interview=Ken Mitsui | Text=Aya Rikitake | Photographs=Kohei Nishiyama
Aiming to be a sales and marketing partner for companies that challenge the Vietnamese market
Vietnam is attracting attention as a country where Japanese companies are expanding their overseas business. We interviewed Ms. Quang Tuyết Thảo, Managing Director of People Link Joint Stock Company, a company which provides comprehensive human resources services and supports companies as HR business partner in Vietnam.
From a finance specialist to the human resources industry
―Could you start by giving us an overview of your company?
In 2007, when foreign investment regulations were relaxed and foreign-affiliated consumer goods manufacturers and beverage manufacturers entered Vietnam, People Link Joint Stock Company (hereinafter referred to as People Link) was founded and has grown as an HR business partner with strengths in outsourcing the field force, which handles recruitment, training, work management, performance management, project reports, payroll and labor of over-the-counter salespeople who are said to be promoter girls, workers on the sales floor, field researchers, field sales etc.
In 2020, aiming for further business growth, People Link became a subsidiary of World Mode Holdings (WMH), a total solutions group in the fashion and beauty field.
Leveraging the WMH Group’s experience and knowledge in the industry, we are focusing on developing services in the fashion and beauty fields and expanding support for Japanese companies in Vietnam.
―Please provide us with your background.
Started with finance and accounting at my family’s coffee factory, I had experience in human resource management, import and export, logistics warehousing, procurement and customer service at various manufacturing companies. Since taking over as the head of finance, I fulfilled important duties related to business strategy and change management in the expansion of the business.
When I worked at the Vietnamese branch of a Japanese company, I also served as a bridge between Japan and Vietnam as a director. I joined People Link in 2023 as Managing Director, and currently with the aim of further growth as a strategic partner of companies operating in the Vietnamese market, I am working to expand our services and improve quality.
I also place great emphasis on human resource development, focusing on maintaining a high level of learning, integrity, transparency, awareness of legal compliance, and a work environment that supports professional service.
―In addition to financial management, you have experienced a wide range of duties, including involvement in business strategy.
I love challenges, so there are a lot of projects that I have taken on spontaneously. None of them felt like hard work, but rather I enjoyed them. However, it was with the support of my family. When I had time to reflect on myself during the pandemic, I realized I wanted to increase the time I spend with my family, instead of being a workaholic. I am now conscious of maintaining a good work-life balance. Still, people around me often say I work a lot. (Laughs)
―What made you decide to get into the human resources industry?
I had the opportunity to meet with Mr. Shinsuke Kafuku, the CEO of WMH, and it was his philosophy of “valuing people the most” that Mr. Kafuku talked about at that time led me to join People Link. I myself try to face and value people in any work, so I felt empathy and excitement for the idea of moving all work from a human-resources-first perspective.
Mr. Kafuku also enthusiastically talked about how my experience and knowledge could deliver value to the human resources business, and thus I saw the potential in People Link. At the same time, I felt the energy and passion of WMH and was convinced that it would expand further in the future.
Providing services with transparency to support clients to achieve success
―What do you focus on the most when dealing with domestic and foreign companies?
As an HR business partner, People Link supports the business of global companies including Japanese companies. I myself have been involved in roles such as risk management and auditing for many years, and think ensuring compliance is an indispensable point.
In addition, since becoming a part of WMH, we have more opportunities to adopt the business practices of Japanese companies and to support companies expanding into Vietnam. We would like to provide services with transparency and help our clients achieve success in Vietnam.
―What do you think is particularly important when supporting client to achieve success in Vietnam?
We do not accept requests as they are, but understand the true purpose of using our services, and think and act as a business partner for their busine growth. By selecting suitable human resources, designing salaries and incentives, and building an evaluation management system, we aim to solve problems, improve employee satisfaction, and continuously improve business performance. In addition, we strive to maintain the quality of service at the store, fully convey the brand value, and ensure that our sales staff are recognized as the face of the brand.
Through efforts to motivate staff and close communication, we catch and collect important information that management overlooks. This is one of the reasons why our service quality is highly evaluated and trusted. All of our employees have a high awareness that they are part of a client company, and think about how to motivate our sales staff in a way that can be conveyed to consumers. We are enthusiastic about our work every day.
―In 2023, your company started a support service for employment in Japan to Vietnamese retail talents. Please give us an overview of the service and what your expectations are.
The background to the launch of this service is the increase of demand for multilingual retail talent in fashion and beauty field which is WMH’s area of expertise by increasing number of inbound travelers to Japan. and market growth in Vietnam, particularly in the luxury market.
In this service, we recruit “Global Ambassadors”, retail personnel who use Japanese and English in Vietnam locally. Together with WMH, we fully support employment in Japan, such as recruitment, various procedures (visa application, housing arrangements, flights, etc.), and job placement through document screening and interviews. Vietnamese talents will acquire a high level of customer service skills in Japan and become active in the market. They will then return to Vietnam and apply their skills to work in the fashion industry in their home country. We hope that this will lead to a cycle of talent exchange that crosses national boundaries.
Job seekers in Vietnam tend to focus on business with transparency, and safety and security.
―Has the Covid pandemic changed the working situation in Vietnam?
It seems that work styles have diversified, with an increasing of young people more likely to prioritize work-life balance and to choose workplaces based on holidays, benefits, and emotional fulfillment. Furthermore, job seekers are increasingly choosing companies that emphasize business with transparency, safety, and security, and where they can envision themselves contributing to society.
―What do you think the future holds for the human resources industry?
Over the next five years or so, technologies called artificial intelligence, such as generative AI and image recognition technology, will play a key role in supporting business growth, and we will be required to adapt to a rapidly changing society. While some occupations may be lost due to the evolution of technology, we believe that the need for personnel who can effectively utilize these technologies will increase. In fact, we are seeing an increase in inquiries for individuals with expertise in technology.
In terms of the Vietnamese market, we predict that the fashion and beauty sectors and the luxury brand market to grow in the future. Leveraging the expertise of the WMH Group, we will focus on talent supporting and education on the fashion and beauty sectors.
―Finally, what advice would you give to Japanese affiliated companies conducting recruitment in Vietnam?
In Japan and Vietnam, there are differences in terms of attitudes toward work, values, and work-life balance. For example, many Vietnamese may find it challenging to endure the frequency of meetings in Japanese companies and feel that they are not trusted. Understanding that Vietnamese people have their own way of working, and sincerely considering what can be done for them can lead to a good way of working for both parties.
At the same time, it is important for supervisors to believe in the individual characteristics and abilities of each employee and to consider the placement of the right person in the right position. The well-developed working environment and management of Japanese way make a very good impression on Vietnamese people, so I would hope they will focus on increasing engagement by trusting the talents.
People Link Joint Stock Company
903 Room, 9th Floor, Diamond Plaza Building, 34 Le Duan Street, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam
https://www.peoplelinkvietnam.com/en/
Provides sales and marketing staffing, training, and labor outsourcing services across Vietnam. We offer best practices that address the challenges of global companies considering different cultural aspects. In 2020, it became a part of World Mode Holdings.
After heading finance, accounting, and general affairs at AMANDA FOODS VIETNAM, a seafood production and trading company, and NIHON CANPACK VIETNAM, a canned beverage contract filling company, Ms. Tao joined PROPERWELL VIETNAM, a Chinese company manufacturing luxury shoes for women.
As deputy division manager in charge of Finance/General Affair Division, she was responsible for finance, general affairs, human resources, risk management, compliance, and overall office and factory operations, and worked to expand the business in Vietnam. She then became Plant Director and CFO of VINAWOOD, a leading supplier of wood blinds and shutter components. In addition to driving business strategy, she played a key role in the business, including effective financial planning, financial process management and improvement, and the development of the plant’s financial policy.
In 2023, she joined People Link JSC as Managing Director. Leveraging her extensive experience in a wide range of fields from finance to human resources and general affairs, as well as the Group’s comprehensive strengths, she is working to strengthen its business in order to provide effective human resources services to the growing Vietnamese market.
