Limited social media recruiting tools at vinamilk

BACKGROUND TO THE THESIS

Recruitment Industry Overview

The advent of Global Industry 4.0, characterized by automation, data exchange, and cloud computing, has significantly transformed key 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 sector faces increasing pressure to innovate in 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 away from traditional methods This involves differentiating between active and passive candidates to identify the most appropriate recruitment channels Building a strong employer brand and fostering long-term relationships with candidates by showcasing the company's core values and future growth opportunities is essential This strategy will create a valuable talent pool for future recruitment needs.

Vietnamese HR professionals are increasingly moving away from traditional recruitment methods, embracing social media platforms like LinkedIn, Facebook, and Twitter to connect with job seekers These tools provide employers with easy access to a vast pool of resumes and data, significantly reducing hiring costs This research will analyze 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

20% Social Media (LinkedIn, Anphabe, Facebook)

Vinamilk generates 20% of its revenue from employee referrals in the processing, production, and sales of milk, beverages, and dairy products Recognizing that people are crucial to its success and growth, Vinamilk has launched various programs aimed at attracting and retaining top talent.

• 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 all recruitment methods, while modern approaches such as social recruitment represent only 20% of the total channels utilized.

Vinamilk has grown significantly, employing over 5,000 individuals across the country Its domestic operations consist of 3 branches, 13 factories, 2 warehouses, and 10 dairy farms Additionally, Vinamilk's international presence includes subsidiaries such as Driftwood Dairy Holding Corporation in the 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 the international market presents significant challenges for its recruitment team, particularly as the company's hiring practices have yet to align with global recruitment trends.

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.

Vinamilk's main office has experienced significant growth, leading to an increase in job vacancies over the years 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

Each year, the number of non-managerial job vacancies experiences a slight increase, while the demand for managerial positions remains relatively stable In 2016, Vinamilk needed to recruit 32 employees and successfully hired 28 candidates The following year, 2017, the company recruited 31 out of a total demand of 37 However, by 2018, Vinamilk managed to recruit only 36 candidates out of the 46 needed, achieving just 78% of its recruitment target.

Recruitment KPIs - Non-manager Level

60% Percentage of Total vacancies meet deadline Percentage of staf pass probation

Between 2016 and 2018, the management aimed to achieve over 80% in recruitment indicators; however, the number of successful recruitment positions declined Additionally, the time required by the human resources department to fill a position increased significantly, rising from approximately 15 days in 2016 to nearly 26 days by 2018 Specifically, the recruitment process for managerial roles became even more challenging, with the duration extending from 18.8 days in 2016 to a staggering 45 days by 2018.

Figure 3: Recruitment KPIs - Non-manager Level

The data reveals that the percentage of staff passing probation remains consistently at 100% each year However, there is a concerning decline in both the percentage of filling vacancies and the percentage of total vacancies meeting deadlines Notably, the recruitment department is struggling to achieve its key performance indicators (KPIs), as the percentage of filled vacancies has dropped below 80% Additionally, there is a growing trend of prolonged timeframes for filling positions with qualified candidates, which has decreased from 96%.

60% Percentage of Total vacancies meet deadline

Percentage of staf pass probation

Figure 4: Recruitment KPIs - Manager Level

In 2016 and 2017, the percentage of filled managerial positions and total vacancies meeting deadlines remained stable However, in 2018, these figures dropped significantly, with the company filling only about 50% of its total managerial demand Additionally, the company encountered challenges in effectively 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.

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, evidenced by a decline in both the quality and quantity of applicants through traditional recruitment channels This trend highlights significant issues in the company's ability to attract suitable candidates, indicating a need for strategic improvements in their hiring processes.

PROBLEM IDENTIFICATION

Initial Identification Of Problem

To identify the causes behind the symptoms observed at Vinamilk, in-depth interviews were conducted with staff members both within the organization and from external sources.

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 valuable expertise as a former Talent Acquisition Specialist at Suntory PepsiCo Vietnam With three years of experience in the recruitment field, she has honed her skills in one of the country's leading beverage companies, known for its extensive product portfolio.

• Mr Anh Dinh - Strategic Key Account Manager, has worked at Jobstreet.com for

With 2 years of experience and 8 years in key account management and recruitment consulting, I have a strong background in the industry JobStreet.com, established in 1997 in Malaysia, has become Southeast Asia's largest online employment company, as recognized by Forbes.

He is currently manages Vinamilk’s account on Jobstreet website.

Ms Uyen Bui, the Key Account Team Leader at VietnamWorks, has dedicated three years to the company and brings nine years of expertise in key account management and recruitment consulting VietnamWorks is the leading recruitment website in Vietnam, effectively connecting job seekers with employment opportunities and employers with top talent through its online platform.

2002) Now she manages Vinamilk’s account on Vietnamworks website.

Recent assessments reveal a notable decline in the number of active job applicants, as highlighted by Mr Anh Dinh in a Jobstreet report to Vinamilk According to SEEK Asia, the parent company of Jobstreet, 73% of candidates are either passive, content with their current roles, or monitoring the job market for better opportunities This trend indicates a significant reduction in active candidates seeking new positions, while passive candidates often represent a pool of potential talent despite their current job satisfaction.

The decline in active candidates impacts the overall quality of applicants, indicating that traditional recruitment methods are less effective in reaching the significant pool of passive candidates To enhance recruitment effectiveness, recruiters must explore alternative strategies to engage this demographic.

Ms Thu Ngo highlights a significant decline in the effectiveness of traditional recruiting platforms like Vietnamworks and Jobstreet, leading to a yearly decrease in the number of applicants Currently, Vinamilk receives an average of only 90 resumes per job from Vietnamworks and just 30 from Jobstreet Not only has the quantity of applicants diminished, but the quality has also declined, with many resumes lacking the necessary qualifications, particularly among senior candidates, who are now less likely to actively seek jobs or maintain public profiles As more companies adopt proactive recruitment strategies and the demand for headhunting services grows, senior candidates feel overwhelmed, resulting in their reduced visibility and making it increasingly challenging for employers to connect with these talented individuals.

Mr Bang Nguyen highlights that Vinamilk's recruitment methods are limited, primarily relying on traditional channels despite the company's strong brand attracting numerous applicants In today's competitive talent landscape, adopting parallel recruitment strategies is essential Currently, Vinamilk's recruitment sources are split between traditional methods (such as Vietnamworks, Jobstreet, and employee referrals) and social media channels (like LinkedIn and Facebook), with a significant 80% still favoring traditional approaches This reliance on costly traditional methods may hinder their recruitment efforts, especially as the company continues to grow domestically and internationally, where stricter recruitment criteria further limit the pool of qualified candidates.

In 2018, numerous foreign dairy companies entered the Vietnamese market, significantly impacting the domestic landscape Ms Uyen Bui highlighted that these multinational firms prioritize their brand image, as evidenced by their strong representation in the "100 Vietnam Best Places to Work" rankings, where they frequently secure top positions This focus on employer branding enhances their appeal to talent, providing candidates with more options and potentially leading to a decline in the number of applicants for local companies.

Ms Nhu Loc, formerly of Pepsico, emphasized that the multinational company effectively recruits the majority of its candidates via social media This approach allows Pepsico to source talent from anywhere globally, demonstrating the power of social networks in the recruitment process.

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 for modern tools, particularly social media platforms like LinkedIn, to enhance direct connections and engagement with potential candidates Given the intense competition within the industry and the scarcity of qualified candidates, establishing a strong employer brand on social networks is crucial This branding should effectively showcase the company's work environment, culture, and training programs to attract more applicants Limited information about the company can significantly reduce the pool of potential candidates.

Ms Nhu Loc emphasized that Vinamilk finds it more efficient to verify candidates' information via social networks compared to traditional methods HR staff can utilize various features on these platforms, such as recommendations from colleagues and customers, as well as analyzing candidates' posting behaviors and interactions, to gain valuable insights into their professional background.

HR staffs can even refer to candidates even before the interview.

Vinamilk's new recruitment team member emphasizes that utilizing social media recruiting tools can significantly reduce hiring costs Companies that fail to leverage these tools and continue relying solely on traditional methods may see their recruitment budgets rise unnecessarily As the number of vacancies increases annually while the budget remains unchanged, the effectiveness of traditional recruitment strategies may diminish For instance, with a recruitment budget of 100 million in the first year, a company could fill 50 vacancies using traditional methods and still invest in additional services like featured banners or logo displays However, as vacancies grow in subsequent years, maintaining the same budget becomes increasingly challenging.

Difficult to approach senior level position and talent candidates

Decline the quality in traditional recruiting tools

Limit the recruitment information to the potential candidates

Increase the passive and monitoring candidates

The quantity & quality of candidates decreased

Limited Social Media recruiting tools Increase the cost of recruitment

Difficult to verify information from the applicants

The appearance of the other FMCGs/ Dairy companies

Business development and expansion The more difficulty of job’s requirements

To optimize cost-saving strategies in recruitment, the team should explore more effective and economical recruiting tools Ms Nhu Loc emphasizes that social media recruiting tools are the most advantageous option If the company continues to rely solely on traditional recruitment methods without diversifying, the HR team will struggle to attract a sufficient quantity and quality of applicants to meet its needs.

From the above analysis, the initial cause effect map can be showed as below:

Figure 7: Initial cause-effect map

The 3 different types of Job-seekers

Problem Identification

The initial cause-effect map provides an overview of potential issues associated with Vinamilk, highlighting various variables and symptoms The subsequent section will narrow down these possibilities, concentrating on a primary problem by leveraging 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 search process: active, passive, and a newly emerged 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 decline in active job-seekers while highlighting a significant rise in passive and monitoring job-seekers This shift negatively impacts the quality of traditional recruitment methods, which struggle to engage the 73% of job-seekers who are not actively pursuing new opportunities Consequently, it is essential to explore modern strategies to effectively reach and connect with these two categories of job-seekers.

Companies can attract active job seekers dissatisfied with their current roles or junior positions, while higher-level positions often require finding passive candidates who aren't actively job hunting Employers increasingly turn to business-oriented social networking sites, like LinkedIn, to discover these passive candidates These individuals, already employed and not seeking new opportunities, represent a valuable talent pool and are often seen as more stable employees Recruiters are motivated to invest extra effort in engaging these candidates due to their qualifications and the rewards associated with successfully filling vacancies LinkedIn, in particular, positions itself as a key resource for accessing extensive databases of passive candidates.

In a recent interview, Mr Bang Nguyen and Ms Thu Ngo revealed 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 suggested that leveraging social networks to identify and reach out to potential candidates could enhance recruitment efforts While Vinamilk's current methods attract mainly active job seekers, the company's strong commercial brand and recognition as one of Vietnam's Top 100 Best Workplaces can enhance its appeal to applicants Therefore, Vinamilk should focus on promoting its employer brand alongside its commercial brand to attract a broader range of candidates.

Vinamilk, a renowned employer brand, attracts both active and passive candidates eager to join its workforce While the issue of increasing passive and monitoring candidates may seem minor, it does not significantly impact the overall quality and quantity of applicants The current focus should be on 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 the attractiveness of employer brands, offering job seekers more choices than before As the economy and technology evolve, both large local firms and foreign direct investment (FDI) companies are emerging, making employer branding crucial for multinational corporations A strong employer brand enhances a company's reputation and attracts potential candidates, with factors like innovation, candidate value, and social media presence playing vital roles in shaping perceptions As human capital is recognized as a key asset, managers prioritize employer branding strategies The explosion of social media provides an effective communication channel for sharing job information, enhancing employer image, and engaging with potential hires To attract top talent, employers must develop a unique style, leveraging social media as a powerful tool for recruitment and brand promotion.

When salaries and benefits are equal, candidates prioritize a company's reputation and values Organizations that demonstrate strong cultural values, a clear strategic vision, and a commitment to social responsibility will naturally attract more talent This trend is particularly relevant for Vinamilk, as the competitive landscape for skilled professionals intensifies.

To effectively promote employer branding, Ms Uyen Bui suggests that companies can leverage established methods used by multinational brands These corporations often create engaging Facebook fan pages to showcase their workplace culture, including fun activities and office images This approach significantly influences both active and passive candidates through user engagement, such as likes and comments Ms Bui recommends that Vinamilk adopt this effective strategy to enhance its branding efforts.

According to a report submitted by Jobstreet to Vinamilk in August 2018, the average number of applicants at Vinamilk is compared to the average number of applicants from other companies in the FMCG industry.

Source: Jobstreet Recruiting Service Report Figure 9: The average applicants between Vinamilk and FMCGs industry

From the bar chart, although the average applicants applies to Vinamilk decline, however, the proportion still high and far away in compare to the other companies in

FMCGs industry For example, when the whole FMCGs just receive 42 applicants for one

In 2016, Vinamilk posted 26 job openings and attracted nearly three times that number, receiving 108 applicants By 2018, the number of applicants per job at Vinamilk had decreased to approximately 37 In contrast, the entire FMCG sector averaged only 15 applicants per job, significantly lower than Vinamilk's figures.

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 disrupt the effectiveness of Vinamilk's recruitment process.

2.2.3 The Third Tentative Problem: Business Development And Expansion

Vinamilk is enhancing its business operations by increasing investment cooperation and focusing on expanding its export and international business initiatives This growth necessitates candidates with strong skills, qualifications, and experience to fulfill job requirements According to Mr Bang Nguyen, as Vinamilk expands, job requirements become more stringent, particularly for international markets like China, where candidates who are bilingual in Chinese and English are highly preferred, yet remain scarce Consequently, the company will implement stricter human resource management practices, including recruitment, training, performance appraisal, and reward systems, to meet its organizational goals.

The workforce today is comprised of three distinct generations: Baby Boomers, Generation X, and Millennials, as highlighted by Anphabe data at the Vietnam Best Place to Work 2016 workshop.

- Baby Boomers are those whom are born from 1950 to 1969.

- Generation X portrays the age group from 1970 to 1985.

- Millennial Generation (Gen Y), the youngest working class in today’s workforce,

- Generation Z are those whom are born after 2000.

The proportion of generations in Vietnam's Force

In 2016, Vietnam's labor force comprised 53.1 million individuals, including 8.9 million baby boomers (born 1950-1969), 22.5 million from Generation X, and 21.7 million from Generation Y By 2020, the workforce grew to 59 million, with baby boomers decreasing to 7.9 million, Generation X remaining at 22.5 million, Generation Y increasing to 25.6 million, and Generation Z accounting for 3 million workers.

Figure 10: The proportion of generations in Vietnam's Force

Gen Y will gradually occupy the highest proportion of total labor force in Vietnam In terms of work philosophy, Gen X prefers stable, while Gen Y is shifted more, so the Gen

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 involves leveraging Web 2.0 technologies and social media tools to effectively communicate, engage, inform, and attract future talent.

The decline 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 serve as valuable tools for job seekers to showcase their skills, creativity, and achievements, positioning themselves as ideal candidates Additionally, these networks allow users to express themselves through their profiles Unlike traditional recruiting methods, social media recruiting fosters a two-way communication channel between companies and potential candidates, enhancing interaction and information exchange However, ineffective social media recruiting tools can hinder this engagement, limiting the collaborative potential between employers and job seekers.

Justify The Existence Of Limited Social Media Recruiting Tools

The last section showed that Vinamilk is limited social media recruiting tools, now the next section will collect more data from the second interview with Mr Bang

Nguyen, Recruitment Manager at Vinamilk in order to justify the existence of the central problem.

Mr Bang emphasized that Vinamilk has not really paid much attention to social media recruiting tools The company just uses social networks to search for candidates

33 only in specific positions such as information technology, digital marketing, and social media

Vinamilk is currently seeking to fill 34 marketing and senior-level positions, primarily utilizing LinkedIn for recruitment due to its pool of professional candidates Despite this, the company acknowledges a lack of focus on this platform Additionally, Ms Nhu Loc from Vinamilk's Recruitment team points out that the company does not diversify its recruitment tools, particularly in the realm of social media.

Mr Bang utilizes his personal LinkedIn account to connect with potential candidates, opting not to engage in LinkedIn groups or use Facebook, which he views as a platform for personal life rather than professional networking He finds LinkedIn advantageous for assessing candidates prior to interviews, as it allows him to gauge their online behavior, including their interactions and opinions on various posts In contrast, candidates who apply through traditional channels present a challenge for pre-interview evaluations, often relying on HR relationships or requiring candidates to provide information later.

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 that attracts numerous job applicants, making it a dream workplace for many In the past, simply posting job openings would generate a substantial number of applications, highlighting the company's appealing recruitment habits.

Vinamilk, as a Vietnamese company, faces challenges in modern recruitment compared to multinational corporations that can swiftly implement global strategies While these international companies have the advantage of advanced human resource practices, Vinamilk recognizes the need for time to adapt and align with current trends in human resource management.

To enhance our human resources, we require new members who understand market trends and possess knowledge of corporate structure and culture Selecting and training these individuals is a time-consuming process.

Vinamilk currently utilizes social media for recruitment at a rate of only 20%, resulting in a limited number of candidates sourced from these platforms Despite this, the candidates attracted through social networks tend to be high-quality individuals who are genuinely interested in the job, often leading to increased employee loyalty.

Besides, there is no denying that, social media recruiting tools have some limitations.

Vinamilk faces challenges with uncontrolled negative comments on social media, particularly during recruitment announcements Instead of focusing solely on recruitment, the HR team often finds itself addressing customer service issues related to these comments This is one reason why Vinamilk limits its use of social networking platforms When engaging on these platforms, the HR team must actively monitor and respond to both regular followers and negative feedback.

Mr Bang believes that Vinamilk will increasingly leverage social media for recruitment in the future, provided they implement effective strategies and demonstrate successful outcomes to the board He highlights the cost-effectiveness of social media recruitment, noting that it is free and allows HR staff to engage with specialized groups to identify potential candidates, such as design or packaging professionals However, he acknowledges that significant changes are impacting HR processes at Vinamilk, prompting the need to establish a dedicated department to manage employer branding on social networks.

Ms Nhu Loc, a former employee of PepsiCo, revealed that the company has been utilizing social media recruiting methods since 2012, leveraging platforms like LinkedIn, Facebook, and YouTube Social media has become a crucial tool for recruitment, allowing PepsiCo to benefit from the strategic policies of its multinational parent company Loc emphasized the advantages of using a premium LinkedIn account, which enables features like sending InMail to potential candidates, posting job openings, and conducting unlimited searches Additionally, PepsiCo's Facebook page showcases the company culture and work environment, while YouTube serves as a platform for brand promotion, reinforcing the employer's brand image.

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 several key 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 surged, becoming a vital tool for many organizations Notably, LinkedIn has emerged as the leading platform for recruitment efforts.

In conclusion, the interview results and SHRM’s survey indicate that while Vinamilk acknowledges the advantages of social media in recruitment and plans to utilize it in the future, several factors contribute to its limited use of social media recruiting tools, preventing the company from keeping pace with global trends.

Justify The Importance Of Limited Social Media Recruiting Tools

The rise of social media has revolutionized communication, making it more effective and convenient Traditional job posting methods, such as newspapers and word-of-mouth, are now largely outdated Companies increasingly prioritize social media for recruitment over conventional services, reflecting a significant shift in hiring practices.

Companies that neglect to utilize social media for recruitment may miss out on quality candidates, putting them at a disadvantage in the competitive talent landscape By not engaging in social media hiring strategies, organizations risk losing access to a significant pool of top talent.

Social media recruitment offers a global reach for talent acquisition, effectively filling open positions Key benefits include enhanced brand value, increased references and recommendations, reduced recruitment costs, expedited hiring processes, and access to a larger pool of high-quality job applicants.

Social media enhances employer branding by enabling employers to connect with potential candidates effectively By utilizing a helpful communication style and leveraging the influence of opinion leaders, companies can motivate job seekers to explore career opportunities Vinamilk, for instance, can leverage social media recruiting tools to reach a vast pool of passive candidates, thereby expanding their talent acquisition efforts.

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 In today's competitive talent market, as emphasized by Ms Nhu Loc, Vinamilk must enhance its communication with potential candidates and foster a two-way interaction to attract top talent effectively.

2.5.3 Lower Cost Of Recruitment (LCR)

Social media recruitment offers a cost-effective solution for companies aiming to enhance their global economic development By leveraging platforms like social media, businesses can efficiently identify and attract talent, significantly reducing the time and expenses associated with traditional headhunting services Industry experts, including Mr Bang Nguyen and Ms Nhu Loc, acknowledge the financial advantages of utilizing social media recruiting tools.

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 an interview that while Vinamilk has not prioritized social media for recruitment, the candidates sourced from these platforms are of high quality The volume and caliber of applicants are likely to rise when the company maintains a strong employer image Additionally, passive candidates may be encouraged to apply if Vinamilk showcases impressive employer branding on social media The advantages of social recruitment for the company can be summarized by its potential 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 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 corporate and societal culture while also fostering its own unique culture Companies require transparency in their communication channels, including messengers, emails, and social media Additionally, social network sites empower company managers to oversee and shape the subculture within their organizations Employers should utilize publicly available information when verifying candidates' references.

A successful social media recruitment strategy should align with business objectives and include a well-defined content strategy that outlines both the types of content to be shared and their frequency According to Ms Nhu Loc, large companies must ensure that all public communications are carefully reviewed and approved by relevant authorities To effectively leverage social media for recruitment, organizations must also be willing to adapt their culture accordingly.

Mr Bang Nguyen acknowledged that Vinamilk's recruitment practices primarily rely on traditional methods, such as posting job openings and passively waiting for applicants This approach can be seen as ineffective, and transitioning to a more proactive recruitment strategy may pose challenges due to ingrained habits To facilitate this change, Vinamilk's leadership must recognize the importance of transparency and ensure that all company information is readily accessible for timely responses.

Vinamilk's transition from traditional recruiting methods to social media strategies presents significant cultural challenges for the company This shift in corporate culture is a key issue facing Vinamilk As Mr Bang Nguyen emphasizes, "Integrity has long been a core value in our organization," 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 plan for transitioning to social media recruiting, it is likely to receive management's support While challenges arising from changes in corporate culture are significant, they are not the immediate priority that needs addressing.

2.6.2 Challenges From Changing The Staff’s Position In The Workplace

When leveraging technology for promotion, employees must possess updated knowledge about the company's activities, management procedures, and organizational culture Specifically, when utilizing social media for recruitment, the recruitment team must be well-prepared with comprehensive information about the company to effectively engage with the public.

Social media recruitment requires HR staff to actively engage with the platforms they manage, addressing expectations like prompt communication, quick responses, and immediate problem-solving Additionally, they must be well-versed in the appropriate styles and types of content suitable for social media, while adhering to legal guidelines.

Besides these literatures, in order to confirm, Ms Nhu Loc, an ex-employee at

PepsiCo emphasizes that utilizing social media for recruitment requires dedicated personnel to engage with users consistently Without timely oversight, companies risk facing media crises, especially if competitors post negative comments about their products.

Mr Bang Nguyen highlighted that as a local company, Vinamilk faces challenges in accessing global human resources compared to multinational firms 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 knowledge and implement changes gradually, all while continuing to use traditional recruiting tools This dual approach is likely to increase the overall workload and present potential challenges, including the need for training on new methods, managing staff pressure due to increased responsibilities, and recruiting qualified candidates to meet the demands of a growing workload.

In conclusion, while Vinamilk's HR team possesses significant experience in recruitment, they must swiftly adapt to modern recruiting methods, such as leveraging social media To enhance the recruitment process, it may be necessary to either train existing staff or hire additional professionals from outside the organization Ultimately, the challenges associated with shifting 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 current recruitment strategies Prior to leveraging these platforms, companies must ensure that their corporate recruitment website is updated and capable of accommodating additional information.

Mr Bang Nguyen, Recruitment Manager at Vinamilk, noted that while the HR team utilizes the company's website for job postings, it is not their primary focus As a result, potential candidates may only find job listings that are one to two months old The website struggles to attract applicants from other sources, leading to low traffic, primarily drawing only those who are already fans of Vinamilk Additionally, he mentioned that the company maintains an account on various platforms to enhance visibility.

Vinamilk's infrequent updates on LinkedIn hinder its ability to effectively share recruitment information, which is crucial for attracting potential candidates The company's cautious approach to public information, particularly on social media, results in limited visibility and engagement This lack of regular updates restricts the flow of important information to prospective employees, ultimately impacting Vinamilk's recruitment efforts.

Addressing the challenges associated with changing staff positions in the workplace can significantly enhance the ability of new HR personnel to manage recruitment effectively This improvement will not only streamline the recruitment process on Vinamilk’s website but also optimize the presence on various social media platforms related to hiring Consequently, overcoming these challenges is crucial for maintaining an efficient recruitment 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 adopted 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, ensuring a more effective recruitment process.

• 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, the final cause-effect map can be drawn as below:

The quantity & quality of candidates decreased

Challenges from changing in corporate culture – Transparent Society

Limited Social Media Recruiting Tools

Challenges from changing the staf’s position in the workplace Validated

Brand value References and recommendations Cost of recruitment

Speed of recruitment Quantity and quality of job applicants Not up-to-date recruitment sites

The influence of social media sites to traditional recruiting tasks

Figure 12: The final cause-effect map

DESIGN SOLUTION FOR SOLVING PROBLEM

The first alternative solution: The current long-term human resources staffs will be mainly

Vinamilk's HR staff, accustomed to traditional recruitment methods, face challenges in adapting to the evolving labor market's shift towards social media-based recruiting Despite attempts to incorporate social networking strategies, their approach remains rudimentary and fragmented, failing to effectively enhance the quality of employment within the company.

Long-term employees are invaluable assets to a company, offering significant advantages over new hires Their extensive knowledge of the organization and its systems provides essential support, contributing to workplace stability and overall 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 Additionally, seasoned staff are well-versed in the system, minimizing training time and enabling them to assist in onboarding new hires A stable work environment contributes to employee satisfaction and morale, while retaining long-term staff proves cost-effective for the company by reducing expenses associated with turnover, such as exit interviews, unemployment benefits, and recruitment efforts.

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 invaluable insights into the company's culture and operational field, making their input crucial To gain management's approval for these innovative changes, the HR team must present a comprehensive proposal that clearly outlines specific goals and detailed steps for implementation.

To effectively manage the recruitment process, it's essential to assign specific tasks to team members and provide them with training courses or instructional materials on the deployment method As the workload increases during deployment, Vinamilk's HR team should consider recruiting trainees or junior employees to assist with administrative tasks related to traditional recruiting methods, including posting job openings, screening resumes, and arranging interviews.

As social media recruitment trends gain popularity, Vinamilk can effectively adopt these new methods by tailoring them to the company's unique context The key to success lies in leveraging experienced human resources, particularly long-term employees who possess a deep understanding of the company's culture and structure, ensuring a smoother transition to innovative recruitment strategies.

Implementing the first alternative solution involves several benefits and costs, particularly as the existing long-term human resources staff will play a crucial role in executing the new method.

• 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: fromUSD 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 role, organizations must prioritize finding the right candidate to foster innovation and growth Hiring externally introduces fresh ideas, diverse talents, and new methodologies, which can enhance the company's potential By bringing in experienced applicants, companies can minimize training costs and gain a competitive edge These new employees often contribute creative approaches, driving progress and stimulating overall company development.

Ms Thu Ngo believes that hiring an experienced recruiter, particularly one skilled in social media, will significantly benefit Vinamilk during the initial phases of implementing new recruitment strategies This expert will facilitate the development of an easily executable social media recruiting plan, allowing the company to streamline its setup process Furthermore, by anticipating potential challenges during implementation, Vinamilk can proactively prepare effective countermeasures.

Ms Thu Ngo highlighted that solutions are not one-size-fits-all; a successful method in one company may not yield the same results in another due to differing company cultures Additionally, the costs and time associated with recruiting suitable senior staff are critical considerations Thus, it is essential to develop a social media recruiting plan that aligns perfectly with the unique 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)

To enhance the effectiveness of recruitment at Vinamilk, it is crucial to address the limitations of social media recruiting tools faced by the HR department This challenge not only impacts the organizational workflow of Vinamilk’s HR team but also reflects broader global HR trends Implementing the best solutions from the proposed action plans will significantly improve recruitment efficiency, making it a valuable and practical step for the company.

After evaluating the advantages and disadvantages of both options, it is clear that recruiting a new member with extensive experience in social media recruiting tools is not an effective solution This approach poses significant challenges regarding time, costs, and the essential need for cultural adaptability within the organization.

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 in-depth knowledge of the organization and strong connections within the labor market To foster social interaction, it's essential for staff to expand their relationships with colleagues, facilitating engagement and sharing on social networks Furthermore, the existing workforce's extensive database of candidates enhances their ability to connect and build valuable relationships.

The existing staff's familiarity with the company's operations and leadership style facilitates the easy presentation and approval of information sourced from 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 has substantial evidence and analysis to consider It may be beneficial for them to adopt the first alternative solution, where the existing long-term human resources staff take the lead in implementing the new method, thereby enhancing recruitment efficiency.

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: 01Recruitment Manager; 02 Recruitment Specialist; 01 new member for admin tasks); HR Director

Step Objectives Actions Responsibilities Timeline

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 - Recruitment

+ 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 - Recruitment

- 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.

Interview Transcript - Mr Bang Nguyen (Recruitment Manager at Vinamilk)

FOR THE DEGREE OF MASTER of BUSINESS ADMINISTRATION

Final thesis title: LIMITED SOCIAL MEDIA RECRUITING TOOLS AT

Student name: PHAM THI HONG HANH

Supervisor name: PHAM PHU QUOC

Remarks on the student’s attitude:

Remarks on the assignment’s academic quality:

Not meet requirement for submitting.

- Did the student follow the report schedule?

CHAPTER 1: BACKGROUND TO THE THESIS 2

2.2 The Context Of Recruitment Activities At Vinamilk 2

2.2.1 The First Tentative Problem: The Increase Of The Passive And Monitoring

2.2.2 The Second Tentative Problem: The Appearance Of The Other FMCGs/ Dairy

2.2.3 The Third Tentative Problem: Business Development And Expansion 18

2.2.4 The Fourth Tentative Problem: Limited Social Media Recruiting Tools 19

2.4 Justify The Existence Of Limited Social Media Recruiting Tools 23

2.5 Justify The Importance Of Limited Social Media Recruiting Tools 27

2.5.3 Lower Cost Of Recruitment (LCR) 28

2.5.5 More And Higher Quality Job Applicants 28

2.6.1 Challenges From Changing In Corporate Culture – Transparent Society 29

2.6.2 Challenges From Changing The Staff’s Position In The Workplace 30

2.6.3 Not Up-To-Date Recruitment Sites 31

2.6.4 The Influence Of Social Media Sites To Traditional Recruiting Tasks 32

CHAPTER 3: DESIGN SOLUTION FOR SOLVING PROBLEM 35

3.1The first alternative solution: The current long-term human resources staffs will be mainly responsible for implementing the new method 35

3.2The second alternative solution: Recruiting new member who has many working experience in social media recruiting tools to implement 37

Appendix 1: Interview Transcript - Mr Bang Nguyen (Recruitment Manager at Vinamilk) 47

Appendix 2: Interview Transcript - Ms Thu Ngo (Recruitment Specialist at Vinamilk) 49

Appendix 3: Interview Transcript - Ms Nhu Loc (Recruitment Specialist at Vinamilk) 51

Appendix 4: Interview Transcript - Mr Anh Dinh (Strategic Key Account Manager at Jobstreet) 55

Appendix 5: Interview Transcript - Ms Uyen Bui (Key Account Team Leader at Vietnamworks) 57

Appendix 6: Interview Transcript 2nd - Mr Bang Nguyen (Recruitment Manager at Vinamilk) 59

Appendix 6: Interview Transcript 2nd - Mr Thu Ngo (Recruitment Specialist at Vinamilk) 64

Figure 1: Vinamilk's Recruitment Channels (Internal Source) 3

Figure 2: Annual Recruitment Report of Vinamilk 2016, 2017, 2018 5

Figure 3: Recruitment KPIs - Non-manager Level 6

Figure 4: Recruitment KPIs - Manager Level 7

Figure 5: Average Applicant via Vietnamworks source 8

Figure 6: Average Applicant via Jobstreet source 8

Figure 7: Initial cause-effect map 13

Figure 8: The 3 different types of Job-seekers 14

Figure 9: The average applicants between Vinamilk and FMCGs industry 17

Figure 10: The proportion of generations in Vietnam's Force 19

Figure 11: Updated cause-effect map 22

Figure 12: The final cause-effect map 34

Table 1: Board of Management‘s expectation on improving recruiting effectiveness 45

This thesis analyzes the limited use of social media recruiting tools at Vinamilk and offers solutions to enhance both the quality and quantity of candidates The study employs primary data from internal reports, agency insights, and two rounds of in-depth interviews, alongside relevant literature frameworks Findings indicate that companies not leveraging social media for hiring may overlook a significant pool of candidates and top talent.

Social media recruiting tools offer significant advantages, including enhanced brand value, convenient references and recommendations, reduced recruitment costs, expedited hiring processes, and access to a larger pool of high-quality job applicants However, Vinamilk may encounter challenges in effectively implementing these tools, such as adapting to shifts in corporate culture, redefining staff roles, and the pressure to consistently update recruitment platforms.

This thesis will focus on the primary reasons for staff position changes in the workplace and suggest two viable solutions: firstly, assigning current long-term human resources staff to lead the implementation of the new method, and secondly, recruiting experienced professionals skilled in social media recruiting tools to facilitate this process.

To enhance recruiting efficiency, a detailed action plan has been developed, focusing on relevant factors, benefits, and costs The existing long-term human resources staff will play a crucial role in implementing this new method This approach will enable accurate performance measurement, allowing Vinamilk to assess the viability of investing in the project.

CHAPTER 1: BACKGROUND TO THE THESIS 2.1 Recruitment Industry Overview

The advent of Global Industry 4.0, driven by automation, data exchange, and cloud computing, has significantly transformed key sectors, including human resources The concept of "Human Resources 4.0" gained traction in 2018, indicating a shift in communication and recruitment strategies within the industry As digital technology continues to evolve, human resources must adapt by enhancing employer branding, talent management, and integrating technology into recruitment processes.

To enhance recruitment strategies, companies must adopt a more efficient approach that replaces traditional methods This involves differentiating between active and passive candidates to identify the most suitable recruitment channels Building a strong employer brand and fostering long-term relationships with candidates is essential, as it allows companies to showcase their core values and future growth opportunities Consequently, when recruitment needs arise, these established connections can serve as a valuable talent source.

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 jobseekers 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.

2.2 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

20% Social Media (LinkedIn, Anphabe, Facebook)

Vinamilk generates 20% of its revenue through employee referrals in the processing, production, and sales of milk, beverages, and other dairy products Recognizing that its workforce is crucial to the company's success and growth, Vinamilk has launched various programs aimed at attracting and retaining top talent.

• 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 reveals that traditional recruitment channels dominate the landscape, accounting for approximately 80% of all recruitment methods, while modern approaches, such as social recruitment, represent only 20% of the total channels.

Vinamilk has experienced significant growth, now employing over 5,000 individuals across the country The company operates through various domestic units, including 3 branches, 13 factories, 2 warehouses, and 10 dairy farms Additionally, Vinamilk's international presence is highlighted by its subsidiary, Driftwood Dairy Holding Corporation in the USA.