Samenvatting

In eight steps to success: this approach is examined and provided in this report for the business Spielwork, a company that is working towards a vacancy revolution. Spielwork believes that vacancies must be described in a more visual and detailed way, instead of the traditional way with abstract information. The relationship between employer and a new employee must be in good harmony in the first instance rather than wasting time and money before finding the correct relation. Spielwork claims that the new generation, the Millennials who are born between 1981-1999 in a digital world and are used to react and directly share information with their environment, requires more transparency and reality.

Considering this clear vision, a strategic online marketing plan originated within the phase of graduating for my study ‘Commerciële Economie’ from the University of Applied Sciences of Leiden. The objective of the attached? (used?) quantitative research was to investigate if the usage of social media by Millennials in different phases (graduating, just graduated of already working) has effect on effectivity(efficiency?) of a vacancy. Results show that there was a significant difference in the practice of Facebook between the graduating group and the working Millennials (hypotheses 1). In addition, a significant difference is found in the utilization of Snapchat between just graduated and working Millennials. Other social media platforms showed no significant difference. The second hypothesis: the needs regarding to a job are different if a comparison is made between the different phases of Millennials; this hypothesis showed no significant difference. Spielwork does not have to take the different phases of Millennials into account when making a marketing policy. These results had a big influence on the marketing recommendations described in this plan. The main goal was to gain an overall insight in the needs of the Millennials while they are searching for a job to verify whether the statements of Spielwork are correct and can be accepted in the marketing policy. Ultimately, an effective approach for Spielwork reaching the Millennials is described.
The research is accomplished through a quantitative online survey distributed amongst all Millennials in the mentioned different life phases. All 160 responses are filtered to 147 useful answers and are analyzed in statistics program called SPSS. Taking the accomplished descriptive analysis into consideration, an ANOVA is made to compare the given results to different phases of the Millennials. Consequently, after finding a significant relation, a Kruskal-Wallis test is made to profoundly investigate this relation.

The Millennials are screened very detailed and regarding the gathered information, recommendations are described for Spielwork. Online platforms such as Instagram, YouTube and Snapchat are very attractive for Spielwork to implement because of the visual expressions. Realizing a blog will also help Spielwork creating brand awareness. All these recommendations are supported with visual examples. This strategic online marketing plan also provides guidelines how to control the marketing policy.