Vietnam Tops APAC in Ambition, Sustainability, and Global Career Outlook, Reeracoen × Rakuten Insight Study Shows

HO CHI MINH CITY, Vietnam, Aug. 5, 2025 /PRNewswire/ -- Vietnam's workforce leads the Asia-Pacific region in career ambition, values-driven job decisions, and openness to working abroad, according to a new white paper from recruitment firm Reeracoen and market research agency Rakuten Insight Global.

The  Reeracoen × Rakuten Insight APAC Workforce Whitepaper 2025, which surveyed more than 12,000 workers across 12 APAC markets, reveals that Vietnam ranks highest in three key categories: 58% of Vietnamese professionals strongly aspire to leadership roles, 82% say corporate social responsibility (CSR) and sustainability influence their job decisions, and 62% are open to relocating internationally.

"Vietnamese talent isn't just looking for better jobs. They are actively preparing for them," said Masato Sekine, Country Manager at Reeracoen Vietnam. "Ambition, adaptability, and a desire for meaningful work define this next generation of professionals."

Key Findings from Vietnam:

• Vietnamese Workers Lead in Ambition: Vietnamese workers have the highest level of career ambition across all 12 markets surveyed, with 58% expressing strong aspirations for leadership roles.
• CSR and ESG Influence Job Choice: 82% deem CSR and sustainability commitments as critical criteria when evaluating employers. This is the highest response in the region, ahead of Singapore (79%) and the APAC average of 71%.
• Mobility is Not a Showstopper: 62% are open to relocating abroad, with Japan, Singapore, and South Korea among the top preferred destinations.
• Wage Expectations are Rising: 32% expect salary increases of more than 10% this year, compared to the regional average of 21%.
• Growing "Flexibility Gap": While 74% desire hybrid work, only 51% currently have access to it, creating one of the widest gaps between expectation and reality in the region.

These insights emerge as Vietnam experiences robust economic growth, rising foreign direct investment, and growing demand for digitally skilled and globally aware professionals. At the same time, many employers remain focused on short-term productivity, cautious hiring, and cost containment.

"This report sends a clear signal to Vietnam's employers," said Kosuke Soejima, General Director at Reeracoen Vietnam. "Workers are no longer just job seekers. They are evaluating companies based on values, leadership, and long-term opportunity. Businesses that align with these priorities will attract and retain the best talent."

Why This Matters

Vietnam is emerging as a regional hub for manufacturing, green energy, and digital innovation. Its talent base, composed mainly of Gen Z and millennial professionals, is more globally minded and socially conscious than ever before. The report highlights how worker expectations are shifting and outlines the steps employers must take to remain competitive.

The findings also support Vietnam's national agenda, including the Green Growth Strategy and Digital Transformation Roadmap, by spotlighting the importance of sustainable practices and skill development in the labour market.

About the Study

The whitepaper synthesises insights from over 12,000 respondents across the APAC region, including Vietnam. It provides both regional analysis and market-specific breakdowns to support workforce benchmarking and strategic planning.

About Reeracoen Vietnam

Reeracoen is an award-winning leader in Asia's recruitment landscape, connecting top-tier talent with forward-thinking organisations across the region. With 9 offices across 6 major Asian countries, we combine deep local networks with cross-border hiring expertise to help businesses grow faster and stronger. Our excellence has been recognised with recent awards such as: 

• Best Recruitment & Talent Acquisition Agency 2025
• Best International Recruitment & Talent Acquisition Agency 2024
• Best Executive Recruitment Agency 2024

We uphold the highest standards of professionalism and service quality, providing innovative and trusted recruitment solutions to help businesses and candidates succeed in an evolving digital economy. For more information, visit https://www.reeracoen.com.vn/ and follow us on social media.

About Rakuten Insight Global, Inc.

Rakuten Insight Global, Inc. ("Rakuten Insight") is a wholly-owned online market research subsidiary of Rakuten Group, Inc., a global leader in internet services, headquartered in Tokyo. Rakuten Insight was established in 1997 as AIP Corporation and became part of the Rakuten Group in 2014. Rakuten Insight possesses a research panel focusing on 12 major Asian markets & the US and a panel network covering 60 countries and regions. With offices in 11 countries and regions, Rakuten Insight provides market research for over 500 leading companies around the world. Rakuten Insight Singapore serves as an off-shore market research hub to drive business development and provide multi-lingual and multi-functional operational support for clients based across Southeast Asia. For more information, visit https://insight.rakuten.com/  and follow us on social media.

SOURCE Reeracoen Vietnam