The researchers approached the client, working as a staffing agent, as they recognized a discrepancy in their communication strategy. The researchers quickly realized that there was a more pressing opportunity. For this reason, the focus shifted to understand the client's target group and to propose an adequate communication approach.

To determine the needs of the client’s target group, the researchers first defined the target group. The target group consists of apprentice graduates, students, graduates and young professionals. Extensive research was conducted to create an interview that investigated customer jobs, gains and pains. Based on the interviews, a survey was drafted to ascertain the results of the interview. The outcome was compared to the service of our client. Once the outcome was compared, a customer journey was drawn depicting the touchpoints which can be targeted with the communication approaches elicited.

The result of the thesis allows the client to determine what their target group needs to enable a sophisticated job-seeking process. The revealed pains, the depicted gains and the elicited jobs of the target group can be included in the job-seeking process to deliver more pain relievers and gain creators. With this knowledge, the client can excel even more from the competition. With the customer journey, they can also identify where their customers need to be addressed during the respective phases of the journey. Furthermore, the 5 W’s which are why, who, what, where, when and the How, provide information on how to design their communication to support and strengthen their brand.