Ho Chi Minh City, December 27, 2019 – Navigos Group, the leading provider of HR services in Vietnam, published a report on “Agency personnel: Opportunities and Challenges in employment in the digital era”. The report is published based on an analysis of the results of a survey of candidates and employers from Media & Advertising service providers (from here on will be called Agency) in Vietnam.


Portrait of an ideal agency personnel: insightful, qualified implementation

28% of employers think an important characteristic of an Agency employee is “The ability to organize work under time and quality pressure”, this also received approval from 19% of candidates’ comments. Besides, with the specific job of providing solutions for customers, “understanding customer needs” is a typical feature of an agency employee with the agreement of both recruiters and candidates at 17%.

Similar to this description, when surveying the most needed skills in an Agency personnel, ranked first from the perspective of both employers and candidates, “Job management skills” are selected by 31% and 24% respectively. In addition, Agency personnel also need to have “Communication skills” and “Creative thinking”.

 “Enjoy stability and safety” is one of the ways employers evaluate candidates are unsuitable at Agency

When recruiting, businesses said that if candidates “do not have a customer-oriented mindset” and ” Do not have the ability to multi-task ” will not be suitable at the Agency, both with 23% of respondents. Following that, 13% of employers’ opinions also have the opinion that candidates who “like stability and safety” will find it difficult to work at the Agency.

Differences when assessing the factor “work-life balance” of employees

Engaged with the company because of the ability to develop themselves and the interesting job nature, candidates highly value the “opportunity to learn, gain experience” with the highest score of 4/5 points.

However, candidates assessed the ability to balance work-life only reached 2.73/5 points. 38% of candidates rated “not good” and “not good at all”, this number of businesses was 22%. Regards to the cause, when asked about the average time of the day for work, up to 41% of candidates said they worked “over 10 hours”, while only 15% of employers said that their staff must work at such length. For candidates, 25% still “often think about and worry about work after work”, 22% said they “often bring work home”. In addition, they also expressed their views about not having time to relax, time for family, friends, personal hobbies, etc.

Wanting to switch to work for the client is the main reason for Agency personnel leaving

When asked about the main reason for leaving employees, both employers and candidates said that employees quit because they “want to switch to work for the client” with 28% and 24%. 23% of candidates said they resign because of “no promotion”, as opposed to only 7% of employers. “No work-life balance” and “High pressure at work” are also in the top reasons why the Agency’s employees decide to quit.


Nearly 40% of employers said that “1-2 years” is the average number of years working of the employees in the company

Surveying employers about the average number of years working in the company, 38% of employers said that employees work “from 1-2 years” and 38% of comments for “from 2-4 years”. Also, the ” Customer relations department” was rated as the department with the lowest average number of years of service, with 35% of respondents’ agreement with the employer.

Retaining talent solutions have not met the candidates’ expectations

Surveying candidates, the most effective solution that employers can apply to retain talent is ” Quarterly Performance Bonus” with 24% of respondents. Following that, candidates also expressed a desire to “work flexibly in time and space” with 19%.

Working at the Agency to improve their skills & knowledge because of the nature of the job, ranked third, and 18% of candidates said employers need to “provide training solutions on knowledge and skills ”. However, only 8% of employers provide training and development solutions to retain talent.

To improve work-life balance, candidates need flexible working regime and overtime pay

In an effort to improve the work-life balance of employees, employers are primarily providing flexible work policies for time, location and health insurance. Candidates said that in addition to the above policies, employers also need a “clear overtime pay policy” because they often work with high intensity, with 17% of the feedback.

The personnel shifting trend in the industry: switch to work for the clients instead of working for competitors

When asked about the trend of changing jobs, candidates still consider continuing to work in the industry with 29% of opinions, of which will delay for a period before switching to a competitor and will switch when the opportunity arises.

30% of candidates said they will not switch to a competitor nearly 40% said they are still unsure about the decision, the majority of candidates in the “not sure” group also belonged to the group “want to switch to client side”


Developing “digital services” requires businesses to develop human resources solutions

More than half of employers surveyed said that HR development strategy is important when businesses are oriented to providing digital services. Specifically, 29% of businesses will set up a new department and 26% choose “training for internal staff”. Besides, still, 21% said the solution of “using a third party” is appropriate.

When asked about the challenge of recruiting candidates in the context of the Agency turning “digital”, 39% of the respondents said that “Candidates are not qualified enough”, followed by 24% of respondents saying “Scarcity of candidate resources”. Notably, employers also said “The criteria for evaluating professional skills related to digitization are not clear”, with 18% of respondents.

Confident in digital skills, candidates are ready to cope with digital transformation, still do not meet the requirements of employers

Khảo sát ứng viên cho thấy họ tự tin vào kỹ năng số hóa của bản thân. Đứng đầu là hơn 40% ứng viên cho biết họ có thể “tối ưu công nghệ để phát triển công việc”, theo sau là 33% “biết cách ứng dụng để công việc dễ dàng hơn”. Chỉ hơn 20% cho biết kỹ năng của họ ở mức cơ bản và có thể “phục vụ được cho công việc”. Không dừng lại ở mức hiểu biết, 45% số ứng viên cũng đã có “kế hoạch cụ thể để phát triển kỹ năng”, bên cạnh 46% có nhận thức về việc phát triển, nhưng “chưa có kế hoạch”.

Candidates show that they are confident in their digital skills. At the top, more than 40% of candidates said they can “optimize technology for work development”, followed by 33% who “know how to apply digital skills to make work easier”. Just over 20% said their skills were basic and could “serve the job”. Not stopping at the ability to understand, 45% of candidates also have “specific plans to develop skills”, besides 46% who have awareness about development, but “no plans”.

However, employers still have a high requirement for this skill when 39% of employers rated “the candidates are not qualified enough”. It can be seen that the “lack of evaluation criteria” is also one of the reasons leading to the incompatibility in job requirements and candidates’ abilities


Mr. Gaku Echizenya, CEO of Navigos Group Vietnam shared: “The developing economy, as well as the global integration in Vietnam, is a premise for the development of Media and Advertising. The rapid growth of the industry not only brings opportunities but also brings challenges for the human resources at the Agency. Flexibility, creativity and the ability to gain experience have attracted a young workforce, but the heavy workload and the fast-moving jobs contain challenges in recruiting and retaining talent. Through the report “Agency personnel: Opportunities and Challenges in employment in the digital era”, we hope to support candidates with more information to develop their careers and businesses with more foundation to develop human policies in the digital era:

For businesses: In the strategy to attract talent, businesses need to combine multiple channels to achieve optimal efficiency in recruitment. In terms of the employee engagement strategy, businesses should focus on recognizing efforts and rewards, developing policies that support work-life balance for employees to work more effectively. Besides, training is the key for the Agency to develop towards providing digital services, so businesses need to understand the nature and target of the training. Businesses can flexibly apply training methods: internal training (with outsourced experts), on-the-job training, mentoring, application of e-learning…

For candidates: good physical and mental well-being has been proven to re-create labor capacity, so candidates need to improve health and seek support from businesses such as support for sports training costs, flexible working policies, overseas trips… Regarding competitiveness, candidates should focus on developing appropriate skills, especially digital skills through observation and understanding of digital trends, to find opportunities to apply these technologies to media and advertising activities. Candidates need to actively study through external or e-learning courses and practice right on digital platforms to increasingly improve their skills and digital mindset.