PROPOSED MARKETING STRATEGY FOR PT IT FIRST

• Main Author: Sadikin, Garnadi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39084
• Institution: Institut Teknologi Bandung

PT IT First is an Indonesian recruitment company that specialize in Information Technology (IT) industry. In the industry, recruitment company also known as headhunter. PT IT First have problem to communicate and increase engagement with the IT expert. This research aim to increase engagement and to attract the IT experts. This research use Integrated Marketing Communication (IMC) approach. External and internal environment are analyze to support the basis of the research. External analysis cover industry overview, PEST analysis for the general environment overview, competitor analysis, and consumer analysis. Online questionnaire is used to gain IT experts insight. PT IT First current marketing activity is analyze to find out if they doing what is expected by IT experts. The results of the analysis identify that PT IT First current activity is lacking a dedicated marketing team. The media they use for promotion and ads are not popular for IT experts to find jobs. Most IT experts do not know about headhunter services and a lot of them use Facebook group to communicate online. Other competitor website have better feature than PT IT First. Most competitor have much more followers on social media and better engagement. Based on the analysis, the proposed solution are using facebook group and website as communication channels. The content of the message are focusing on job offer with clear scope of work and responsibility, and testimony of satisfied PT IT First costumer.