Integrated Marketing Communication Of Corporate Campus Recruitment Brand From The Audience Perspective

Campus recruitment is not only an important activity related to the employment situation of college graduates in China,but also closely related to the vital interests of each graduate.In recent years,in order to attract high-quality talents and enhance their soft power,more and more enterprises have begun to build and spread their campus recruitment brands.However,after exploring the communication of corporate campus recruitment brand from the perspective of audience,we can find that there are many problems to be solved urgently.The brand communication process of campus recruitment and the audience’s contact process of campus recruitment brand are two sides of the same body.What is the audience’s process of contacting campus recruitment brands? From the perspective of the audience,what are the problems in the brand communication of recruitment? How to use the theory of integrated marketing communication to solve these problems? In this process,how to integrate the audience brand contact mode into the campus recruitment brand integrated marketing communication mode? These are the problems to be solved in this paper.This paper uses the literature method to study a large number of campus recruitment brand and integrated marketing communication related theories.At the same time,this paper adopts the case study method,taking the campus recruitment brand "Hai Zhi Zi" of China Overseas Land & Investment Ltd as the case,and studies the case through questionnaire survey and focus group interview.The audience perspective is the starting point.This paper,by means of questionnaire survey and focus group interview,explores the audience contact and audience evaluation in the communication of corporate campus recruitment brand from the perspective of audience.Integrated marketing communication is the theoretical support.This paper analyzes Schultz’s integrated marketing communication theory from both micro and macro levels,and puts forward some suggestions for campus recruitment brand communication by combining audience perspective with integrated marketing communication.After analyzing and extracting the case of "Hai Zhi Zi",this paper proposes the AS-IAS audience contact mode of campus recruitment brands,and according to the audience evaluation,proposes five strategies of integrated marketing communication of campus recruitment brands: audience integration,communicator integration,content integration,channel integration,and value integration.Subsequently,this paper integrates the audience contact mode into the integrated marketing communication of campus recruitment brands,and further constructs a macro and complete integrated marketing communication mode of campus recruitment brands.