1. RMIT UNIVERSITY VIETNAM
COMM2387 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. Table Of Content
• Theoretical Viewpoints
• Application in the industry
• Discussion
• Tips: How to be motivated
• Conclusion

3. Theoretical Viewpoints
The 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. Theoretical Viewpoints
Contemporary 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. Application in the industry
The characteristics of communication Industry
in 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. Application in the industry
The 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. Application in the industry
The 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. 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. 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. Motivation Factors in Vietnam
Figure 1. Reproduced from Ung 2011.

11. Tips: How to be motivated
For 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. 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. 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. References
Allen, 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, <http://www.bmg.edu.vn/vn/bao-chi-viet-
ve-bmg/bao-chi-viet-ve-bmg/nghe-pr--nghe-cua-ban-tre-nang-dong/30/1>.
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 Y
assumptions 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+W
Publication, USA.
Hellawell, M 2012, How to create a thriving workplace: reaping the benefits of employee satisfaction, Strategic
Direction, vol. 28, pp. 3-5.
Ung, L 2011, ‘A Study of Motivation Factor for Employee Taiwan Industrial Company in Vietnam’, Master of
Engineering 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 in
Organizational Behavior, vol. 6, pp. 95-140.
Pham, PT 2011, ‘Quan hệ công chúng - Nghề “giữ hồn” cho thương hiệu’, edunet, 1st August, viewed 15th
April 2012, <http://edunet.com.vn/huong-nghiep/79/quan-he-cong-chungnghe-giu-hon-cho-thuong-hieu >.
Robbins, SP & Coulter, M 2005, Management,8th edn, Pearson Education, New Jersey. Truong, Q & Heijden, B
2009, ‘The changing face of human resource management in Vietnam’, in The changing face of Vietnamese
management, in Rowley, C & Truong, Q (ed.), Routledge, NY, pp. 24-49.