Advertising Strategy

Strategy

Strategy for Recruitment

Bright Future Consulting Company Limited is an international middle size consulting company located in Silom area, the heart of business district in Bangkok. The company’s main clients are well-known Thai companies as well as leading international companies; therefore, all employees of the company must be fluent in English in order to communicate with the clients.

Right now, the company is looking for candidates to fill in the three vacant positions, which are Junior Administrative Assistant, Accountant in Accounts Receivable section and Entry Level Consulting. After a careful observation, the Human Resources Executive comes up with most three effective advertising channels which are newspaper, posters, and banner on website.

First, the newspaper, the company will put an advertisement in the Bangkok Post newspaper. The reason that the Human Resources Executive chose the Bangkok Post is that because the Bangkok Post is the main Bangkok based English newspaper widely read throughout the metropolitan Bangkok with its estimated readers of 500,000 copies per day which is the best source for the company to reach potential candidates. This is the first step of screening the candidates as the people who read the Bangkok Post are good at English and they tend to have business knowledge. The company will advertise only two positions in the newspaper, Junior Administrative Assistant, and Entry Level Consulting as the space on the newspaper is limited and it is a better to recruit candidates for Accountant in Accounts Receivable section using the other media.

For the advertising rate, it costs 1,180 Baht per square inch per day to advertise in the classified section of the Bangkok Post newspaper. The recruitment advertisement has the size of 4”*5”= 20 square inches which costs 23,600 Baht per day (1,180*20). The company decided to advertise on Monday and Saturday of the first week and Monday of the second week...