Beyond Pay: What Vietnamese Professionals Want in 2026

GeneralNovember 16, 2025 15:01

Vietnamese professionals discussing CSR and career growth in a modern hybrid workplace environment.

Beyond Pay: What Vietnamese Professionals Want in 2026

This article is written in English for readers in Vietnam. Vietnamese translations are available on our website.

Redefining Success: What Drives Vietnam’s Workforce Today

For years, salary and job stability were the dominant motivators for professionals in Vietnam. But by 2026, a quiet transformation is underway.

Workers — particularly millennials and Gen Z — are seeking more than just pay. They want purpose, flexibility, and belonging.

According to the Reeracoen × Rakuten Insight APAC Workforce Whitepaper 2025, 72 percent of Vietnamese professionals say “personal meaning and contribution to society” now play a decisive role in whether they stay in a company. This shift signals that employers must rethink engagement through human-centric values, not just financial compensation.

Purpose Over Pay: The Rise of Meaningful Work

Vietnam’s new workforce values alignment with social purpose and corporate ethics.

Following the pandemic and rapid digitalisation, employees are questioning why they work — not just where they work.

3 in 4 professionals in Vietnam believe their company should “make a positive social impact.” (Reeracoen APAC Whitepaper 2025)
68 percent would choose a lower-paying job if it aligned with their personal values. (PwC Southeast Asia Workforce Report 2025)

In practice, this means more employees are drawn to companies that:

Contribute to community initiatives or sustainability goals.
Uphold transparent leadership and fair treatment.
Communicate corporate values beyond marketing slogans.

The Power of CSR and Sustainability in Retention

Corporate Social Responsibility (CSR) is no longer a branding add-on — it’s a retention driver.

Vietnam’s younger professionals increasingly associate employer credibility with real-world social impact.

According to AON’s 2025 HR Trends Report, companies that integrate CSR into employee engagement programmes have 1.4× higher retention rates than those that don’t.

Examples of CSR-led engagement in Vietnam:

Technology firms supporting STEM education for rural schools.
Manufacturers investing in renewable energy to meet ESG goals.
Japanese-invested enterprises offering paid volunteering leave for employees.

This “give-back” culture not only improves employer reputation but also creates emotional connection, a major reason professionals remain long term.

Flexibility, Growth, and Mental Well-Being

Vietnam’s workforce, like many across Asia, is demanding flexibility and work-life balance.
In 2025, LinkedIn Talent Insights reported a 45 percent surge in job posts offering hybrid or flexible arrangements — a trend that will continue in 2026.

Employees are no longer satisfied with rigid schedules or unclear career paths. Instead, they expect:

Hybrid options or results-based work models.
Clear progression roadmaps and mentorship.
Wellness support such as counselling or “mental recharge” days.

The World Health Organization (WHO) notes that burnout costs Asia-Pacific companies billions annually in lost productivity. For Vietnam, this means investing in mental health is not just compassionate — it’s strategic.

Upskilling for the Future: From Paycheck to Potential

Vietnamese professionals are increasingly motivated by learning opportunities and future readiness.

The Reeracoen × Rakuten Insight Whitepaper 2025 found that:

81 percent of Vietnamese employees plan to pursue new certifications or digital skills by 2026 — the highest in APAC.
64 percent say they would stay longer if employers provide paid upskilling.

This shift means career advancement is now measured not only in salary increments but also in employability growth.

Progressive employers are responding by:

Offering micro-learning platforms and online academies.
Partnering with universities for co-certified programs.
Encouraging cross-departmental job rotations.

As Vietnam prepares for Industry 4.0, the companies that invest in learning will be the ones that retain adaptable, future-ready talent.

Trust, Transparency, and Leadership that Listens

Leadership style has become a defining factor in employee satisfaction.

The Edelman Trust Barometer 2025 revealed that Vietnamese professionals place higher trust in their employers (79%) than in government or media, underscoring how internal leadership now shapes national-level confidence.

Top-performing employers in Vietnam share three leadership traits:

Transparency: Openly communicating business goals and challenges.
Empathy: Demonstrating understanding during crises or transitions.
Recognition: Celebrating individual and team achievements publicly.

These traits foster a sense of safety and belonging — two emotional levers that outweigh small pay differences when employees decide to stay or go.

What This Means for Employers

The next generation of Vietnamese talent isn’t chasing the highest bidder. They’re seeking:

A purposeful culture, not just a paycheck.
Leaders they can trust, not just job titles.
Growth and flexibility, not routine stability.

For employers, success in 2026 will depend on aligning CSR, leadership, and learning into a cohesive Employee Value Proposition (EVP) that speaks to both heart and mind.

🔍 FAQ: Employee Motivation & Retention in Vietnam

Q1. What motivates Vietnamese professionals most in 2026?

Purpose-driven work, career growth, and transparent leadership outweigh monetary incentives.

Q2. Are Vietnamese workers leaving jobs faster?

Attrition remains moderate (approx. 12–15%), but early exits are increasing among Gen Z due to weak onboarding or unclear goals.

Q3. What can employers do to strengthen engagement?

Focus on CSR participation, internal recognition, mentorship, and career mapping within the first six months.

Q4. Do flexible work models affect productivity?

Studies by AON and PwC show hybrid teams in Vietnam maintain or exceed productivity levels when given measurable goals and autonomy.

💼 For Employers: [Book a Consultation — Discover how Reeracoen Vietnam can help your company attract and retain purpose-driven professionals.]

👩‍💼 For Jobseekers: [Submit Your CV — Explore meaningful career opportunities with leading employers who value growth, CSR, and well-being.]

✅ Final Author Credit

By Valerie Ong (Regional Marketing Manager, Reeracoen Vietnam) <VN – Change to Anna>
Published by Reeracoen Vietnam — a leading recruitment agency in APAC.

📚 References