B2B Business in the Vietnamese Market - Effective Marketing Strategies for Employment Agency and M&A Brokerage Business
Contents
What are marketing methods for employment agency?Practical use of website: structure and KPIsPractical use of media: Promotion and KPIsSales techniques for Vietnamese companiesWhat are marketing methods for M&A brokerage business?Practical use of websites: structure and KPIsPractical use of media: Promotion and KPIsSales techniques for Vietnamese companies
We are often contacted by Japanese and other foreign companies regarding marketing activities when starting a B2B business in Vietnam.
We believe that in conducting marketing activities utilizing social media and digital content, it is necessary to understand the trends of Vietnamese companies and consider measures that take advantage of the strengths of our clients.
In this article, we will introduce specific marketing activities for two types of businesses that we have actually received inquiries about in the past, "Employment agency" and "M&A brokerage business" while also giving several examples of Vietnamese companies. In particular, we explain in detail the use of websites and media, which is one of our strengths regarding marketing support service, and finally, we summarize effective sales methods for attracting Vietnamese companies in each business.
We recommend that you figure out the marketing trends of competing Vietnamese companies, consider effective measures, set KPIs, and implement the PDCA cycle.
Please feel free to contact us if you require any support regarding this matter.
What are marketing methods for employment agency?
Practical use of website: structure and KPIs
Top employment agencies in Vietnam are split into 2 types:
- Jobs marketplace:
- Headhunter:
Employment agency websites tend to focus on 5 pages: Expertise and Experience, Services Page, Job Seekers, Employers Page, and Insights.
The design and content of your website should reflect your agency's brand and mission. Employment agencies in Vietnam will try to focus on some niches to maximize their performance like Addecco in Healthcare, Real Estate, and Personkelly in FMCG.
The five main components of a website are listed below, and KPIs can be set for each.
| Components | Example of Contents & Key Points | KPIs |
|---|---|---|
| Home Page About Us | Provide a brief overview of your agency, the services you offer, and the value you bring to both job seekers and employers. The homepage should be in the same flow and try to lead customers to other pages on your website. | Bounce Rate Time on site Internal clicks |
| Job Seekers Page | Provide resources and information for individuals looking for jobs. You could include a job board, tips for job seekers, and blog articles to not let Seekers get out of your website. This page will show all of the jobs your company provide with clear direction and easy way to apply. | Lead
Click-through rate
Page views |
| Employers Page | Explain how you can assist companies looking to hire. Highlight your recruitment process, your database of candidates, linked with informative articles, and any unique features of your service (like a focus on a particular industry or type of job). A clear CTAs will help you to collect as much lead as possible. | Lead
Click-through rate
Page views |
| Blog News Page Example: • Testimonials and Success Stories • Common salary and jobs structures in Vietnam • Industry news, job hunting tips | Demonstrate a high level of expertise and reinforce information about the services offered. | Page views Time on site |
| Contact Us Sign up newsletter | Leads |
Practical use of media: Promotion and KPIs
Below are effective media in the Vietnamese market, how to promote using them, and KPIs that can be set.
| Media | Activities | KPIs |
|---|---|---|
| Job Boards | Post job listings on popular job boards like Indeed, Glassdoor, and LinkedIn. Besides that, building the networks on these job boards using personal profiles to be a more professional and personalized candidate experience. | Lead Call |
| Facebook Ads | - Re-target your service to people who visit your blog or website. - Promote your documents, and our report and collect the leads. - Promote the webinars or recruitment day | Lead Call |
| Google Ads | - Promote your blog with great articles, insight, and report - Promote your service/jobs | Page views Time on site Lead Call |
| - Promote your service to the entrepreneur's profile through ads, and network connections. - Deliver KOL testimonials or client reviews | Lead | |
| Build an email list and send regular newsletters with job alerts, tips, and company news. Make sure to segment your list so you can send targeted emails to different groups | Lead Open rate | |
| Content marketing | Regularly publish high-quality, relevant content on your blog. This could include job-hunting tips, job industry trends, candidate success stories, top groups’ expectations, etc |
Sales techniques for Vietnamese companies
This section summarizes effective methods for sales activities to Vietnamese companies, including the use of websites and media introduced above.
- Content Marketing: Updating job-hunting tips, job industry trends, candidate success stories, and top groups' expectations on your website and providing some free service to help candidates to improve their CVs or create some webinars with speakers from global corp.
- Social media: Improve your presence in customers’ mindsets by investing in social media with expert content and showing them your engagement with society or industries. Main focus: Facebook, Linkedin, Youtube Channel (Podcast, Webinar)
- Networking: Building a good connection from a personal account on social media like LinkedIn to connect with companies and job seekers. Regularly post relevant content, such as job postings, industry news, and job search tips.
- KOL’s voice: KOL is your customers with a high impact in their community, they can help you to expand your trust to other potential customers.
- Podcast: Invest, join, or sponsor podcast events to spread out the company’s brand to high-quality candidates.
What are marketing methods for M&A brokerage business?
Marketing the M&A brokerage business involves generating leads from Vietnamese companies that wish to sell their companies to foreign companies including Japanese companies, with the aim of acquiring customers.
Practical use of websites: structure and KPIs
Top M&A brokerage businesses in Vietnam are split into 2 types:
- Business/ finance consultant
M&A Brokerage websites tend to be structured the same. They tend to focus on 4 pages: Expertise and Experience, Reputation and Credibility, Services Offered, and Insights.
But it depends on which types you focus on to show how quality you are and which pages you highlight on your website. For example, legal advisers will focus on expertise and experience, while financial/business advisers will focus on reputation, credibility, and network connections.
The Mission Statement and Value Proposition are crucial elements of a website because it tells visitors why they have to choose you over the competitors. An attractive story with a clear message will reinforce your brand reputation.
The four main components of a website are listed below, and KPIs can be set for each.
| Components | Example of Contents & Key Points | KPIs |
|---|---|---|
| Homepage About Us | It is necessary to devise contents where customers learn and experience the company to see if they are interested in it. - General information about the company/Service - Missions/Value - Highlight numbers/output - Top insight/article - Top customers | Page views Internal clicks |
| Insight page | It is necessary to reflect the expertise that customers require and allow your company to demonstrate its strengths. - Blog with insights into the Vietnam M&A market/ Case studies - Common deal structures in Vietnam - Promising sectors for M&A in Vietnam | Page views Time on site *This data has been the subject of Google Analytics tracking. |
| Service | Leads | |
| Contact Us Sign up newsletter | Leads |
In order to collect leads, the content and website experience must attract customers.
This is the long-term process to collect the deal and the business works on the trust so blog sessions as Insight page are very important cause they will establish your expertise and build trust based on what we give to your customers. Besides that, the blog will help the website to improve SEO based on Google algorithm EAT (Expertise, Authoritativeness, Trustworthiness).
Practical use of media: Promotion and KPIs
Below are effective media in the Vietnamese market, how to promote using them, and KPIs that can be set.
| Media | Activities | KPIs |
|---|---|---|
| KOL booking in Facebook Group | Post something about M&A brokerage firm services and reputation. KOL’s voice is very important to prove your expertise and create the trust. Examples: - Quản Trị và Khởi Nghiệp - CLB Khởi Nghiệp Việt Nam- KNVN .VN - Launch | |
| Facebook Ads | - Re-target your service to people who visit your blog or website. - Promote your documents, and your report and collect the leads. - Promote the Webinars to consult about M&A and your service | Lead Call |
| Google Ads | - Promote your Blog with great articles, insight, report - Promote your service | Page view Time on site Lead Call |
| - Promote your service to the entrepreneur's profile - Deliver KOL testimonials or client reviews | Leads | |
| Build an email list and send regular newsletters with job alerts, tips, and company news. Make sure to segment your list so you can send targeted emails to different groups | Leads Open rate | |
| Content marketing | Regularly publish high-quality, relevant content on your blog about laws updates, finance, and business operation. |
Sales techniques for Vietnamese companies
This section summarizes effective methods for sales activities to Vietnamese companies, including the use of websites and media introduced above.
- KOL’s voice: In the business building from trust, KOL’s voice is very important to determine your brand’s positioning. If you can find a brand representative from the professor/PhD from the university or from investors it will be the best case.
- Webinar/Podcast: One of the best ways to increase lead and brand awareness. It’s cheaper than trade-show/seminar and brings faster efficiency than other techniques.
- Blog learning center/Insight: Tech start-up is a trend in Vietnam now. Since most of the founders are in technology, biotech, or Mechanical, they are lacking knowledge about laws and finance. If you can be the place they visit every week to learn something new or bookmarks, it will be one of the best ways to make sales.
- Social media: Improve your presence in customers’ mindsets by investing in social media with expert content and showing them your engagement with society or industries. Main focus: Facebook, Linkedin, Youtube Channel (Podcast, Webinar)
- PR: Booking top articles about finance or business such as vneconomy.vn, https://cafebiz.vn/, https://cafef.vn/ to increase your brand’s trust and awareness.