The quest for
meaning at work
2024 Vietnam Survey Report
274 respondents
99% of Vietnamese are seeking a sense of purpose in their careers
49% are considering a career transition
by
Understanding the Southeast Asian workforce's pursuit of purpose is essential for transitioning to a regional economy that is both fair and sustainable.
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. Spanning Singapore, Malaysia, the Philippines, Indonesia, Vietnam, and Thailand, this comprehensive survey endeavors to chart the contours of the region's professional aspirations. It seeks to unearth the underlying expectations of the Southeast Asian workforce and provide actionable insights for employers to align more closely with the emerging paradigm of purpose-driven employment. This study marks a significant step in dissecting the intricate relationship between individual aspirations and regional economic imperatives, setting the stage for a more inclusive and sustainable economic model.
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. Among growing climate awareness, Southeast Asian governments are recognizing the imminent risks to their economies. Without intervention, the Asian Development Bank warns that climate repercussions could contract the region's economy by up to 11% by the century's end. Consequently, sustainability is ascending the corporate agenda, catalyzing a surge in demand for green skills and jobs. This shift is not just institutional but deeply personal. As societies navigate the ramifications of climate change and economic disparity, individuals are increasingly seeking roles that transcend traditional financial incentives, aligning personal values with professional endeavors.
1
2
3
1 The Asean Post
2 IEA Southeast Asia Energy Outlook 2022
3 The Asian Development Bank
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. Among growing climate awareness, Southeast Asian governments are recognizing the imminent risks to their economies. Without intervention, the Asian Development Bank warns that climate repercussions could contract the region's economy by up to 11% by the century's end. Consequently, sustainability is ascending the corporate agenda, catalyzing a surge in demand for green skills and jobs. This shift is not just institutional but deeply personal. As societies navigate the ramifications of climate change and economic disparity, individuals are increasingly seeking roles that transcend traditional financial incentives, aligning personal values with professional endeavors.
Executive Summary
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 3 points, our key findings
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%.
Table of Contents
Deciphering Purpose in the VIETNAM Workforce Definitions and Perceptions
Trend 1# Motivations and Expectations Behind the Vietnam Workforce's Pursuit of Purpose
Trend 2# Career Transitions as a Path to Deeper Meaning for Vietnam's Professionals
Trend 3# Navigating Obstacles and Challenges in the Quest for Meaningful Work
Trend 4# Vietnam Workforce's Expectations of Their Companies
Survey Overview Methodology and Participants
TỔNG QUAN KHẢO SÁT Phương pháp Thực hiện và Thành phần Khảo sát
XU HƯỚNG #4 Kỳ vọng của Lao động Việt Nam đối với Doanh nghiệp
XU HƯỚNG #3 Trở ngại và Thách thức trong Hành trình Tìm kiếm Công việc có Ý nghĩa
xu hướng #2 Chuyển đổi Nghề nghiệp là một cách để Lao động Việt Nam Tìm kiếm nhiều Ý nghĩa hơn trong Công việc
XU HƯỚNG #1 Động lực và Kỳ vọng đằng sau việc Tìm kiếm Ý nghĩa trong Công việc của Lao động Việt Nam
quan điểm của lao động việt nam về công việc có ý nghĩa Định Nghĩa & Nhận Thức
QUAN ĐIỂM CỦA LAO ĐỘNG VIỆT NAM VỀ CÔNG VIỆC CÓ Ý NGHĨA Định nghĩa & Nhận thức
XU HƯỚNG #3 Trở Ngại và Thách Thức Trong Hành Trình Tìm Kiếm Công Việc Có Ý Nghĩa
Deciphering purpose in the VIETNAM workforce
Definitions and Perceptions
Purposeful Work
How do Vietnamese define and perceive the notion of Purposeful Work?
The insights from Vietnam participants reflect the broader regional trends in perceptions and attitudes. For a deeper understanding of the region's definition of purpose at work, download the regional report here.
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.
Based on the insights gathered from our survey, we HAVE crafted a nuanced understanding of "purpose at work" as it's seen in VIETNAM:
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. Purpose at work is seen as a journey towards meaningful contributions—whether to the company's growth, societal development, or personal fulfillment. This journey is characterized by the motivation to engage in work that resonates on a personal level while being valuable and useful to others. It encompasses the desire for a balanced life where one's job provides not just financial stability but also satisfaction, personal development, and a sense of belonging and contribution to the larger community.
The insights from Vietnam participants reflect the broader regional trends in perceptions and attitudes.
For a deeper understanding of the region's definition of purpose at work, download the regional report here.
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. Purpose at work is seen as a journey towards meaningful contributions -whether to the company's growth, societal development, or personal fulfillment. This journey is characterized by the motivation to engage in work that resonates on a personal level while being valuable and useful to others. It encompasses the desire for a balanced life where one's job provides not just financial stability but also satisfaction, personal development, and a sense of belonging and contribution to the larger community.
The essence of meaningful work for the VIETNAM workforce can be distilled into FOUR key components
Personal Fulfillment Individuals are in pursuit of roles that not only meet their career aspirations but also resonate with their core values and passions.
Work-Life Harmony The ability to maintain a healthy balance between work commitments and personal life is crucial for overall well-being and happiness.
Community and Belonging A sense of belonging and mutual respect within a supportive and collaborative work environment is highly valued.
Positive Social Impact A significant emphasis is placed on work that contributes to societal betterment, tackles social issues, and fosters community improvement.
4
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.
86%
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.
The essence of meaningful work for the malaysia workforce can be distilled into FOUR key components
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.
79%
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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The Quest for Meaning at Work
TREND 1:
Motivations and Expectations Behind the Vietnam Workforce's Pursuit of Purpose
Seeking purpose: bridging personal fulfillment with social altruism
The factors that significantly influence job-seeking professionals when looking for a job can be categorized into two primary levels:
Job fulfillment & personal stability
Salary and Job Stability 40% of the participants identify salary and job security as their top priorities
Work-Life Balance 26% believe that maintaining a positive work-life balance is becoming increasingly important for professional fulfillment.
Career Advancement and Personal Growth One third of respondents place a high value on learning, finding profound significance in their work with each new method and technique they acquire for their professional toolkit
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.
Impact and organizational contribution
of respondents indicate that a company's reputation for social responsibility influences their decision to pursue employment with them.
85%
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.
50%
23%
19%
8%
Seeking influence in the workplace and decision-making: Professionals increasingly desire roles that offer them a voice in company decisions, especially concerning the company's Environmental, Social, and Governance (ESG) initiatives.
Contribution to the Organization’s Mission: Enhancing the Organization's Mission: Opportunities to engage in strategic planning and contribute to solving challenges.
Opportunity for societal Impact: The workforce in Vietnam recognizes that their jobs offer the chance to positively influence society. This awareness is increasingly guiding their search decisions.
Opportunity for environmental impact: The workforce in Vietnam recognizes that their jobs offer the chance to positively influence the environment.
Why is environmental impact the last top consideration in job searches?
Opportunity for societal Impact: The workforce in Singapore recognizes that their jobs offer the chance to positively influence society. This awareness is increasingly guiding their search decisions.
Seeking influence in the workplace and decision-making: Professionals increasingly desire roles that offer them a voice in company decisions, especially concerning the company's environmental, social, and governance (ESG) initiatives.
Opportunity for environmental impact: The workforce in Singapore recognizes that their jobs offer the chance to positively influence the environment.
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.
Work-Life Balance
26% believe that maintaining a positive work-life balance is becoming increasingly important for professional fulfillment.
Salary and Job Stability
40% of the participants identify salary and job security as their top priorities
One third of respondents place a high value on learning, finding profound significance in their work with each new method and technique they acquire for their professional toolkit
Career Advancement and Personal Growth
TREND 2:
Career Transitions as a Path to Deeper Meaning for Vietnam's Professionals
Career transition: a strategic approach to enhancing professional quest for purpose
Career transition: diverse trajectories
For those who have undergone a career transition, what changes did you make?
of individuals who have undergone a career transition believe it has positively impacted their well-being and life satisfaction.
72%
of respondents are considering a career transition.
49%
have undergone a career change.
4% have changed industries
41% have changed their professions
23% have changed positions within the same company
32% Other (entrepreneurship, freelancing, etc.,)*
Individuals who have switched to a completely different type of job or career field.
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.
Similarly to Thailand, this figure is significantly higher than the regional average of 16%.
TREND 3:
Navigating Obstacles and Challenges in the Quest for Meaningful Work
The pursuit of purpose is constrained by the scarcity of job openings and the resources accessible to the workforce.
The barriers to initiating a career transition towards more meaningful work include:
Limited availability of green and socially-driven job opportunities
34%
Balancing personal responsibilities with professional aspirations
18%
Lack of skills and experience
13%
Cost associated with professional transition (inactivity, training,...)
12%
5
Lack of information and exposure to the green-impact sector
Insights collected during qualitative interviews:
Interviewees not currently employed in the green-impact sector reported a lack of exposure to the sustainability and impact industries during their education, leading to limited awareness of the career opportunities within this sector.
Jobs in the green and social sectors are often seen as non-traditional paths, making it challenging for many professionals to pursue their career goals due to family and societal expectations.
The combination of societal factors mentioned above and a skills gap for accessing purpose-driven roles contributes to the perception that such career transitions are complex.
TREND 4:
Vietnam Workforce's Expectations of Their Companies
Key Actions Employees Expect from Their Companies to Enhance Meaning in Their Work
56%
61%
64%
87%
The majority of respondents agree that companies should actively promote Diversity, Equity, and Inclusion (DEI) to address social inequalities.
64% of respondents want their companies to take a leadingrole in advancing sustainability initiatives by spearheading environmental causes.
31%
61% of them believe that companies should improve working conditions, including offering flexible hours, comprehensive health insurance, and equal pay.
56% are calling for learning programs that focus on societal impact and sustainability.
Only 31% of respondents express a desire for the creation of more roles dedicated to Environmental, Social, and Governance (ESG) responsibilities.
Nurturing Employee Purpose: How can companies infuse greater meaning into work?
Similarly to the articulation of their quest for a greater purpose in their work at the beginning of the report, respondents expect from their companies and employers, to balance improvements in workplace conditions with a commitment to broader societal well-being. Our respondents shared their pronounced need for a better integration of solidarity and community values within the workplace, establishing just and equitable conditions that enable organizations to authentically embody their external promises. For instance, our interviewees shared a range of experiences: some reported working six-day weeks, others described working in environments where trust is lacking and initiative-taking is discouraged, while yet others voiced a desire for more empathetic and empowering management styles. Others noted that although their organizations advocate for Diversity, Equity, and Inclusion (DEI) in society, there is room for enhancing the development and execution of internal processes to truly realize these principles. In regards to external social and environmental impact of their organizations, respondents expressed a desire for companies not just to initiate standalone projects but to lead in social and environmental advocacy by engaging employees directly in the business's transformative journey. This includes providing educational opportunities and creating pathways to roles that ensure long-term, sustainable change.
SURVEY OVERVIEW
Methodology and Participants
PROFILE OF RESPONDENTS
25%
65% of respondents are women.
68% of the respondents fall within the age range of 26 to 44 years old.
92% are active on the job market (employees, entrepreneurs, job-seekers) and 8% are students.
53%
15%
6.6%
0.4%
18-25 years old
26-35 years old
36-44 years old
45-55 years old
55+ years old
WHO ARE WE?
Jobs_that_makesense Asia is the Southeast Asian branch of Jobs_that_makesense, a platform dedicated to fostering careers that contribute to societal and environmental advancement. Established in 2020, Jobs_that_makesense provides a comprehensive resource, including a job board, media coverage, and a curriculum board. These tools facilitate access to information and career opportunities in the green and social sectors across France and Southeast Asia. For more information about Jobs_that_makesense Asia, visit www.jobsthatmakesense.asia
Manpower®, part of the ManpowerGroup® (NYSE: MAN) family of companies, is a global leader in contingent staffing and permanent resourcing, providing companies with strategic and operational flexibility and creating talent at scale. Our talent agents and specialized recruiters leverage data-driven insights to assess, guide and place people into meaningful, sustainable employment, and our PowerSuite® tech platform enables assessment and matching to predict performance potential. Our Manpower MyPath® skilling program provides rapid skills development at scale with on-the-job training, market-based certifications, and coaching for roles in growth sectors. In this constantly shifting world, our flexible workforce solutions provide companies with the business agility needed to succeed. For more information about Manpower, visit www.manpower.com.vn
jobs.asia@makesense.org
inquiry@manpower.com.vn
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