The Employer Brand in the Digital Transformation Context: Case Study at Tienphong Commercial Joint Stock Bank

Abstract

The high impact of the industrial revolution 4.0 and challenges in the digital transformation period require businesses to focus on the attracting and retaining high-quality employees in line with organizational strategy through the employer brand. In this study, the author clarifies the management level’s viewpoint of employer brand, the role and the employer brand content in commercial banks through research at Tien Phong Commercial Joint Stock Bank, followed by. With a mixed research method combining quantitative research with qualitative research, the author has clearly identified the important roles of employer brand in banks, the contents of employer brand and the challenges in employer branding that banks are facing in the current digital transformation period. On that basis, the author proposes recommendations for the bank to improve the employer brand in order to build and maintain quality human resources in the next period.