BACKGROUND TO THE THESIS
Recruitment Industry Overview
The rise of Global Industry 4.0, characterized by automation, data exchange, and cloud computing, has significantly transformed various sectors, including human resources The concept of "Human Resources 4.0" gained prominence in 2018, indicating a shift in communication and recruitment strategies In this digital age, the human resources industry faces the challenge of evolving employer branding, talent management, and the integration of technology into recruitment processes.
To enhance talent acquisition, companies must adopt a more efficient approach that moves beyond traditional recruitment methods This includes differentiating between active and passive candidates to identify the most appropriate recruitment channels Establishing a strong employer brand and nurturing long-term relationships with candidates by showcasing the company's core values and future growth opportunities is essential By doing so, companies can create a valuable talent pool for future recruitment needs.
Vietnamese HR professionals are increasingly moving away from traditional recruitment methods in favor of social media tools like LinkedIn, Facebook, and Twitter to connect with job seekers These platforms provide employers with easy access to a vast pool of resumes and data, significantly reducing hiring costs This research will examine the recruitment strategies of Vinamilk, one of Vietnam's largest companies, to identify challenges in their talent acquisition process.
The Context Of Recruitment Activities At Vinamilk
Over 40 years of establishment and development, Vinamilk has become one of the leading brands in Vietnam and reaching out to the world The main activities that generate revenue for the Company include the processing, production and sales of milk, beverages and other dairy products To be as successful today, Vinamilk understands that people are the decisive factor for the success and development of the company, Vinamilk has implemented many programs to attract and retain talents such as:
• Training programs to assist developing employees and achieve their career objectives
• The worthy compensation and benefits
• Diversified job roles with the sustainable development of the company
• The company’s culture creates motivation and creativity
At present, the main sources for recruiting at Vinamilk can be divided in two groups:
• Traditional recruitment channels (such as: Vietnamworks, Jobstreet, Company Website, Employee Referral and Headhunter)
• Social media recruitment channels (LinkedIn, Anphabe, Facebook…)
Figure 1: Vinamilk's Recruitment Channels (Internal Source)
The bar chart illustrates that traditional recruitment channels dominate the hiring landscape, accounting for approximately 80% of total recruitment methods In contrast, modern approaches such as social recruitment represent only 20% of the overall channels used.
Social Media (LinkedIn,Anphabe, Facebook)Company WebsiteEmployee Referral
With continuous development, Vinamilk now has more than 5000 employees nationwide The domestic subordinate units of Vinamilk include: 3 branches, 13 factories,
2 warehouses and 10 dairy farms nationwide The oversea business and subsidiaries of Vinamilk include: Driftwood Dairy Holding Corporation (USA), Vinamilk Europe
Spóstkaz Ograniczona Odpowiedzialnoscia (Poland), Angkor Dairy Products Co., LTD (Cambodia), Miraka Limited Company (Oversea associate - New Zealand), Vinamilk’s Representative Office in Thailand etc
Vinamilk's expansion into international markets presents significant challenges for its recruitment team Currently, the company's hiring practices have not fully aligned with global recruitment trends, making it essential to adapt and innovate in order to attract top talent worldwide.
Problem Finding Process
In order to find out the central problem of Vinamilk, the following steps will be conducted:
• Referring the Annual Recruitment Report of Vinamilk to collect and analyze data
• Referring the Report from two agencies that Vinamilk is currently using the recruiting service include Vietnamworks and Jobstreet
• Conducting in-depth interview with Vinamilk’s Recruitment Team and Staffs from recruiting agencies that manage Vinamilk’s account to understand the symptom and tentative problems
• Reviewing literatures relating to the tentative problems that lead to variables and symptom in combine with the Vinamilk context and the global trendy
• Conducting the second in-depth interview with Vinamilk’s Recruitment Manager in order to identify the existence of the problem
• Reviewing some theories frameworks to justify the problem’s importance.
Vinamilk’s Symptom
The decrease in the quantity and quality of candidates is clearly expressed through two data sources: Recruitment KPIs and Average Applicants
There are 3 elements that use to access the efficient of recruitment’s quality at
- Percentage of total vacancies meet deadline
- Percentage of staffs pass probation period
Over the years, Vinamilk's main office has seen a significant increase in job vacancies due to its continuous expansion The data presented in the table below reflects the number of vacancies as of August 31 for the years 2016, 2017, and 2018.
Recruitment Indicators Staff Manager Staff Manager Staff Manager
The total number of vacancies approved 46 8 37 8 32 9
The total number of vacancies has been recruited 36 4 31 7 28 8
Total day of fill position 376 180 519 175 621 169
Average day of fill position 25.5 45.0 16.7 35.0 15.1 18.8
Percentage of Total vacancies meet deadline 83% 75% 94% 86% 96% 88%
Percentage of staff pass probation 100% 100% 100% 100% 100% 100%
Figure 2: Annual Recruitment Report of Vinamilk 2016, 2017, 2018
The demand for non-managerial positions has seen a slight annual increase, while the recruitment need for managerial roles remains stable In 2016, Vinamilk aimed to recruit 32 employees and successfully hired 28, while in 2017, the company recruited 31 out of a total demand of 37 By 2018, management aimed to achieve over 80% of recruitment targets, yet the number of successful hires has declined, and the time taken to fill positions has increased significantly In 2016, the average recruitment time was around 15 days, but by 2018, this had risen to nearly 26 days for general positions and 45 days for managerial roles, indicating a growing challenge in the hiring process.
Figure 3: Recruitment KPIs - Non-manager Level
The data reveals that the percentage of staff passing probation remains consistently at 100% each year However, the percentage of filling vacancies and the percentage of total vacancies meeting deadlines have shown a year-on-year decline Notably, the recruitment department is struggling to meet its key performance indicators, with the percentage of filling vacancies dropping below 80% Additionally, there is a concerning trend of increased time required to fill positions with qualified candidates, decreasing from 96% in 2016 to just 83% in 2018.
Recruitment KPIs - Non-manager Level
Percentage of Total vacancies meet deadline
Percentage of staff pass probation
Figure 4: Recruitment KPIs - Manager Level
In 2016 and 2017, the percentage of filled managerial positions and total vacancies met deadlines consistently; however, there was a significant decline in these metrics in 2018, with only about 50% of the total demand for managerial hires being met Additionally, the company encountered challenges in managing the recruitment timeline for high-level positions.
The average applicants from the two main traditional recruitment channels as
Vietnamworks and Jobstreet are recorded the same situation about the decrease of applicant year by year
The average applicants via Vietnamworks site decrease from 170 in 2016 to 123 in
2018 for manager level and decrease from 121 in 2016 to 93 in 2018 for non-manager level
Percentage of Total vacancies meet deadline
Percentage of staff pass probation
Figure 5: Average Applicant via Vietnamworks source
Similarly, the average applicants via Jobstreet site decrease sharply from 108 in 2016 to 37 in 2018
Figure 6: Average Applicant via Jobstreet source
Vinamilk is facing challenges in its recruitment efforts, as evidenced by a decrease in both the quality and quantity of applicants through traditional recruitment channels This decline highlights the company's struggles to meet its recruitment indicators effectively.
PROBLEM IDENTIFICATION
Initial Identification Of Problem
To identify the underlying causes of Vinamilk's symptoms, in-depth interviews were conducted with staff both within and outside the organization.
The summary of informants’ profiles can be listed as bellows:
• Mr Bang Nguyen - Recruitment Manager, has worked at Vinamilk for 10 years,
13 year experiences in recruitment field
• Ms Thu Ngo - Recruitment Specialist, has worked at Vinamilk for 8 years, 5 year experiences in recruitment field
Ms Nhu Loc has recently joined Vinamilk's Recruitment Team, bringing with her a wealth of experience as a former Talent Acquisition Specialist at Suntory Pepsico Vietnam, where she worked for two years With a total of three years in the recruitment field, she has a strong background in talent acquisition, contributing to one of the leading beverage companies in the country known for its extensive product portfolio.
• Mr Anh Dinh - Strategic Key Account Manager, has worked at Jobstreet.com for
With 2 years of experience in key account management and 8 years in recruitment consulting, I have developed a strong expertise in the field JobStreet.com, established in 1997 in Malaysia, has grown to become Southeast Asia's largest online employment platform, as recognized by Forbes.
He is currently manages Vinamilk’s account on Jobstreet website
Ms Uyen Bui, the Key Account Team Leader at VietnamWorks, brings 9 years of expertise in key account management and recruitment consulting With 3 years of dedicated service at VietnamWorks, the leading recruitment website in Vietnam, she plays a vital role in connecting job seekers with employment opportunities and employers with top talent through online platforms.
2002) Now she manages Vinamilk’s account on Vietnamworks website
Recent assessments reveal a notable decline in job applicants, as highlighted by Mr Anh Dinh in a Jobstreet report for Vinamilk A SEEK Asia report indicates that 73% of candidates fall into the categories of passive and monitoring candidates Passive candidates are content in their current roles and not seeking new opportunities, while monitoring candidates are satisfied but keep an eye on market trends, including salary and job nature Consequently, the pool of active candidates seeking new employment has diminished, with many passive candidates being potential talent for future recruitment.
The presence of highly passive candidates can significantly impact the overall quality of job applicants A decline in active candidates indicates that traditional recruitment methods are becoming less effective, as they fail to engage the larger pool of passive and monitoring candidates Therefore, it is essential for recruiters to explore alternative strategies to enhance recruitment effectiveness.
Ms Thu Ngo highlights a significant decline in the effectiveness of traditional recruiting platforms like Vietnamworks and Jobstreet, noting a yearly decrease in applicant numbers Currently, Vinamilk receives an average of only 90 resumes per job from Vietnamworks and a mere 30 from Jobstreet This trend is accompanied by a drop in candidate quality, as many applicants lack the necessary qualifications, particularly for senior positions Furthermore, senior candidates are less likely to actively apply for jobs or maintain public profiles, leading to challenges for employers in attracting top talent The rise of proactive recruitment strategies and headhunting services has intensified competition for these candidates, contributing to their reduced visibility in the job market.
Mr Bang Nguyen highlights the limitations in Vinamilk's recruitment methods, noting that despite being a well-known brand attracting numerous applicants through traditional channels, the competitive talent landscape necessitates the adoption of diverse recruitment strategies Currently, Vinamilk's recruitment sources are primarily divided into traditional channels—such as Vietnamworks, Jobstreet, and employee referrals—which account for 80% of their hiring efforts, and social media platforms like LinkedIn and Facebook However, Vinamilk's lack of focus on social media recruitment may hinder their efforts, as traditional job postings can be costly compared to the free options available through social networks As Vinamilk continues to grow both domestically and internationally, the demand for a larger workforce and stricter recruitment criteria further limits the pool and quality of potential candidates.
In 2018, numerous multinational companies, particularly in the dairy sector, made a significant entry into the Vietnamese market According to Ms Uyen Bui, these foreign firms prioritize their brand image, which is evident as they frequently dominate the rankings of the "100 Best Places to Work in Vietnam." This trend enhances their employer branding and increases competition for talent, providing candidates with more options Consequently, this influx of multinational companies may lead to a decline in the number of applicants for local firms.
Ms Nhu Loc, formerly of Pepsico, emphasized that the multinational company effectively utilized social media to attract a vast pool of applicants globally This approach allows Pepsico to recruit talent from anywhere in the world, showcasing the power of social networks in modern recruitment strategies.
Vinamilk's recruitment strategy primarily relies on traditional methods, leading to a decline in both the quantity and quality of applicants Ms Nhu Loc emphasizes the need to leverage modern tools, particularly social media platforms like LinkedIn, to enhance direct connections and discussions with potential candidates Given the intense competition within the industry and the scarcity of top talent, establishing a strong employer brand is crucial This branding should be prominently featured on social networks to attract candidates by showcasing the company's work environment, culture, and training programs Additionally, limited information about the company can further restrict the pool of potential applicants.
Ms Nhu Loc emphasized that Vinamilk finds it more efficient to verify candidates' information via social networks instead of traditional methods HR staff can utilize various features on social platforms, such as colleague and customer recommendations, as well as analyzing candidates' posting behaviors, to gather valuable insights about potential hires.
HR staffs can even refer to candidates even before the interview
The new member of Vinamilk’s recruitment team emphasizes that utilizing social media recruiting tools can significantly reduce recruitment costs Companies that rely solely on traditional methods may face increased budgets as vacancies rise each year, ultimately diminishing the effectiveness of their recruitment efforts For instance, with a stable budget of 100 million, a company can initially fill 50 vacancies using traditional methods, but as demand grows, they must explore more cost-effective options Ms Nhu Loc asserts that social media recruiting tools are the optimal solution, warning that without diversifying recruitment strategies, the HR team may struggle to attract a sufficient quantity and quality of applicants to meet organizational needs.
From the above analysis, the initial cause effect map can be showed as below:
Figure 7: Initial cause-effect map
Limited Social Media recruiting tools
Limit the recruitment information to the potential candidates
Increase the cost of recruitment
The quantity & quality of candidates decreased
Difficult to verify information from the applicants
Difficult to approach senior level position and talent candidates
Decline the quality in traditional recruiting tools
The appearance of the other FMCGs/ Dairy companies
The more difficulty of job’s requirements
Increase the passive and monitoring candidates
Problem Identification
The initial cause-effect analysis provided an overview of various potential issues affecting Vinamilk, highlighting key variables and symptoms The following section will narrow down these potential problems to concentrate on a primary issue, utilizing data and established literature frameworks from prior research.
2.2.1 The First Tentative Problem: The Increase Of The Passive And
A 2018 study by Seek Asia identified three categories of job-seekers based on their attitudes during the job-seeking process: active, passive, and a newly emerging group known as monitoring job-seekers.
Source: SEEK Insights & Resources https://insightsresources.seek.com.au/the-3-different- types-of-job-seekers-2-2
Figure 8: The 3 different types of Job-seekers
The bar chart illustrates a declining trend in active job-seekers, while passive and particularly monitoring job-seekers are on the rise This shift negatively impacts the quality of traditional recruitment methods, as they struggle to effectively reach this evolving group of candidates.
The 3 different types of Job-seekers
Active and passive job-seekers represent a significant portion of the job market, with monitoring job-seekers accounting for approximately 73% This highlights the importance of exploring modern strategies to effectively engage with these individuals who are not actively pursuing job applications.
Companies can attract active job seekers dissatisfied with their current roles or junior positions, while higher-level positions often require targeting passive candidates who are not actively job hunting Employers typically utilize business-oriented social networking sites to identify these passive candidates, who, despite being employed, represent a valuable talent pool and are viewed as stable employees Recruiters are motivated to invest effort in persuading these candidates due to the quality of applicants and potential rewards for successfully filling vacancies LinkedIn, in particular, has positioned itself as a key resource for accessing extensive databases of passive candidates.
Mr Bang Nguyen and Ms Thu Ngo acknowledge that Vinamilk primarily relies on traditional job boards like Vietnamworks and Jobstreet for recruitment, which limits access to passive candidates and reduces overall applicant numbers They suggest that Vinamilk could enhance its recruitment strategy by leveraging social networks to identify and reach out to potential candidates While Vinamilk's current approach attracts active job seekers, its strong commercial brand and recognition as one of the Top 100 Best Workplaces in Vietnam can enhance its appeal to applicants Therefore, it is crucial for Vinamilk to focus on promoting its employer brand alongside its commercial brand to attract a broader range of candidates.
The challenge of attracting passive and monitoring candidates is not significantly impacting the quality and quantity of applicants at Vinamilk, a well-regarded employer brand Both active and passive candidates are eager to join the company Therefore, the focus should be on developing effective strategies to engage these passive candidates, ultimately enhancing recruitment efficiency.
2.2.2 The Second Tentative Problem: The Appearance Of The Other FMCGs/
The rise of new FMCG and dairy companies has significantly impacted employer branding, as job seekers now have more choices due to increased local and Foreign Direct Investment (FDI) firms This shift emphasizes the importance of a company's image in attracting potential candidates, as large multinational corporations prioritize employer branding to enhance their reputation Key factors such as innovation, candidate value, and effective social media usage play crucial roles in shaping a company's reputation and influencing job seekers' intentions With social media serving as a powerful communication tool, employers can share job information, bolster their image, and engage with potential candidates To stand out and attract top talent, companies must develop a unique employer branding strategy that resonates with the brightest candidates, leveraging the rapid growth of social media for effective information sharing.
When salaries and benefits are equal, candidates prioritize a company's reputation and values Companies that demonstrate strong cultural values, a clear strategic vision, and a commitment to social responsibility are more likely to attract top talent This trend significantly impacts the number of applicants for positions at Vinamilk, especially in the context of competitive talent wars.
Promoting employer branding is essential for attracting talent, and multinational brands excel in this area by leveraging successful strategies from their parent companies One effective method is creating a Facebook fan page to showcase the company's culture, including fun activities, office images, and cultural contests These engaging posts significantly influence both active and passive candidates by generating traffic through user interactions and "likes."
“comments” She also emphasized that Vinamilk should learn this useful method and apply to the practices of the company
A report submitted by Jobstreet to Vinamilk in August 2018 reveals the average number of applicants at Vinamilk compared to other companies in the FMCG industry.
Source: Jobstreet Recruiting Service Report Figure 9: The average applicants between Vinamilk and FMCGs industry
The bar chart indicates that while the average number of applicants for Vinamilk has decreased, it remains significantly higher compared to other companies in the FMCG sector For instance, the entire FMCG industry only attracts an average of 42 applicants per company.
In 2016, Vinamilk's FMCG job posting attracted nearly three times the number of applicants, totaling 108 However, by 2018, the number of applicants for a single position at Vinamilk had decreased to approximately 37 In contrast, the entire FMCG sector received only 15 applicants, highlighting Vinamilk's continued appeal in the job market.
The presence of competitors in the FMCG industry may influence the number of applicants for Vinamilk; however, this impact is not substantial enough to significantly hinder the effectiveness of Vinamilk's recruitment process.
2.2.3 The Third Tentative Problem: Business Development And Expansion
Vinamilk is actively expanding its business by increasing investment cooperation and enhancing its export and international projects, necessitating candidates with strong skills, qualifications, and experience According to Mr Bang Nguyen, as Vinamilk scales its operations, the job requirements become more stringent, particularly for international markets like China, where proficiency in both Chinese and English is preferred This highlights the scarcity of bilingual candidates in the job market As the company continues to grow, it will implement stricter human resource management practices, including recruitment, training, performance appraisal, and reward systems, to meet its organizational goals.
Problem Definition
Limited social media recruiting tools refer to the constraints in utilizing social platforms to gather candidate information from their profiles A broader perspective on social recruiting encompasses leveraging Web 2.0 technologies and social media tools to effectively communicate, engage, and recruit future talent.
The limited availability of social networking sites restricts employers' ability to engage with a diverse pool of talented candidates within relevant communities According to Rosemary Haefner, Vice President of Human Resources at CareerBuilder, the prevalence of social media as a primary communication tool allows employers to gain valuable insights into individuals by examining their public online profiles.
Social networking platforms provide candidates with an opportunity to showcase their skills, creativity, and achievements, making them appealing to potential employers These platforms serve as a means of self-expression, allowing users to craft their personal brand Unlike traditional recruitment methods, social media recruiting fosters two-way communication between companies and candidates, enhancing engagement and interaction However, inadequate social media recruiting tools can hinder meaningful exchanges and collaborative actions between both parties.
Justify The Existence Of Limited Social Media Recruiting Tools
The previous section highlighted Vinamilk's limited use of social media for recruitment To further investigate this issue, the following section will present insights gathered from a second interview with Mr Bang Nguyen, the Recruitment Manager at Vinamilk, to substantiate the central problem.
Mr Bang highlighted that Vinamilk has not fully leveraged social media as a recruitment tool, primarily using it to source candidates for specific roles such as IT, digital marketing, and senior positions LinkedIn is the preferred platform for Vinamilk due to its pool of professional and senior candidates; however, Mr Bang acknowledged that the company has yet to prioritize this channel effectively Additionally, Ms Nhu Loc from Vinamilk’s Recruitment team noted a lack of diversity in the company's recruitment tools, particularly within social media.
Mr Bang primarily uses his personal LinkedIn account to connect with potential candidates, avoiding LinkedIn groups and refraining from using Facebook, which he views as a platform for personal life rather than professional networking He appreciates LinkedIn's ability to provide insights into candidates' habits and social media interactions, allowing him to assess them before interviews In contrast, candidates applying through traditional channels pose a challenge for information verification, often relying on HR connections or requiring candidates to supply their own information.
There are many reasons make Vinamilk rarely use social media for recruiting From the perception of a Recruitment of Vinamilk, Mr Bang Nguyen listed some reasons as bellows:
Vinamilk has established a strong reputation as a desirable employer, leading to a high volume of automatic job applications In the past, simply posting job openings would attract a significant number of candidates, as many individuals aspire to work for Vinamilk.
Vinamilk, as a Vietnamese company, faces challenges in modern recruitment compared to multinational corporations that can swiftly implement global practices While these international companies have the advantage of advanced human resource strategies, Vinamilk is working towards adapting and evolving to meet contemporary workforce trends.
To enhance our human resources, it is essential to recruit new members who understand market trends and possess knowledge of corporate structure and culture This selection and training process requires time and careful consideration.
Vinamilk currently relies on social media for only about 20% of its recruitment, resulting in a limited number of candidates sourced from these platforms Despite this low percentage, the candidates recruited through social networks tend to be high-quality individuals who are genuinely interested in the positions, often leading to increased employee loyalty.
Besides, there is no denying that, social media recruiting tools have some limitations
Mr Bang highlighted that the recruitment announcements by Vinamilk often attract unrelated negative comments about the company's products, diverting the HR team's focus from recruitment to customer service This challenge is one reason why Vinamilk limits its use of social media, as the HR team must manage ongoing interactions with followers and address negative feedback effectively.
Mr Bang believes that Vinamilk will increasingly leverage social media for recruitment in the future, provided they implement effective strategies to demonstrate the success of this approach He highlights the cost-effectiveness of social media recruitment, noting that it is free and allows HR staff to join specialized groups to find suitable candidates For instance, there are numerous design-focused groups and those dedicated to packaging techniques available on social networks However, significant changes are impacting HR processes at Vinamilk, prompting the company to establish a dedicated department to manage employer branding on social media platforms.
Ms Nhu Loc, a former employee of PepsiCo, highlighted the diverse recruitment methods utilized by the company, including platforms like LinkedIn, Facebook, and YouTube She noted that social networking has emerged as a key tool in the recruitment process Leveraging its multinational status, PepsiCo has effectively implemented recruitment policies established by its parent company.
LinkedIn is leveraged not just as a standard account but as a premium one, enabling features like InMail to reach out to potential connections, job postings, and unlimited search capabilities Additionally, PepsiCo utilizes its Facebook page to showcase its company culture and work environment, while YouTube serves as a platform for brand promotion These strategies collectively enhance PepsiCo's employer branding.
The Society for Human Resource Management (SHRM), the largest HR professional society with 300,000 members across over 165 countries, conducted a survey on "Using Social Media for Talent Acquisition – Recruitment and Screening." This survey targeted HR professionals responsible for recruitment to gain insights into their companies' use of social media in talent acquisition The findings revealed significant trends and practices in leveraging social media for effective recruitment and screening processes.
• Recruiting via social media is increasing with 84% organizations are using currently and 9% are planning to use
• Organizations have optimized their career website (39%), job postings (36%) and application process (36%) in mobile format to leverage mobile recruiting through smartphone users
• Recruiting passive candidates (82%) becomes the main reason why companies should use social media for recruitment
In addition, the survey also pointed out some features causes why organizations use social media for recruiting:
• Recruit passive candidates who do not look for any job
• Target group of candidates with specific skills
• Easily interact between employers and candidates
• Targeting specific job lever for recruiting
• Identifying potential candidates by geographic
Since 2015, the use of social media for recruitment has significantly increased, becoming a key tool for many organizations Notably, LinkedIn has emerged as the leading platform for recruitment efforts.
In conclusion, the results of the interview combine with the SHRM’s survey show that although Vinamilk recognizes the benefits of social media in recruitment and trusts
Vinamilk's future recruitment strategy faces challenges due to its limited use of social media tools, which hinders its ability to keep pace with global trends.
Justify The Importance Of Limited Social Media Recruiting Tools
The rise of social media has revolutionized communication, making it more efficient and convenient Traditional job posting methods, such as newspapers and word of mouth, are increasingly outdated, as companies now prioritize social media for recruitment This shift reflects a broader trend in various industries, where online platforms have become the primary tool for attracting talent.
Companies that overlook social media as a recruitment tool risk losing out on top talent and quality candidates In contrast, organizations that actively utilize social media in their hiring processes can tap into a broader pool of applicants, ensuring they don’t miss out on exceptional talent.
Social media recruitment offers a global reach for talent acquisition, enabling organizations to fill open positions efficiently The advantages of social recruiting include enhanced brand value, increased references and recommendations, reduced recruitment costs, accelerated hiring processes, and access to a larger pool of high-quality job applicants.
Social media enables employers to connect with applicants effectively, enhancing their employer branding By communicating in a supportive manner and leveraging the voices of opinion leaders, companies can motivate candidates to explore career opportunities Utilizing social media recruiting tools allows Vinamilk to reach a vast pool of passive candidates effortlessly.
Ms Thu Ngo admitted, most of the images of Vinamilk come from the reputation of commercial brand, not from the employer brand
Social media plays a crucial role in shaping employer branding, allowing users to share their perceptions of a company at no cost through word of mouth Ms Nhu Loc emphasized that in today’s competitive talent market, particularly among large corporations, Vinamilk must enhance its communication with potential candidates and foster two-way interactions.
2.5.3 Lower Cost Of Recruitment (LCR)
Social media recruitment offers a cost-effective solution for companies looking to enhance their global economic development By utilizing platforms like social media as a modern headhunting tool, businesses can efficiently identify and attract talent without the high expenses associated with traditional recruitment services Both Mr Bang Nguyen and Ms Nhu Loc acknowledge the significant cost savings that social media recruiting provides.
The potential employees can easily find the company’s information and the open vacancies Moreover, the online applying makes the applicant can apply one or several positions in a short time (32)
2.5.5 More And Higher Quality Job Applicants
Mr Bang Nguyen highlighted in the interview that while Vinamilk has not prioritized social media as a recruitment tool, it still attracts high-quality candidates from this channel The quantity and quality of applicants are expected to rise with a strong positive employer image Additionally, passive candidates may be encouraged to apply if the company's employer branding on social media is compelling The advantages of social recruitment for the company can be summarized in terms of significant return on investment (ROI).
Growth of brand value Visibility, accessibility
References, recommendations More and higher quality job applicants Lower cost of recruitment (LCR) Faster recruitment
Increased commitment to a company Declined turnover rate of workforce
Potential Causes
Social media recruitment is an emerging trend that presents various challenges for organizations unfamiliar with this recruitment approach Key issues include adapting to a transparent corporate culture, redefining staff roles within the workplace, utilizing outdated recruitment platforms, and navigating the impact of social media on traditional hiring practices.
2.6.1 Challenges From Changing In Corporate Culture – Transparent Society
The internet significantly influences both corporate culture and broader societal norms, while also fostering its own unique culture Companies must prioritize transparency across all communication channels, including messengers, emails, and social media Additionally, social networking platforms and company leaders possess the authority to shape and oversee the management of their subcultures effectively.
(34) The employers must use information available to the public when they decide to check candidate’s references (35)
A successful social media recruitment plan should align with business objectives and include a well-defined content strategy, encompassing both the type of content and its frequency According to Ms Nhu Loc, large companies must ensure that all public communications are carefully reviewed and approved To effectively utilize social media for recruitment, organizations must be willing to adapt their culture accordingly.
Mr Bang Nguyen acknowledged that Vinamilk's recruitment practices rely heavily on traditional methods, such as posting job openings and passively waiting for applicants This passive approach presents challenges as the company seeks to adopt a more proactive recruitment strategy To facilitate this transition, Vinamilk's leadership must recognize the importance of transparency and ensure that all company information is readily accessible for prompt responses.
Vinamilk's transition from traditional recruiting methods to social media strategies presents significant challenges related to corporate culture This shift in approach is a key factor contributing to the company's difficulties As Mr Bang Nguyen emphasizes, "Integrity has long been a core value," highlighting the importance of maintaining foundational principles during this transformation.
Vinamilk emphasizes a culture of transparency and honesty in all transactions and interactions If the Human Resources department develops an effective strategy for transitioning to social media recruiting, it is likely to receive strong support from management While challenges arising from changes in corporate culture are significant, they are not the top priority that requires immediate attention.
2.6.2 Challenges From Changing The Staff’s Position In The Workplace
When a company leverages technology for promotion, staff must possess updated knowledge about the organization's activities, management procedures, and cultural aspects For instance, when utilizing social media for recruitment, the recruitment team must be well-informed about the company to effectively engage with the public.
To effectively utilize social media for recruitment, HR staff must actively engage with the platforms they manage, addressing various expectations such as prompt responses, meaningful conversations, and swift problem resolution Additionally, they should be well-versed in the appropriate styles and types of information suitable for sharing on social media, all while adhering to relevant legal guidelines.
According to Ms Nhu Loc, a former Pepsico employee, companies that utilize social media for recruitment must have dedicated personnel to engage with users consistently Failing to manage interactions effectively can lead to serious repercussions, such as a media crisis, particularly if competitors post negative comments about the company's products.
Mr Bang Nguyen highlighted that as a local company, Vinamilk faces challenges in accessing global human resource trends compared to multinational corporations While hiring young and enthusiastic HR staff can bring fresh perspectives, these employees will require time to acclimate to the company’s culture and operational procedures Additionally, adopting new recruitment methods necessitates that Vinamilk’s HR team acquire new skills and implement changes gradually, all while continuing to utilize traditional recruitment tools This dual approach may lead to increased workloads and potential issues, including the need for training in new methodologies, managing staff pressure due to heightened responsibilities, and recruiting qualified candidates to meet the demands of an expanding workforce.
In conclusion, despite Vinamilk's HR team having extensive experience in recruitment, it is essential for them to quickly adapt to modern recruiting methods, such as leveraging social media To enhance the recruitment process, Vinamilk may need to either train their existing HR staff or bring in additional professionals from the market The challenges posed by changing staff positions in the workplace remain a significant issue in the current landscape.
2.6.3 Not Up-To-Date Recruitment Sites
Social media serves as an effective tool to enhance your current recruitment strategy However, before leveraging these platforms, it's essential for the company to ensure that its corporate recruitment site is updated and capable of accommodating additional information.
Mr Bang Nguyen, the Recruitment Manager, explained that while the HR team utilizes Vinamilk’s website to post job openings, it is not their primary focus As a result, potential candidates may find job listings that are outdated by one to two months The website currently attracts minimal traffic, primarily from individuals who are already fans of Vinamilk, indicating a need for improved outreach to attract more applicants Additionally, he noted that although Vinamilk has a company account on various platforms, it is not effectively leveraging these channels for recruitment.
Vinamilk's infrequent updates on LinkedIn raise concerns, particularly given the importance of careful management of public information for a large company This lack of regular recruitment updates may limit their visibility and engagement on social media platforms.
Vinamilk’s information to post on social networks This cause limits the information to potential candidates affects the central problems
Addressing the challenges associated with staff position changes can empower new HR personnel to effectively manage recruitment across various platforms, including Vinamilk's website and related social media channels This proactive approach ensures a seamless recruitment process and enhances the organization's overall hiring strategy.
Date Recruitment Site is also a cause problem, it is not the priority that needs to be solved first
2.6.4 The Influence Of Social Media Sites To Traditional Recruiting Tasks
Cause Validation
Based on the above analysis, Challenges from Changing the Staff’s Position in the
Workplace is the key reason that leads to the limited social media recruiting tools at
Vinamilk among three factors This conclusion can be supported by these following criteria:
• This cause related to the changing in the nature of work of human resource, so the
HR team can control it include rotation, changing job description or even recruits new members to meet additional workload
Vinamilk has embraced a modern approach to social media recruiting, aligning with current trends in the 4.0 era This innovative strategy is expected to enhance both the quality and quantity of candidates, reflecting the company's commitment to staying ahead in the competitive job market.
• In the age of internet boom, social networking sites are used free to a certain extent, so it will not significantly impact the financial status of Vinamilk
In summary, thefinal cause-effect map can be drawn as below:
Figure 12: The final cause-effect map
Challenges from changing in corporate culture –
Challenges from changing the staff’s position in the workplace
The quantity & quality of candidates decreased
Not up-to-date recruitment sites
- Quantity and quality of job applicants
The influence of social media sites to traditional recruiting tasks
DESIGN SOLUTION FOR SOLVING PROBLEM
The first alternative solution: The current long-term human resources staffs will
Vinamilk's HR team, accustomed to traditional recruitment methods, faces challenges in adapting to the evolving labor market that increasingly favors social media recruiting Despite attempts to leverage social networking tactics, the implementation remains rudimentary and inconsistent, failing to enhance the overall quality of employment within the company.
Long-term employees are invaluable assets to a company, offering numerous advantages over new hires, including extensive knowledge of the organization, a deep understanding of its systems, enhanced job stability, and greater cost-effectiveness.
Long-term employment at Vinamilk fosters a deep understanding of the company's culture, products, and services, leading to fewer mistakes among employees This familiarity with the system reduces training time and enables experienced staff to assist in onboarding new hires Additionally, stable long-term employment contributes to a positive work environment, enhancing employee morale Furthermore, retaining staff helps the company optimize its budget by minimizing expenses related to recruitment processes, such as exit interviews, unemployment allowances, and hiring advertisements.
Mr Bang Nguyen also suggested a solution to solve the current situation
Vinamilk's recruitment team is adopting a dual approach by integrating social media strategies alongside traditional methods to enhance their hiring process Long-term employees possess a deep understanding of the company culture and operational fields, making their insights invaluable To successfully persuade Vinamilk's management of these changes, the HR team must present a comprehensive proposal that clearly outlines the objectives and a step-by-step guideline for implementation.
To ensure an efficient recruitment process, the team should delegate tasks among its members and provide training materials on the deployment method As the workload intensifies during this phase, Vinamilk's HR team may need to hire trainees or junior employees to assist with administrative tasks These responsibilities will include posting job openings, screening resumes, and arranging interviews, allowing the team to focus on strategic recruitment efforts.
As social media recruitment trends gain popularity, Vinamilk can effectively adopt these new methods by aligning them with the company's unique context The key to success lies in leveraging human resources, particularly long-term employees who possess a deep understanding of the company's culture and structure, making their adaptation to innovative recruitment strategies more efficient.
The implementation of the new method will primarily rely on the existing long-term human resources staff, leading to various benefits and costs associated with this alternative solution.
• Having knowledgeable staffs about the culture and structure of Vinamilk in deploying new recruitment methods through social networking
• Avoiding mistakes in compared to newcomers who may be have deeply understand about social media recruiting tools but do not understand how
• Saving time and cost of recruiting experienced staff in the social media segment Moreover, senior positions often take a lot of time to recruit and cost more
• Improving the working spirit of long-term staffs because they are in charge in new tasks and have more opportunities to improve skills, learn more etc
• Long-term staffs are familiar with a certain number of candidates, so they should also be easy to interact with the applicant in the process of new method
• The cost of hiring some trainees or junior employees to support admin tasks: from USD 300 to USD 700 (Sources: Vietnam 2017 Salary Guide from First Alliances)
The second alternative solution: Recruiting new member who has many working
When establishing a new field of work, it is crucial for organizations to recruit the right talent from outside Hiring external candidates introduces fresh ideas, innovative methods, and diverse skills, creating valuable opportunities for growth By bringing in experienced individuals, companies can minimize training costs and gain a significant competitive edge These new employees contribute creative approaches that enhance operational efficiency, driving both progress and organizational development.
Ms Thu Ngo believes that hiring an experienced recruiter with expertise in social media will significantly benefit Vinamilk during the initial phase of adopting new recruitment methods This individual will possess the knowledge to create an easily implementable social media recruiting strategy, streamlining the setup process for the company Furthermore, by anticipating potential challenges in implementation, Vinamilk can proactively develop countermeasures, ensuring a smoother transition to their new recruitment approach.
Ms Thu Ngo highlighted that solutions are not one-size-fits-all; a successful strategy in one company may fail in another due to differing corporate cultures Additionally, the time and cost involved in recruiting suitable senior staff are crucial considerations Thus, it is essential to develop a tailored social media recruiting plan that aligns with the specific context of the company.
It is obviously to see the benefits and costs from the second alternative solution:
Recruiting new member who has many working experience in social media recruiting tools to implement as bellows:
• Creating a new working environment with new ways of operating and management
• The current employees of Vinamilk will have the opportunity to acquire new knowledge as well as new skills
• The new one with senior level can start to work immediately and do not take the training time
• Diversifying the fields of work in the team recruitment
• Motivating, promoting the emulation and creativity among current and new member
• The cost of hiring senior level in HR filed and especially in charge in implement social media recruiting methods: from USD 1500 to USD 3000 (Sources: Vietnam
2017 Salary Guide from First Alliances)
In conclusion, selecting the most effective solution for implementing action plans in Vinamilk's human resources department is crucial The issue of inadequate social media recruiting tools affects not only the HR team's workflow but also aligns with global HR trends Addressing this challenge promptly is essential to enhance recruitment efficiency at Vinamilk.
After evaluating the benefits and costs of both options, it is clear that recruiting new members with extensive experience in social media recruiting tools is not an effective solution This approach poses challenges in terms of time, cost, and, most importantly, the essential adaptability to the organization's culture.
To sum up, Mr Bang Nguyen emphasized that there are many benefits if Vinamilk use current long-time HR employees to implement the social media recruiting strategy
Long-term Vinamilk employees possess extensive familiarity with the organization and their colleagues, as well as strong connections within the labor market To foster social interaction, it is crucial for these employees to expand their relationships with others, enabling them to engage and share insights on social networks Moreover, the existing staff's access to a vast database of candidates facilitates easier connections and relationship-building.
The existing staff's familiarity with the company's operations and leadership style facilitates the presentation and approval of information on social networks.
And finally, in the terms of cost, hiring a fresh employee to do admin job will be easier to recruit at a lower cost in compare to the other senior positions”
In summary, the Board of Vinamilk Management should carefully evaluate the compelling evidence and thorough analysis presented It may be beneficial to prioritize the first alternative solution, assigning the responsibility of implementing the new method to the existing long-term staff This approach aims to enhance recruiting efficiency effectively.
ACTION PLAN
Action Plan from Vinamilk
A detailed plan to implement the social media recruiting strategy will be illustrated clearly steps by step as bellows:
• Time period: 06 months, from December 2018 to May 2019
• Responsibilities: Recruitment team in Vinamilk’s HR department (4 members: 01 Recruitment Manager; 02 Recruitment Specialist; 01 new member for admin tasks); HR Director
- To identify what Vinamilk need from social media?
- To measure the percentage of the strategy completion
- Setting up the Recruitment KPIs for the next year, include identify the role of social media recruiting tools in:
- Sourcing candidate by position/ location/ industry…
- Establishing a Vinamilk’s short, medium and long-term goals
- To give candidates a glimpse of what will be like when becoming a part of Vinamilk
- To sharing the reasons why employees stick with Vinamilk
- To show the benefits to attract talents to work at Vinamilk
- Expressing the personality of Vinamilk
Candidates can get more information about Vinamilk via social networking in the form of:
+ Sharing photos of Vinamilk's working environment
+ Describing the benefits of Vinamilk
+ Introducing Vinamilk’s senior staff or outstanding performance employees
+ Creating unique social page for Vinamilk's culture
- To identify the compatible platform with different vacancies at Vinamilk
- Choosing 1 to 2 platforms to drive the traffic based on the reach and demographics (LinkedIn and Facebook)
- Making sure that these sites are up-to- date
- To accomplish the goals have been established
- Creating a social network account, prepare:
+ The professional avatar + The introduction about the bio account and brief information about Vinamilk
- Posting attractive information frequently, such as:
+ Job openings + Vinamilk’s updated information + Sharing experiences
- Testing the applying process before launching to make sure:
+ The applying steps is reasonable + The process is quick and easy to conduct
- Prioritizing the recruiting social network platform:
+ Prioritizing LinkedIn, a famous site in professional recruiting tool
+ After proficiency with LinkedIn, move to the next is Facebook
- To accomplish the goals have been established
- Connecting to the right individuals and organizations This will belong to the objectives for the search that Vinamilk’s
HR staffs can use the right key word, such as:
+ Location + Education Background + Level of position + Specialization + Industry
- To increase the interaction based on a trusty sources for candidates
- Encouraging current Vinamilk’s employees to become the brand ambassador through some actions: like and share the information to driving the traffic
- To measure the effectiveness of the strategy
- Establishing a number of factors to measure the effectiveness of the strategy:
+ Number of applicants from social media sources
+ Traffic to the company's recruiting page + Number of comments and mentions on the platforms
+ Number of connections, views / likes / and follows on social networks accounts + The saving cost through using social media recruiting tools in compare to traditional recruiting tools