[F&B] SUNTORY PEPSICO YOUNG TALENT PROGRAM - MANAGEMENT TRAINEE & GRADUATE SALE/ENGINEERING TALENT (GST/GET) 2019

CAMPAIGN OBJECTIVES:

Inspire young talents of great working environment and attract potential candidates to the recruitment program provided by Suntory Pepsico.

- Recruitment: Broad–scale communication to recruit targeted young talents.

- Employer Branding: a part of EB Activation to strengthen SPVB brand as  “Employer of Choice”


EXPECTED KPIs:

1/ With MANAGEMENT TRAINEE:

- LEAD Generation: 2.157 leads

- Completed forms (6 steps required): 1.800 forms

2/ With GRADUATE SALE TALENT (GST) & GRADUATE ENGINEERING TALENT (GET):

- LEAD Generation: 1.400 leads

- Completed forms (6 steps required): 700 forms


* QUALIFIED LEADS Definition: 

Candidates login on campaign landing page and provide information including: full name, address, phone number, email, university/college, major and year of graduation.

* COMPLETED FORM Definition:  All bellows must be satisfied (6 steps required)

Step 1 & 2Candidates login on campaign landing page and provide information including: full name, address, phone number, email, university/college, major and year of graduation (LEADS)

Step 3: Candidates fill out the form to provide the study process.

Step 4: Candidates fill out the form to provide the working experiences (if any).

Bước 5: Candidates answer all questions listed on the form.

Bước 6: Submit CV to apply.


TARGET AUDIENCE:

Male/Female, 18-24.


- Location: focus on HCMC and Hanoi.

- Portrait: fresh graduate students who are dynamic, enthusiastic and ambitious. They look for professional environment where they could prove their capacity and achieve what they deserve.



TIMELINE: 6 months (from Nov 2018 to April 2019)


- More than 70% of online traffic is from mobile, but users cannot complete the form on those devices.

- Students in general and fresh graduates do not fully aware of career opportunities and benefit from recruitment programs provided by global companies.

- There are many competitors including:

     + Unilever, P&G, Nestle, etc who are providing same Management Trainee Program.

     + Shopee, Lazada, Zalo, etc who are strong at recruiting activities.


UREKA SOLUTION:
- Developing a mobile app which allows users to fulfill their information on mobile. With information received (phone number/email) we retarget by personalized content encourage them to complete next steps on computer/laptop. It is also unique point compared to other employers in the market.

- Deep searching on the difference and uniqueness of Suntory Pepsi MT Program to create suitable content inspiring target audience.

- Optimizing users experience on YTP Program landing page to increase conversion rate, using section separately with suitable content & visual for each target group & specific departments.

Some screenshots of the landing page.

RESULT ACHIEVED:

With MANAGEMENT TRAINEE:

Lead Generation: 2.597 leads, reach to 120% KPIs.

- COMPLETED FORM 1.823 forms, REACH TO 101% KPIs.

With GRADUATE SALE TALENT (GST) & GRADUATE ENGINEERING TALENT (GET):

Leads Generation: 1.800 leads, reach to 129% KPIs.

COMPLETED FORM: 1.306 forms, REACH TO 187% KPIs.


Some screenshots of campaign:

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