Introduction
In today’s technologically advanced world, where people of all ages are expected to be Internet-savvy, social media plays an increasingly important role. The given marketing plan provides guidelines for a newly established coffee shop franchise within a large and highly competitive market. The company aims to employ competent and motivated staff to withstand tough competition. To achieve that, promotion in the social media sphere, a place where people primarily connect and share information, is necessary.
Marketing Plan
Executive Summary
The given marketing plan aims to obtain a new and experienced workforce by employing various social media platforms. The market consists of workers who have experience working in the coffee shop industry. The marketing strategy here is multifold.
First, the search would consider the current franchise employees in order to attract workers who are already knowledgeable of the company’s inner workings. Second, the company would have to emphasize its pledge to diversity and equality. Equal workers’ treatment is highly important for today’s workplace narrative. Therefore, engaging with this notion on social media will attract positive attention and workers from all walks of life.
Third, it is necessary to establish a career website or web page. This would provide answers to questions that future employees might have. In addition, the website could contain a communication tool to connect with human resources, which would attract a larger number of job applicants.
To achieve the goal of obtaining the necessary workforce, industry-specific professional social media platforms and LinkedIn will be used. This would allow potential workers and human resources to connect easily and swiftly. In addition, visual promotion and employee engagement will be employed to make the position more attractive.
The marketing methods through social media would include videos and posts made by the employees to portray the workplace in a positive light. The video footage could include tours of the locations with commentary. In addition, the posts could provide insight into the workers’ personalities and interests outside of the job.
Situation Analysis
Regarding the employee base, the situation has its strengths, weaknesses, opportunities, and threats. Its strengths lie in personal characteristics and transferable skills, such as collaboration, leadership, computer, and marketing skills. The weaknesses are in limited work experience, as the team of employees consists of rather young people. The opportunities lie in the staff’s motivation for further education and easy adaptability. However, due to the lack of time spent with the company, the talent risks being pursued by competitors.
Marketing Opportunity
Job postings and excessive promotions are necessary to obtain a new wave of employees. Professional social media platforms such as LinkedIn are a necessary step in searching for the workforce (Ruparel et al., 2020). A perfect place to find professional and passionate workers in the field would be the website Coffee Jobs Board, where employers and employees can connect with each other. In addition, it would be beneficial for the current employees to share their working experiences on the company’s social platforms, including Twitter, Facebook, Instagram, and YouTube.
Marketing Objectives
The marketing should focus on attracting experienced and motivated workers who would be inclined to stay long-term with the company. The ideal outcome is to present the establishment as a place of growth, personal and professional development, and opportunity for more. In addition, it would be beneficial to show the acceptance of diversity and equality in the workplace, which would help attract a wide range of employees.
Marketing Strategies
The first step would be to present new job opportunities to those within the company’s structure. Successful companies often share job opportunities on the intranet (a network within an organization) and then display them to the public (Gunesh & Maheshwari, 2019). Furthermore, it has been shown that a larger number of workers chose their job positions based on online communication tools (Jančíková & Milichovský, 2019). Therefore, the second step would be to provide these tools, such as a pop-up chat with HR on the career website. The third step would be to establish a social media presence: create social media accounts and set up a career web page on the firm’s website.
Marketing Implementation
Various tactics need to be employed on different social media platforms. First, on YouTube, the workers can post tours of the coffee shops and “day in the life of a barista” videos, presenting the work there as exciting and full of positivity. The same can be posted in the “stories” section on Instagram. The employees would be able to engage with customers on Twitter and Instagram, sharing aesthetic pictures of coffee and pets. In addition, the pledge for diversity and equality could be placed in the company’s Twitter and Instagram bios.
Contingency Plans
A contingency plan here would be to create online groups where seminars about the company can take place. This would raise awareness of the company, helping future employees to become accustomed to the establishment’s environment. In addition, the company could produce a quick advertisement for the workplace using the current employee pool for testimonies. This advertisement could run on YouTube or Instagram or be promoted on Twitter.
Conclusion
In conclusion, today’s marketing strategy for attracting new employees relies heavily on social media platforms. To achieve the needed results, the company would have to present itself as adhering to the notions of equality and providing opportunity and excitement. These factors will be established through the use of tools provided by YouTube, Instagram, and Twitter.
References
Gunesh, P., & Maheshwari, V. (2019). Role of organizational career websites for employer brand development. International Journal of Organizational Analysis, 27(1), 149–168. Available in the Trident Online Library.
Jančíková, K., & Milichovský, F. (2019). HR marketing as a supporting tool of new managerial staff in Industry 4.0. Administrative Sciences, 9(3), 1–12. Available in the Google Scholar database in the Trident Online Library.
Ruparel, N., Dhir, A., Tandon, A., Kaur, P., & Islam, J. A. (2020). The influence of online professional social media in human resource management: A systematic literature review. Technology in Society, 63, 1–11. Web.