4. Background- Vietnam Internet Statistics
According to the research on
Vietnamese NetCitizens
2009 reported by Cimigo, the
most common occupation of
internet users is
officers/executives,
professional (31%), student
(33%).
This is an opportunity for us
to penetrate this market
especially nowadays many
firms are always willing to
spend on seeking for talents.
5. Background- Vietnam Internet Statistics
90% job-seekers are looking for job offers on internet by visiting vietnamworks,
kiemviec.com, vietladders.com, firstalliance.com…
The chance for recruitment website to develop and success in the market when
more and more seekers have confidence in job seeker website. Therefore, there is
a demand for us to supply services through a new product – IJOB.vn
6. What is Ijob?
Ijob is a job seeker website that offer communication, community and real
opportunities to employees
Content customisation, best of category quality
Our challenge: Make the difference to compete with Vietnamworks. Help people
believe in job seeker website.
Product portfolio:
o Employee: Find a suitable job, Job consultancy, skill training, introduce to
friends, comment
o Clients: High quality CV and qualified employees, HR training, Monitoring
recruitment, recruitment consultancy
7. Market summary
After entering as a membership in WTO, Vietnam has become a potential market
for global investors.
Demand in seeking talents and employees among global and local companies has
been growing up dramatically.
Job seeker websites are becoming a popular tool for employers and job seekers
such as kiemviec.com, timviecnhanh.com, careerlinkvn.com, caravat.com,..
Among them, Vietnamworks.com.vn is occupying almost of market segments and
they might take the next step to be a monopolist website in job seeker.
8. Competitor analysis
Strength: Top of mind in perception of customer
Supported and combined with Navigos group
High reputation in recruitment
Professional structure
Strong marketing and sales support
Weakness: Not update for a long time. No unique product features
9. IJOB SWOT Analysis
Strengths Weaknesses
Fully supported by internal channels Suspicion of customers about Ijob
as VTC tivi, VTC mobile,.. Not provide fully services such as
Linking with mangvietnam.go.vn. headhunter, survey,.. For clients
Ability in providing excellent services.
Long experience in R&D process.
A perfect combination of popular job
seeker websites in VN and global
brand
Opportunities Threats
Fully supported by Government. Anxiousness of next economic
Demand in seeking talent is growing downturn.
fast after recession Threats from direct competitor-
People place confident in Job seeker Vietnamworks if they spend more in
websites. R&D and marketing
Return of oversea students is
increasing highly
10. Ijob strategic positioning
It is critical for Ijob.go.vn to identify brand positioning to be more differentiated to
compete with Vietnamworks and other website competitors.
The most important thing of differentiation is to identify their Possible Selling Points,
which is mostly focused in:
Friendly-user layout
More effective and faster search engine Easier in posting and searching job
offers and CV of high qualified candidates
More options for customer with Video CV feature differentiated from current job
seeking websites in Vietnam
Multi-functional online job seeking website
High quality job and CV database- Global brand: Advantages of having huge
database of good job offers from prestige companies/ employers and more than
that, chances for job-seekers to work for overseas companies in other countries
to be more suitable with challenge taker and become global brand.
14. Customer insights
Job-seeker
What they need?
- Recruitment information from prestige companies
- Network and relationship
- Job application and interview instruction
- Skill training
- Motivation
How to access them?
- Online marketing (SEO, Website, Online banner, Online seeding on social network,
Video seeding) on internal VTC and external websites
- Networking (Word-of-mouth)
- Advertising (Printed Ads, Online banner, LCD Ads in commercial and office
building, TVC in cinemas) on internal VTC and external channels
- PR (Press and Online news) on internal VTC and external channels
- Events and Activations (Job fairs, Job consulting day, seminar in universities etc…)
15. Job-seeker- Customer insight
• Officers/ Junior and
Unemployed Senior executive,
• Characteristics: professionals
Enthusiastic and eager • Characteristics: More
for success; Want to than 2 year working
express themselves • Characteristics: Lack of experience; Lack of
• Desire to work in big motivation, low-spirited motivation because of
company • They need sharing and their routine work or
• Need more skill training support to start another working environment.
journey • Want to seek for another
job with challenges and
Just more benefit.
graduated
Challenge
taker
17. Customer insights
Employers/ Companies
What they need?
- High quality manpower from qualified list of candidate
- Business network and relationship
- Consultancy and support in recruitment process
- Skill training courses
- Full range of HR services: head-hunting, recruiting, announcement on hiring
requirement, contacting, prior interviewing and selecting candidate
How to access them?
- Direct marketing (Email marketing, Direct Mail, Brochure, Tele-marketing)
- Events (Seminar, Networking parties for CEO and HR manager community…,
sponsored events etc…)
- Online marketing (SEO, Website, Online banner, Online seeding on social network,
Video seeding) on internal VTC and external websites
- Networking (Word-of-mouth)
- Advertising (Printed Ads, Online banner, LCD Ads in commercial and office building,
TVC in cinemas) on internal VTC and external channels
- PR (Press and Online news) on internal VTC and external channels
18. Marketing strategy
Strategic development
Partnership with small HR companies in Vietnam to provide better services
- Partnership with small HR companies including those with small online job seeking
website or those who are strong in offline head-hunting services with good database
but bad online services in early stages, these partners can share profit with us by
providing clients with offline HR/ hunting/ database services and we offers online HR
services
- Focus in branding
- Significantly develop in high quality job and CV database, relationship with big
companies (HR managers and CEO network)
- Take advantages of internal network within VTC for marketing and sales activities
Acquire small HR companies in Vietnam to develop the market share
- Acquire those small HR companies
- More direct marketing and sales
- Full range of HR services: head-hunting, recruiting, announcement on hiring
requirement, contacting, prior interviewing and selecting candidate, Skill training
courses
Direct compete to Vietnamwork
- More efforts in marketing and sales
- Continuously upgrade website with more key features
20. Marketing objectives
Create and increase brand awareness
Position Ijob as the one of the top online job seeking website in
Vietnam, direct competitor of Vietnamworks
Increase numbers of qualified candidate and job offers
Support sales to increase revenue from providing HR services to
clients
Together with sales to reach the target of:
- Phase 1: 10,000 CV, 1000 jobs.
- Phase 2: 30,000 CV, 2000 jobs
- Phase 3: total 60,000 CV, 3000 jobs
21. Marketing phases
• Build awareness
• Build traffic of website
• Attract people to join in
Phase 1 • Attract clients in searching and posting
• Increase brand awareness
• Increase traffic
• Build up customer services
Phase 2 • Start sales
• Increase sales
• Keep relationship with clients
Phase 3 • Bring IJob to top of Vietnam
22. Marketing tools
Branded Sceens Viral Mail
Household PDAs Branded Games
Elevator Advertising Mobile Mkt.
Telemarketing
Fax
Mail Customer
iTV Service PDAs
Retail Point of Sale
Radio
Face-to-Face
Idea
Delivery Television
Branded Fulfillment
Mobile Phone PVRs
Sites
Event/
Magazines
Sponsorships
Outdoor
Newsprint
Placement/
Full-page Product Telematics
Banners Sampling
Screens on
Banner Ads Exercise Bikes
Branded Web Content Image Content Scanner
Bar Code Branded CDs
Scanner
23. Marketing phase 1
Press
conference
Event
party for
clients
Phase 1
Activation at
universities
Phase 1
Online
marketing
Internal
marketing -
WOM
PR
Advertising (printed/
online)
24. Action plan – Phase 1
This is the period for senior students who want to seek opportunities for their
career.
It's also our advantage to launch this product with the perfect functions,
Especially support from Go.vn and internal channels. Press conference for
announcement, event party for clients who are HR managers to introduce Ijob
as a faultless option.
Activation campaign to be aim at students from 15 universities.
Promotion event of internal channel such as VTC SMS, VTC mobile, VTC TV
channels offered to clients.
Internal marketing campaign for TVC community
25. Action plan – Phase 1
Duration: From May to June ( detail is attached in excel file )
Marketing tools
Advertising: online banner on top websites, forums and Yahoo Messenger and
offline on mass media to drive traffic of website
SEO
PR: online and offline PR after official launching. Online PR to attract users join
in community.
Direct marketing: Email marketing
Online seeding/ Video seeding on top forums/ social network (internal and
external)
Maximize all the internal channels of VTC for launching product completely.
26. 1- Advertising
Purpose:
- Online advertising is important as it will drive the traffic to Ijob directly when
users are surfing on the internet
- Offline advertising is powerful for creating and increasing brand awareness
during the early introduction of Ijob to the market
Duration: From May to June ( detail is attached in excel file )
Marketing activities:
1) Online banner on top websites, forums and Yahoo Messenger and offline on
mass media to drive traffic to the website
2) Maximize all the internal channels of VTC for launching product completely.
3) LCD Ads in high traffic commercial and office buildings in HCMC and Hanoi
4) Posters and TVC in cinemas of HCMC and Hanoi
5) Using customised online banner such as I-frame (make Ijob banner as a part of
that websites/ forum with updated contents: new CV, hot job offers etc… or
make it like a job search engine)
Estimated budget:
27. 2- SEO
Purpose:
Duration: From May to June ( detail is attached in excel file )
Marketing activities:
1) Google Ads Word
2) Add in top keywords to increase rank in google search results
3) Adding customised search engines of Ijob in other VTC internal websites and
some high traffic external websites which many target users visiting everyday
such as Vnexpress.net, forums such as: openshare, diendantinhoc… with
specific topics in new job offers
Estimated budget:
28. 3- Events
Purpose:
Duration: From May to June ( detail is attached in excel file )
Marketing activities:
1) Pre-launching press Conference
2) Official launching event
3) Cocktail party for clients (HR managers and CEO) to create and enhance
business network as well as develop high quality job database
4) Seminars about HR
5) Activations and job fairs/ seminars for job seekers
Estimated budget:
29. 4- Online seeding
Purpose:
Duration: From May to June ( detail is attached in excel file )
Marketing activities:
1) Online seeding with topics on "hot job offers" in top forums
2) Online seeding/ Video seeding on internal and external social networks and
websites
Estimated budget:
30. 5- Direct Marketing
Purpose:
- To increase brand awareness
- To introduce about services
- …
Duration: From May to June ( detail is attached in excel file )
Marketing activities:
1) Sending email to job-seekers
2) Email to potential clients
Estimated budget:
31. 6- Internal Marketing
Purpose:
- Marketing activities within VTC
Duration: From May to June ( detail is attached in excel file )
Marketing activities:
1) Online seeding with topics on "hot job offers" in top forums
2) Online seeding/ Video seeding on internal and external social networks and
websites
Estimated budget:
33. Action plan – marketing tools
Phase 2: From July to September ( detail is attached in excel file )
A period for graduated students and unemployees. Career festival in TPHCM
and Hanoi in order to increase brand image to clients and the qualified
candidates.
Seminar for brand manager, sales manager, business development to
increase IJOB image in their mind.
Sponsor for seminar of global company as IBM, microsoft, HSBc,..Directed to
candidates from IT, banking,..
Launching the unique function “video CV” website for guiding how to use and
create Video CV especially new members.
34. Action plan – marketing tools
Phase 2: From July to September ( detail is attached in excel file )
Online marketing: Online contest" your CV, your life" to get people join in and
show their ability to employer, simultaneously boost brand image as a
professional
Online banner, online seeding follow up with contest to annouce popularly
Email marketing and Pr plan to promote contest
Viral marketing such as " Catch the opportunities to get oversea jobs in USA,
Australia,.."
Video clip on Youtube, website.
Internal media communication of VTC channels.
35. Seminar for Clients
Event/
sponsorship
Online marketing –
customer services
Phase 3
Sales promotion
Year end party for
clients to keep
relationship
PR
36. Action plan – marketing tools
Phase 3: From September to January
• During this period, IJOB will meet with serious difficulties because of low demand in hiring and
employees do not change their jobs. This phase just keeps building brand image and
relationship with clients.
• Seminar about "Professional skill in HR career" for target customers " HR manager" in order
increasing brand image and relationship.
• Year end party in order to say “thanks” and keep relationship with clients to be aimed at
demand for seeking talent after Tet holiday.
• Sales promotion to boost sales
• Internal marketing campaign with VTC channels
• Online marketing: email marketing, online banner about seminars
