The utilization of employer branding in recruiting and retaining employees - Case studies of Vietnamese SMEs

Abstract

The topic of this research is found out when the researcher read about the successful of FPT Telecom Company in Employer Branding. This concept leaf a strong impression in my mind. Therefore I want to make the research to study why Employer Branding is important and how to apply it in Vietnamese SMEs to help them successful like the case of FPT. The study researched the role of Employer Branding within Vietnamese SMEs and the advantages that it brought and the application in the recruiting and retaining process of SMEs. A literature review for previous researches about the definition of the concept, the characteristics of successful Employer Branding and the application of Employer Branding in recruiting and retaining process has been conducted, which served as conceptual for this thesis. The research use the quality approach with basically base on the case study method through interview. Therefore three companies were invited to the interview for this research which is Nhan Sac Viet Company, IME Vietnam Company and Quang Vinh Company. By using the pattern matching strategy to compare the case study data with the previous theories mentioned in the literature review and the cross cases analysis to compare the cases to each other. The researcher drawn a result that Employer Branding is a key tool to help company attracts potential employees and retain their current staffs. By using Employer Branding strategy in an effective way, the study also find out the application of Employer Branding in recruiting and retaining process. Finally, the recommendations are also made for managers.