EVP

FPT Software Vietnam

www.fpt-software.com

FPT Software Vietnam

A clear and differentiating Employee Value Proposition (EVP) tells people who we are and what’s important to us. It outlines the promises we make to our people, and the experiences that make us unique. It helps us communicate to future talent why they should join FPT Software.

In this Employer Branding Book, we will present the localized EVP narratives and tagline. We’ll also outline how we communicate and our EVP’s tone of voice. There’s also an in-depth analysis of FPT Software’s media landscape and how we talk to our target audiences.

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Our

EVP narrative and tagline

Our EVP is built from our culture EVP themes and key aspects Employer Value Proposition Our brand starts with you Our Employer Value Proposition Our tagline

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Our writing style

The FPT Software personality Dos and don’ts Important words

Writing your copy Recruitment ad structure Online recruitment ad example Social media copy Social media examples

Popularity of online platforms in Vietnam

Effective employer branding content Summary: observations of the media Landscape

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12 13 14 15 16

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Competitor overview

CMC Samsung Vingroup Beet Soft VNG Corp Rikkei Soft FPT Software Current state strategy Opportunities

Summary: Observation from competitors Content arcs – what we should focus on 3-Year high-level roadmap

Talent personas

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Summary: Observation from competitors Talent summary Talent Personas How were our personas constructed?

Campaign suggestions

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External campaign idea Internal campaign idea 37 38

Culture

EVP

Employer Brand

What employees say they value most about working and how the organization's employment experience measures up

Based on the EVP, how an employer brands and markets the employment experience to attract, retain and engage with best-fit talent

EVP themes and key aspects

The way people work and behave in an organization Learn

Employer Value Proposition

Tier

Tier 2: Pillar Themes

Our EVP’s the core benefit and promise that we, as an employer, are making to our employees and the talents we want to recruit.

Our employee narrative tells the story of who we are – and is closely linked with our brand, mission and values. Our narrative describes what makes us appealing as an employer to attract, engage and retain the most talented and ambitious people to build their careers with us. It describes how our unique culture, mission and values sets us apart from our competitors and why talents choose to work with us.

EVP Tagline

Brand Promise & Positioning Statement

Our brand starts with you

(EVP)

As one of the world’s leading technology firms, we’re an attractive career choice. However, in a tough employer market, it’s vital that we connect with our audiences and consistently communicate the professional and personal benefits we offer. That’s where our EVP comes in. ‘Start with you’ and its supporting pillars describe what it means to work here.

They communicate the key reasons the people we want to join us will find it rewarding here – and remind our colleagues why they should stay.

Using our Employer Value Proposition

to write copy that inspires candidates and colleagues.

Our Employer Value Proposition

Our EVP contains four core pillars. Each pillar illustrates the different aspects of life at FPT Software. The pillars also lead us towards the style and personality we put into our copy.

Learn more: about work, and yourself

We value experience deeply, and love to mentor each other, regardless of age or culture. But it’s your ambition that sparks our success. Hungry for a new skill? Excited by a coding language or a new technology? Want to connect to a mentor? You’ve got it. Because here, we motivate each other to reach as far as we can.

Think bigger: amplify your ambition, and everyone’s future

We’re not just a local success story. We’re a respected global software company because we continually surpass expectations. Because we work as a team to shape multi-million dollar projects and patents that help all kinds of unique businesses delight their customers. The world’s our stage – for our 22,000+ people to shine.

Take more pride: in your team, and your own achievements

We take great satisfaction in solving real-world problems: like supporting medical and healthcare professionals during COVID-19. But it’s not just our world-class talents that help us find the answers. It’s our personalities and inclusive culture that leads us to innovate individually, and collaborate collectively. And drive us onto the next challenge.

Be more you: bring your talents, and your personality.

We've got no time for office politics. We promote internally, and it's always performance that counts. Whether we’re working with colleagues, on a freelancing X-Job for another team, taking part in a FUN event, giving time to charity or competing in a tech workshop – we love to celebrate the differences that make us who we really are.

Our EVP Our tagline

The EVP brand idea is: A point of integration across the business

Used as a tagline

Enduring (3+ years)

Activated across all functions Capable of defining conversations

For use immediately

Our EVP tagline encompasses the ethos of life at FPT Software. We couldn’t be here without our people. So everything is built around our people, and we’re driven to creating the perfect environment for everyone to thrive.

When the tagline ‘Starts with you’ is used on its own, the FPT Software logo will be used in front of the tagline.

As part of our brand communications, our

is closely linked to our employer brand idea.

Our tagline – evolving

EVP using jump-off lines

Main line: Start with you

Jump-off line: starts with you Example jump-off lines: Change starts with you. Every ambition starts with you. The future starts with you. Parties start with you. Our program starts with you. Innovation starts with you.

Collaboration starts with you. New products start with you.

‘Starts with you’ is more than a tagline. We add words before it to express a key message, or create headlines that add synergy to the main line.

the

02. The want and the offer

The want and the offer

Understanding the messaging behind our communications

Every piece of copy is unique. But in a broader sense, each piece of copy also meets a moregeneric need that the audience has. Our pillars and EVP include core messages that we can draw on and use to reinforce our writing to get the consistency and impact we need.

Whenever you’re writing for FPT Software, think about the reason for your communication – and try to add in some of the ideas, topics and benefits outlined here.

Our audience wants

To be professionally supported.

To fulfil their potential.

Work that inspires. A global profile.

Work that means something.

Somewhere to belong.

We offer

A passion for mentoring where you’ll learn from leading talents in their field and build a network that helps you get where you want to go.

The encouragement to take courses and explore new challenges as well as add new dimensions to their skills.

A focus on multi-million-dollar projects and patents that call for innovation, invention, and close-knit collaboration.

A diverse roster of start-ups, Small and Medium-Sized Enterprises and globallyrespected clients, and a team of 22,000+ colleagues that spans the world.

The chance to deliver solutions that impact the everyday, from live- saving medical innovations, to systems that spark new industries.

The deepest respect for your talent and knowledge, and opportunities to work on your own and in close-knit teams to bring new ideas to life.

A meritocracy.

A social community.

A focus on performance where you get the rewards your hard work deserves, and recognition for every spark of genius.

A desire to know the real you, and help you follow your interests, your passions and what’s important to you – in and out of work.