Unveiling the impact of management trainee programs on employer attractiveness: Empirical evidence from Ho Chi Minh City

Abstract

In the context of intensifying competition for talent and increasing pressure for digital transformation, attracting young, capable professionals has become a significant challenge for businesses in Vietnam. Management Trainee programs are viewed as a strategic tool for building employer branding; however, the extent to which key elements of these programs influence employer attractiveness remains unclear, particularly in the context of the young labor market in Ho Chi Minh City. This study employs a mixed-method approach, combining quantitative surveys (n = 328) and qualitative expert interviews, to provide a multidimensional analysis of how factors such as communication, Corporate Social Responsibility, and career development pathways shape applicants' perceptions. Quantitative findings confirm the statistically significant contribution of eight independent variables (R² = 0.835), while qualitative analysis reveals a "self-reinforcing cycle" mechanism driven by the experiences of former Management Trainee participants. Based on these findings, the study proposes strategies to optimize Management Trainee programs, focusing on the three factors with the highest impact coefficients