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
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
25.
26.
27.
28.
29. - Order from multi-aspect training on-job training:
- To emphasize on the USP
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
34.
35. (graphic comparison to provide a easy understanding benefits
comparison to low AMO group)
36.
37.
38.
39.
40.
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”.
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
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
