Workplace Orientation - Motivation in Communication Industry


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  • Vietnam is listed as “low income country” with GDP of $835 per head a year in 2007 thus salary is still one of the most important issues to employee (Truong 2009).
  • Workplace Orientation - Motivation in Communication Industry

    1. 1. RMIT UNIVERSITY VIETNAMCOMM2387 WORKPLACE ORIENTATION MOTIVATION IN COMMUNICATION INDUSTRY Group members: Tran Nguyen Ly (s3309992) Nguyen Tran Trong Thuyet (s3309997) Nguyen Duc Hanh (s3312619) Nguyen Thi Hong Thuy (s3312596)
    2. 2. Table Of Content • Theoretical Viewpoints • Application in the industry • Discussion • Tips: How to be motivated • Conclusion
    3. 3. Theoretical ViewpointsThe classical theories • Maslow’s hierarchy of needs • Douglas McGregor ‘s Theory X and Y about human nature Theory X  NEGATIVE VIEW: no ambition, little work, avoid responsibility Theory Y  POSTIVIE VIEW: self-direction, responsibility  Participation maximizes motivation
    4. 4. Theoretical ViewpointsContemporary Theories • Goal Setting Theory Specific goals  enhance work performance Participation in setting goal  more commitment Feedback  do better • Job Design Job enlargement and enrichment Job characteristic model (skill variety, task identity, task significance, autonomy, feedback)  Suggested actions: combine task, establish client relationship, feedback, load vertically, etc.
    5. 5. Application in the industryThe characteristics of communication Industryin Vietnam:• New to Vietnam and growing regarding PR• Mostly young and innovative workforce• Challenging but attractive to the young labor (BMG 2011)• Considered as a trendy job• High pressure but stimulating (Pham 2011)
    6. 6. Application in the industryThe theories in practice • Maslow’s HoN: As GDP in Vietnam is still low ($835 per capita in 2007), salary is the crucial priority.  Focus on the first level of the hierarchy (Truong 2009) • Theory X & Y: “It depends on the culture of your company.” (D Gordon 2012, Managing Director of DDB Vietnam, 12 April) If Theory X is more appropriate, encourage employees’ freedom and self-learning from their mistakes. If Theory Y is more appropriate, give them the tasks that they’re most comfortable with.
    7. 7. Application in the industryThe theories in practice • Goal Setting Theory: “The more specific the goal is, the more motivation employees get.” (G Nguyen 2012, Managing Director of TBWA Vietnam, 17 April) • Job Design Theory: “Being an coordinator, I have to work with new types of clients everyday and sometimes, I also have to get involved in concept generating.” (T Nguyen 2012, Volunteer Coordinator of LIN, 4 April)
    8. 8. Discussion Time..!! When it comes to work, there are more external factors than meets the eye. In your opinion, what MOTIVATE and DEMOTIVATES you to work..?! What are your EXPECTATIONS of the boss…?!
    9. 9. Motivation Expectations in Vietnam Employee vs. employer perceptions as regard issues of satisfaction order (in order of importance) Figure 2. Reproduced from Truong & Heljden 2009
    10. 10. Motivation Factors in Vietnam Figure 1. Reproduced from Ung 2011.
    11. 11. Tips: How to be motivatedFor the employees:• Find a buddy• Reward yourself• Stay physically and mentally healthy (Allen 2001)• Reflect your achievements• Approach the task in different way (Davidson 2008)
    12. 12. Tips: How to be motivated For the employers: • Keeps the employees in the loop • Be democratic • Give rewards • Build your culture around the team (Hellawell 2012)
    13. 13. Conclusion• There are many theories to explain motivation in workplace.• In general: motivation at workplace emphasizes the excitement of the work.• In communication industry: “the industry itself motivates employees because of the nature of work.” (G Nguyen 2012, Managing Director of TBWA Vietnam, 17 April)• Motivation requires on both employees and employers’ effort.
    14. 14. ReferencesAllen, D 2001, Getting things done, Penguin Books, United States of America.Caudron, S 1994, ‘The De-jobbing of Amberica’, Industry Week, September, pp. 31-36.BMG 2011, ‘Nghề PR- Nghề của bạn trẻ năng động’, BMG, Vietnam, <>.Caudron, S 1994, ‘The De-jobbing of Amberica’, Industry Week, September, pp. 31-36.Conshaw, SF 1988, A Study of McGregor’s Theory X, Theory Y and the influence of Theory X, Theory Yassumptions on causal attributions for instances of worker poor performance, McGraw-Hill, New York.Davidson, J 2008, 60 seconds self-starter: Sixty solid techniques for motivating yourself at work, F+WPublication, USA.Hellawell, M 2012, How to create a thriving workplace: reaping the benefits of employee satisfaction, StrategicDirection, vol. 28, pp. 3-5.Ung, L 2011, ‘A Study of Motivation Factor for Employee Taiwan Industrial Company in Vietnam’, Master ofEngineering Degree Thesis, National University of Tainan, Taiwan.Maslow, A 1954, Motivation and Personality, McGraw-Hill, NY.Naylor, JC & Ilgen, DR , ‘Goal Setting: A Theoretical Analysis of a Motivational Technique’, Research inOrganizational Behavior, vol. 6, pp. 95-140.Pham, PT 2011, ‘Quan hệ công chúng - Nghề “giữ hồn” cho thương hiệu’, edunet, 1st August, viewed 15thApril 2012, < >.Robbins, SP & Coulter, M 2005, Management,8th edn, Pearson Education, New Jersey. Truong, Q & Heijden, B2009, ‘The changing face of human resource management in Vietnam’, in The changing face of Vietnamesemanagement, in Rowley, C & Truong, Q (ed.), Routledge, NY, pp. 24-49.