Plan de comunicación digital para potenciar la promoción del portal de empleo del COHEP, Honduras, 2024
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Date
2025-05-05
Journal Title
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente estudio se enfocó en diseñar un plan de comunicación digital para potenciar la promoción del portal de empleo del Consejo Hondureño de la Empresa Privada (COHEP), abordando los desafíos laborales del país, como la alta tasa de desempleo y la desconexión entre empleadores y aspirantes. A través de un enfoque mixto, se realizaron entrevistas a expertos en marketing digital y a encargado de la promoción del portal, complementadas con encuestas a una muestra representativa de la población del Distrito Central. La investigación identificó los canales de marketing digital más efectivos y los factores críticos en el proceso de búsqueda de empleo en plataformas en línea, analizando el comportamiento de los usuarios y las plataformas más utilizadas para el reclutamiento. Los resultados sugieren que la implementación de un plan de marketing digital sólido es importante para asegurar la visibilidad y adopción del portal de empleo del COHEP. El estudio concluye que una promoción eficaz del portal puede contribuir significativamente a la reducción del desempleo, mejorar la competitividad empresarial y fomentar la estabilidad social en Honduras. Se propone un plan de comunicación digital que incluye el uso de redes sociales, optimización para motores de búsqueda (SEO), campañas de concientización y publicidad digital para conectar efectivamente a empleadores y buscadores de empleo. Esta iniciativa no solo beneficiará a los individuos en la búsqueda laboral, sino que también fortalecerá la economía del país al facilitar la creación de empleo y mejorar la calidad de vida de la población.
The present study focused on designing a digital communication plan to enhance the promotion of the job portal of the Honduran Council of Private Enterprise (COHEP), addressing the country's labor challenges such as the high unemployment rate and the disconnect between employers and job seekers. Through a mixed-method approach, interviews were conducted with digital marketing experts and those in charge of promoting the portal, complemented by surveys to a representative sample of the population of the Central District. The research identified the most effective digital marketing channels and critical factors in the online job search process, analyzing user behavior and the most used recruitment platforms. The results suggest that implementing a solid digital marketing plan is important to ensure the visibility and adoption of the COHEP job portal. The study concludes that effective promotion of the portal can significantly contribute to reducing unemployment, improving business competitiveness, and fostering social stability in Honduras. A strategic digital marketing plan is proposed, including the use of social media, search engine optimization (SEO), awareness campaigns, and digital advertising to effectively connect employers and job seekers. This initiative will not only benefit individuals in their job search but also strengthen the country's economy by facilitating job creation and improving the population's quality of life.
The present study focused on designing a digital communication plan to enhance the promotion of the job portal of the Honduran Council of Private Enterprise (COHEP), addressing the country's labor challenges such as the high unemployment rate and the disconnect between employers and job seekers. Through a mixed-method approach, interviews were conducted with digital marketing experts and those in charge of promoting the portal, complemented by surveys to a representative sample of the population of the Central District. The research identified the most effective digital marketing channels and critical factors in the online job search process, analyzing user behavior and the most used recruitment platforms. The results suggest that implementing a solid digital marketing plan is important to ensure the visibility and adoption of the COHEP job portal. The study concludes that effective promotion of the portal can significantly contribute to reducing unemployment, improving business competitiveness, and fostering social stability in Honduras. A strategic digital marketing plan is proposed, including the use of social media, search engine optimization (SEO), awareness campaigns, and digital advertising to effectively connect employers and job seekers. This initiative will not only benefit individuals in their job search but also strengthen the country's economy by facilitating job creation and improving the population's quality of life.
Keywords
COHEP, Desempleo, Honduras, Marketing Digital, Portal de Empleo