Talent retention takes center stage for employers in 2025
In 2024, businesses adapted their hiring and retention strategies in response to cost pressures and growth opportunities unique to their industry. Sales and marketing professionals in some industries benefited from regional expansions or increased regulations, while hiring appetite weakened in other spaces.
According to Yen Nguyen, Associate Director at Robert Walters Vietnam, one major strategic shift for the industrial sector over the past year has been a focus on strengthening the domestic capacities and regional presence. Headcounts for sales and business development professionals increased as companies sought to spur domestic demand and move into Southeast Asian markets.
“An atmosphere of wariness pervaded the industrial sector due to concerns about economic uncertainties. Hiring timelines lengthened as companies were more careful when choosing their hires, especially as salary expectations have gone up with rising costs of living,” she relates.
The FMCG sector has also felt the impact of economic pressures. Yen notes that more businesses in this space are looking outward, focusing on hiring talent in business development and sales strategy to capture new consumers across Southeast Asia. With an influx of new brands and products, coupled with consumers tightening their budgets due to rising living costs, companies are now in need of creative marketing professionals, pricing specialists, and market analysts to help them adapt their pricing and differentiate their offerings. Investment in omnichannel strategies has also surged, driving demand for professionals skilled in digital marketing, online sales, and e-commerce management to enhance customer experiences.
“The labor market is highly competitive, with the FMCG and healthcare sectors feeling this pressure most acutely,” reveals Yen. “Talent retention and employee wellbeing have become a top priority, and businesses frequently make counteroffers and enhance career development opportunities to hold onto top talent.”
These efforts are especially critical in healthcare, where demand is rising for specialised talent. Technical roles like market access and medical affairs are increasingly in demand due to changes in drug tender regulations and the complexities of market entry and reimbursement. At the same time, some pharmaceutical companies, having spun off their consumer health divisions, are also hiring for operational efficiency roles. However, Yen notes a hiring slowdown in the medical devices sector, largely due to ongoing challenges around product registration and regulatory approvals.
Read on to find out more about Yen’s expectations for Vietnam’s labour market and hiring trends for Sales & Marketing professionals in 2025.
Appealing to top candidates
Talent retention is expected to be a central focus in 2025, with companies placing a renewed emphasis on employee wellbeing and mental health support. Yen anticipates that businesses will increasingly offer initiatives aimed at fostering a healthier work-life balance, recognising that an engaged, resilient workforce is essential to sustained growth.
To keep talent motivated and adaptable, more companies may introduce upskilling and reskilling programs, including workshops, targeted training sessions, and educational incentives. These initiatives not only empower employees with the skills needed for evolving job roles and emerging technologies but also help build an agile workforce that can respond effectively to changing market conditions.
These initiatives align well with the growing emphasis on employer branding. As the labour market gets more competitive, companies will invest more in building a strong employer brand to stand out and appeal to top talent who resonate with their mission and values. This includes highlighting their company culture, values, and employee benefits across social media, recruitment platforms, and other channels.
Diverse prospects for sales and marketing professionals
In the year ahead, the industrial sector will seek out professionals skilled in data analytics and interpretation as they strive to make business decisions informed by data. Those who are adept at optimising sales processes through sales enablement technologies like CRM systems will also have a competitive advantage. Professionals who are adaptable, flexible, and great at communicating and negotiating will also be highly valuable, with Yen explaining that the industry needs talent who can build relationships, secure deals and respond fast to dynamic market conditions.
The top roles in the industrial sector are general managers, business development managers and sales managers.
Within FMCG, strong hiring demand is expected for professionals skilled in e-commerce. digital sales, product development and innovation. Employers are also looking for candidates that collaborate well across departments, as well as those with a creative and innovative spirit. Roles in high demand include general managers, sales directors, marketing directors and e-commerce managers.
Meanwhile, hiring demand in healthcare relates directly to regulatory needs and forays into new markets. Businesses will be on the lookout for regulatory compliance knowledge, as well as professionals in market access and reimbursement who can help optimise pricing and improve product launches. Those with a patient-centric mindset and great problem-solving and critical thinking skills will stand out.
Roles that are highly sought after by the healthcare industry include regulatory affairs managers, business unit heads and marketing managers.
Candidate motivations differ across industries
Candidates now approach career moves more strategically and cautiously, looking beyond salaries to reflect on whether an opportunity aligns with their values and priorities.
Concerned about job stability, professionals in the industrial sector are sensitive to shifts in the market. Hence, they also favour learning and development opportunities that help them stay on top of market demands. Addressing these points during the hiring process is key to attracting and retaining talent in this space, though Yen also advocates offering strong compensation packages and speeding up hiring processes.
Meanwhile, candidates in FMCG pay close attention to employer branding, evaluating whether a company aligns with their priorities for work-life balance, mental wellbeing and career progression. To that end, Yen advises, “Employee recognition and engagement are vital for retaining FMCG talent. Therefore, foster a great culture and be clear about how employees can advance their careers. These professionals are also drawn to opportunities that let them develop digital skillsets, so provide training in this domain if possible.”
Professionals in the healthcare space value transparency, so companies are advised to provide clarity on job roles and expectations. Given talent shortages in the industry, Yen advises shortening recruitment timelines and hiring based on potential. Candidates are drawn to growth opportunities in specialised fields, so companies will do well to attract and retain talent through career development programs.
Salaries go up
In 2025, salaries are expected to rise amidst inflation, fierce competition for talent and a growing emphasis on performance-based remuneration. “Companies will need to regularly review and adjust their compensation strategies to match evolving needs in the market,” says Yen.
Find out more
Request access to our 2025 Salary Survey to benchmark salaries and to find out more about key hiring trends in Vietnam.
