You are working as Human Resource Manager at Online Media Solutions. Online Media Solutions is a marketing and web development business providing marketing and web development services to small businesses and organisations. Strategic objectives The strategic objectives of Online Media Solutions are as follow: Increase brand awareness/presence by at least 20% Establishing a reputation for exceptional customer service and end to end solutions and achieve a customer satisfaction rate of 90%. To target net profit margins of 30% in the first year and 40% in the second year by improving operational efficiency Decrease operating expenses by 5% per year by implementing innovative practices and minimising rework. To minimise and achieve less than 0.5% incident rate per financial year Values Quality service to our clients Integrity and accountability Reliability Quality Innovation Respect Values In Practice (VIP) Standards Respect We take pride in our work. We value the contribution of others. We relate to clients in a fair, decent and professional manner. Integrity We do what we say well do and respond appropriately when the unexpected occurs. We take responsibility and accountability for our decisions and actions. We engage genuinely with the community, managing resources entrusted to us honestly and responsibly. Collaboration We work openly and share information to reach shared goals. We take on board other views when solving problems and welcome feedback on how we can do things better. Innovation We look for ways to improve our services and skills continuously. We are open to change and new ideas from all sources. Marketing team roles and responsibilities Marketing Manager Develop, implement, and manage marketing campaigns that promote the products and services of a company. Enhance brand awareness in the digital space. Drive website traffic and acquire leads. Measure site traffic, identify and evaluate new digital technologies and optimise marketing campaigns, e-mail marketing, social media, and display & search advertising using web analytics tools. Digital Marketing Executive Develop and manage digital marketing campaigns Manage the organisations website Optimise content for the website and social networking channels such as Facebook, Twitter, Instagram, Google Plus, etc Track the website traffic flow and provide internal reports regularly Fix any error in online content and arrange webinars and webcasts Attend networking events and product launches. Identify new digital marketing trends and ensure that the brand is in front of industry developments. Work on SEO of the website pages. Edit and post content, videos, podcasts, and audio content on online sites Promote the companys product and services in the digital space. Execute social media efforts to improve KPIs, likes, shares, tweets, etc. Search Engine Optimiser - SEO Executive Conduct on-site and off-site analysis of clients in various industries. Compile performances report using the Google Analytics program. Keep attention to the updates of Googles Algorithm. Contribute to the companys blog for on-page and off-page optimisation. Conduct keyword research according to the latest keyword research strategies. Digital marketing copywriter Tailor the content and style of writing assignments according to their purpose, like sell or inform. Understand the target audience because content writing is not for clients. Its for the readers. So, a copywriter should understand the interests of the target audience. Work with a different team to ensure quality results and quality visual elements of the web page complementing the words. Identifying interesting and fresh angles every time for an article Write for blogs, web pages, social media, eBooks, slogans, and video script. Assist with the business pitches to win new clients and projects. Provide digital contents such as video, infographics, and images, etc. Grievance issues/incidents in the last quarter Issue Resolution Time to resolve Cost breakdown Outcome A complaint from marketing team member regarding inappropriate treatment from marketing manager. Formal examination of facts led by the Human Resources Manager. 3 weeks Cost of interviews/ investigation: $3100. Administration cost: $1,400. Marketing team member was counselled, and training was given on management skills. He was also given warning letter to improve his behaviour. Sexual harassment case involving a mature age male employee and a younger female worker A series of counselling sessions and training workshops involving employees, supervisor and HR Manager. 2 weeks Counselling sessions cost: $3000. Training workshops cost: $8,000. Administration Cost: $1000. The offender was reprimanded with a formal written warning. Operational plan: The marketing department Objective: Increase brand awareness by at least 20% Strategy Actions KPIs Responsibility Date Send out newsletters to potential clients Research and identify hot topics that may attract potential customers To get a response from at least 5% of clients Marketing team Q1 Brainstorm what offers can you provide to your potential customer that attract them. Prepare and send out newsletters that include the latest information and current offers Place adverts on various business publications and journals with a wide readership. Identify business publications and journals that have a wide readership in your target customer segment. To increase brand awareness in at least 10% viewership Marketing team Q1 Analyse the cost associated and the benefits of advertising in the publications and journals and select the best option in consultation with the Operations Manager Prepare attractive adverts Contact the business publications and journals and publish your adverts. Use social media platforms for marketing our services Build an effective social media marketing strategy. Increase in at least 10% number of social interactions and comments Increase of at least 10% click on google adverts Marketing team Q1 Use social media platforms such as Facebook and Instagram to promote services Outcomes of the annual performance review Marketing Manager Strengths Weaknesses Competency standards to be achieved Handling the project resources Conflict management skills Demonstration of ability in the workplace to resolve conflicts Ability to maintain currency of skills to operate new emerging and digital technologies Lack of emotional intelligence skills Demonstration of the ability to understand, use, and manage your own emotions Knowledge of concepts related to online marketing Ability to wear multiple hats Demonstration of critical thinking skills in different situations Areas of improvement: Conflict management Emotional intelligence Critical thinking Digital Marketing Executive Strengths Weaknesses Competency standards to be achieved Abilities to meet the job requirements Communicating and interacting with people from diverse backgrounds Working efficiently with diverse team members Working without supervision Adapting to changing situations and job requirements Demonstrate flexibility and adaptability to changing job/task requirements Meeting the performance standards Inefficiency to plan and prioritise work Demonstration of efficient time management skills Areas of improvement: Communication and interpersonal skills Time management skills Feedback on existing policies and procedures There is no formal employee relations policy or plans. There is no formal grievance policy or procedures in place. Issues are currently handled by the Human Resources Manager. Current training and performance management policies and procedures do not provide the staff members with access to formal courses. Performance management is conducted manually. There is no technology or metrics used to track the performance of the staff members. Feedback from the marketing team regarding existing employee relations strategies and policies Excessive time and resources are wasted on focusing on issues instead of developing ways to improve staffs competencies and engagement levels. Good staff are leaving because too much time is spent focusing on poor performers and managing conflicts. Marketing teams do not work together as a cohesive unit. There need to be formal processes in place and better communication between all levels of the organisation. Lack of opportunities to discuss employment issues with management, and it is perceived that information is not passed on or followed up with management. Activity 2: Develop a work plan in consultation with the team members This activity requires you to develop a work plan for the marketing team. To do so, complete the Work Plan Template on student portal by following the steps below: Outline the goal for the marketing team based on the operational plan given in the case study Determine the key action steps to achieve the defined goal Define the expected outcomes for each action step Assign accountabilities and responsibilities to team members according to competencies and the operational plan given in the case study Identify resources required for team members to achieve their objectives Set timelines for completion of the action steps based on the operational plan given in the case study Determine evaluation criteria (Performance standards and key performance indicators)