Experiences in Employer Branding from Service Businesses Worldwide and Lessons for Tourism Businesses in Vietnam

Abstract

Human resources play a decisive role in the survival and development of service businesses, especially in a volatile business environment where service quality heavily depends on employee capabilities. Experiences in employer branding from businesses worldwide show that employer branding plays a crucial role in human resource management. Vietnamese service businesses need to focus on selecting appropriate values to invest in and develop an employer brand that aligns with their business strategy and model.