This thesis tackles the challenge of increasing brand awareness and user base for mtchbx in the competitive job market. It develops a unique guerrilla marketing plan to attract job seekers and employers, aiming to revolutionize the app's market impact and effectiveness in recruitment. The focus is on creating a distinctive marketing approach that differentiates mtchbx from traditional job-seeking platforms, catering to modern job market dynamics.

Employing a mixed-methods research design, the study combines quantitative data from surveys with qualitative insights from in-depth interviews and focus groups. A comprehensive strategic analysis, including SWOT and the 4Ps of Marketing, is conducted to deeply understand the recruitment industry's challenges and user expectations. This methodology provides a robust foundation for developing a tailored marketing strategy that resonates with mtchbx's target audience.

The research uncovers a strong preference for engaging and practical job advertisements among users. A unique guerrilla marketing method, involving branded condoms, emerges as a novel approach, marking a first in the recruitment industry. This strategy not only elevates brand recognition and user engagement for mtchbx but also promises a substantial expansion of the user base and an enhanced appeal for posting job vacancies. Businesses express a keen interest in app features for monitoring and evaluating ad effectiveness. The innovative marketing technique ensures mtchbx stands out in the crowded job market, aligning with the evolving needs of businesses and job seekers, thereby redefining the landscape of recruitment advertising.