foreign
workers,wewill be workingwithourconsultanttocome upwithastrategythatinappropriate
and adaptable in China, considering the culture and social environment,as well as customer
behaviours.
Applyingthe AIDA(Awareness –Interest–Desire –Action) model,we willmakeuse of the
behavioural sequences shown below to propose a communication strategy for the social
media.
Awareness
We aim to raise user awareness, by utilizing the operations between Wechat and APP
social media,collaborationsfromagencies,andwordof mouthamongstthe foreignworkers.
Interest
On one hand we aim to ensure the workersthatthe platformprovidesaccurate, reliable
and complete information. On the other hand, we strive to convince companies and job
agenciesthatuse of thisplatformismuchmore efficient.
Desire
To cater the workers’ needs by providing a detailed comparison of wages between
different jobs as well as listed pay rolls for varioustypes of jobs. We will also publish articles
withtopicsrelatingtoworkingandlivingenvironmentinSingapore,learningopportunitiesfor
self-improvement,cultural differencebetweenChinaandSingapore,andthe perksof working
inSingapore.
Action
To enlistthe helpof jobagenciesincomingupwithandprovisionof aninformationallist
with regards to the overall flow and sequence of leaving for work overseas, as well as the
important things to take note of when preparing for such a venture. This will aid foreign
workers inrelievingdoubtsandspeeduptheirprocessof startingworkinSingapore.
4. MarketingImplementationPlan
PreparationPhase
Conducting of primary marketing research: To establish connections with relevant
employmentunitswithinSingapore,inordertounderstandemploymentdemands.Tocontact
considerable job agencies and establish preliminary collaboration agreement with these
agencies.
EstablishingaWechat PublicAccount:
1. Use of extensive advertorial, to relate the current situation of the labour market within
Singapore,toinformworkersof theirrelevantlegal rightandknowledge thattheyought

3. to know of, and to provide them a clear picture of the labour export situation by
comparisonwithothercountrieswhichChinaexportlaboursto
2. To enhance its functions,bycreatinga relevantdatabase forsearchbykeywordsrelating
to jobof interest.
3. To improve interactions,bypromotingthe accountwithin WechatInterestGroupsof PRC
Chinese inSingapore,andsettingupof a dedicatedPRteamto assistandrespondto any
questionanddoubtsfromthe foreignworkersusingthe PublicAccount.
Creationof APP:
1. To include an interface similar to that of a job search platform. There is need to ensure
that informationisreliable anduserinterface isfriendly.
2. Rental Directory. To establish a network among other rental platforms for information
symmetry.
3. Plane Ticket Booking Directory. To establish a network among other similar booking
platformforinformationsymmetry.
4. Interface for user to user interactions. Setting up of dedicatedforums and promotion of
relevantWechatgroup.
ExecutionPhase：
Content Operations: Wechat Public Account and Group to provide daily updates of popular
employment news, as well as a weekly issue of an amalgamation of labour-related newsin
Singapore. Main interface page of APP to offer advertisement space for job agencies and
employment unitswho are willing to pay for it. APP is also to come up with a weeklyreport
withanalysisonthe currentlabourtrendas well asrelatedlabournews.
Channel Operations:Toestablishcollaborationswithmore agenciesandemploymentunits,so
as to further improve our database. Collaboration with influential labour rights advocate to
promote WechatPublicAccountandAPP.
User Operations: Existence of dedicated Wechat Group as well as complaint hotline for
workers, in order to protect the right of the foreign workers. Use of monetary incentives to
promote sharingof the PublicAccountandAPPon Wechat.
DailyOperations:Tosynchronize operationsof all relevantdepartments,andtoconductdaily
data analytics,inpreparationforweeklyandmonthlyperformance reports.
EvaluationPhase:
We will assess the viability of employment unit which are in collaboration with us and
discontinue our ventures will companies with bad ratings from the foreign workers. We will
alsoaim to improve labourprofilesof the foreignworkers,andfurthersegmentthe database
basedonproficiencyof relevantskillset.Atthe same time we will make regularadjustmentto
feesof the advertisementspacesonourAPPplatform.