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)

Table Of Content

• Theoretical Viewpoints

• Application in the industry

• Discussion

• Tips: How to be motivated

• Conclusion

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

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.

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)

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)

Application in the industry

• 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.

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)

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…?!

Discussion Time..!!

Figure 2. Reproduced from Truong & Heljden 2009

Motivation Expectations in Vietnam

Employee vs. employer perceptions as regard issues of satisfaction order (in order of importance)

Figure 1. Reproduced from Ung 2011.

Motivation Factors in Vietnam

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)

Tips: How to be motivated

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)

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.

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.

References