VOCF Employer Branding &

Recruitment Campaign Services

RESEARCH PLANNING EXECUTION

MEASUREMENT ACTIVATION
TABLE OF CONTENTS
1 DETAILED EB SOLUTIONS Page 3

#1: OVERALL TIMELINE Page 4

#2: DETAILED TIMELINE Page 5

#3: EB TARGETS Page 6

#4: ESTIMATED KPIs Page 8

#5: MAR-COM CAMPAIGN Page 9

#6: ONLINE CAREER FAIR Page 10

#7: MEDIA NETWORK Page 15

2 CONTACTS Page 18
VOCF DETAILED EMPLOYER
BRANDING SOLUTIONS
YOUNG TALENTS RESEARCH

Others 3.71%

Vietnam 96.29%

Others 1.59%

Hanoi 39.51%

HCM City 48.71%

The majority of the respondents stay in Vietnam

(96.29%), in which mainly concentrated in two big
cities: Ho Chi Minh City, and Hanoi (48.71% and
39.51%)
 YOUNG TALENTS PERSONA
Joined extracurri- Having internship/
cular activities part-time jobs
94,46% 80,52%
72,42%

They are mainly 3rd - 4th year

students, graduated, and 1st -
2nd year students. They have
a good spirit and are willing to 25,58% 19,48%
participate in extracurricular
activities with the rate of
74.42% have joined a club, of
YE NO YE NO
which the majority will
S S
participate from 1 to 2 clubs.
5,54% 85.59% of them basically
have first-time work
experience with 85.59% with
Bachelor Others
Degree internships and part-time
opportunities.

Highest Degree Background

 YOUNG TALENTS PERSONA

Hà Nội Hồ Chí Minh

FTU : 8,11%
RMIT : 2,43% FTU: 10,07%
NEU: 7,98% RMIT: 10,01%
BUV: 5,79% ĐHQG: 7,45%
HVTC: 2,67% IU: 6,52%
TMU: 2,38% KT: 10,09%
HVNH: 2,12% Luật : 4,68%
ĐHQG: 3,18% UEH: 6,31%
BK : 3,02% BK: 3,14%
FPT : 4.05%
 OVERALL TIMELINE

OCTOBER NOV DEC FEB MAR APR

AWARENESS DECEMBER ONLINE

CAREER FAIR
ABBOTT ONLINE
CAREER FAIR • POSTS
• INFORMATION
• POSTS/ VIDEOS WEBINARS
• ORIENTATION
ACTIVITIES

ENGAGEMENT
MARCOM ABBOTT
CAMPAIGN INTERNSHIP
PROGRAM
• TARGET
EXCLUSIVELY WITH
COMPANY • POSTS
PERSONA • INFORMATION
• DIVERSE WEBINARS
PROMOTION • ORIENTATION
TRUST METHODS ACTIVITIES
 DETAILED TIMELINE

Oct Nov Dec Feb Mar

Online Career Fair Online Career Fair Marcom Campaign

TARGET YOUNG TALENT ENGAGEMENT YOUNG TALENT ENGAGEMENT INTERN RECRUITMENT (with
KPI CVs)

BUDGET FREE 35 MILLION 50 MILLION

TIME 5/10– 15/10 24/11– 24/12 15/2 – 15/3

BENEFITS AWARENESS AWARENESS & INDUSTRY

INTERNSHIP APPLICATIONS
LEADERSHIP

• WEBINARS • WEBINARS
ACTIVATION • POSTS/ VIDEOS (MARCOM • POSTS/ VIDEOS • 1-ON-1 COACHING
SUPPORT) • ORIENTATION SESSIONS • DIVERSE PROMOTION METHODS
SHOPEE EMPLOYER BRANDING CAPAIGN TARGET (FRAMEWORK)

Young talents choose Why “Application” comes

the company when before “Desire”: Based on
having other ideal offers VOCF survey, young talents
PRIORITY
only need consideration to
apply for a job. The % of
Young talents consider young talents applying
the company as an ideal without desire is always
DESIRE workplace higher than the % of the
ones who desire to apply.
Young talents are ready
APPLICATION to apply for a suitable
job of the company The employer branding
campaign for Abbott aims for
a target that:
Young talents consider
CONSIDERATION to work for the company
in the near future
- At the end of this campaign,
Abbott can be at the
“Application” step for a mass
of young talents
Young talents hear of or
- At the end of this campaign,
AWARENESS know of company as an
employer (not a supplier)
Abbott can be at the “Desire”
step for a niche of young
talents
5 STAGES OF ATTRACTING TALENTS
 EMOTIONAL GOALS

MARCOM CAMPAIGN ONLINE CAREER FAIR

PRIMARY:
Young talents are ready to apply for a
suitable job in the company APPLICATION

SECONDARY: Young CONSIDERATION SECONDARY

talents consider
working in the near
future

AWARENESS PRIMARY: Young

talents know of a
company as an
employer (not a
supplier)
 ESTIMATED KPIs

MarCom Campaign 1 Online Career Fair

8,000 DATA POINTS

DATABASE KPI CVs
(personal information without CVs)

REACH 300,000+ REACHES 500,000+ REACHES

(FIRST COME FIRST SERVED)

(IF NEEDED)
• Webinars
• Webinars
• Posts
ACTIVATION • Posts
• 1-on-1 coaching
• Staff reviews
• Orientation sessions
• …
• Networking night
 MAR-COM CAMPAIGN

HOW IT WORKS WHAT WE OFFER

BOLD, ENGAGING, REAL MAR-COM CAMPAIGN

COMMUNICATION

KEY CRITERIA HOW TO PHASE CONTENT

Industry knowledge & career path at

INSIGHT-LED Relatable to young talents’ pain points SERIES 1 Abbott

Suitable for companies’ images &

CONSISTENT archetypes SERIES 2 Abbott as a career partner

ENGAGING Interactive for companies & young talents SERIES 3 Abbott Internship Program - USP
 BOLD/ CREATIVE MAR-COM CONTENTS REFERENCE

- The post is a communication post for a - The post is a sharing post from a KOLs - The post is a communication post for a
studying oversea webinar. It has: about real working life: Management Trainee Program:
Reactions: 100+ Reactions: 1000+ Reactions: 600+
- - -

Reach: 3000+ Reach: 15000+ Reach: 11000+

- - -

Share: 20+ Share: 250+ Share: 200+

Link Link Link

- - -

- - -

ALL POSTS ARE WRITEN BY KOLS/ BIG FANPAGES (BASED ON YOUNG TALENTS’ INSIGHTS)
 BOLD/ CREATIVE MAR-COM CONTENTS REFERENCE

- The post is a communication post for a MT - The post is a sharing post from a KOLs - The post is a livestream for L’oréal MT
program of L’oréal. It has: about L’oréal MT program: program:
Reactions: 2,000+ Engagement: 400+ Real-time watch: 300+
- - -

Reach: 16,000+ Reach: 1,500+ Reach: 10,000+

- - -

Share: 100+ Reactions: 30+ Reactions: 400+

Link Link Link

- - -

- - -

ALL POSTS ARE WRITEN BY KOLS/ BIG FANPAGES (BASED ON YOUNG TALENTS’ INSIGHTS)
NOVEMBER CAREER FAIRS
The biggest Management Trainee fair of the year:
- Organized in November/ December, in collaboration with
huge MT training academies
- Fair theme: “Management Trainee Untold Stories 2021”
-

- Fair has creative activities, strong communities (attract

-

10,000 young talents in a month)

- Abbott join as a sponsor

 ONLINE CAREER FAIR

HOW IT WORKS WHAT WE OFFER

CREATIVE & CONVENIENT ACTIVITY DECEMBER CAREER FAIR

VOCF, MT TRAINING ACADEMIES &

HOST WITH CAREER ORIENTATION NPOS
KEY BENEFITS MAIN DRIVERS
YOUNG TALENTS PROGRAM – UNTOLD
THEME STORIES
Huge organic traffic from young
REACH 10 – 20 COMPANIES (WITH YOUNG
talents PARTICIPANTS TALENTS PROGRAMS)
Strong communication & creative
ENGAGEMENT activation STRONG COMMUNITY (10,000 YOUNG
COVERAGE TALENTS) & 1,000,000 TOTAL REACH
Strong community & reusable
REMARKETING
materials
HOW TO JOIN AS A SPONSOR (DIFFERENT PACKAGES)
FAIR SPONSORSHIP PACKAGES
Diamond Gold
Benefits
60,000,000 35,000,000
BASIC BENEFITS
Total reach for employer’ logo to young talents
x x
(500,000 + to 1,000,000+ viewers for total fair)
Own a virtual employer booth for interaction with
x x
young talents (8000+ participants for total fair)
Interact with young talents at employer booth
x x
(through chatting tool/video call)
Booth admin accounts for interaction with young
6 4
talents
Staff from employer join VOCF Facebook
x x
community group
Interact with young talents in VOCF Facebook
community group based on VOCF facilitation x x
(through chatting tool/video call)
Choose employer's booth and host designs x x
Receive 01 training video on how to use the
x x
platform
Receive 01 training video on fair activity timeline x x
FAIR SPONSORSHIP PACKAGES
DATA BENEFITS
Receive personal database of young talents from the
100% 65%
fair (based on employers’ demands) – without CV
Receive personal database of young talents clicking at
100% 100%
the employer booth
Receive all applications of young talents from the fair (if
x x
candidates apply for jobs)
VISIBILITY BENEFITS (IMAGES)
Logo sizes on every VOCF channels 4a 3a
Logo appears on the cover of VOCF Facebook
x x
community group

Logo appears on the cover of VOCF activities timeline x x

Logo appears on the cover of VOCF fanpage x x

Logo appears on the main hall of the fair platform x x
Logo appears on the background font of every
x x
attendances of a random webinar
Videos from employer (or employer's activity records)
x x
featured on the fair platform
Videos from employer (or employer's activity records)
x x
re-marketed to young talents after fair
FAIR SPONSORSHIP PACKAGES
VISIBILITY BENEFITS (COMMUNICATION)
With other
Welcome post on VOCF Fanpage (before fair) Only
employers

Welcome post on VOCF Facebook community With other With other

group (during fair) employers employers

With other With other

Thank you post on VOCF Fanpage (after fair)
employers employers

Post about employer's activities (if have) on x x

VOCF Fanpage (throughout fair)

Post about employer's activities (if have) in VOCF x x

Facebook community group

Mar-com for employer's activities (if have) on x x

VOCF 100+ channels system
Post about employer in VOCF Facebook
community group (VOCF facilitate the posts 9 posts 5 posts
timeline)

Post about employer on VOCF Fanpage x x

(throughout fair)
FAIR SPONSORSHIP PACKAGES
VISIBILITY BENEFITS (ENGAGEMENT ACTIVITIES)
Own specific employer' webinar(s) - sharing about
x x
employer itself
Livestream on VOCF Facebook community group
for the specific employer' webinar(s) - sharing about x x
employer itself
Livestream on VOCF Fanpage for the specific
x x
employer' webinar(s) - sharing about employer itself
Joining VOCF career orientation activities (first
Highest Priority x
come first serve)
Joining VOCF networking night (format: employer &
Highest Priority x
small group of young talents)
Joining VOCF coaching 1 on 1 (format: employer
Highest Priority x
coach & 1 young talent with specific qualification)
REPORTS BENEFITS
Report on employer performance x x
Report on total fair performance x x
EMPLOYER'S OBLIGATIONS
Employer testimonial (after fair) - VOCF team
Must do Must do
shoots videos for employer
1 post announcing that employer is joining VOCF
Must do Must do
fair
TOTAL BUDGET (with COVID-19 support)

43%
50m VND off

Sole mar-com campaign for Abbott,

from Feb to Mar 2022 – 1 month
(planning, execution, KPI tracked & With a discount policy due to COVID
measured & committed, productions,
19, V.O.C.F charges Abbott a total
media booking, reports included).
employer branding package for

85.000.000 VND (not VAT

35 m VND included) for 4 months.
Golden sponsorship in Dec career fairs
& all fair mar-com services/ activities/
webinars/ networking events with the
highest priority
 OWNED MEDIA

VOCF Facebook Page focusing on VOCF TikTok Channel focusing on VOCF Student Communities built
providing young talents with providing young talents with funny & grown along with every single fair
communication or useful contents useful short videos during a year

Likes: 32,000+ / Followers: Likes: 90,000+ / Followers: Speed: 7,000 – 10,000 new
34,000+ 19,500+ members in one month
Organic Reach/Post: 2,000 – Organic Reach/ Video: 1,500 – Organic Reach/Post: 2,000 –
5,000 2,000 6,000
Targeted audiences: Oriented Targeted audiences: Mass young Targeted audiences: Elite young
students students talents
Link Link Link
 OWNED MEDIA

VOCO Facebook Page focusing on VOCO TikTok Channel focusing on VOCO Official Website focusing on
providing young talents with providing young talents with funny providing young talents with seminar
webinars/ seminars training videos series

Likes: 11,000+ / Followers: Likes: 727,500+ / Followers: Seminars: 100+ classes/ videos
12,000+ 87,300+ recorded
Organic Reach/Post: 2,000 – Organic Reach/ Post: 10,000 –
Membership: 2000+ members
5,000 15,000
Targeted audiences: Mass young Targeted audiences: Mass young -------
students students
Link Link Link
 SHARED MEDIA
WE HAVE A STRONG CONNECTION WITH 100+ COMMUNICATION CHANNELS SYSTEM (PAGE,
GROUPS, WEBS, KOLS, ORGANIZATIONS) TARGETING YOUNG TALENTS (ALL AROUND VIETNAM)

Future Management Trainee The Trainee Club with Fan VN Next Management Trainee Chuong Khoi Diem channel
Community – 44,000+ members Page/ Community/ Classes Community – 10,000 members system (page, group, website)

YBOX channel system (web, Universities’ student community SEO-Vietnam channel system G.A.P Institute channel system
page, webinar, streaming) groups (10+ cities) (internship, page, training) (page, group, classes)
CONTACTS
Mr. Hoàng Trí Dũng
Chief Executive Officer
Email: dunght.bdvocf@gmail.com
Mobile: 0334.889.068

Ms. Nguyễn Thị Mai Anh

Head of Business Development
Email: maianhnt.bdvocf@gmail.com
Mobile: 0356.289.126
THANK YOU SO MUCH