Promotional Techniques for Telecommunications or Employment Recruitment Company

This document discusses the promotional techniques used by telecommunications or employment recruitment companies to create awareness and attract customers. It covers strategies like social media, direct marketing, personal selling, and more. The document also includes a STP analysis and the AIDA theory.

Promotional techniques for a
telecommunications or
Employment Recruitment
company

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Promotion is an activity and process f creating awareness about the products and services of
a company which are offered by a business venture in term of creating awareness. In context of
this, the business venture use several marketing and promotional channels like social media,
internet, email, direct marketing and many more. These strategies and tools are so crucial and
important, business leaders will nearly always have a hand in shaping marketing initiatives. In
diverse sectors or industries, business venture like employment enterprise consider effective
telecommunication techniques like e-mail, message, social media, print media and many more so
that they can aware people who have their profile on company’s account or those who searching
job in a particular area (Ofosu-Boateng, 2020). For the completion of this document,
Monster.com is the company which is considered. It is a global employment website which is
owned and operated by monster Worldwide, Inc. The written report will consider information
regarding promotional and telecommunication techniques which is followed and utilised by the
company in a practical and tactical manner. Moreover, it will describe about marketing concept
and evaluation of the effectiveness of these tactics.
TASK 1
Background- Monster.com is an international website owned and operated by Monster
Worldwide, Inc. This was designed in 1994 by the merger of the Monster Board and Online
Career Center. It operate its business in Internet sector by offering services like online
employment and is headquartered in Weston, Massaschuestts, US. Rqandstad Holding is the
parent company of it which is a Dutch multinational human resource consulting organisation
(Rizomyliotis and et. al., 2020). There are 4000 employees are employed by the respective
establishment and they make their effective contribution in running and operating the business
activities and operations of this firm. It is a global leader in connecting individual and jobs.
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Figure 1Monster. 2020
The aims and goals of the company is to make every workplace happier and more
effective by transforming the ways managers and applicants find the right fit. For 25 years, the
respective enterprise has worked to transform the recruitment sector (Carpenter and Luciano,
2019). Now these days, the firm leverages advanced technology utilising intelligent digital,
social and mobile solutions, considering the flagship website Monster.com, Monster’ innovative
application and a wide display of commodities and facilities. Monster is a digital enterprise
owned by Randstad North America, a subsidiary of Randstad N.V. a €23.8billion international
provider of flexible work and human resources facilities.
Communication strategy of the company- Organisational communication includes formal and
informal communication throughout an establishment, including communication among
employees management interaction.
Formal communication- Being formal, clear and specific is a strong tool to ensure an
efficient flow of information in the working environment. With formal communication, everyone
is educated about and related with the business aims. This type of communication is also
required to assemble lawful demands (Heath, 2018). For example, Monster, work actions as well
as security regulations and directions have to be discussed to the employees in a professional
form.
Informal communication- This type of announcement is the divergence of formal
communication. It is also understood like rumour announcement. In respect to this, it includes
dialogues, chats, phone conversations and water cooler talks. In Monster, if the administration of
the respective firm consider kind of communication then on the top advantage of casual
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communication is the statement that it is rapid form of delivering information in the place of
work. It helps in sharing and developing new ideas to develop services and internal or external
actions.
Horizontal communication- This kind of organisational communication arise between
groups and individual who are at the same hierarchical level. Horizontal communication plays an
effective role in breaking down silos and improving cross divisional teamwork in the place of
work (Adusei and Isaac, 2020). In Monster, it plays a critical role in supporting tech, promoting
and sales groups and make sure that everyone is on the equal page.
Vertical communication- It is one of the most common types of communication within
predetermined ventures follows an up and down perpendicular prototype. It includes
communication between business leaders, team leaders and employees. In Monster, this kind of
communication is essential in the workplace and without this, it would not be possible to assign
rule, response and ideas.
Advertising- Basically, it is a process and activity of creating awareness about the products and
services of the company which is developed and produced by it, to meet and fulfil needs and
demands of targeted audiences. In Monster, there are diverse tools and techniques are used by
management to create awareness about the services which is offered by them in term of
employment and recruitment. They consider online media, customised job templates by imitating
their print ads on Monster, their employer branding is developed by consistency. Along with this,
they also use banners by having their organisation logo displayed on the Homepage,
communities and job search pages of Monster.co.uk. Industry widgets is another advertisement
tool which is used by Monster’s as IT and Technology career channels which brings together
everything IT professionals demand for a successful job search and career. The key features
consider 1 click job searches, downloadable CV templates for diverse technical functions,
insightful eBooks providing expert career advice and latest news feed from the key It &
technology publications (Hajar and et. al., 2020). As well as appearing on the Monster site, users
are able to incorporate this widget into their own profiles on Facebook, MySpace Bebo or
iGoogle or even their own website.
Direct marketing- It considers of any promotional that relies on direct interaction or assignment
to customer particularly, rather than through a third party such as mass media, email, social
media, texting campaigns and many more. In Monster, within it, the venture use direct mail to its
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target audiences by sending mail to them with the information of recruitment. It is a kind of
marketing which includes allocation a physical piece of advertising material. In UK, direct mail
is utilised as a way of promotion relying on printed materials and the postal facility to deliver
marketing appeals instantly to consumers. Some recipients indicate to it as junk mail like direct
main ordinary disembarks unwanted. By accepting this option, Monster can direct mail to
applicants who update their CV on this site towards a specific job profile. Email marketing is
another tool which also consider by respective firm as a direct marketing (Alotaibi, 2019). It is
an activity of sending a business message, basically to a group of people, using email. It includes
using email to send promotion, request business or implore sales or involvements. With this tool,
the administration of Monster can promote its existing and new facilities to individual through
sending them an email.
Personal selling- It is where businesses utilise individuals to sell the commodity after meeting
face to face with the target audience. The sellers advertise the commodity by their characteristic,
appearance and specialist product information. In Monster, the management of respective firm
can make direct and face to face interaction so that they can aware with its services and take
benefits of the facilities which offered by the particular enterprise.
Social media- It is the use of social media sites and social media networks to marketplace a
venture’s products and services. It is also understood as digital promotion and e-marketing.
Social media promotion has purpose-built data analytics tools that allow markets to track how
blooming their efficiency is. In Monster, the administrator can includes diverse promotional tools
such as Fcaebook, Twitter, Instagram, web advertisement, Google ads and others. Along with
this, the respective firm also consider LinkedIn and other tools in its social media tools. To
support the developing emphasis on social engagement, Monster went to tender for centralised
social media administration platform and campaigns tool.
Public relations- It refers to the number of activities conducted by an establishment to promote
and prevent the image of company, its products and services in the mind of people of
community. The purpose of this is to manage public opinion of the firm. Public relations
consider a range of activity and some of them like events, campaigns and sponsorship are used
by Monster (Jaichuen and et. al., 2018). Event basically refers to occasion but in advertising and
promotional context signifies as marketing process that is utilised to promote products, brand and
facilities that are offered by the enterprise by in person interactions. It could also be attending an
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event like exhibitor to educate potential target customers on the company’s services offering.
Monster launched an integrated communications campaigns as the official supporter of
#WorkLifeBalance. The campaign will go live crosswise India, Gulf, Singapore, Malaysia and
Philippines. The aim of this campaign is to raise high awareness around problems concerning
#WorkLifeBalance in a humorous way.
CSR (Corporate Social Responsibility)- Establishments and companies might include
corporate social responsibility programs in their business models that advantage local and global
community. Along with this, CSR also known as corporate conscience, citizenship or
investment, corporate social accountability can show up in a company’s business analysis,
mission and message. Examples of social responsibility include having an environmental
friendly work place or supporting non-profitable (Marcus, 2019). When companies with
corporate social responsibility programmes are often non-profits, any organisation can have a
social responsibility plan. Monster, will provide proficiency and skills in Creative, digital, media
and PR communications services that will help brand construct a truly considered and a Brand-
Led CSR journey. By offering an effective support in term making account or doing registration
on company website is an effective CSR activity which help people of the community in
searching employment in easier manner.
STP Analysis- It is a marketing plan of action that stands for segmentation, targeting and
positioning. It is a three phase activity that allows for the development of a specific and
actionable marketing strategy. It is one of the most usually executed marketing models in
activity. By implementing this framework, company like Monster can position its services and
commodity to target different groups of target audiences more efficiently.
Segmentation- It is the activity of classifying customers supported on certain finding out
factors. For there, the company will be capable to share modified marketing information which
directly target these groups. In Monster, the management can classify its market on the base of
demographic, psychographic and behavioural (Oualy, 2019). There are different forms of
segmentation of the market, but the most ordinary ones include age, sex, income, lifestyle and
location etc. These aspects play a crucial role in developing a customised message.
Targeting- This is the high effective factor of STP determination so be make sure to limit
the concentration of the company to just one group. There are different things to consider within
targeting. In Monster, the management can target its customer on the basis of ease of reach,
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profit, size, concentration on diverse advantages and others. There are diverse things to include
within targeting economic potential of the groups to see that one is responsible for the most
sales, look at the size of the segment and possible for growth.
Positioning- It is the final step of STP model and within it; the company require to create a
marketing mix to reach their targeted segment (Chufama, 2019). The establishment can do this in
three diverse forms. Functional positioning creates a message that converses about how a product
and facility meets specific demands. In Monster, symbolic messaging targets a customer’s self
esteem and often includes playing up logos, exclusively and lifestyle etc. Experience positioning
makes an emotional connection by focusing on how it feels to utilise the facility.
TASK 2
AIDA Theory- It is concept and framework which is developed in 1898 by E. St. Elmo
Lewis. It describes the phases that a possible customer goes through before analysing to buy a
product and service. The contraction occurs for Attention, Interest, Desire and Action. The
AIDA model is majorly used in promoting and endorsement to explain the steps that arise from
the very first time a consumer is aware of a product or brand to the real flash the purchase is
done. The particular concept helps to explain how a endorsing and promoting communications
information considers and contributes clients in brand choices. So, in Monster, the administration
of enterprise can include and execute it to attract by advertisement tools. It will help in
developing number of consumer and individual will take advantages of its facilities that help in
developing its efficiency and maximising profitability. In respect to this framework, AIDA
framework suggests that publicity messages need accomplishing an amount of accountabilities in
context of move the consumer through a range of chronological phases from brand awareness by
to action. The AIDA model is one of the highest serving tools used and executed in endorsing in
large section because when the world of marketing has changed, human nature has not.
Attention- The first phase of the buying behaviour is creating the consumer aware and
cognisant of the product. A salesperson’s work is to grab the prospect’s observed well so that
they can administrate the view engaged long sufficient to what their attention. Some description
of AIDA refers to the primary stage as “awareness”, meaning that view becomes aware of
alternative (AIDA. 2020). In Monster, in this step, the administration can create awareness about
its services that is provided through it regarding employment, recruitment and searching jobs etc.
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Interest- It is the second phase of this model and within it; the venture must enlarge the
potential customer’s interest in the products and services. It is basically where benefit articulate
come highly into function. Different marketers appropriately use storytelling in their straight key
concepts in respect to acquire their views considered (Ofosu-Boateng, 2020). In Monster, within
this stage, the administration can try to identify the interest of individual and consumer towards
offered facilities. For this, they can do direct mail; message and other form of delivering data so
that interest of user can be find out towards their employment facilities.
Figure 2AIDA. 2020
Desire- It is the third phase of AIDA model. If the firm effectively grasped consumer
attention and managed long term interest to rely information about the commodity and service,
then they must cultivate consumer need. In Monster, within it, the administration after
identifying the interest of target audiences towards services trying to find out their needs so that
they can offer that kind of services which are able to meet their desires.
Action- It is the last step of AIDA framework, if the company endorsed the outlook
through previous three phases, this stage often starts logically (Rizomyliotis and et. al., 2020). In
Monster, within it, the administration can changes its activity in to action towards satisfying and
meeting the demands of target users through providing recruitment and employment services as
per them.
Push and Pull strategy-
Push strategy- It is a strategy and tactic wherein promotional tool are used to thrust the
commodity and service to sales tool is known as push plan. It describes the section of
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commodities and services as well as information through mediators to the final consumer. In this
strategy, the organisation offer their services to consumers that are neither aware of it nor
looking for it but the produced commodities is introduce to them their diverse promotional
activities. In Monster, by accepting this plan, the company can advertise and endorsement
regarding its facilities by considering marketing channels such as email, social media, digital
marketing, and others (Difference Between Push and Pull Strategy. 2020). The policy uses deal
shows promotion, the point of sale show, direct selling, TV, emails and many more to devise an
influence on consumers mind and reducing the time between exposure of product and taking
benefits of services.
Figure 3Difference Between Push and Pull Strategy. 2020
Pull strategy- The business plan that purposes at making interest or command for a
particular commodity and service of the consumer, in a form that they instruct the product and
service from the channel partners is known as pull strategy. In this plan, the user needs are
meeting by directing promotion plan on them whose results in the pulling of commodities. Pull
strategy uses techniques like social networking, blogging, word of mouth and many more for
enhancing customer base. In Monster, by utilising any from which are used for devising user
demand for the commodity is known as pull plan (Carpenter and Luciano, 2019). With the
assistance of it, user highly takes advantages of facilities that are provided through the company,
cause of its friendliness, supremacy, status and reliability.
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In form of making control on the objective data and assessment of the execution of the
business through several performance administration tools, the enterprise can consider KPI and
balance scorecard. KPI is a term that is utilised to define the process of designing, performing,
determining and monitoring specific industry that assists the respective company in relinquishing
the extent of growth in reaching their corporate objectives. With the utilisation of this tool,
Monster can iterative activity that includes response from professionals, heads and administrators
of divisions (Heath, 2018). Along with this, balance scorecard is another tool which can be
assessed by administrators of Monster in term of tracking the execution and performance of
actions and determines the results arising within these actions. In addition to this, the particular
venture also utilise balance scorecard that is a tactical planning and administration tool. By
utilising this method, the management of particular firm can interact what they are trying to
accomplish and align the day to day work that every individual is doing with plan of action.
Additionally, the establishment can identify factors in easier manner which hamper business
performance and outline tactical change that tracked by upcoming scorecards.
CONCLUSION
It has been summarised from the preceding data that marketing and promotional tools or
channels play an appropriate role in marketing and operating business of company in a specific
manner. By considering and using diverse promotional techniques such as social media, digital
marketing and other companies can make awareness about its services that is provided by it to its
target audiences. Along with this, marketing communication theories and concept like AIDA and
pull & push strategies play an essential role in introducing about the facilities and products of a
company and attracting consumers.
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REFERENCES
Books & Journals
Ofosu-Boateng, I., 2020. Effect of Sales Promotion and Relationship Marketing on Customers’
Retention in the Telecommunications Industry in Accra, Ghana. British Journal of Management
and Marketing Studies, pp.37-54.
Rizomyliotis, I. and et. al., 2020. Applying fcm to predict the behaviour of loyal customers in the
mobile telecommunications industry. Journal of Strategic Marketing, 28(1), pp.1-15.
Carpenter, M. and Luciano, P., 2019, May. The emergence of advertising and promotion in the
French telecommunications sector: 1952-2002. In CHARM 2019: 19th Biennial Conference on
Historical Analysis and Research in Marketing.
Heath, S., 2018. System and method for providing educational related social/geo/promo link
promotional data sets for end user display of interactive ad links, promotions and sale of
products, goods, and/or services integrated with 3D spatial geomapping, company and local
information for selected worldwide locations and social networking. U.S. Patent 10,096,033.
Adusei, C. and Isaac, T.K., 2020. Branding and Retailing in the Telecommunications Industry of
Ghana. American Journal of Marketing Research, 6(1), pp.9-18.
Hajar, M.A. and et. al., 2020. Value innovation activities in the wireless telecommunications
service sector: A case study of the Malaysian market. Journal of Global Business Insights, 5(1),
pp.57-72.
Alotaibi, H.J., 2019. Foresightful strategic planning and organisational flexibility in the saudi
telecommunications sector under turbulent economic conditions. International Journal of
Advanced Research in Management and Social Sciences, 8(11), pp.114-134.
Jaichuen, N. and et. al., 2018. Unhealthy food and non-alcoholic beverage advertising on
children’s, youth and family free-to-air and digital television programmes in Thailand. BMC
Public Health, 18(1), p.737.
Marcus, S., MOBISAVE LLC, 2019. System and method of electronically verifying required
proof-of-performance to secure promotional rewards. U.S. Patent 10,402,847.
Oualy, K., 2019. SURVEY ON CUSTOMER’S SATISFACTION IN THE FIELD OF
TELECOMMUNICATIONS IN MALI. European Journal of Economic and Financial
Research.
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Chufama, M., 2019. Antecedents and consequences of corporate social responsibility awareness:
consumers in the mobile telecommunications sector in Harare, Zimbabwe (Doctoral
dissertation).
Online
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Hajar, M.A. and et. al., 2020
Alotaibi, H.J., 2019
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Marcus, S., MOBISAVE LLC, 2019
Oualy, K., 2019
Chufama, M., 2019
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