Talent Management

and Retention
Strategy at Shopee
Group 1
Luyen Quang Hieu - 1815520173
Vu Thi Ba - 1810520154
Nguyen Hoang Linh - 1815520192
Pham Thu Hai - 1815520165
Truong Cong Toan - 1815520226
Tran Hoang Ngoc Long - 1815520200
 TABLE OF CONTENTS

01 02
PEST ANALYSIS GAP ANALYSIS

03 04
CSF FACTOR OF SHOPEE PROPOSAL FOR SHOPEE
 01. PEST ANALYSIS
Present and Future Change of Business Model HR Strategy

• Since COVID-19, People stay at home

more, their demand for online
• Plan out marketing
entertainment increases, they spend
strategies to attract more
40% more time on shopping apps, the
customers 
number of sellers joining "livestream"
• Expand the logistics capacity 
Social features increased by 40 times. 
• Provide more discount
• Consumers are still skeptical about • Hire a large pool of
campaign
products, product information is Operation and Business
• Keep track of the entire
monotonous, lacks details, lacks Development Employees
product delivery process 
attractiveness as well as lacks customer to provide support for
support tools. shop owners and
customer care
• Train employees to
strengthen the logistics
network in order to  meet
• The percentage of population the rising customer’s
Focus on improving User needs as well as 
accessing and using the Internet is
Experience, enhancing the
increasing leads to change in the way
Technology people buy goods
quality of the app and website to
be more user-friendly to keep
• App uninstall rate in Vietnam is the
their customers
highest in SEA, around 49% 

Presenter: Hieu; Designer: Toan; Researcher: Ba, Hieu Sources: vneconomy.vn, 2021; vietnamnet.vn, 2021
 02. GAP ANALYSIS
Ideal
Response Measures
Cause
using HRM
Creating an organization: 
which has a strong logistics network, large
warehouse capacity and strong marketing
strategies 
Business Strategy which can monitor the whole process from • Job-hopping rate of
inspection to delivery of products to the customer. Vietnamese: 24% in
which has a large pool of skilled human resources 2019 
Shopee aims to capable of working in a fast-paced environment  • Career Path: There
• Talent
continually enhance is no specific
management
evaluation criteria  
GAP
its platform and • Retention
become Vietnam’s • Work-life balance:
e-commerce High workload 
destination of choice Current • Manager:
via ongoing product Unprofessional
optimization and
• Shortage of HR
localized
- High demand for recruitment
user-centered
- % increase in HR: 176.8% from 2016 to 2018
strategies.
- Currently Shopee is recruiting 155 positions:
Grade: In order to become the leader in the
- Intern: 1/155 - Entry Level: 19/155 e-commerce industry, Shopee must
- Experienced: 130/155 - Executive: 5/155
Department:
have an effective talent
- Operation: 68/155 - Business Dev: 33/155 management and retention strategy
Presenter: Hieu - Marketing 28/155
Designer: Toan • Employees has to work overtime constantly
Researcher: Hieu, Toan Sources: iprice.vn, 2020; Shopee, 2021
 03. Talent management and Retention as the Critical
Success Factor of Shopee
01 Talent Management Strategy
• Every year Shopee organizes a management trainee program called Global Leaders Program.
• Actively search for new candidates that fit Shopee.

Presenter: Hieu; Designer: Toan; Researcher: Long, Hai Sources: Shopee, 2021
 03. TALENT MANAGEMENT AND RETENTION AS THE
CRITICAL SUCCESS FACTOR OF SHOPEE
02 Retention Strategy
• Facilitate employee rotation between
departments
• Develop employee training programs at all
levels, staff levels will be trained in both soft
skills and technical skills improvement
• At the management level, there are training
courses on leadership skills with Shopee's
management teams in other countries
• Comfortable and friendly working
environment, with many activities outside of
working hours such as yoga, dance practice,
football, marathon... 
• Shopee culture is very flexible, they support
each other and not depend on the
department or the business structure but on
the employees themselves.
Presenter: Hieu; Designer: Toan; Researcher: Long, Hai, Ba Sources: Shopee, 2021
 04. PROPOSALS TO SHOPEE’S CEO TO INCREASE
RETENTION RATES
A survey conducted among Shopee’s employees in 2021 by a recruiting website, in which the
evaluation of more than 1000 Shopee's employees was collected, each criteria was evaluated
on a scale of 1-5 of satisfaction. 

In general, Shopee did a pretty good

job in welfare policies and training
programs, scoring > 3.6. But there are
great space for improvement in work
life balance and career path

Shopee should focus on improving

Work-life balance and Career path to
increase Retention rate

Presenter: Ba; Designer: Hai; Researcher: Long, Linh Sources: news.timviec.vn, 2021
 SHOPEE CAN IMPROVE EMPLOYEES' WORK-LIFE
BALANCE BY APPLY MBO MODEL

CURRENT SITUATION SOLUTION

• Start-up, fast-growing company,
ever-changing industry  • Apply MBO model 
→ Workflow change frequently, huge → Give each employee belief and
workload  motivation to conquer their own
• KPI is applied for all positions objectives 
• Keywords of reviews from Shopee's • 1-1 coaching sessions with
former employees:  supervisors
"Cannot deal with assigned → monitor and support them in
workload of 1 day" achieving their objectives.
"Work-life balance is unrealistic"
"We have lots of fun activities but I
don't have time for it"

Presenter: Ba; Designer: Toan; Researcher: Ba, Hai

 INDIVIDUAL UNIT MBO FOR "BUSINESS DEVELOPMENT STAFF"

CURRENT SITUATION Evaluation at end of period

Comment Comment
Rate of
Objective Process Goal Weight from from
achievement
individual superior
Get 90 new registered
Establish contact and conducting sales meetings
Expand the scope of stores (increase by 15%
1 business
with key decision-makers to convince them to
compared to the last
40%
join Shopee marketplace.
quarter)
Provide market insights from sellers' perspective,
Maintain relationship
including understanding products, sellers, 100% registered stores
2 with existing partners
market & competitor dynamics. Track, care and continue to use Shopee
30%
(sellers in Shopee)
evaluate activities of the partners (sellers).
Rate of immediate
Increase partners Provide accurate and timing responses to
3 satisfaction customer questions and complaint
answers: 30% 20%
Rate of 5* answers: 20%

Actively engage at team online meetings, give Implement at all

4 Teamwork
detailed updates of your own performance meetings
10%

Rate of
achievement total

Presenter: Ba; Designer: Hai; Researcher: Ba, Hai

 PROVIDING THE FRONT-LINE MANAGERS WITH PROPER
TRAINING IS A KEY TO EMPLOYEES' WORK-LIFE BALANCE

CURRENT SITUATION SOLUTION

Team leaders, front-line managers • Conduct a survey: what behaviors
are very young.  and competence about their "ideal"
→ inappropriate manners to their manager 
subordinates and showing • Use technologies (AI,..) and invite
unprofessional behaviors HR expert
→ Bad image of Shopee → Build manager's code of conduct +
training programs for managers

Presenter: Ba; Designer: Toan; Researcher: Ba

 SMALL STEPS TO REDUCE STRESS FOR EMPLOYEES
01 • Save a wall in the open space for everyone to write on to vent their bad emotion +
show their positive thoughts (loving, grateful,..)

• Create a virtual web for employees to send their emotions (for those who don't
want to write directly)
• With bad emotion, create a weekly report of problems the employees are facing
→ Know the employees better and have proper solutions
• Positive thoughts when written down can create a positive energy for the
whole company.

02
5 minute break for stretching exercises for all employees between morning and  afternoon
working session (effective for those who sit in front of computer in long hours)

Presenter: Ba; Designer: Toan; Researcher: Ba, Hai

 ADAPT TO COVID-19 PANDEMIC
Current Situation
Late working time
(9am to 6pm)
-> not appropriate
now when people are
working from home,
which can be a trend
even after the
pandemic.
Presenter: Ba; Designer: Hai; Researcher: Linh
Solution
Flex the
working time
→ Employees can
change working
hours depending on
their personal and
family needs, as long
as they can work
enough for 8 hours
per day or complete
their daily objectives.
 ADAPT TO COVID-19 PANDEMIC

Current Situation Solution

Build an internal communication

Did not pay enough
attention to the
spiritual life of
employees
channel
- + Employees with greatest
contribution and performance will
appear in the top area
- + A trustable source of information
about covid 19
- + Announce Shopee's response
plans and new policies
- + Online mini games and challenges
+ Sharing about the daily life of
employees

Presenter: Ba; Designer: Hai; Researcher: Linh

 Example

Minigame

Sharing about daily life

Update daily
information about the
covid pandemic

Presenter: Ba; Designer: Toan; Researcher: Linh Source: Sun* News

 CAREER PATH
Reason: Unclear evaluation's criteria, employees don't know what to do to get promoted
→ Develop a new promotion program

New PROMOTION PROGRAM

Executive
Old From Intern to Experienced  From Experienced to Executive

Senior
Manager Performance Performance
Manager Competency Competency
Evaluation by Evaluation by Interview
Evaluation  Evaluation 
MBO MBO
Middle
Experienced Manager/Tea
m Lead
60% 40% 50% 35% 15%
Entry Level
Experienced

Intern Minimum Requirement Minimum Requirement in each

Entry in each Evaluation Evaluation Evaluate Setting Vision
and Strategy in the
Long-run according to
Intern Achieved 85% Gained 75% Achieved 90% Gained 80% of each Level
of the set of the of the set the
Objectives  Competency Objectives  Competency
Presenter: Ba; Designer: Toan; Researcher: Hieu
 COMPETENCY FRAMEWORK
Technical Competencies

Marketing

Experience
Department Creativity  Content Marketing Analytical Thinking  Knowledge
Level

Minimum Minimum Minimum Minimum

Expectation Expectation Expectation Expectation
Requirement Requirement Requirement Requirement

Intern 2 3 1 2 2 2 2 3

Entry Level 3 3 2 3 3 4 3 4

Experience
3 4 3 4 4 4 4 4
d
Digital
Marketing
Middle
4 4 4 5 4 5 4 5
Manager

Senior
4 5 4 5 4 5 5 5
Manager 

Executive 5 5 5 5 5 5 5 5

Presenter: Ba; Designer: Toan; Researcher: Toan, Hieu

 COMPETENCY FRAMEWORK
CommunicationLeadership
& Interpersonal
Competencies
Skill

Experience Setting goals, visions and

Developing people  Leading people Managing change Influencing people
Level strategies

Minimum Minimum Minimum Minimum Minimum

Expectation Expectation Expectation Expectation Expectation
Requirement Requirement Requirement Requirement Requirement

Intern

Entry Level

Experienced

Middle
3 4 3 4 3 4 3 3 3 4
Manager

Senior
4 5 4 5 4 5 4 5 4 5
Manager 

Executive 5 5 5 5 5 5 5 5 5 5

Presenter: Ba; Designer: Toan; Researcher: Toan, Hieu

 COMPETENCY FRAMEWORK
Core Competencies

Experi
Communication & Self - Research &
ence Autonomy Stress Control Planning Flexibility
Interpersonal Skill Development Analyze data
Level

Minimum Minimum Minimum

Minimum Minimum Minimum Minimum Expectati Expectati Expectati
Expectation Expectation Expectation Expectation Requireme Requirem Requirem
Requirement Requirement Requirement Requirement on on on
nt ent ent

Intern 2 2 4 4 4 4 2 3 3 3 3 3 3 4

Entry
Level
3 3 4 4 4 4 3 3 4 4 4 4 4 4

Experi
enced
3 4 4 5 4 5 3 4 4 4 4 5 4 5

Middle
Manag 4 5 5 5 4 5 4 5 4 5 4 5 4 5
er

Senior
Manag 5 5 5 5 5 5 4 5 4 5 5 5 5 5
er 

Execut
ive
5 5 5 5 5 5 5 5 5 5 5 5 5 5

Presenter: Ba; Designer: Toan; Researcher: Toan, Hieu

 COMPETENCY LEVEL
Communication & Interpersonal Skill

Definition: ability to exchange ideas,

information and interact with other people 
Evaluating Points

Level 1 2 3 4 5

Not pay
attention, Pay close
Pay little Pay close attention
become Pay attention attention
attention, Listen attentively
Attitudes indifferent
neglect others
to the Listen
Be sensitive to team
0 3 4 7 10
when other speaker  attentively
feedback members needs
people are Be assertive
talking

Appropriate Keep content

Don't know Attempts to body language short and concise
Convey your
how to share convey ideas Think and Moderate the conversation
idea clearly 
Skills ideas and don't but not clear or
Ask for
respond to Plan out what you will say  0 3 5 7 10
want to raise difficult to feedbacks (not Think carefully about the
feedback
voice understand react to it) beginning and the
-  end of your talk 

Presenter: Ba; Designer: Toan; Researcher: Toan, Hieu

 THANK
YOU FOR
LISTENING!