BACKGROUND TO THE THESIS
Recruitment Industry Overview
The rise of Industry 4.0, characterized by automation, data exchange, and cloud computing, has significantly transformed various sectors, including human resources Since 2018, the concept of "Human Resources 4.0" has gained traction in media and social networks, 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 recruitment strategies, companies must adopt a more efficient approach that moves away from traditional methods This involves differentiating between active and passive candidates to utilize the most effective 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 By doing so, companies can create a valuable talent pool for future hiring needs.
Vietnamese HR professionals are increasingly shifting from traditional recruitment methods to utilizing social media platforms like LinkedIn, Facebook, and Twitter, enhancing their ability to connect with jobseekers effectively.
Social media recruiting tools 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 by market capitalization, to identify existing 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, accounting for approximately 80% of all recruitment methods, while modern approaches, such as social recruitment, represent only 20% of the total channels.
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,
Vinamilk operates two warehouses and ten dairy farms across the country, with a significant international presence Its overseas business includes subsidiaries such as Driftwood Dairy Holding Corporation in the USA, Vinamilk Europe in Poland, Angkor Dairy Products in Cambodia, and Miraka Limited Company in New Zealand Additionally, Vinamilk maintains a representative office in Thailand, highlighting its global expansion in the dairy industry.
Vinamilk's expansion into international markets presents significant challenges for its recruitment team, particularly as the company's hiring practices have not yet aligned 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 Vinamilk, include:
- Percentage of total vacancies meet deadline
- Percentage of staffs pass probation period
Vinamilk's main office has experienced significant growth over the years, leading to an increase in the number of job vacancies The following table presents the vacancy figures 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 Total vacancies meet deadline 30 3 29 6 27 7
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, non-managerial vacancies see a slight increase, while the demand for managerial positions remains stable In 2016, Vinamilk aimed to recruit 32 employees and successfully hired 28, followed by 31 out of 37 in 2017 By 2018, the company's management targeted over 80% of recruitment goals However, the number of successful recruitments has declined, and the time taken by the human resources department to fill positions has increased significantly In 2016, it took about 15 days to recruit a candidate, but by 2018, this duration extended to nearly 26 days Managerial recruitment has become particularly challenging, with the time required escalating from 18.8 days in 2016 to 45 days in 2018.
Figure 3: Recruitment KPIs - Non-manager Level
The data reveals that the percentage of staff passing probation has remained consistently stable at 100% each year However, the percentage of filling vacancies and the percentage of total vacancies meeting deadlines have shown a declining trend annually Notably, the recruitment department has struggled to meet its KPIs, with the percentage of filling vacancies dropping below 80% Additionally, there is a noticeable increase in the time required to fill qualified positions, 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 relatively consistently However, in 2018, both metrics experienced a significant decline, with the company hiring only about 50% of the required managerial roles Additionally, the organization struggled with time management, hindering its ability to effectively recruit 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 from traditional recruitment channels This decline highlights significant issues in the company's hiring indicators.
PROBLEM IDENTIFICATION
Initial Identification Of Problem
To identify the causes behind Vinamilk's symptoms, in-depth interviews were conducted with both internal and external staff associated with the company.
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 experience as a Talent Acquisition Specialist Previously, she worked at Suntory Pepsico Vietnam for two years, contributing to one of the country's leading beverage companies known for its extensive product portfolio With a total of three years of experience in the recruitment field, Ms Loc is poised to make a significant impact at Vinamilk.
• 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 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, has been with the company for three years and brings nine years of experience in key account management and recruitment consulting VietnamWorks is the largest 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 significant insights into the job market, highlighting a notable decline in active job applicants, as reported by Mr Anh Dinh from Jobstreet to Vinamilk A SEEK Asia report indicates that 73% of candidates are either passive, content in their current roles with no plans to change, or monitoring the job market for opportunities regarding salary and job nature This shift results in fewer active candidates seeking new positions, with many passive candidates emerging as potential talent despite their reluctance to pursue new employment.
Highly passive candidates significantly influence the overall quality of applicants A decline in active candidates indicates that traditional recruitment methods are becoming less effective, as they fail to engage the larger segment of passive and monitoring candidates Consequently, recruiters must 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, with Vinamilk receiving an average of only 90 resumes per job on Vietnamworks and just 30 on Jobstreet This reduction is not only in quantity but also in quality, as many applicants lack the necessary qualifications, particularly for senior positions, which are increasingly scarce Moreover, senior candidates are less likely to actively seek jobs or maintain public profiles as they once did Consequently, more companies are adopting proactive recruitment strategies, and the rise of headhunting services has intensified competition for these limited senior candidates.
That is the reason why they are inactive their profile and the employers are very difficult to approach these talents
Mr Bang Nguyen highlights that Vinamilk's recruitment methods are limited, primarily relying on traditional channels despite being a well-known brand that attracts many applicants In today's competitive talent landscape, it is essential for Vinamilk to adopt parallel recruitment strategies Currently, their recruitment sources are divided into traditional channels, such as Vietnamworks and Jobstreet, and social media platforms like LinkedIn and Facebook, with a staggering 80% still coming from traditional methods This reliance poses a challenge, as traditional job postings can be costly, whereas social media offers cost-effective alternatives As Vinamilk continues to expand both domestically and internationally, the demand for a larger and more qualified workforce increases, making it crucial to enhance recruitment efforts to meet stricter international hiring criteria.
In 2018, Vietnam witnessed a significant influx of multinational dairy companies entering its domestic market Ms Uyen Bui highlighted that these foreign firms prioritize their brand image, which is evident in their consistent ranking among the top positions in the "100 Best Places to Work in Vietnam." This strong presence of multinational companies enhances their employer brand and increases competition for talent, offering candidates more choices and potentially leading to a decline in the number of applicants for local firms.
Ms Nhu Loc, formerly of Pepsico, emphasized the effectiveness of social media in recruitment, noting that Pepsico successfully sourced candidates globally through these platforms Upon joining Vinamilk, she observed that the company relied heavily on traditional recruiting methods, which may have contributed to a decline in both the quantity and quality of applicants She highlighted the growing importance of LinkedIn for direct candidate engagement and communication With intense competition for top talent in the industry, establishing a strong employer brand on social media is crucial This branding helps attract candidates by showcasing the company’s work environment, culture, and training programs, making Vinamilk more appealing to potential applicants.
Limit information about the company can limit the amount of potential candidates as well
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 social networking features, such as colleague and customer recommendations, as well as the nature of candidates' shared posts, to gather insights about potential hires.
HR staffs can even refer to candidates even before the interview
Vinamilk's recruitment team emphasizes the importance of utilizing social media recruiting tools to optimize budget efficiency Companies that neglect these modern methods in favor of traditional recruitment strategies may face escalating costs as job vacancies rise annually without an increase in budget For instance, with a stable recruitment budget of 100 million, a company can initially fill 50 vacancies using traditional methods, including additional services like featured banners However, as vacancies grow, the recruitment team must adopt more cost-effective tools to maintain applicant quality and quantity Ms Nhu Loc asserts that social media recruiting is the optimal solution, warning that reliance solely on traditional methods could hinder the HR team's ability to meet recruitment demands effectively.
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 map provides a detailed overview of potential issues affecting Vinamilk, identifying key variables and symptoms The subsequent section will narrow down these possibilities, concentrating on a primary problem by leveraging data and established literature from prior research.
2.2.1 The First Tentative Problem: The Increase Of The Passive And
According to a 2018 study by Seek Asia, job seekers can be categorized into three main types based on their attitudes during the job-seeking process: active, passive, and a newly identified 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 job-seekers, particularly those monitoring job opportunities, are on the rise This shift negatively impacts the quality of traditional recruitment methods, as they struggle to effectively engage with this emerging group of candidates.
The 3 different types of Job-seekers
In today's job market, it's essential to understand the two main types of job-seekers: active and passive With approximately 73% of individuals in the job-seeking category being passive, now is the ideal time to explore innovative strategies for engaging those who are not actively searching for job opportunities.
Companies can attract active jobseekers dissatisfied with their current roles or junior positions, while also seeking higher-level candidates who may not be actively looking for new opportunities These passive candidates often have resumes that are only accessible to employers who know where to find them Today, many employers utilize business-oriented social networking sites, like LinkedIn, to identify and connect with these passive candidates Such individuals are valuable to recruiters as they represent untapped talent pools and are typically seen as stable employees Recruiters are motivated to invest extra effort in persuading passive candidates due to the quality of these applicants and the rewards associated with successfully filling vacancies LinkedIn, in particular, positions itself as a key resource for accessing a vast database of passive candidates.
Mr Bang Nguyen and Ms Thu Ngo acknowledged 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 the company could enhance its recruitment strategy by leveraging social networks to identify and connect with potential job seekers While Vinamilk's current methods attract active candidates, 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 essential for Vinamilk to focus on promoting its employer brand in addition to its commercial brand.
The challenge of attracting passive and monitoring candidates is not significantly impacting the quality and quantity of applicants for Vinamilk, a well-regarded employer brand Both active and passive candidates show a willingness to join the company Therefore, the current focus should be on developing effective strategies to engage these passive candidates to enhance recruitment efficiency.
2.2.2 The Second Tentative Problem: The Appearance Of The Other FMCGs/
The emergence of competing FMCG and dairy companies significantly impacts the attractiveness of a company's employer brand In earlier times, the limited number of large firms restricted applicants' choices, but the current landscape offers more options for job seekers.
The rise of local and Foreign Direct Investment (FDI) companies has expanded job opportunities for seekers, making employer branding crucial for large multinational firms A strong employer brand enhances a company's reputation and attracts potential candidates, influenced by innovation, candidate value, and social media presence With human capital recognized as an organization's most valuable asset, managers prioritize effective employer branding strategies Social media serves as a vital communication channel for sharing job information, improving employer image, and engaging with candidates To stand out, employers must cultivate a unique style in their branding efforts, leveraging the rapid growth of social media to connect with top talent effectively.
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 amid ongoing talent wars.
To effectively promote employer branding, multinational companies leverage established strategies from their parent corporations, which have proven successful across various countries One straightforward approach is to create a Facebook fan page that showcases engaging content, such as fun company activities, images of the workplace, and cultural contests This not only enhances visibility but also significantly influences both active and passive candidates through increased user engagement 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 at the end of August 2018 reveals a comparison of average applicants at Vinamilk with those of 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 a decline in the average number of applicants applying to Vinamilk; however, the company's applicant proportion remains significantly higher compared to other firms in the FMCG industry For instance, while the entire FMCG sector averages only 42 applicants per company, Vinamilk continues to attract a substantial number of candidates.
In 2016, Vinamilk's FMCG job posting attracted nearly three times the number of applicants, totaling 108 By 2018, the number of applicants for a single position at Vinamilk dropped significantly to approximately 37 In contrast, the entire FMCG sector saw a much lower average, receiving only 15 applicants per job opening, 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 disrupt the effectiveness of Vinamilk's recruitment process.
2.2.3 The Third Tentative Problem: Business Development And Expansion
Problem Definition
Limited social media recruiting tools refer to the constraints in utilizing social platforms to gather candidate information from their profiles A more comprehensive definition of social recruiting encompasses the use of Web 2.0 technologies and social media tools to effectively communicate, engage, inform, and attract future talent.
The lack of diverse social networking platforms restricts employers' ability to engage with a wide array of talented candidates within relevant communities According to Rosemary Haefner, Vice President of Human Resources at CareerBuilder, social media plays a crucial role in modern communication, allowing employers to gain valuable insights into individuals through their public online profiles.
On the candidate side, social networking is also a place where a person can look for work by demonstrating his or her ability, creativity, awards and will be a good fit (25)
Social networks serve as platforms for users to express themselves through their profiles Social media recruiting represents a shift from traditional one-way communication to a more interactive two-way dialogue between companies and potential candidates Ineffective social media recruiting tools can hinder meaningful interactions, limiting the exchange of information and collaborative actions between these parties.
Justify The Existence Of Limited Social Media Recruiting Tools
The previous section highlighted the limitations of Vinamilk's social media recruitment tools In this next segment, we will gather additional insights from a second interview with Mr Bang Nguyen, the Recruitment Manager at Vinamilk, to further substantiate the central issue at hand.
Mr Bang highlighted that Vinamilk has not prioritized social media as a recruitment tool, primarily using it to find candidates for specific roles such as information technology, digital marketing, and high-level positions LinkedIn is the main platform utilized for recruitment, attracting many professional candidates, particularly at the senior level However, he acknowledged that Vinamilk still does not fully leverage this channel for its hiring needs.
Ms Nhu Loc, a member of Vinamilk's Recruitment team, noted that the company lacks diversity in its recruitment tools, particularly in the use of social media.
Mr Bang utilizes his personal LinkedIn account to connect with potential candidates, preferring direct outreach rather than participating in LinkedIn groups He avoids using Facebook for professional networking, viewing it as a platform focused on personal life rather than job opportunities Additionally, he reviews candidates' profiles on LinkedIn to assess their qualifications.
Bang highlighted that candidates who connect via social networks, particularly LinkedIn, allow him to assess their profiles and online habits, such as their engagement in comments and posts, prior to interviews In contrast, candidates applying through traditional channels make it challenging to verify their information beforehand, often relying on HR connections or requiring candidates to furnish details 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 resulted in a significant influx of applications, highlighting the company's appeal in the recruitment landscape.
Vinamilk, as a Vietnamese company, faces challenges in modern recruitment compared to multinational corporations that can easily implement global strategies While these international companies swiftly adopt contemporary human resource trends, Vinamilk acknowledges the need for time to adapt and enhance its recruitment practices.
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 recruitment at a rate of only 20%, resulting in a limited number of candidates from this source However, the candidates attracted through social networks tend to be high-quality individuals who are genuinely interested in the positions, often becoming loyal employees.
Besides, there is no denying that, social media recruiting tools have some limitations
Mr Bang noted that the recruitment announcements by Vinamilk often attract negative comments about the company's products from individuals who are not interested in job opportunities This situation diverts the HR team's attention from recruitment to managing customer service issues, prompting Vinamilk to limit its use of social media When engaging on these platforms, the HR team must actively monitor and respond to both regular followers and negative feedback.
Mr Bang envisions that Vinamilk will increasingly leverage social media for recruitment in the future, provided the company adopts effective strategies to demonstrate successful hiring outcomes from these platforms 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 For instance, there are numerous design-focused groups for sourcing design candidates, as well as specialized groups for packaging techniques However, he acknowledges that significant changes are necessary within Vinamilk's HR processes, including the establishment of a dedicated department to manage employer branding across social networks.
Ms Nhu Loc, a former employee of PepsiCo, emphasized the importance of diverse recruitment methods through social media platforms like LinkedIn, Facebook, and YouTube She highlighted that recruiting via these networks has become essential, especially for multinational companies like PepsiCo, which leverages the recruitment policies of its parent company Nhu noted that she utilized a premium LinkedIn account, enabling her to send InMail to potential candidates, post job openings, and conduct unlimited searches Additionally, PepsiCo's Facebook page offers insights into the company culture and work environment, while YouTube serves as a platform for brand promotion, collectively enhancing the employer's brand image.
The Society for Human Resource Management (SHRM), the largest HR professional organization globally 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 explore their companies' utilization of social media in talent acquisition The findings revealed several key insights into the role of social media in enhancing 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 key tool for organizations Notably, LinkedIn has emerged as the leading platform for hiring, significantly shaping the recruitment landscape.
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 faces challenges in its recruitment strategy 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 accessible Traditional job posting methods, such as newspapers and word-of-mouth referrals, are increasingly outdated as companies now prioritize social media platforms for recruitment.
Companies that overlook social media as a recruitment tool risk missing out on high-quality candidates in the competitive talent landscape By not utilizing these platforms, organizations may fail to attract a significant pool of top talent that others are successfully engaging.
Social media recruitment can help find talent globally and filling open positions (21)
Social recruiting offers numerous advantages, including 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 allowing companies to connect with applicants in a more engaging manner By effectively communicating through a human voice and leveraging the influence of opinion leaders, organizations can motivate candidates to explore career opportunities Vinamilk, for instance, utilizes social media recruiting tools to reach a vast pool of passive candidates, making the recruitment process more efficient and effective.
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 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 talent acquisition strategies in the global economy By leveraging platforms like social media, organizations can efficiently identify and attract potential candidates, significantly reducing the time and expenses associated with traditional headhunting services Both Mr Bang Nguyen and Ms Nhu Loc acknowledge the substantial cost-saving benefits provided by 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 as a recruitment tool, the candidates sourced from this platform are still of high quality The number and quality of applicants are expected to rise with a strong employer image Additionally, passive candidates may choose to apply if the company's employer branding on social media is compelling The advantages of social recruitment for the company can be summarized by its 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 has become a popular method, yet it presents significant challenges for organizations new to this approach Key issues include adapting to a transparent corporate culture, shifts in employee roles, outdated recruitment platforms, and 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 and societal cultures, while also fostering its own unique culture Companies must prioritize transparency in their communication channels, including messengers, emails, and social media Additionally, social networking platforms empower company managers to oversee and shape the design and management of their organizational subculture.
(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, covering both content types and posting frequency According to Ms Nhu Loc, large companies must ensure that all public communications are carefully reviewed and approved Adapting to social media recruitment requires a cultural shift within the organization.
Mr Bang Nguyen also admitted the recruiting habits of Vinamilk is still focus on the traditional methods that post job and waiting for applicants automatically come to apply
This method is quite passive This means that when Vinamilk adopts a new and more active approach, there will be challenges for the company to change a long-standing habit
Vinamilk’s leaders must be familiar with the fact that all information about the company needs to be transparent and available for immediate response
Vinamilk's transition from traditional recruiting methods to social media strategies presents significant challenges related to corporate culture, making cultural adaptation a key issue for the company.
However, Mr Bang Nguyen pointed out that “Integrity has long been a core value in
Vinamilk is committed to fostering a culture of transparency and honesty in all its transactions and interactions By developing an effective plan for transitioning to social media recruiting, the Human Resources department can secure management's support While challenges arising from changes in corporate culture may pose difficulties, they are not the primary concern that needs immediate attention.
2.6.2 Challenges From Changing The Staff’s Position In The Workplace
When companies leverage technology for promotion, it's essential for staff to possess updated knowledge of 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.
Effective social media recruitment requires HR staff to actively engage with their channels and manage expectations, including prompt responses and immediate problem-solving Additionally, they must be well-versed in the appropriate styles and types of information to share while adhering to legal guidelines.
Ms Nhu Loc, a former Pepsico employee, emphasized 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 corporations Although hiring young and enthusiastic HR staff can bring fresh perspectives, these employees require time to acclimate to the company's culture and operational procedures He emphasized that adopting new recruitment methods necessitates that Vinamilk's HR team continuously learn and develop new skills while gradually integrating these innovations alongside traditional recruitment practices.
The increase in workload will present several challenges for the company, including the need for training on new methods, heightened pressure on staff due to increased responsibilities, and the necessity to recruit qualified personnel to manage the additional workload.
In conclusion, while Vinamilk's HR team possesses significant 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 upskill existing HR staff or bring in additional professionals from outside the organization Ultimately, the challenge of adapting to changing staff positions in the workplace remains a significant issue in the current landscape.
2.6.3 Not Up-To-Date Recruitment Sites
Social media can consider as a method to extend the existing recruitment strategy
Before using it, the company needs to ensure that the corporate recruitment site is up-to- date and ready to handle more add-in information (37)
Mr Bang Nguyen, the Recruitment Manager, noted that while Vinamilk's HR team utilizes the company's website to post job openings, it is not their primary focus, resulting in job listings being visible for only one to two months The low traffic on the website indicates that it primarily attracts individuals already interested in Vinamilk, rather than a wider pool of candidates Additionally, despite having a LinkedIn account, Vinamilk does not update it frequently, which is crucial for a large company to manage public information carefully The lack of regular updates on recruitment information restricts the visibility of Vinamilk's opportunities, ultimately limiting their reach to potential candidates and impacting their recruitment efforts.
Addressing the primary challenges associated with changing staff positions in the workplace can empower new HR personnel to effectively manage recruitment efforts This includes not only optimizing Vinamilk’s website but also leveraging various social media platforms related to recruitment.
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
Ms Thu Ngo highlighted that LinkedIn and Facebook have become essential tools for recruiters due to their speed and convenience Many individuals now prefer using LinkedIn to explore new career opportunities, opting for it over traditional recruitment methods when considering a job change As a result, LinkedIn serves as a vital platform for connecting job seekers with employers, significantly impacting the recruitment strategies of companies like Vinamilk.
While LinkedIn and Facebook can expedite recruitment, they also alter the role of recruiters in various ways Social media platforms cannot serve as the primary tools for hiring, as each method comes with its own advantages and disadvantages Despite the benefits of utilizing social media, it is essential to consider the drawbacks of relying on a dominant "middle man" in the recruitment process.
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 is adopting 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.
• 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 – Transparent Society
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
At Vinamilk, the HR team has long relied on traditional recruitment methods, leading to confusion as the labor market shifts towards social network-based hiring Despite attempts to adopt social media recruitment strategies, Vinamilk's approach remains rudimentary and fragmented, failing to effectively enhance the quality of employment within the company.
Long-term employees play a crucial role in an organization, offering significant advantages over new hires They possess extensive knowledge of the company, provide invaluable support within established systems, contribute to workplace stability, and enhance cost-effectiveness.
Firstly, the long-term Vinamilk employment will make them understand the company's culture, products and services, understand what to do and what not to do
Long-term employees contribute to fewer mistakes due to their familiarity with the system, which also allows them to efficiently train new hires Their stability fosters a comfortable work environment, enhancing overall employee morale Additionally, retaining staff is cost-effective for the company, reducing expenses related to turnover, such as interview costs, unemployment benefits, and recruitment efforts.
Mr Bang Nguyen also suggested a solution to solve the current situation
Vinamilk's recruiting team is adopting a dual approach by integrating social media recruiting alongside traditional methods to enhance their hiring process Long-term employees possess valuable insights into the company's culture and operational landscape, making their involvement crucial To persuade Vinamilk's management of these new strategies, the HR team must develop a comprehensive proposal that clearly outlines the objectives and a detailed plan of action.
The next step is to divide the task for the recruiting team members Training courses or instructional materials on the deployment method should be provided to the members
During the deployment process, Vinamilk's HR team will experience an increased workload, necessitating the recruitment of trainees or junior employees for support These new hires will handle essential administrative tasks associated with traditional recruitment methods, including posting job openings, screening candidate resumes, and arranging interviews.
As social media recruitment trends gain popularity, Vinamilk can effectively adopt these new methods by tailoring them to its unique company context The key to success lies in leveraging the expertise of long-term employees who possess a deep understanding of the company culture and structure, making the transition to innovative recruitment strategies more efficient and impactful.
Implementing the first alternative solution involves various benefits and costs, particularly concerning the current long-term human resources staff who will primarily oversee the new method's execution.
• 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 Vinamilk operates
• 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 role, organizations must prioritize finding the right candidate to foster innovation and diversity Bringing in external recruits introduces fresh ideas and methods, enhancing the company's talent pool and creating numerous opportunities Hiring experienced individuals can significantly lower training costs while providing a competitive edge These new employees often bring creative approaches that can drive progress and growth, steering the organization away from outdated practices.
Ms Thu Ngo believes that hiring an experienced recruiter, particularly one skilled in social media, will greatly benefit Vinamilk in the initial phases of implementing new recruitment methods This individual will possess the knowledge to develop an effective social media recruiting strategy that is easy to execute, ultimately saving the company valuable time during setup Furthermore, by anticipating potential challenges in the implementation process, Vinamilk can proactively prepare countermeasures to address any obstacles that may arise.
Ms Thu Ngo highlighted that solutions are not one-size-fits-all; a successful approach in one company may not translate to another due to differing corporate cultures Additionally, the time and cost involved in recruiting suitable senior staff are critical factors to consider Therefore, it is essential to develop a tailored social media recruiting strategy 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)
To enhance the effectiveness of recruitment at Vinamilk, it is crucial to promptly address the limitations of social media recruiting tools faced by the HR department Selecting the best solution from the proposed options will significantly benefit the implementation of action plans, as this issue is not only linked to the operational challenges within Vinamilk’s HR team but also reflects broader global HR trends.
After weighing the benefits and costs of the two options, it is clear that recruiting new members with extensive experience in social media recruiting tools is an ineffective solution This approach presents challenges related to time, cost, and, most importantly, the necessary 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 deep familiarity with the organization and their colleagues, as well as extensive connections within the labor market To foster social interaction, it is essential for staff to expand their relationships with coworkers, enabling them to engage and share effectively on social networks Furthermore, the existing personnel have access to a substantial database of candidates, facilitating easier connections and relationship-building.
The existing staff is well-acquainted with the company's operations and leadership styles, making it easier to access and present information from social networks for approval.
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 compelling evidence and sound analysis to support their decision-making It is advisable for them to prioritize the first alternative solution, where current long-term human resources staff take the lead in implementing the new method, ultimately enhancing recruiting 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: 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
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/
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
3.1 The first alternative solution: The current long-term human resources staffs will be mainly responsible for implementing the new method 35
3.2 The 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 recommendations to enhance both the quality and quantity of candidates Utilizing primary data from internal reports, agency insights, and two rounds of in-depth interviews, the study identifies key issues faced by Vinamilk The findings indicate that companies that do not leverage social media for hiring may overlook a significant pool of candidates and top talent.
Social media recruiting tools offer numerous 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 significant challenges in effectively implementing these tools, such as adapting to shifts in corporate culture, redefining staff roles within the workplace, and the ongoing pressure to keep recruitment platforms updated.
This thesis will focus on the primary reasons for changes in staff positions within the workplace and propose two viable solutions: first, to have the existing long-term human resources staff primarily responsible for implementing the new methods; and second, to recruit new members with extensive experience in social media recruiting tools to facilitate this implementation.
To enhance recruiting efficiency, a detailed action plan has been developed, focusing on the current long-term human resources staff who will spearhead the implementation of the new method This strategic approach aims to provide accurate performance metrics, enabling Vinamilk to assess the viability of investing in this project effectively.
CHAPTER 1: BACKGROUND TO THE THESIS 2.1 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 traction in 2018, highlighting a shift in communication and recruitment practices As digital technology advances, the human resources sector faces increasing pressure to innovate employer branding, talent management, and the integration of technology in recruitment processes.
To enhance talent acquisition, companies must establish a streamlined and intelligent recruitment process that moves beyond traditional methods This involves differentiating between active and passive candidates to identify the most effective 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 proactive approach ensures that when recruitment needs arise, the company has a ready pool of potential candidates.
Vietnamese HR professionals are increasingly moving away from traditional recruitment methods and embracing social media platforms like LinkedIn, Facebook, and Twitter to connect more effectively with job seekers.
Social media recruiting tools offer employers easy access to a vast pool of resumes and data, significantly reducing hiring costs This study will examine the recruitment practices of Vinamilk, one of Vietnam's largest companies by market capitalization, to identify existing challenges in their talent acquisition process.
2.2 The Context Of Recruitment Activities At Vinamilk
Vinamilk, established over 40 years ago, has evolved into a leading brand in Vietnam with a global presence The company's primary revenue streams come from the processing, production, and sales of milk, beverages, and various dairy products Recognizing that its success hinges on its people, Vinamilk has launched numerous initiatives 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 landscape, accounting for approximately 80% of all recruitment methods, while modern approaches such as social recruitment represent only 20% of the total channels.
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,
Vinamilk operates two warehouses and ten dairy farms across the nation, while also expanding its international presence through subsidiaries such as Driftwood Dairy Holding Corporation in the USA, Vinamilk Europe in Poland, Angkor Dairy Products in Cambodia, and Miraka Limited in New Zealand Additionally, Vinamilk has a representative office in Thailand, further enhancing its global footprint in the dairy industry.
Vinamilk's expansion into international markets presents significant challenges for its recruitment team, particularly as the company's hiring practices have yet to align with current global recruitment trends.
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
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 Vinamilk, include:
- Percentage of total vacancies meet deadline
- Percentage of staffs pass probation period
Vinamilk's main office has experienced significant growth over the years, leading to an increasing number of job vacancies The data presented in the table below reflects this trend 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 Total vacancies meet deadline 30 3 29 6 27 7
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 annual increase in non-managerial vacancies contrasts with the stable demand for managerial positions In 2016, Vinamilk needed 32 employees and successfully recruited 28, while in 2017, the company hired 31 out of a total demand of 37 By 2018, management aimed to exceed 80% in recruitment indicators; however, the number of successful hires declined, and the time required for recruitment increased significantly In 2016, the average recruitment time was about 15 days, which escalated to nearly 26 days by 2018 Notably, the recruitment of managers became increasingly challenging, with the time taken rising from 18.8 days in 2016 to 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, both the percentage of filling vacancies and the percentage of total vacancies meeting deadlines have shown a downward trend annually Notably, the recruitment department is struggling to meet its KPIs, as the percentage of filling vacancies has dropped below 80% Additionally, there is an increasing trend in the time required to fill positions with qualified candidates, decreasing from 96% in 2016 to 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