ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title 5035: Human Resource Management

Submission date 30/10/2023 Date received (1st submission) 30/10/2023

Re-submission date Date received (2nd submission)

Student name Nguyen Thi Thanh Lan Student ID BH00971

Class MA06203 Assessor name Cong Bao Ngoc

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Contents
I. INTRODUCTION....................................................................................................................5
II. INTRODUCTION TO HOA SEN JOINT STOCK COMPANY...................................................5
2.1 Company overview..........................................................................................................5
2.2 Core values, vision and mission, business goals and strategies................................6
III. ANALYSIS OF INDUSTRY CHARACTERISTICS (ACCORDING TO POTTER'S MODEL) OF
HOA SEN GROUP JOINT STOCK COMPANY AND THE COMPANY'S PUBLIC HRM STRATEGY7
3.1 Industry characteristics according to Potter's model of Hoa Sen Group Joint Stock
Company....................................................................................................................................7
3.1.1 Potential competition.................................................................................................7
3.1.2 Current competition...................................................................................................8
3.1.3 Threat of substitute products....................................................................................8
3.1.4 The power of suppliers The power of suppliers......................................................9
3.1.5 The power of buyers...................................................................................................9
3.2 Current HRM strategy of Hoa Sen Group Joint Stock Company.................................10
3.2.1 Recruitment and Selection.......................................................................................10
3.1.2 Personnel training.....................................................................................................11
3.1.3 Performances Management....................................................................................12
3.1.4 Salaries and benefits................................................................................................13
3.1.5 Working Environment and orther factors..............................................................14
IV. HOA SEN GROUP JOINT STOCK COMPANY'S DIGITAL BUSINESS TRANSFORMATION
AND THE IMPACT OF DIGITAL ON HRM....................................................................................16
4.1 Digital transformation of Hoa Sen Group Joint Stock Company.................................16
4.2 The impact of digital transformation on HRM..............................................................18
V. PROPOSE STRATEGIES IN HRM TO ATTRACT TALENT...................................................19
5.1 Building employer branding............................................................................................19
5.2 Proposing strategies in the work environment............................................................20
5.3 Proposing strategies in compensation and benefits....................................................21
5.4 Proposing strategies in training and development......................................................21
VI. EVALUATE THE COMPANY'S TALENT ATTRACTION STRATEGY........................................22

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 6.1 Strengths of talent attraction strategy...........................................................................22
6.2 Weaknesses of talent attraction strategy......................................................................23
VII. THE IMPORTANCE OF HRM FOR COMPANIES AND THE LABOR MARKET.....................24
7.1 The importance of HRM for the company.....................................................................24
7.2 The importance of HRM to the labor market................................................................25
VIII. CONCLUSION........................................................................................................................25
IX. REFERENCES......................................................................................................................26

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I. INTRODUCTION

In the current digital economic era, digital business transformation has become an

inevitable trend for businesses. To achieve success in implementing this transformation,

companies need to focus on attracting and retaining excellent talent, especially those

with a good understanding of the market and technical transformation. Digitally,

attracting talent is one of the most important factors to help businesses achieve their

business goals.

The article below is an article about designing a strategy to attract talent for the

company. First, the article presents an overview of Hoa Sen Joint Stock Company through

its vision, mission, business goals and strategies. Next is the industry characteristics

through the porter model and a presentation of the company's current HRM strategies

such as recruitment, selection, training, performance management, salary and benefits,

working environment and other benefits. Furthermore, the article presents the

company's digital transformation and its impacts on the HRM department, proposed

talent attraction strategies for the company as well as the strengths and weaknesses of

the attraction strategy talent involved in creating sustainable organizational performance

and achieving business goals.

II. INTRODUCTION TO HOA SEN JOINT STOCK COMPANY

II.1 Company overview

Hoa Sen Group was established on August 8, 2001 with charter capital of

5,980,549,860,000, headquarter address is at 09, Thong Nhat Avenue, Song Than II

Industrial Park, Di An Ward, Thanh Hoa. Di An street, Binh Duong Province. After more

than 20 years of establishment and development, Hoa Sen Group Joint Stock Company

has become the No. 1 enterprise in the field of steel sheet production and trading in

Vietnam and the leading steel sheet exporter in the region. Southeast Asia with 11 large

factories, a system of nearly 300 distribution and retail branches spread across the
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country. Hoa Sen Group is present in 87 countries and territories around the world with

product quality meeting international standards. In addition, Hoa Sen Group is one of the

fastest growing enterprises in the Vietnamese steel sheet industry. The company has

won many prestigious awards, such as: "National Brand", "Top 500 largest enterprises in

Vietnam", "Typical FDI enterprise",...

Hoa Sen Company operates in the field of manufacturing and trading construction

materials, specifically steel sheets. Corrugated steel is a popular construction material,

widely used in civil, industrial and transportation construction projects. Vietnam's

economy is growing rapidly, the demand for construction materials is also increasing.

This creates development opportunities for businesses in this field, including Hoa Sen

Company.

II.2 Core values, vision and mission, business goals and strategies

Mr. Le Phuoc Vu, Chairman of the Board of Directors and General Director of Hoa

Sen Group Joint Stock Company, is a successful businessman and has a strategic vision.

He built for Hoa Sen a clear system of core values, vision and mission, goals and business

strategies. Core values include honesty, community and growth. Regarding the mission,

providing products and services associated with the Hoa Sen brand, ensuring

international quality, reasonable prices, diverse designs, environmentally friendly, best

meeting the needs of society. Regarding the vision of becoming the leading corporation

in the production and trading of corrugated iron, steel, construction materials and

furniture in Vietnam with a sustainable development strategy for the goals of community

development, environmental protection, and bringing good value to customers highest

value for society. Hoa Sen Group's business goal for the 2021-2022 year is to achieve

sales volume of 2 million tons and revenue of 46,399 billion VND. Profit after tax ranges

from 1,500 to 2,500 billion VND depending on developments in the epidemic situation,

political conflicts, fluctuations in steel prices, energy prices and input costs. And Hoa

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Sen's strategic goal is to continue to develop and expand domestic and international

markets, innovate technology, improve product and service quality and build the Hoa

Sen brand into a brand strong and reputable in the market.

III. ANALYSIS OF INDUSTRY CHARACTERISTICS (ACCORDING TO POTTER'S MODEL)

OF HOA SEN GROUP JOINT STOCK COMPANY AND THE COMPANY'S PUBLIC HRM

STRATEGY

In this section, the article will analyze industry characteristics according to the

Porter model including potential competition, current competition, the power of buyers,

the power of suppliers, threat of substitute products of Hoa Sen Group and the mass

HRM strategy of Hoa Sen Group. Company through selection, recruitment, training,

compensation, performance management, working environment and other factors.

3.1 Industry characteristics according to Potter's model of Hoa Sen Group Joint

Stock Company

3.1.1 Potential competition

The threat from new competitors is always a factor of concern; new businesses

entering the industry and market are also a great danger for the organization. The

potential for potential competitors to enter the steel sheet industry is still high due to the

State's investment attraction policy and Vietnam's loose legal regulations. The reception

of investment projects is implemented by the locality, there is no ability to appraise

capital capacity as well as there are no clear regulations on technological and

environmental commitments for the project. This increases the number of businesses in

the industry, increasing product volume and industry competitiveness. Later entrants

can compete with older businesses on price and quality due to large capital and

technological advantages. When a company wants to enter the steel industry, it will

encounter barriers such as entry barriers and exit barriers. In particular, barriers to entry

are any barriers that hinder or prevent the entry of businesses, mainly related to

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economic advantages of scale, law, advertising, finance, and technology. .. Exit barriers

are barriers that prevent leaving the industry, mainly related to industry exit costs such

as asset release costs, wages, compensation, etc. Therefore, competitive pressure from

new competitors is huge. Businesses need to improve their competitive advantage and

develop scale advantages as well as always develop products.

3.1.2 Current competition

The domestic galvanized steel market is currently the playground of large

companies such as Hoa Sen, Sun Steel, Phuong Nam Steel Sheet... In addition, a number

of joint ventures and foreign enterprises such as Perstima, Blue Scope Steet also account

for Another relatively large domestic market share . However, HSG has many advantages

over other competitors such as: owning modern technology lines, large capacity, wide

distribution network, and reputable brand. HSG's business characteristic is to build its

own retail branches without going through agents like other units. Products are

distributed to final consumers, minimizing agent commission costs for intermediaries

and being able to flexibly adjust selling prices when the market fluctuates. With its own

direction, HSG is truly a serious competitor to other companies in the industry.

3.1.3 Threat of substitute products

Substitute products may affect customers' demand for corrugated iron. For

example, the development of construction materials such as plastic , wood ,... can reduce

the need to use corrugated iron. However, galvanized corrugated iron products (color-

coated corrugated iron, galvanized corrugated iron, cold-coated corrugated iron) are

construction materials that have the effect of shielding, insulating... and are widely used

in civil construction projects. Although this product is provided by many different

manufacturers on the market, the technology used at HSG is NOF (Non oxydising

gurnace) technology - the most advanced corrugated iron production technology in the

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world . Therefore, currently the demand for the above products is still stable, so the

possibility of launching replacement products in the near future is very difficult.

3.1.4 The power of suppliers The power of suppliers

Supplier strength for HSG's steel sheet industry is considered high. There are

many factors that give suppliers of raw materials such as hot rolled steel coils, cold rolled

steel coils,... to have certain bargaining power with businesses in the steel sheet industry.

Currently, HSG hot rolled steel has to be imported from abroad but cannot produce it

itself. The import tax on hot rolled steel coils is 0%, while on cold rolled steel coils

imported from ASEAN countries it is 8% and in other countries it is 12%. HSG currently

owns cold rolled steel production lines to serve the company's steel pipe and corrugated

iron production needs. The company almost has a complete production value chain from

cold rolling, corrugated iron production and distribution through a branch system across

the country. However, because hot rolled steel still has to be imported from abroad, it

depends on a number of factors such as world prices and exchange rates. These factors

have a significant impact on the company's business results (typically in 2009) (Khanh

2010).

3.1.5 The power of buyers

Customers are the objects of businesses and the factors that create the market.

The group's service objects are quite diverse. Hoa Sen's customers are largely dispersed,

so distribution agents must be widespread to best serve customer needs. Businesses

must build trust and confidence from consumers because they are distributors and end

users who also affect the survival and development of the business. Customers have

certain bargaining power with businesses in the steel sheet industry regarding price and

seller selection because the principle of production and business must be on the basis of

satisfying the rich and diverse needs of consumers. Therefore, customer power is an

important factor that needs attention from Hoa Sen Group. In particular, by building and

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implementing appropriate HRM strategies, Hoa Sen can minimize the impact of customer

power and maintain its competitive advantage.

3.2 Current HRM strategy of Hoa Sen Group Joint Stock Company

3.2.1 Recruitment and Selection

Hoa Sen Group builds a recruitment and selection strategy based on the goal of

recruiting high-quality, youthful, dynamic, creative human resources, suitable for

corporate culture and creating a recruiting environment. In particular, HRM is

responsible for building and implementing recruitment and selection strategies, to

ensure that businesses have high-quality human resources to meet the development

needs of the business. The Group has built a systematic and scientific recruitment and

selection process, using many recruitment channels including direct recruitment, online

recruitment, recruitment through universities and colleges,... to attract candidates, and

different selection methods such as application review, interview, capacity assessment,...

to select the most suitable candidate for the job position and comprehensively evaluate

candidates. Hoa Sen Group evaluates candidates based on 3 criteria: knowledge and

skills, attitude and qualities, and compatibility with corporate culture. Evaluating

candidates based on these three criteria helps Hoa Sen Group select the candidates

most suitable for the job position and corporate culture, contributing to the development

of the business.

An example of the success of the HRM strategy is a survey conducted from

November 28, 2022 to January 9, 2023, attracting the participation of 18,956 respondents

aged 22 and up 35 in many different fields nationwide conducted by CareerBuilder

Vietnam in conjunction with Amco Vietnam market research company - a reputable unit,

to find businesses with highly rated talent retention policies. The highest price is

"Favorite Employer". The survey results show that Hoa Sen Group is the most popular

employer, this once again marks Hoa Sen Group's solid position in the labor market. To

achieve those proud achievements, Hoa Sen Group as well as the HRM department have
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focused on implementing recruitment and selection strategies. In addition to expanding

cooperation with prestigious Universities/Colleges throughout the country to recruit

young, quality human resources, the Group also focuses on organizing many recruitment

programs such as "Talent Incubator"”. With a professional recruitment process, a clear

promotion path to screen and select "talented kindergartens" to "nurture" and train to

become young, dynamic, creative, and social personnel. has enough capacity and

qualities, bringing a new breeze and breath to the Group (Hoa Sen Group, 2023). This has

attracted the interest of young people to apply, contributing to bringing the Group's

image and name closer to the Vietnamese labor community. From there, new staff can

be recruited quickly and with quality.

3.1.2 Personnel training

Personnel training is one of the important factors contributing to the development

of businesses. Hoa Sen Group, one of Vietnam's leading enterprises in the field of steel

sheet production and trading, also pays great attention to personnel training. In the 2021

annual report of Hoa Sen Joint Stock Company, it emphasized the need to develop the

quality of existing human resources, with a focus on the team of successor officers and

reserve administrators . Strengthen training, improve and strengthen professional

qualifications and skills for staff. Strengthen initial training to build a team of good

quality and successor personnel, develop clear, objective criteria for evaluating staff and

specialists, build a lean, dynamic, professional and effective management apparatus. And

focus on consolidating and improving the quality, professionalism, qualifications, skills,

and responsibilities of the human resources team, ensuring that the human resources

apparatus is arranged in a streamlined, effective, professional, and appropriate manner.

Thereby, Hoa Sen Group has built a systematic and scientific training system, including

contents such as organizing professional training courses for staff to update new

knowledge and skills. Meet the requirements of job positions, provide soft skills training

for staff, to develop skills such as communication, teamwork, problem solving,... and
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personal development training staff, to help them maximize their abilities and develop

their careers. This strategy has brought positive results, contributing to the development

of the business and being more consistent with the business's goals.

Figure 1training class for officials and employees

Above is this training session taking place on April 23, 2023 with the full

participation of officials and employees of Hoa Sen Group . At that time, Hoa Sen Group

simultaneously opened the first of a total of 28 direct training classes for officials and

employees of all stores/ Hoa Sen Home system branches across the country. This

training program is built from many years of experience and the system of the Group's

Board of Directors. In particular, training classes are organized to disseminate, deploy,

supplement knowledge, and improve sales and management skills. The lessons also

share many visual and lively training videos, etc., helping officials and employees have

more motivation and knowledge to apply to their work (Hoa Sen Group, 2023).

3.1.3 Performances Management

Performance management is one of the most important activities of the human

resources department (HRM). The current performance management strategy of most

businesses focuses on measuring, evaluating and improving the performance of

businesses and employees by improving performance evaluation through the KPI

system. KPI is a work performance evaluation index, reflecting the level of goal

accomplishment of an individual, department or entire enterprise. KPI indicators are

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expressed through different figures, ratios, quantitative indicators, etc. ppropriate to the

business characteristics of each subject (Hue, 2023). The KPI system has contributed to

the development of Hoa Sen Group, helping businesses improve revenue, profits and

other financial indicators, building an effective employee evaluation system and

motivating employees to develop maximize capacity. Specifically, the KPI system in Hoa

Sen Group helps businesses measure and evaluate operational efficiency, thereby

identifying areas that need improvement to achieve their goals, helping employees

clearly understand their goals and their role in the business, thereby motivating

employees to work more effectively and helping businesses identify the training and

development needs of employees, thereby helping employees develop and improve their

skills force. In addition, Hoa Sen Group also organizes performance appraisals for all

employee levels. This process is carried out in a transparent and objective manner. HSG's

work performance evaluation system uses periodic, ad-hoc and 360-degree methods.

The evaluation process is carried out according to the steps of planning, evaluating,

communicating results and developing an action plan. HSG's performance evaluation

system has achieved positive results, contributing to improving business performance.

3.1.4 Salaries and benefits

For a business, human resource policy is an important factor in retaining

employees, especially in today's competitive labor market. Therefore, Hoa Sen Group

always focuses on improving salary, bonus, training policies, and developing flexible

human resources in each period and future orientation. HSG's compensation and

benefits strategy includes policies such as basic salary, allowances, bonuses, insurance

and benefits. Regarding salary, bonus, support and allowance policies, to create

motivation for employees to improve labor productivity and improve production

efficiency, in the resolution of the Group's annual general meeting of shareholders Hoa

Sen is held in 2021, the Group still maintains the factory's salary policy linked to output

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and production quality. For business units, the group adjusted new salary policies to

motivate sales staff to proactively.

Sell more, improve business efficiency, thereby increasing workers' income.

Supports such as gasoline, housing, transportation, phone support, support for branches

in difficult and remote areas, maternity support, marriage support, and bonus policies

are still maintained. The above flexible salary, bonus, allowance and support policies

contribute to increasing income for officials and employees, stabilizing personnel while

also contributing to promoting the Group's production and business development

(Annual Report 2021). This has attracted and retained talent, motivated employees and

improved the quality of employee life and achieved positive results, contributing to

improving business performance. In addition, Hoa Sen Group has developed and

implemented many insurance and welfare policies for employees to take care of the

material and spiritual lives of employees. When becoming an official employee of the

group, they are fully eligible to participate in social insurance, health insurance and

unemployment insurance in accordance with the law. Moreover, there are also welfare

policies such as supporting female employees on International Women's Day and

Vietnamese Women's Day, maternity support, supporting employees when getting

married, supporting employees when bereaved, Give gifts to employees' children every

year on International Children's Day and Mid-Autumn Festival.

3.1.5 Working Environment and orther factors

The working environment of Hoa Sen Group is one of the important factors

contributing to the success of the business. With more than 20 years of establishment

and development, Hoa Sen Group has built a professional, dynamic, innovative, fun and

creative working environment, motivating employees to maximize their potential

capacity and dedication to the business. An example of this is that in the 2021 - 2022

fiscal year, the Covid - 19 epidemic situation is under control, the company organizes

cultural activities, festivals and sports to celebrate the 21st anniversary of the Group's
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founding union, and at the same time create a playground for employees to bond more

closely with each other.

In addition, the employee office at Hoa Sen Group is divided by smart modules to create

private space for each employee. Besides, each person can decorate their own desk into

their own space. The system of meticulously assembled doors and partitions creates an

open office space, saving a lot of space compared to building a fixed wall. At Hoa Sen

Group, the working process is always clear and detailed, the work is not too stressful,

helping employees have a balance between work and life. Management levels are

friendly, care about employees and provide timely support to handle difficulties. Working

at Hoa Sen, employees will always be respected, listened to and share their own

opinions, because each individual is an important part, an indispensable link in the

collective (Diem, 2022) .

In addition, besides the factors of selection, recruitment, training, compensation,

performance management, and working environment, there are also factors such as

career development, labor relations, health and safety or labor cooperation,... These
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factors are all closely related to each other and all have the same direct impact on

business performance. An effective HRM strategy will help businesses attract and retain

talented people, motivating employees to work effectively and stay long with the

business. These factors should be considered as a whole to ensure harmony and unity.

For example, a good working environment will help businesses easily attract and select

good candidates. An effective training and development program will help employees

maximize their abilities and contribute to the business. An effective performance

appraisal system will help businesses ensure employees are properly recognized and

rewarded.

IV. HOA SEN GROUP JOINT STOCK COMPANY'S DIGITAL BUSINESS

TRANSFORMATION AND THE IMPACT OF DIGITAL ON HRM

4.1 Digital transformation of Hoa Sen Group Joint Stock Company

Digital transformation is a concept used to refer to the overall and comprehensive

change process of individuals and organizations in their way of living, working methods

and production based on digital technology. Digital transformation helps create new

opportunities, revenue and value for users, customers, partners and society (EBH, 2023).

Digital transformation is simply the integration of digital technology into all areas of a

business, fundamentally changing the way the business operates. The Group has

implemented many digital transformation projects in areas such as marketing, customer

experience, human resources,... to improve operational efficiency, enhance

competitiveness and meet customer needs in the context of international integration.

Digital transformation Marketing and customer experience During the boom

in digital technology, many businesses have applied online sales methods to bring the

best benefits to customers. With this new trend, Hoa Sen Group is a pioneer enterprise in

the construction materials industry in Vietnam deploying this form of online sales on e-

commerce platforms such as shopee, tiki,... This helps Hoa Sen Group reach more

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customers and help strengthen its brand (Huong, 2018). In addition, Hoa Sen Group has

deployed chatbots on the Group's website and mobile applications to support customers

24/7. Chatbots are deployed with the purpose of assisting customers in answering

frequently asked questions, solving simple problems, and providing information about

products or services. Chatbots are built based on artificial intelligence (AI) technology,

and can interact with customers naturally and effectively. As of 2023, Hoa Sen Group's

chatbot has been integrated on the Group's website and mobile application. Chatbot has

assisted in answering more than 1 million customer questions, helping to improve

customer experience when shopping at Hoa Sen Group. In addition, the Group also

applies big data to analyze customer behavior, using data analysis tools and techniques

to better understand customer behavior. Big data can be collected from many different

sources, including websites, mobile applications, CRM systems, etc. This data can be used

to identify products and services that customers care about. From there, Hoa Sen Group

can focus on developing these products and services to meet customer needs.

Digital transformation of operating processes The Group has invested in

building smart manufacturing factories, applying advanced technologies such as

automation, artificial intelligence,... to improve productivity and quality products and

reduce production costs. Specifically, the Group has applied the WMS system for

warehouse management, the MES system for production management, thereby

optimizing warehouse operations, thereby improving transportation and distribution

efficiency, improving product quality and production efficiency, monitoring and

controlling the production process.

Digital transformation of human resources The Group has deployed the use of

a recruitment management system (ATS) in recruitment to automate the candidate

screening process and a learning management system (LMS) for online training for

employees. Hoa Sen Group uses a human resources management system (HRMS) to

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store and manage employee information, a performance management system (PMS) to

evaluate employee performance, and a performance management system. HR data

analysis system (HR Analytics) to analyze human resource data. And to develop human

resources, Hoa Sen Group has used digital technologies to promote human resource

development such as the career development management system (PDPS) to plan career

development for employees. and talent management system (TMS) to manage employee

talent.

4.2 The impact of digital transformation on HRM

Hoa Sen Joint Stock Company, like other companies, before implementing digital

transformation, Hoa Sen Group operated according to the traditional model, business,

management and operation activities were mainly carried out manually. After

application, Digital Transformation has had a strong impact, especially on the field of

human resource management (HRM), bringing positive changes in the way of

recruitment, training, management and development. personnel development. For

example, in terms of recruitment and training, Hoa Sen Group has applied digital

technologies to improve the efficiency of recruiting and training employees. Meanwhile,

in the past, Hoa Sen Group used traditional recruitment methods, including posting

recruitment ads in the media and holding face-to-face interviews. This method is

expensive and time consuming.

In human resource management activities at each organization, digital

transformation especially plays a role in optimizing the productivity of human resources

staff, while increasing satisfaction for the business's customers (is an internal employee).

Digital transformation activities generally bring 5 main benefits to businesses, including

helping employees work more effectively, increasing labor productivity, improving

service quality, customer experience, transparency and efficiency in corporate

governance, corporate competitiveness and business efficiency. In addition, digital

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technology allows human resources software management staff to access information

anytime, anywhere , helping them undertake work in flexible space and time. In addition,

digital technology also allows leaders to view personnel fluctuations in the business right

on mobile phones with the most intuitive maps. For employees in the company, who are

also the customers to whom the human resources department provides services, digital

transformation also gives them a better experience when working in a modern

environment. You can look up your personal information, salary, benefits, and profile

anytime, anywhere. Instead of the traditional way, which takes a lot of time to request,

wait for approval, and process paper documents, the digitalization process is done

almost immediately, employees also receive better human resources services (Anh,

2021). Digital technology also helps businesses reach more candidates, thereby selecting

the most suitable candidates for vacancies, training employees effectively and saving

costs, and managing costs human resources effectively and transparently and develop

human resources comprehensively.

V. PROPOSE STRATEGIES IN HRM TO ATTRACT TALENT

In the context of a fiercely competitive labor market, attracting and retaining talent

is one of the major challenges for businesses. For Hoa Sen Joint Stock Company, to

maintain and develop its position, the company needs a team of high-quality talents.

Therefore, building a strategy to attract talent is an important task of the company.

Below are suggestions related to employer brand, working environment, compensation

and benefits, training and development that can be applied to attract new talent.

5.1 Building employer branding

“Brand is King” has become a popular saying over the years because it tells the

truth. In the competitive business world, if you want to gain a foothold in the industry,

you need to have a strong brand and the same is true for Hoa Sen Joint Stock Company.

A proposal such as blogging with the purpose of allowing candidates interested in the

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experience at Hoa Sen Joint Stock Company to understand more about the company is

also a way to build a strong brand. Just like how Microsoft manages employer branding.

The blog is called Microsoft JobsBlog. The “Bit & Bytes” section of the blog allows readers

a glimpse into life at Microsoft from the employees who work here. A series of employee

bloggers give their personal takes on what's going on inside Microsoft, covering a range

of issues from women in tech to practical advice for job seekers , such as how to prepare

for a job interview. There is also a section called “Dear JobsBlog”. This is where readers

can ask Microsoft recruiters specific questions related to their job search. Examples of

past questions are “How does working at Bing compare to Google?” “Some common

interview mistakes” and other requirements for different types of jobs at Microsoft. All

are answered through this column (Trinh, 2018).

In addition, businesses can build a brand based on emotions of fun, joy, relaxation

and nostalgia like Cocacola. It is even more important to create an emotional connection

with the customer by connecting with the customer on an emotional level. Businesses

need to ensure that all elements related to the brand, from logo, slogan, product design,

to customer service, are consistent with each other. In addition, businesses need to

maintain a strong presence on social media channels, email marketing, traditional and

digital advertising with content that is relevant to the target audience and valuable.

valuable and attractive (CareerLink, 2023). This contributes to building a strong employer

brand as well as strengthening reputation and driving growth.

5.2 Proposing strategies in the work environment

Flexible working hours and creating a healthy competitive environment play an

important role in the strategy to attract talent and Hoa Sen Group should apply these

things, according to Mr. Lee Kun Kee of SamSung Group. Normally Korean companies

work from 9am and end at 6pm. However, the owner of Samsung Group set working

hours starting at 7:00 a.m. and ending at 4:00 p.m. According to Mr. Lee Kun Hee, for the

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remainder of the afternoon, the employees company members can spend on family and

social activities. Or when they can leave earlier than usual, the company's employees can

participate in the group's after-hours training courses. This shows that, in Mr. Lee Kun

Hee's management style, he wants his employees to study while working. Study time

does not affect work time and study is to apply to work. Creating a healthy competitive

environment for employees is his way of motivating and retaining "talent" for the

corporation. "Good" employees will compete with "good" employees to quickly improve

themselves. He is willing to fire 5-10% of employees who have no progress, no change in

productivity and work efficiency. He also demoted 25%-30% and only retained 5-10% of

excellent employees to train to become senior officials. Because of this "strict" human

resource management method, the president of Samsung Group always urges his

employees to try hard every day, to strive tirelessly to achieve the highest efficiency at

work (Vercon, 2022).

5.3 Proposing strategies in compensation and benefits

With Hoa Sen Company's talent attraction strategy goal of attracting the best

talents in the industry, in accordance with the company's development strategy, an

effective talent attraction strategy may include building Build a competitive salary by

referring to the salary of businesses in the same industry, positions on recruitment

websites, industry associations,... build a salary scale system based on position and skills

to ensure fairness and transparency. At the same time, there is a reward mechanism

based on work performance to encourage employees to work effectively, such as full

leave, health care, etc. to help them have time to rest and relax. relaxation and health

care.

Besides, in addition to providing such bonuses, providing employees with benefits

that they cannot buy with money is also a strategy that can be applied to attract talent,

for example: provide employees with opportunities for training, skill development,

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promotion, etc. to help them develop their careers, etc. (Chuan 2023). These benefits can

help employees feel happier and more satisfied with their work, create an attractive and

meaningful working environment, thereby improving work efficiency and long-term

commitment to the business. long-term and attract the best talents, helping them stick

with the business. in a long time.

5.4 Proposing strategies in training and development

Off-job methods are an effective talent attraction strategy. This strategy focuses

on providing candidates with training and development opportunities outside of work

hours, helping them develop the skills and knowledge needed to succeed on the job. This

will help candidates feel interested and motivated to join the company. Off-jobs methods

provide quality training and development opportunities and evaluate the effectiveness of

training and development programs to ensure that the program meets employees'

needs and helps them grow. Off-job methods can be implemented in a variety of ways,

depending on the company's needs and goals. Facebook also applies off-jobs methods to

attract talent, specifically, Facebook provides practical training and development

programs for new employees through the 4-week Facebook University program. The

program includes courses on culture, soft skills, technical skills and practical activities

such as office visits, meetings with leaders and project participation. This program helps

new employees understand the culture, develop necessary skills, and become job-ready.

VI. EVALUATE THE COMPANY'S TALENT ATTRACTION STRATEGY

6.1 Strengths of talent attraction strategy

HRM activities often focus on attracting new talent, and Hoa Sen Group's human

resources strategy is no exception. Strategies with many strengths help attract new

talent effectively because all focus on the most important factors affecting candidates'

selection decisions, including employer brand, working environment, compensation and

benefits, training and development. These strategies not only help businesses attract

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talent but also help retain talent, thereby creating a solid foundation for the sustainable

development of the business. From building a business image as an attractive and

desirable workplace to creating a professional, dynamic and creative working

environment. This will help employees feel comfortable, satisfied and motivated to work.

Furthermore, ensuring competitive salaries and benefits, consistent with employee

capabilities and contributions, and providing employees with quality training and

development opportunities. These will help employees develop themselves and improve

their working capacity and are important factors that help businesses attract and retain

talented people. In addition, one of the other strengths of the talent attraction strategy is

creating a team of highly qualified and capable employees, helping the organization

achieve its business goals and sustainable development. Highly qualified and capable

staff will help increase productivity, improve product and service quality, reduce costs

and increase revenue. They are also capable of coming up with creative ideas and new

solutions to solve business challenges. Finally, a talent attraction strategy also helps

increase an organization's competitiveness in the labor market. An organization with

good staff will attract the best candidates and retain current employees. This will help

increase the organization's competitiveness in the labor market and help the

organization attract the best employees to achieve business and sustainable

development goals.

6.2 Weaknesses of talent attraction strategy

Besides the strengths of the talent attraction strategy, it also has weaknesses such

as financial problems, excess or shortage of personnel, difficulty satisfying employees

about remuneration policies, excess or lack of human resourcesor difficulty harmonizing

internal relationships within the company and reduced organizational diversity. Finding,

attracting and hiring highly skilled and competent employees can require a lot of time,

money and effort. Additionally, employee training and development can also be

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expensive and require a long-term commitment from the organization. When there are

too many human resources, potential candidates may worry that there are no

opportunities for advancement or career development within the business and not

apply. Excess human resources can also lead to internal competition among employees,

reducing employee engagement. In addition, as the economy develops, people's living

standards also increase, leading to an increase in the need for salaries, bonuses and

employee benefits, and competition between businesses in attracting talented people is

increasing day by day. increasingly fierce, leading to the need to increase salaries,

bonuses and benefits to attract good employees. This can make it difficult to satisfy the

remuneration policy. Highly qualified and competent employees are valuable assets of

businesses, so the labor turnover rate increases if the company cannot meet their needs

and the loss of highly skilled and capable employees increases. Competencies can affect

organizational performance and require costs to recruit and train new employees.

Furthermore, when companies focus too much on attracting talent, it can reduce

diversity within the organization. If organizations focus only on recruiting highly skilled

and competent employees, they may overlook candidates with different potentials and

contributions. This can lead to a lack of diversity within the organization and reduced

creativity in solving business problems.

VII. THE IMPORTANCE OF HRM FOR COMPANIES AND THE LABOR MARKET

7.1 The importance of HRM for the company

Human resources are one of the most important factors that determine the

success or failure of a business. Human resource management (HRM) is an indispensable

part of any business and is always emphasized, associated with strategies in many

aspects of the business. They take on important roles such as: maintaining human

resources, managing human resources and using human resources effectively (Huong,

2022). The role of HRM is increasingly important, having unity between the human

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resources management strategy and the overall vision and strategy of the business will

bring extremely strong breakthroughs in business and competitive advantages, the

means and purposes of business operations all originate from HRM. At the same time,

human resources are also the factor that helps the business system develop quickly and

sustainably. Highly specialized HRM will participate in the company's decision-making

process, serving as the basis for human resource decisions, creating positive results and

increasing profits for the company. In addition, HRM provides values of vision, mission,

goals and values to determine the role of each employee in the company, maintain a

favorable working environment, create internal brands and build corporate culture and

recruiting, selecting, training, managing and developing each employee and helping,

understanding each employee, listening and mediating when necessary. Possessing a

human resource with great intelligence, knowledge, and experience will be a decisive

factor in the success of the business in terms of both reputation and sales.

7.2 The importance of HRM to the labor market

For the labor market, HRM helps create a positive working environment and

ensures that employees are treated fairly and have opportunities for personal

development. This also helps attract and retain the best employees, especially helping

companies compete in the labor market. Human training and development helps create

a labor market with highly skilled and competent employees, helping to enhance

competition and economic development. Managing HR-related policies and procedures,

including wages and benefits, helps create a labor market with companies that comply

with HR-related laws, helping to increase employment transparent and ensures

employee benefits.

VIII. CONCLUSION

In short, digital business transformation and talent acquisition in implementing

this transformation are crucial. Hoa Sen Group Joint Stock Company operates in the

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construction materials industry, which is a highly competitive industry, with many

competitors from domestic and international companies and has made significant efforts

to attract customers attract and retain talent. The company has implemented a number

of successful HRM strategies, including building a strong employer brand, providing

competitive salaries and benefits, and creating a positive and supportive work

environment. These strategies have helped the company build a team of skilled and

experienced employees, making important contributions to the company's success. At

the same time, the company has made significant efforts to apply digital technology to its

business operations. These digital transformations have brought the company a number

of benefits such as enhancing operational efficiency by automating processes, improving

decision-making and reducing costs, enhancing competitiveness, helps companies

innovate products and services, meet customer needs and enhance customer

experience. Next, the proposed talent attraction strategy for HSG company focuses on

providing benefits that money cannot buy, creating flexible working hours and creating a

healthy competitive environment. This strategy is designed to help HSG attract and retain

the top talent needed to execute digital business transformation. This strategy can help

HSG achieve its business goals, including continuing to innovate and develop new

products and services, expand into new markets, and build a strong corporate culture.

The strengths of a talent acquisition strategy related to creating sustainable

organizational performance and achieving business goals include a focus on attracting

and retaining top talent, can help HSG achieve its business goals. However, this strategy

also has some weaknesses, including that it can be expensive to implement and can be

difficult to execute successfully.

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