UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Pham Thi Hong Hanh LIMITED SOCIAL MEDIA RECRUITING TOOLS AT VINAMILK MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2018 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Pham Thi Hong Hanh LIMITED SOCIAL MEDIA RECRUITING TOOLS AT VINAMILK MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: PHAM PHU QUOC Ho Chi Minh City – Year 2018 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com APPENDIX SUPERVISOR’S REPORT ON THE FINAL THESIS SUBMITTED FOR THE DEGREE OF MASTER of BUSINESS ADMINISTRATION Final thesis title: LIMITED SOCIAL MEDIA RECRUITING TOOLS AT VINAMILK Student name: PHAM THI HONG HANH Supervisor name: PHAM PHU QUOC 1. General comments: Remarks on the student’s attitude:. Remarks on the assignment’s academic quality:. Overall assessment: Meet requirement for submitting; Not meet requirement for submitting.
Other remarks: - Did the student follow the report schedule? Yes No Other. - The Turnitin plagiarism percentage: Supervisor’s signature LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CONTENTS Executive Summary. 1 CHAPTER 1: BACKGROUND TO THE THESIS .1 Recruitment Industry Overview .2 The Context Of Recruitment Activities At Vinamilk .3 Problem Finding Process. 7 CHAPTER 2: PROBLEM IDENTIFICATION .1 Initial Identification Of Problem .1 The First Tentative Problem: The Increase Of The Passive And Monitoring Candidates .2 The Second Tentative Problem: The Appearance Of The Other FMCGs/ Dairy Companies .3 The Third Tentative Problem: Business Development And Expansion .4 The Fourth Tentative Problem: Limited Social Media Recruiting Tools .4 Justify The Existence Of Limited Social Media Recruiting Tools .5 Justify The Importance Of Limited Social Media Recruiting Tools .1 Growth Of Brand Value .2 References And Recommendations .3 Lower Cost Of Recruitment (LCR) .5 More And Higher Quality Job Applicants .1 Challenges From Changing In Corporate Culture – Transparent Society.
29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.2 Challenges From Changing The Staff’s Position In The Workplace .3 Not Up-To-Date Recruitment Sites .4 The Influence Of Social Media Sites To Traditional Recruiting Tasks. 33 CHAPTER 3: DESIGN SOLUTION FOR SOLVING PROBLEM .1 The first alternative solution: The current long-term human resources staffs will be mainly responsible for implementing the new method.2 The second alternative solution: Recruiting new member who has many working experience in social media recruiting tools to implement. 37 CHAPTER 4: ACTION PLAN .1 Action Plan from Vinamilk. 47 Appendix 1: Interview Transcript - Mr.
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. 55 Appendix 5: Interview Transcript - Ms.
57 Appendix 6: Interview Transcript 2nd - Mr. 59 Appendix 6: Interview Transcript 2nd - Mr. 64 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com FIGURES 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 Table 1: Board of Management‘s expectation on improving recruiting effectiveness. 45 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Executive Summary This thesis provides an analysis and evaluation of the limited social media recruiting tools at Vinamilk and recommends the solutions to improving the candidates’ quality and quantity.
Methods to find out the central problem of Vinamilk include primary data from internal and agency reports, two-round in-depth interview and related literature frameworks. Results of the finding show that companies not using social media as a hiring tool may be at risk of missing a large number of candidates and top talents. Further investigations reveal that social media recruiting tools bring many benefits such as: the growth of brand value, the convenient references and recommendations, the lower cost of recruitment, faster recruitment and more and higher quality job applicants etc. Of course, Vinamilk will face many challenges if they want to successfully implement the social media recruiting tools.
These include challenges from changing in corporate culture as well as changing the staff’s position in the workplace and the pressure to up-to-date recruitment sites frequently. In addition, the thesis will base on the main cause of changing the staff’s position in the workplace to propose two alternative appropriate solutions: The first is The current long-term human resources staffs will be mainly responsible for implementing the new method and the second is Recruiting new member who has many working experience in social media recruiting tools to implement. Based on relevant factors as well as considering benefits and costs, a detail action plan was conducted to implement the first alternative solution is The current long-term human resources staffs will be mainly responsible for implementing the new method for improving the recruiting efficiency. This will help to predict accurate measurement of figure performance to determine whether Vinamilk invest in this project.
1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 1: BACKGROUND TO THE THESIS 2.1 Recruitment Industry Overview The explosion of Global Industry 4.0 with the application of automation, data exchange and cloud computing has changed the face of key industries, and human resource is no exception. The term "Human Resource s 4.0" is widely mentioned in the media and social networks in 2018. This will completely change the way people communicate including the recruitment methods of human resources. In the context of the era of digital technology, the human resources industry will be under pressure to change the way to manage the employer branding, manage talents and apply technology in the recruitment activities.
Accordingly, a streamlined and smarter process to approach talents needs to be established to replace the traditional methods. Specifically, it is necessary to distinguish between active and passive candidates in order to provide the suitable recruitment channels. In other words, the company needs to build effective employer branding as well as long-term relationships with their candidates such as show them the company’s core values and future growth. Therefore, when the company has a need for recruiting, this will be a potential source.
One of the most visible changes in the perceptions of Vietnamese HR professionals is the shift from traditional recruitment methods to the useful social media recruiting tools such as LinkedIn, Facebook, Twitter, etc. to approach and get closer with the jobseekers. With social media recruiting tools, the employers will easy access to resume with a large amount of data and more, saving the cost of hiring. This research will analyze the recruitment activities of Vinamilk, one of the largest capitalization companies in Vietnam to find out the remaining problem in talent acquisition process.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 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 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…) Vinamilk's Recruitment Channels 3% 2% 5% Vietnamworks Jobstreet 20% Social Media (LinkedIn, 50% Anphabe, Facebook) Company Website 20% Employee Referral Figure 1: Vinamilk's Recruitment Channels (Internal Source) According to the bar chart, the traditional recruitment channels are still the highest proportion, around 80% of total channels. In the meanwhile, the new modern method like social recruitment just makes up 20% of total channels. 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com With continuous development, Vinamilk now has more than 5000 employees nationwide.
The domestic subordinate units of Vinamilk include: 3 branches, 13 factories, 2 warehouses and 10 dairy farms nationwide. The oversea business and subsidiaries of Vinamilk include: Driftwood Dairy Holding Corporation (USA), Vinamilk Europe Spóstkaz Ograniczona Odpowiedzialnoscia (Poland), Angkor Dairy Products Co., LTD (Cambodia), Miraka Limited Company (Oversea associate - New Zealand), Vinamilk’s Representative Office in Thailand etc. The growth of Vinamilk is reaching the international market, so it creates many challenges for the recruitment team, especially in the current situation, when the recruitment activities of the company has not really caught up with the global recruitment trend.3 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.4 Vinamilk’s Symptom 4 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com The decrease in the quantity and quality of candidates is clearly expressed through two data sources: Recruitment KPIs and Average Applicants.1 Recruitment KPIs: There are 3 elements that use to access the efficient of recruitment’s quality at Vinamilk, include: - Percentage of filling vacancies - Percentage of total vacancies meet deadline - Percentage of staffs pass probation period. With the scale of continuous expansion, the number of vacancies at Vinamilk's main office has increased over the years. The figures of the table below are as of 31 August of the latest three years 2016, 2017 and 2018 Year 2018 2017 2016 Recruitment Indicators Staff Manager Staff Manager Staff Manager The total number of 46 8 37 8 32 9 vacancies approved The total number of 36 4 31 7 28 8 vacancies has been recruited Percentage of fill position 78% 50% 84% 88% 88% 89% Total day of fill position 376 180 519 175 621 169 Average day of fill position 25.8 Total vacancies meet 30 3 29 6 27 7 deadline Percentage of Total 83% 75% 94% 86% 96% 88% vacancies meet deadline Percentage of staff pass 100% 100% 100% 100% 100% 100% probation Figure 2: Annual Recruitment Report of Vinamilk 2016, 2017, 2018 The number of vacancies increases slightly each year for non-manager level, but for managerial positions, the demand for recruitment is relatively stable.
The demand for recruitment in 2016 is 32 employees, Vinamilk has recruited 28 candidates. In 2017 the company recruited 31 candidates out of total demand of 37. Up to 2018, the company only recruited 36 candidates out of 46 (accounting for 78%) did not meet the target of the 5 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com management is to reach above 80% any recruitment indicators. On the one hand, the number of successful recruitment positions decreases.