HUMAN RESOURCE MANAGEMENT

UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING  COURSES: HUMAN RESOURCE MANAGEMENT HUMAN RESOURCE MANAGEMENT OF LAZADA LECTURERS: LE THI KIM KHANG HO CHI MINH, MAY 2022 TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Summary of the topic For the long-term development of the company, human resource management is the core factor Good human resource management will help businesses make the most of their employees' abilities As simple as assigning an employee to the right position and suitable for his ability, he will work at full productivity and increase work efficiency to the highest level With a mission to bring consumers great experiences The new shopping experience is completely convenient and only deals with genuine products to ensure that customers enjoy the best warranty and after-sales service, so it is very necessary for people who really understand and can devote themselves to the service service client for the common good of the company In addition, giving the right strategies to help the company's growth and survival is extremely necessary Opening courses to understand more about company culture, clubs to strengthen co-worker relationships are also wise moves of the company This report is intended to help us understand more about the company and its history, products and services But the most important part of this report is to help us understand the management and training process creating human resources of lazada why the company can maintain a stable growth rate Finally, the report will summarize the human resource management of lazada 1.2 The reason for choosing the topic In any business, human resources are one of the most important factors contributing to the success or failure of that business How to effectively manage human resources is a difficult problem that any business has to face Reality has proven that the quality and intelligence of the entire personnel owned by the enterprise is one of the important resources showing the prosperity of an enterprise or organization Therefore, the correct positioning in the process of human resource management is a fundamental factor for the development and existence of every business Investment in human resource development is an investment for the future, helping enterprises to establish a firm foothold in the market and maintain competitiveness in the current economic environment To achieve this goal, a Enterprises and organizations need to develop a strategy for human resource development to cultivate a strong workforce with high professional qualifications, skills and expertise, and a sharp mind In the era of more and more socio-economic organizations, the use of human resources has become one of the common concerns and worries of businesses, as well as for companies Lazada is one of the pioneers in developing and shaping the e-commerce industry Being able to maintain and exist to this day speaks to the success and effectiveness of Lazada Group in human resource management To achieve this goal, the team chose the topic “Human Resource Management of Lazada” to learn and deepen their management process 1.3 Objectives of the study From the theoretical basis that has been learned, the goal of this report is to learn and research from the theoretical basis of human resource management to better understand the management strategy, corporate culture, recruitment process, and so on employment, personnel, remuneration policy of Lazada Group Through this, one can learn good solutions to many effective human resource management problems and learn from Lazada CHAPTER 2: BRIEF INTRODUCTION OF LAZADA 2.1 Overview of the chosen company Lazada company or Lazada Group is a multinational e-commerce corporation family Currently, the scale of Lazada has spread over Southeast Asian countries such as Thailand, the Philippines, Indonesia, Singapore, Malaysia, and Vietnam Moreover, Lazada has a warehouse in China, but no Lazada China yet Lazada is an e-commerce company An international company founded and run by Maximilian Bittner in 2012 At the beginning of 2015, Jack Ma's Alibaba group bought Lazada.In 2013, a year after its launch, Lazada was voted the best online shopping mall in the prestigious annual Golden Globe Awards Lazada Vietnam was established in March 2012, a member of the Lazada Southeast Asia retail system Information about the headquarters of Lazada Vietnam: Vietnamese name: LAZADA VIETNAM EXPRESS DELIVERY CO., LTD International name: LAZADA EXPRESS VIETNAM COMPANY LIMITED Lazada company tax code: 0313304214 Address: Floor 19-20, Saigon Center – Tower 2, 67 Le Loi, Ben Nghe Ward, District 1, Ho Chi Minh City Phone: 028 7308 1188 Currently, Lazada offers more than 10,000 products in 12 categories, meeting meet the needs of customers in Vietnam The slogan "One click, a thousand utilities" Labour Lazada Vietnam Co., Ltd always provides customers with quality products and services of the best quality while also providing a superior customer experience Ceramic Our mission is to bring customers the most enjoyable shopping experience and peace of mind absolute in quality and price with a commitment to free return if the product is not of the right quality Vision "Becoming the leading prestigious sales website in Vietnam" Where Ideal shopping: With hundreds of thousands of diverse products in many industries different products, Lazada can meet almost all of people's shopping needs and consumption Shopping is easy and convenient: You can shop anywhere, anytime on your computer or phone with reliable delivery and fast Safe and secure shopping: Lazada provides customers with a multimodal payment method such as payment on receipt or through a bank account to ensure safe shopping It is known that the year Lazada Group reached the milestone of 21 billion USD for the total the value of the corporation's goods after expanding the number of active consumers to 1.8 times and 130 million from March 2020 to September 2021 2.2 History begins Since its inception, Lazada Group is a German e-commerce company It was founded by Maximilian Bittner and supported by Rocket Internet in 2012 and it operates in Southeast Asia Until 2015, it is operating in countries in this region including Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam Operating until 2015, it was bought by the Alibaba group of billionaire Jack Ma and the deal was completed in 2015 So far, Lazada is still owned by Alibaba Group China Lazada Vietnam is an e-commerce exchange, providing products in many different categories such as furniture, phones and tablets, fashion products, health care products, beauty products, toys, sporting goods, etc Lazada Group is an international e-commerce company founded by Maximilian Bittner with the support of Rocket Internet in 2012 Lazada Group is the leading e-commerce platform in Southeast Asia With a presence in six countries – Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam – Lazada connects this large and diverse region through its technology, logistics, and payments capabilities Today, Lazada has the largest selection of brands and sellers, and by 2030, Lazada aims to serve 300 million customers In 2016, Lazada became the regional flagship of Alibaba Group and is supported by Alibaba's best technology infrastructure In August 2018, Lazada was the largest e-commerce operator in Southeast Asia based on average monthly web visits In September 2019, Lazada group declared it the leading e-commerce platform in Southeast Asia with over 50 million annual active shoppers 2.3 Specific products and services Lazada is a marketplace model – an intermediary in the online buying and selling process Thus, except for certain cases (such as receiving customer complaints, etc.), Lazada will not have much control over the quality of sellers' and sellers' products In addition to providing products and services, the products on Lazada and are owned by individuals, businesses, and sales companies, Lazada is like a store and leases items to those partners' stalls for sale and will collect a percentage of the commission from them Therefore, the products on Lazada are very diverse and rich Almost all deliverable items are available here: furniture, phones and tablets, fashion and accessories, health care, beauty products, toys, and fitness equipment sports It can be said that all your shopping needs can be met here when low-value products are also listed for sale on Lazada.vn Lazada also sets the standard for new e-commerce with the 3-Easy model: Easy to buy - Easy to shop; Easy to sell - Easy to trade; and Easy to deliver - Easy to deliver Accordingly, this e-commerce platform offers search suggestions and a personalized shopping interface according to consumers' preferences and habits, so that consumers can easily and conveniently shop than In terms of seller support, this platform shortens the listing process, along with a series of business management solutions with real-time charts, and product marketing solutions With shipping, Lazada optimizes the process, and ensures on-time delivery, and contactless delivery to limit risks for buyers and sellers CHAPTER 3: INTERNATIONAL HUMAN RESOURCE MANAGEMENT ACTIVITIES 3.1 Corporate culture at Lazada company The culture called "anything can be done" initiated by the general director of Lazada Vietnam, has created turning points for the transformation of the company Lazada, contributing to changing the mindset of all employees to approach the market in the company Specifically, Lazada was previously oriented to develop the retail business model Now, this e-commerce platform not only completes the old model but also expands its distribution of products directly to consumers, creating more opportunities for stores others participate in online sales with a variety of goods and are always ready to meet the needs of customers increased customer demand With a corporate culture that is widely applied and shared within Lazada so that all employees understand and pursue the spirit of "anything can be done" encouraging the spirit of daring to challenge and innovate of the Lazada employees have brought amazing results such as a fivefold increase in sales number The core values at Lazada are based on four typical values: Promoting the potential of each employee: Lazada is unquestionably a master in recruiting talented personnel by continuously creating a fulfilling working environment Dynamic, young, and creative Here, besides the main job, the employees are also equipped with home skills as future leaders through the programs "Lazada Learning", and "Learning Festival" held annually Thereby helping employees get more inspiration working while showing the care of Lazada leaders for employees mine Prioritizing physical and mental health: Different from businesses that only focus on Focusing on sales results and ignoring the essential needs of employees At Lazada, we always focus on activities to promote health and improve the quality of life for employees Lazada Human Resources Director- Van Thi Hong Hanh shared that the business combined with a California Fitness & Yoga coach live-streamed exercise instruction for employees twice a week Promoting individual roles: Through the face-to-face seminars or contributions through the eNPS system that take place between employees As members and leaders, Lazada constantly encourages people to open up to exchange ideas without worrying about rank This action helps Lazada focus strongly on demand the highest of the five human needs (Maslow's Hierarchy of Needs) from which to Likes employees to confidently voice their opinions and propose bold ideas Career development opportunities: Coming to Lazada, employees are also given a specific career development roadmap that gives them a long-term vision to help them improve their career goals and position themselves Where is the body on the way to advancement? 3.2 An overview of the international human resources management strategy at Lazada 3.2.1 The organizational structure of personnel of Lazada Picture 3.1 Lazada Express organizational chart (LEX) Source: HR department, Lazada Vietnam Co., Ltd From the diagram above, we can see in Lazada's personnel structure as follows: Country Manager: is the top manager of LEX, the highest level of a company at the Lazada branch in Vietnam, deciding on development orientation issues company, increase or decrease capital, decide on investment items, decide to increase or decrease personnel, means, tools of labor, business through financial statements, business results annual business The general services department includes: Human resource management is responsible for resource planning human resources, monitoring and evaluating the situation of human resources, statistics of human resource needs to plan to recruit, train, evaluate staff performance Finance, Legal help for the General Director of the company in the fields of finance and accounting; go on business capital and asset management; inspection work, Country Manager LEL Fabian internal control; cost management and business analysis and related matters the legal side” Operations director of Lazada Express, in which the LEX segment includes the following departments: Human Resources, Legal, PMP (Project Management Professional) – Specialized Project Management industry, Ops (Operations) – field delivery department Next, the delivery department the scene includes Fleet – Fleet of vehicles/vehicles; Hub – Feeder unit; Routes – Route management; Sort- Sorting department; Network- Network; Support - Support department 3.2.2 The organizational structure and operational functions of the Human Resources department Picture 3.2: Organizational structure and functions of the resource department (Source: Trần Kim Dung, Quản trị nguồn nhân lực (NXB Thống kê, 2006), page 30) The organizational structure of Lazada's human resources department includes: The resource attraction department Human resources have the function of 10 human resource planning, job analysis, and test interview Training and development have the function of career orientation, training & coaching training employees, to foster and improve the qualifications of leaders and professional staff The set the labor compensation department will evaluate the performance of employees, management salary, bonus, welfare, reward, and discipline The labor relations department is in charge the role of signing labor agreements, settling complaints, occupational safety, health & canteen Finally, there is clerical work, administration includes clerical work and document storage Structure by the level of labor Table 3.1: Human resource structure by labor level of Lazada from 20152018 (Unit: People) Year Labor level Under university University College Intermediate Unskilled labor 2015 2016 2017 2018 328 213 116 94 332 220 123 101 423 256 147 111 512 232 167 95 Source: Lazada HR department From the above table, we can see that Lazada's labor level tends to increase steadily over the years from 2015 to 2018 Which, the labor force with university degrees always increases at a large rate compared to the remaining qualifications, has the largest number, accounting for 51% of the total number of employee’s company (512 employees) From here, it can be seen that science and technology in the service industry E-commerce become more and more modern, the more it requires a workforce only highly qualified employees can meet the development trend, so it is necessary to increase the quantity and improve the quality of the workforce compared with the actual situation Structure by age and gender Divided by age group, there are groups including age under or equal to 30 with 11 the number of 445 employees, accounting for 44%; aged from 30 to 39 have 351 employees, accounting for 51%; age from 40 to 49 accounted for 20% and finally, the age 50 or older accounted for only 1% Chart 3.1: Structure of human resources by age and gender at Lazada Source: HR department We can see that the age group that accounts for the largest percentage is the group of young human resources with age under 30 and then the group 30 to 39 Lazada's human resources focus mainly on a group of young people because they want to attract enthusiastic people; confident; Dynamic and wholehearted with work, and with customers Training, training, and development right from joining an organization is directly proportional to the length of time that employee is attached with Enterprise Coaching, training, and developing good employees from the start will help businesses save a lot of costs of correcting mistakes as a result of training practice carelessly Structure of human resources by nature work Table 3.2: Structure of human resources by nature work Targets Indirect labor Direct labor Total Numbers (people) 200 812 1012 12 Percent(%) 20 80 100 Source: Human Resources Department- Human Resources Summary Table of the Company Limited Lazada Vietnam With the labor structure according to the nature of labor, the company has divided into two types: direct labor and indirect labor Indirect labor includes the Board of Directors, staff management department, and staff of Human Resources, Finance, and Accounting departments Direct labor includes managers and employees of Operations Divisions and branches working in different regions other The direct labor ratio accounts for a very high rate of 80%, times higher than indirect labor next 20% This difference is also reasonable because Lazada Co., Ltd is a trading company business in the field of e-commerce with a focus on providing transportation and delivery services goods to consumers This requires more direct labor to serve the fastest shipping and customer service Labor rate indirectly, although smaller, ensures the ability to manage all related jobs related to the company's business Thus, the company has a team of cockroaches streamlined and efficient, avoiding unnecessary waste” In addition, Lazada has more men than women because of its commercial business model Electronics and freight require more male human resources to meet the requirements of this profession With a clear and logical human resource structure like the above analysis, Lazada can easier plan to recruit personnel when needed, convenient in management and effective use of each human resource department in the company Can see, that Lazada has built itself a suitable organizational structure 3.3 Lazada recently training process 3.3.1 The need for training and developing human resources in the 4.0 era Currently, the Industrial Revolution 4.0 is developing strongly This is the body great opportunity in the process of innovating technology, equipment, production lines and services in enterprises This industry will make big changes labor supply and demand International economists and scientists warn about the labor market will be seriously affected between labor supply and demand as well as labor structure The shortage of high-quality human resources is a challenging issue for the businesses, especially those whose fields are related to information 13 technology believe or be heavily influenced by this new technology platform From that matter, the Company Lazada Vietnam Co., Ltd always recognizes the importance of training and retraining Nurturing human resources, improving the qualifications of employees, so the company cares invest a lot in organizing learning, training, and professional development for student workers 3.3.2 Training process The training of human resources at the company is carried out according to the procedures of the Company Quality management system according to ISO 9001: 2008 Training process human resource maintenance and development The training process is conducted in phases: (1) needs assessment, (2) training phase, (3) assessment phase Human resource development is carried out by the company from new employees’ recruitment to the current employees working and transitioning to the management team Depend on actual requirements of work in each stage, capacity and professional qualifications of employees existing employees and strategic goals of the Company that departments, divisions and branches plan training plan and requesting the company's leadership to send employees for training, in which, clearly and specifically about the number of employees to be trained, the occupations to be trained, and the time required training, training costs 3.4 Develop the training process at Lazada 3.4.1 Developing human resources in the enterprise For Lazada Vietnam Co., Ltd - people are the key factor, deciding determining the success of the company Therefore, the company pays great attention to the quality of resources Every year, according to the regulations on training employees working in the company from office units to Units directly provide services depending on job titles, and the assigned will participate in learning and fostering to improve knowledge through training classes according to the professional topics necessary to realize operational objectives business With the new human resources, the company regularly organizes integration training programs for new employees such as "Career orientation at Lazada" The content is to introduce the process of formation and development of Lazada, 14 disseminate the working process, and answer questions about policies and working regimes for employees In addition, the programs "Lazada Learning", and "Learning Festival" are held every year Young people will be inspired by speakers inside and outside the company learning, exchanging various topics such as “The urge to learn, unlearn, relearn” (the importance of learning), “Numerology” (numerology), “Resilience and stress management” (stress management) With recently human resources, with an extensive network in Southeast Asian countries, Lazada always encourages talented employees to try out for many positions and markets With recently human resources, with an extensive network in Southeast Asian countries, Lazada always encourages talented employees to try out for many positions and markets The company organizes many training courses to improve the skills of employees at home and abroad Lazada creates many opportunities for cooperation, technology transfer, and work between Southeast Asian countries and with parent company Alibaba so that employees have more opportunities to develop their careers Lazada focuses on e-commerce training programs for its staff Regularly organize on-site training sessions for each department and function Specific content includes updating trends in e-commerce transfer or increase from traditional sales channels; supply value chain from the seller to buyer; technology and data application in e-commerce Specifically, to optimize the processes to improve the efficiency of service quality, Lazada has implemented the program "Training process of receiving information for Starters" The training content includes approaching orders; checking and confirming information; handling; Transferring to the shipping unit and supporting customer care This training activity is intended to help employees evaluate and identify the processes so that they can plan and have a reasonable and effective treatment plan With the manager, with mid-level personnel, Lazada has a Leadership Accelerate Program (LEAP) to foster capacity and equip future leaders with skills With intensive learning and development programs; LEAP is a prerequisite program to prepare high-level human resources for the company within to years In addition to LEAP, one of Lazada's young talent development programs is the 15 Management Associate Program (MAP) If in other Management Trainee programs, candidates will have the opportunity to experience year in the business, then at Lazada, candidates will have 24 months to experience in different departments to find the right job to help me make the best use of my skills and develop my future career Most of the candidates participating in this program are at the management level after challenging times across departments and have the opportunity to stick with Lazada for a long time 3.4.2 Coordinate training outside enterprise In addition to the self-training plan, the e-commerce platforms all have parallel plans for personnel, that is, in collaboration with universities, personnel training centers Currently, Lazada Vietnam is cooperating with universities such as RMIT, Foreign Trade University (campus 2), and the University of Economics in recruitment programs for trainee administrators or internship programs at Lazada The company is also planning to cooperate with universities that have training programs in commerce or e-commerce to create more future human resources for the company A specific example is that Lazada collaborated with RMIT University for the Digital Marketing Communication course for commerce students 3.4.3 Evaluate the achievements Evaluating employee performance is the key to a company's foundation to plan, recruit - select, and develop human resources as well as compensate for enlightenment, career development, and human relations Currently, the Company has two forms of evaluation of work performance is an assessment based on the labor performance of each quarter and the year-end price is simulated according to the following process: At the beginning of each quarter, each employee will set up specific, measurable OKRs (OKRs (Section Goals and Key Results) is an approach to managing goals for everyone in an organization This platform helps you and your organization (corporation, SME, startup, etc.) to create and track goals and key results that are measurable and time-limited time), employees will self-monitor their OKRs every quarter At the end of each quarter, employees will first self-assess their results and compare them with Lazada's DAP (Development Action Plan) 16 work plan and specific values Next, the management evaluates the employee's OKRs achievements so far and will also compare them with the values that Lazada has set out Then there will be a face-to-face meeting to discuss progress or weaknesses and make clear goals for the next quarter And the end of the year will be the time to summarize the fight price based on the calibration table and scale to consider promotion, development path career development and is the basis for calculating bonuses for each individual, department, department… 17 CHAPTER 4: RECOMMENDATION ABOUT DEVELOP TRAINING PROCESS FOR LAZADA 4.1 Setting up the suitable structure of the Human Resource department for the company Each company or enterprise, depending on the size, number, and qualifications of officers and employees, forms a suitable and effective human resource apparatus This not only helps optimize the work of the human resources department but also the process of using human resources for the whole company, the human resources department operates efficiently and effectively to attract, foster, and maintain a strong workforce Lazada has built for itself a logical human resource structure, from the human resources department to the whole company, from the age structure to the gender structure… to use human resources suitable to the nature of the enterprise your shipping 4.2 Improving the capacity of staff through the programs training and development The 21st century is a century of changes, not just for any profession but for the whole economy, so, to work effectively, the human resources of each company must know stay ahead of the trend, approach and improve professional skills, working skills flexible, training and developing human resources is the first solution, after being with proper training, employees will hold the necessary skills to serve on the job and thereby boost productivity and efficiency even more, employees themselves can discover new strengths of yourself, create opportunities for advancement Moreover, the organization of employee training shows the commitment and interest of the business towards employees, increasing their loyalty and trust with the business Having good employees will also help businesses reduce a lot of costs new employee recruitment fees 4.3 Transferring an employee to a new position is understood as a training way Not only Lazada but many other businesses also apply this measure effectively in their personnel training process The most obvious benefit of the 18 staffing process is that it benefits both the company and its employees Realistic rubbings in the work process will make employees discover their hidden abilities At the same time, the manager will exploit the employees' abilities to the fullest to devote themselves to the job This rotation eliminates the reason for employees out due to boredom employees, helping employees understand each other and engage with each other better 19 CHAPTER 5: CONCLUSION Human resource management is an extremely important part of the management industry It holds a central mission because all disciplines revolve around people The above essay has shown us Lazada's success in managing people Through the analysis of the theoretical basis, information, and documents that the group has found Excellent culture and employee remuneration policy, it has contributed to attracting human resources who are interested and want to join the company Chapter of the article showed a brief about lazada company and the achievements that the company has achieved Moreover, the success in managing human resources is extremely reasonable that the company has researched and applied in practice That is to make Lazada company one of the big players on the ecommerce platform Next is to offer solutions to improve and strengthen the company's human resources Recently, the Covid-19 pandemic has almost bankrupted many large and small businesses around the world But with a different path and reasonable strategies Lazada company almost still has outstanding sales growth Last year was a very successful year for Lazada And above all, it is impossible not to mention the enormous contribution of the staff It is the most important factor leading to the current success of the company In the following years, with the ambition to become a giant company on the e-commerce platform, Lazada will constantly improve its strategy and improve its human resources to achieve the position they desire 20 REFERENCES 360, L (2022, 03 10) Khám phá “nơi làm việc tốt châu Á” Lazada Việt Nam Retrieved from https://lazada360.vn/kham-pha-noi-lam-viec-totnhat-chau-a-cua- lazada-viet-nam/ Anh, M (2022, 03 14) Chiến lược phát triển nguồn nhân lực ngành logistics Việt Nam hướng đến thích ứng trước biến động rủi ro Retrieved from https://moit.gov.vn/tin- 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Summary of the topic For the long-term development of the company, human resource management is the core factor Good human resource management will help businesses make the most of their employees'