Employer Branding: An attractive employer in the eyes of ICT employees in Vietnam

In recent years, employer branding increasingly becomes popular in human resource management as a tool to attract and recruit potential talents as well as to retain and develop existing workforce. As a result, employer branding is necessary in any organization and industry. The Information and Communication Technology (ICT) is becoming one of the most dynamic industries, with a high demand of skilled workforce, especially in Vietnam. This research aims to examine what qualities make an employer attractive to ICT employees. Qualitative research method is used through semi-structured interviews. A total of 12 in-depth interviews are conducted with ICT final-year students, ICT graduates, ICT professionals. All of them have different background and qualifications, studying or working in Hanoi or Ho Chi Minh city. Numerous specific qualities of an attractive employer to ICT employees are presented. The findings indicate that there are some differences in perspective towards qualities of an attractive employer among ICT final year students, ICT graduates, and ICT professionals. Additionally, the findings also bring up some matters that impact negatively to employer attractiveness in Vietnam. Finally, some recommendations to ICT companies that want to attract ICT employees in Vietnam are presented