Employer Branding in Start-up Company: The Case of EASY CREDIT VN

Abstract

At present, the “war for talents” has become more intense between employers. In order to gain advantage in this war, employers need to carefully build their brand to attract talent to their side. Because of this, this thesis focuses on studying the employer branding methods and techniques which are currently used by Vietnamese employers.

The primary focus of this thesis is EASY CREDIT – EVN Finance Ho Chi Minh branch, a start-up company in the Vietnamese consumer loan market. EASY CREDIT is utilizing employer branding to attain quality human resource which helps them compete with their top competitors.

The research methodology used in this thesis includes an Employee Value Proposition (EVP) survey and Employee Net Promoter Score (eNPS) survey. In addition, the surveys and social media strategy within the thesis showed EASY CREDIT’s effort in building a strong employer brand. However, the EASY CREDIT’s employer brand was single handily built by the HR department. Therefore, the employer brand was lacking the connection with the corporate brand and the core driver of business.

The recommendations provide a different view into employer branding which requires the involvement of the CEO and executive team. Thus, the “employer brand” label needs to be disposed of and focused instead on building a talent dimension as a key part of the corporate brand. In addition, the author recommends the application of word of mouth marketing in employer branding plus providing some improvement that can be made on social media.