| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 106 === Marketing is a part of business management and management, and an important part of the recruitment process. Due to the prevalence of social media and the maturity of mobile Internet technology in recent years, with the development of Internet and the rapid development of wireless communication, the use of the Internet as a marketing method has become a marketing revolution, the revolution of the Internet, and the development of digital marketing. This new mode of communication has changed the social model between people and has become a brand new channel for recruiting talents from the national army.
In this study, the semi-structured interviews were used to interview the personnel of the National Army Talent Recruitment Center and the people who had visited the Fans of the National Army to recruit Facebook fans. As an interview, we explored the recruitment of national military personnel using Facebook as a medium. Hope to achieve the following objectives:
First, explore the application of Facebook to shape the image of the national army, to attract young people and the effectiveness and impact of word-of-mouth marketing.
Second, explore the application of Facebook for the national army marketing strategy, the effectiveness and impact of creating topics and advertising.
Third, to explore the national army talent recruitment fan group, which marketing strategy should be applied to publicize the advantages of the national army to effectively recruit talent.
Fourth, to explore how the national army recruits fan groups, how should they interact with fans to achieve effective positive publicity.
The interviews included 10 members of the National Army Talent Recruitment Center and 10 people who had visited the National Army recruiting Facebook fan group. A total of 20 people conducted oral interviews. The 20 interviewees interviewed, including 10 males and 10 females, conducted oral interviews and concluded with 4 propositions:
I. Proposition 1: The reason for using Facebook to market the image of the national army is to attract young people, word of mouth marketing, promotion convenience and application to adjust the marketing strategy according to the number of praises.
Second, Proposition 2: The use of Facebook to market the image of the national army is to increase the propaganda breadth and good results.
Proposition 3: National Military Talent Recruitment Marketing Strategy Applying Facebook's marketing strategy is to shape the image of the national army, to lock in young people, to post new ideas, to improve the content of articles, to express the quality and quality of articles and product images, and to Interactive words, advertising strategies, and creating topics.
Proposition 4: The marketing advantage of the national army using Facebook to recruit soldiers is to master the latest issues, save huge advertising fees, have multiple interactive modes, strong friend chains and communication benefits, and low fan base.
Keywords: Talent Recruitment , Digital Marketing , Social Media
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