Lazada e-commerce staff members’ branding process in Vietnam

Strategic analysis of employer branding refers to proactive actions taken by businesses to improve brand recognition and differentiation. However, this is only one aspect of brand management – a management system that combines the many elements that work together to make up a brand experience. Qualitative methods, historical methods, secondary data collection methods, analysis - synthesis methods, enumeration - comparison methods were used in this study. Research results show that employees' evaluations according to the welfare criteria for the business. Based on that, make suggestions and recommendations for the company to always promote people and the working environment to become more open so that people can interact and support each other more easily.