Employer Branding

In addition to being a human resources professional, I am also a person who loves creative activities, trends, loves beauty, and has a good sense of aesthetics. These personality traits seem to have led me to a career in employer branding at a very early age. Fortunately, at MWG, I was given the opportunity to work in a space that empowers me to "be myself - be confident" and indeed, I am the one who laid the foundation and developed the EB segment for 8 years.

What is Employer Branding?

To me, doing "Employer branding" is the combination of the thinking of a human resources worker (a profession that works with people, listens to and loves people) and the thinking of a marketing and communications worker (a profession of content creation, new trends). Doing EB means you have to tell the brand story associated with the company culture, with the recruitment strategy, and with the company's business strategy.

EVP (Employee Value Proposition)

Defining EVP (Employee Value Proposition) and communicating the "Right - Good" message to candidates is an important first step in building and developing recruitment communication.

In some stages, for example, the Thế Giới Di Động/ Điện Máy Xanh chain needs to position to attract young people from high school onwards to work. Of course, the company is also highly regarded for its dynamic work environment, attractive income package, and opportunities for promotion after 12 months. After selecting some messages, the first EVP was chosen as "Young and energetic to Thế Giới Di Động", then changed to "Love technology, like trends", and recently changed to "Thế Giới Di Động, where you belong".
A specific example is the Bách Hóa Xanh chain. Every year, I conduct surveys including: the needs and expectations of job seekers for the company, surveys of internal employees on their assessment and contributions to the work environment at the company, and surveys of expectations from some related departments such as the business unit, the HR unit. In 8 years of formation and development, depending on each stage, there will be appropriate communication orientations. Specifically, the EVPs that have been used throughout include: "Easy to do, easy to work", "Jobs near home", "Jobs for everyone", "Long, term stability into Bách Hóa Xanh"

Throughout my career in employer branding, I have always been creative and innovative, and I have never limited myself to any one formula. As a result, I have contributed to the goal of making MWG a top-of-mind employer for job seekers and winning many human resources awards over the years.

Key Highlights

MWG awards:

Top "Employer of Choice" award by CareerBuilder (2019-2022)
Top "Effective Talent Attraction" in HR Award by Talentnet (2018)
"Top 100 Vietnam Best Place to work" and "Top Vietnamese Attractive Employers" award by Anphabe (2020-2022)
"Best Employer" VBE 500 award by Baodautu Press (2022)

10-20% increase in resumes each year (2017-2023), with an average of 900,000 to 1 million applications each year and over 600,000 unique users each year
Over 1 million followers across all social platforms
Over 95% of candidates surveyed are satisfied with their experience applying for jobs at MWG
Built a close network with university channels (over 100 universities)
Successfully implemented large annual recruitment events (measured by number of interested people and number of employees recruited)