Unit VII Assignment

docx

School

University of Florida *

*We aren’t endorsed by this school

Course

5302

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by MegaMetalJaguar22

1 Unit VII Assignment Christina M. Jones Columbia Southern University MKT 5302: Strategic Digital Marketing Tonina Johnson November 21, 2023

2 COMPANY OVERVIEW Precise Match Employment Solutions (PMES) is a one-of-a-kind employment agency that works directly with businesses and job seekers. For businesses seeking employees to fill vacancies, PMES uses a combination of artificial intelligence (AI) and human review to screen and match potential employees. All job candidates are pre-screened and exist within our employment network. AI analyzes the potential employee’s profile in reference to the business’ employment needs. While our human employees run all pre-employment verifications and work directly with business’ on-site human resources department. When a job seeker enlists PMES for employment assistance, they are given a series of aptitude testing which identifies their skills and ideal job roles for success. This testing also helps identify strengths that the job seeker may not have highlighted on their resumes, digging deeper into their potential. PMES verifies prior employment, education, and personal and professional references. This review is kept on file for potential employers to review, making their selection process smooth. When a business hires PMES for employment services, their needs are thoroughly reviewed. These needs can include geographical preference, education, experience, language, and technical expertise. Our AI then matches that position to our current job seeker candidate pool and generates a listing of potential candidates. One of our associates then reviews the AI generated list and provides the client with their desired number of potential candidates to review. Product: A multifaceted employment firm that utilizes artificial intelligence, in conjunction with human associates to help fill employment needs for businesses and job seekers.

3 Price: PMES will charge between 15-25% of the annual salary per hire. For companies seeking multiple candidates for the same role, their rate will be 15% of the first-year salary per hire. For more complex, higher qualified rolls, the rate will be 25% of the first annual salary. Promotion: PMES will utilize professional social media platforms to promote and advertise services. PMES will also utilize job boards to identify potential clients who appear to be hiring for several roles. Place: Our presence on professional networking sites will appeal to potential clients. We will also utilize digital ads that appear on job board websites. Ideally, these ads will be places in such a way that companies will see them when posting a job listing. People: PMES aspires to deliver best in class service to employers and job seekers. Our marketing plan is to appeal to businesses seeking qualified candidates. As well as helping qualified job candidates find their ideal match. Physical Evidence: PMES aims to shorten the recruitment process and help identify long-term progressive candidates. Process: To identify companies most in need of recruitment assistance. Once our target clients are identified, we will exemplify the ease of our process and hope that word of mouth will drive in additional clientele. TARGET MARKET IDENTIFICATION The target market for PMES is the category of recruitment. For businesses, PMES strives to identify the employment needs for a business and find them vetted and qualified talent. In doing so, PMES can eliminate the tedious and time-consuming task of vetting large numbers of potential candidates. Likewise, PMES aims to target job seekers. For job seekers, PMES fully vets the candidates by screening, testing, and aligning candidates with potential employers that

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

4 fill their needs. By becoming part of PMES’s talent network, candidates eliminate the need for constant and repetitive application submissions. SITUATION AND COMPETITIVE ANALYSIS – ROBERT HALF INTERNATIONAL Strengths:  Employs several specialized teams for each field of employment.  Strong profit margins across the industry.  High level of popularity leading to stronger alliances in the market. Weaknesses:  Lack of diversification in fields of employment, tends to appeal to executive roles.  Lack of geographical diversification, primarily US market based.  Limited collaboration with larger corporations. Opportunities:  With global employment rising, there is opportunity to expand in global markets.  Expansion of IT recruitment in a rapidly expanding job market.  Capitalize on the global employment market to expand their wheelhouse. Threats:  The existence of a multitude of other diverse employment agencies.  Competitive advantage of other firms with more diverse and affordable options.  International regulations limiting global expansion. Observations:  Robert Half International is seen on multiple online job forums.  Other than job postings, there are no noticeable digital ads highlighting the company.  Complacency in current success, limiting their expansion.

5 TRACKING MEASURES PMES will focus key performance indicators primarily in the field of return on investment (ROI). Since PMES does not sell a physical product, rather a service, it would be most practical to measure the ROI to determine if the efforts are able to maintain our services and internal employment. PMES must determine the minimum number of hires we must achieve, at the lowest possible payment percentage of 15%. PMES will need to ensure that we are recruiting the appropriate number of employees to meet the appropriate ROI. If PMES finds that the needs of employer’s change, a reevaluation of the commission percentage may need to be executed. MARKETING TOOLS Email:  Utilizing email marketing will allow PMES to directly contact businesses that are actively recruiting. These companies may understand the time-consuming processes of recruitment and finding missed leads. An email from PMES may highlight the efficiency we provide, as well as highlighting the value of the candidates we identify. Social Media Advertising:  Utilizing professional social media platforms, such as LinkedIn, for marketing is a strategic and powerful marketing tool. A multitude of job seekers and potential employers utilize professional social media platforms on a daily basis. Marketing on this type of platform conveys the importance of the work PMES does and expresses immense value to potential clients. Social Networks:

6  Social Networks are utilized daily by people from all walks of life. A paid partnership with social media platforms can help reach potential job candidates based on several demographic data points. For example, specialized ads for soon-to-be college graduates may be appealing to help eliminate the post-graduation stress of the job search. Likewise, many consulting agencies desire to employ new graduated for specialized training programs. Search Engines:  Paid partnerships with search engines would be a valuable tool for PMES. For example, when the term, ‘employment recruiting,’ is entered into a search engine, PMES has the ability to have a sponsored link appear at the top of the search results. Consumers may be more likely to click a top result rather than one that is further down the page. Websites:  As there are several different websites used by job seekers and recruiting employers, utilizing website advertisement is paramount. Websites such as Indeed, Monster, and FlexJobs offer a platform to post jobs as well as search for them. Strategically placing ads on these sites will appeal to both employers and jobseekers, as the aim of PMES is to serve both. MARKETING PLATFORMS GoogleAds:  By utilizing GoogleAds, PMES can create a paid partnership to be placed at the top of search results when specific terms are entered. This can be useful for potential employers or job seekers. When they take to Google to search for employment needs, PMES can appear as a top result, making the search result more accessible.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

7 LinkedIn:  As a top professional social network, LinkedIn houses a multitude of users. Some of these users may be job seekers or potential employers. Ensuring that ads and posts are accurately placed on LinkedIn may help match potential employers or employees to the services that PMES provides. Facebook:  As a commonly used social media platform, Facebook houses users from all walks of life. Many consulting firms desire newly graduated associates to join their team. These roles expose new graduates to several areas of the firm so that they can learn their strengths and desires. A paid advertisement through Facebook may be beneficial to PMES to reach these pending graduates based on demographics. Indeed:  Indeed is a widely known career search engine. This platform could be a beneficial marketing platform for both job seekers and potential employers. It would be beneficial for PMES to identify potential clients and find ways to market directly to them. Marketing directly to these potential clients can express the value that PMES can provide to their recruitment process. Microsoft Office:  Microsoft Office is a historically significant platform for business communication. Utilizing the Microsoft Mail application would be an effective tool to communicate directly with potential clients. Many clients that may have been identified on other platforms may require follow-up or direct communication.

8 MEASURING RESULTS PDCA Cycle:  Utilizing the PDCA Cycle will give PMES the information needed to evaluate whether the marketing strategy is effective or ineffective. This will be determined based on time spent viewing an ad, clicks, likes, and follow-ups. Engagement:  Engagement will be beneficial in the monitoring of metrics because this will alert PMES to the effectiveness of efforts. For example, PMES should measure the number of outgoing emails to potential clients in comparison to follow-up and follow-through. This can determine if the email strategy is effective, or if the structure of the email needs to be altered to be more inviting to potential clients. Financials:  On a quarterly basis, PMES will evaluate the number of candidates places in client roles and compare them to the method of referral. PMES will be able to categorize the successes based on organic clients, clients obtained from social media, or from other uses of outgoing marketing. This logic will allow PMES to determine if the outgoing financials for marketing are producing the proper revenue with candidates hired. Market Growth Rate:  The measurement of the market growth rate will allow PMES to determine overall market growth. In addition, PMES will be able to determine if this market growth or decline has any relation to the amount, or lack of, marketing tools. Consumer Volume and Behavior:

9  The measurement of consumer volume and behavior will allow PMES to determine if the marketing efforts are reflected in client engagement. PMES will be able to determine if clients return to use PMES services, or if they refer other companies to utilize the services. This will also reflect how marketing strategies are used and their effectiveness. FUTURE GOALS In an evolving digital age, PMES will need to constantly evaluate the market and determine what, if any, changes are needed to the marketing strategy. While the most popular marketing platforms have been in service for a long time, and their popularity remains unchanged, there is always the potential to expand and adapt. It is important to continuously monitor the market, as well as monitor current marketing efforts. Often times, repetition is not always effective. Therefore, if potential clients see the same advertisement visuals on a repetitive basis, they may be less inclined to click or engage. Creating new and more exciting visuals can encourage more engagement and interactions. If one aspect of the marketing plan begins to underperform, it will be most beneficial to take quick action and attempt to amend that strategy to keep the current pace, and even accelerate it. PMES will maintain the target customer base of employers and potential employees. PMES will remain consistent in the mission to help connect top talent to fulfilling careers. The strategy for PMES will remain creative and attempt to appeal to clients who would benefit from these services. The culture of PMES will appeal to a global audience and reinforce the diversity commitment. PMES will stand for change and always strive to foster change within the organizations we work with. PMES will always channel our current and potential clients and continue to serve their needs, while also striving to serve the needs of others.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Unit VII Assignment

Related Documents