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2024 Vietnam Survey Report

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Editorial. 

In response to these evolving dynamics, Jobs_that_makesense Asia and Manpower have embarked on a pioneering survey to decode the quest for purpose at work, particularly in the Southeast Asian context. This collaborative research initiative emerges in a landscape where the narrative of meaningful work, especially post-COVID and among Generation Z, has proliferated yet remains inadequately explored through empirical studies. Our survey aims to carve out a region-specific understanding of what constitutes meaningful work, delving into the personal and societal drives steering individuals towards purpose-driven careers.

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1 The Asean Post

2 IEA Southeast Asia Energy Outlook 2022

3 The Asian Development Bank

of respondents believe that all kinds of groups — from charities and community organizations to governments and businesses — have the potential to significantly benefit the planet. However, more than half of the respondents underscore the necessity for businesses to demonstrate genuine action and adherence to their environmental and social commitments. Essentially, while recognizing the capacity of all organizations to contribute to societal improvement, there's a particular emphasis on the need for corporations to transparently and authentically engage with their sustainability and societal strategies.

In Malaysia, a notable perspective exists where 1 person out of 5 believes that only those employed by socially or environmentally driven organizations can find a purpose in their work. This stands in contrast to the regional average, where approximately 10% of people across other countries share this viewpoint.

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Southeast Asia shows rapid economic evolution, maintaining its status as one of the fastest-growing regions globally for nearly a decade. This dynamic economic landscape is energized by a youthful workforce, with the World Bank   estimating that out of approximately 350.5 million workers in ASEAN, 60% are under the age of 30. Yet, this economic vibrancy is shadowed by sustainability challenges: according to the International Energy Agency  , current growth model forecasts a 35% increase in CO2 emissions by 2030, highlighting an urgent need for sustainable economic reform.

In the Jobs_that_makesense Asia - Manpower's The Quest for Meaning at Work Survey, 2,023 respondents—including employees, students, and job-seekers across six countries, with 274 participants from Vietnam — were invited to share their perspectives on meaningful work. They provided insights into their definitions of purposeful employment, the motivations and challenges they face in seeking more meaningful roles, and their expectations from companies to enhance their sense of purpose at work.

In Vietnam, 99% of survey participants express the importance of finding a sense of meaning in their professional endeavors. This sentiment resonates across the region, with 98% of respondents emphasizing the significance of this aspect in their careers.

More than half of the respondents expect their companies to take a leading role in promoting sustainability initiatives. They also advocate for the creation of more positions dedicated to Environmental, Social, and Governance (ESG) responsibilities and the provision of learning programs for employees that focus on societal impact and sustainability.

The importance of a company's reputation, especially in terms of social and environmental responsibility, has emerged as a crucial consideration for job seekers. Indeed, 85% of survey participants stated that a company's standing in these domains influence their choice to seek employment with them, surpassing the regional average of 77%.

Definitions and Perceptions

How do Vietnamese define and perceive the notion of Purposeful Work?

When prompted with the question, "Could you describe in three words what seeking purpose signifies to you?" the highlighted words below represent the terms most frequently mentioned by the 274 respondents.

In Vietnam, the quest for purpose at work is deeply intertwined with social impact, personal growth, and aligning individual values with one's profession. It is about finding a career that not only satisfies personal ambitions and goals but also contributes positively to society. Vietnamese individuals prioritize work that offers clear objectives, opportunities for continuous self-improvement, and alignment with their core values, such as honesty, dedication, and a sense of service.

of respondents believe that all kinds of groups — from charities and community organizations to governments and businesses — have the potential to significantly benefit the planet. However, 40% of the respondents underscore the necessity for businesses to demonstrate genuine action and adherence to their environmental and social commitments. Essentially, while recognizing the capacity of all organizations to contribute to societal improvement, there's a particular emphasis on the need for corporations to transparently and authentically engage with their sustainability and societal strategies.

Motivations and Expectations Behind the Vietnam Workforce's Pursuit of Purpose

The factors that significantly influence job-seeking professionals when looking for a job can be categorized into two primary levels:

On a collective level, a deep-seated sense of duty to make a societal contribution and to participate in the organization's development is a pivotal factor in the job search process.

Significantly, the pursuit of a high salary is not driven by the quest for material wealth but rather by the aim to provide comfort and security for one's family.

of respondents indicate that a company's reputation for social responsibility influences their decision to pursue employment with them.

Why is environmental impact the last top consideration in job searches?

Insights collected during qualitative interviews

Vietnam’s workforce recognizes the critical importance of environmental change through personal experiences with floods, and droughts. However, given the country’s relatively recent economic growth, they also believe that community economic development, labor conditions improvements, and addressing social inequality issues are equally important and environmental improvements should progress in tandem with social change.

Career Transitions as a Path to Deeper Meaning for Vietnam's Professionals

Career transition: diverse trajectories

For those who have undergone a career transition,

of individuals who have undergone a career transition believe it has positively impacted their well-being and life satisfaction.

of respondents are considering a career transition.

have undergone a career change.

Similarly to Thailand, this figure is significantly higher than the regional average of 16%.

Individuals who have switched to a completely

Participants who have transitioned to different roles or responsibilities but remained within the same organization.

Those who have started their own businesses, taken up freelancing, or pursued other independent career paths.

Respondents who have moved their career to a different industry but may have retained a similar role or function.

Navigating Obstacles and Challenges in the Quest for Meaningful Work

The barriers to initiating a career transition towards more meaningful work include:

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