The Talentist. Employer Brand Perception Research
About the study
With a robust sample of 5,000 respondents, our survey accurately mirrors Thailand's working-age population. Spanning 13 industries, we evaluate the brands of 150 major employers. Respondents, aged 20 to 60, anonymously filled out a 15-minute online questionnaire from July 28th to August 28th, 2023. This efficient approach captures a comprehensive snapshot of employer brand perceptions in Thailand.
Simple: Socio-Demographic Profile
A meticulously formed representative sample of over 5,000 respondents, aged 20 to 60, with a primary focus on the working group of 25-44 years, accurately mirrors the socio-demographic characteristics of the entire country's working population. The gender distribution is balanced at 50% female, 49% male, and 1% other. Age distribution includes 14% aged 20-24, 35% aged 25-34, 35% aged 35-44, and 16% aged 45-60. This sample provides a comprehensive snapshot of the diverse workforce landscape.
Sample: Region, Employment Status
In terms of employment status, 73% of participants are employed full-time, 6% are employed part-time, 15% are self-employed, 2% are unemployed but actively looking for a job, 1% are unemployed and not seeking employment due to long-term sickness or disability, 1% are full-time parents/homemakers, 0.1% are retired, and 2% are students/pupils.
Regarding territorial distribution, participants are spread across Greater Bangkok (40%), East (40%), North (5%), North-East (5%), Central (5%), and South (5%).
Top 5 Most Important Drivers For Choosing An Employer
The key drivers for choosing an employer include an attractive salary and benefits, financial stability, and career opportunities. Women generally place higher importance on all factors compared to men. Individuals aged 25-34 prioritize career opportunities and a pleasant work atmosphere, while those aged 45 and above tend to rate these factors lower. Employees in the public sector, on average, assign lower importance to these factors. Higher education is associated with a greater emphasis on an attractive salary and benefits.
Rating Of Importance Of Employer Selection Drivers
For job seekers, an attractive salary and benefits are deemed most crucial by 62.3% of respondents, closely followed by financial stability (61.8%), career opportunities (61.4%), long-term job security (61.0%), a pleasant work atmosphere (60.4%), and strong management/leadership (59.1%). Additionally, 55.7% consider good work-life balance important, emphasizing that candidates value both material factors and the psychological comfort derived from contributing to impactful products and services.
For organizations focused on retaining talent and minimizing turnover, it's crucial to consider various criteria. These include diversity and inclusion (54.2%), training and development opportunities (52.8%), incorporation of the latest technologies (51.3%), commitment to corporate social responsibility (51.0%), delivery of high-quality products/services (50.8%), provision of interesting job content (48.9%), offering flexible working conditions (47.0%), ensuring a convenient location (46.8%), and maintaining a positive company reputation (40.4%). These factors collectively contribute to a holistic approach in attracting and retaining valuable employees.
Trends Towards Changing Jobs And Employers
- 1 out of 4 employees have changed their employer
- Job portal / job boards is the main channel for finding a new employer
51% of respondents prefer to search for employment opportunities on specialized job portals and job boards. This channel is more commonly used by women, job seekers between the ages of 25-34 and individuals with a bachelor's degree or higher education.
JobThai is the most popular portal for job search among all groups. Young individuals aged 25-34 tend to use this portal more frequently than the average, while job seekers aged 45 and above are less inclined to use it. JobBkk and JobsDB follow in the ranking and are less popular among individuals under the age of 24 and those with education below a bachelor's degree.
Among job search channels, social media&online messengers is rated second with a 47% usage rate, this channel is especially popular among people under 34 years old.
Job Change Statistics In 2023
For those who stayed with their employer. In the last 12 months, considerations for those who stayed include long-term job security (62%), a pleasant work atmosphere (61%), attractive salary and benefits (63%), financial stability (63%), and career progression opportunities (61%).
For those who have changed jobs in the last 12 months, considerations include long-term job security (57%), a pleasant work atmosphere (58%), attractive salary and benefits (59%), financial stability (60%), and career progression opportunities (61%).
Plans To Change Job In 2023For those who do not plan to change jobs within 12 months, considerations include strong management/leadership (59%), a pleasant work atmosphere (60%), financial stability (61%), career opportunities (60%), and attractive salary and benefits (61%).
For those who plan to change jobs within 12 months, considerations include strong management/leadership (58%), a pleasant work atmosphere (59%), financial stability (61%), career opportunities (62%), and attractive salary and benefits (62%).
Reasons For Changing Job
The primary factors that drive job change are a low salary (37%), limited opportunities for career advancement (33%), and a lack of work-life balance (24%). Compared to others, employees aged 25-34 are more inclined to change job due to low salaries. Women and workers aged 25-34 more frequently expressed concerns about the lack of career advancement compared to others. People who live in the North-East region more frequently highlighted the absence of flexible working conditions compared to others. Those, who live in the South more often, than others noted that it took them a long time to get to workplace.
Changing Working Conditions
The majority of employees stated that the working conditions have remained unchanged. However, among those who mentioned changes, a higher proportion noted positive changes rather than negative ones. The aspect that received the largest share of negative feedback regarding changes was the workload, while the largest share of positive changes was attributed to salary. Young people under the age of 24 are more likely than others to note improvements in work schedule, job content, corporate culture, and location. Employees aged 45 and above more frequently highlighted the deterioration of the location compared to others. Employees aged 35-44 more often than others noted that there were no changes in their working conditions.
Job Search Channels
Among job search channels, job portals/job boards (JobTH, JobThai, Jobtopgun, JobBkk, JobsDB, Workventure) are the most popular, with 51% of survey participants mentioning them. This is followed by social media and online messengers (Facebook, Youtube, LinkedIn, LINE) at 47%, internet search using Google at 41%, personal connections/recommendations at 32%, and recruitment agencies/staffing agencies at 28%.
Top 5 channels for checking the reputation of employers, social media and messengers (Facebook, Youtube, LinkedIn, LINE) are the most popular, with 53% of respondents mentioning them. This is followed by internet search (Google) at 49%, job portals (JobTH, JobThai, Jobtopgun, JobBkk, JobsDB, Workventure) at 40%, the company website at 38%, and referring to people who have worked for the company at 30%.
Top 3 popular job portals are JobThai (76%), followed by JobBkk (44%), and JobsDB (44%). Top 3 popular social media platforms are Facebook (87%), followed by LINE (53%), and Youtube (45%).
Preferred Place Of Work
When asked about their preferred place of work, 30% of respondents indicated their own business, 19% were interested in a commercial company with foreign capital, 13% in a commercial company with Thai capital, 10% in a state-owned commercial company, and 8% in government institutions (public school, public hospital, government agencies, etc.). Additionally, 6% said they have no preferences, 5% are thinking about a family business, 4% for a startup, 3% for a non-profit organization, and 2% expressed a preference to not work at all.
The Size Of An Ideal Employer
The majority of respondents expressed a preference for working in companies with a size ranging from 101 to 1,000 employees (34%). Men and individuals aged 45 and above more than others showed an inclination towards working in larger companies with over 1,000 employees. Women were more likely to express a reluctance to be employed. Employees in the public sector more often than others showed a preference for smaller companies with up to 100 employees (19%). Bachelor up respondents expressed a higher preference for working in companies with a size ranging from 100 to 5,000 employees. Respondents with below bachelor degree were more inclined to indicate that they had no specific preferences and were not interested in working at all (7%).
Extra Support From The Employer
93% of respondents said they wanted extra support from their employer. Topping the list was flexible working hours (49%), followed by house financing (46%), reskilling (38%), financial advice (34%), mental health support (33%), remote/hybrid working (32%), legal support (26%), and child daycare (22%).
Health insurance, extra days off and monetary emergency assistance are the most attractive benefits. Health insurance, additional days off and a provident fund are the most often benefits provided by the employers. Employees working in the commercial sector were more likely to indicate that their employer provides benefits. Individuals under the age of 24 have shown comparatively lower interest in benefits such as fitness allowance, stock options, provident funds, and interest-free loans provided by employers. Employees aged 45 and above are more likely to express interest in benefits compared to other age groups. Specifically, they show a higher interest in monetary emergency assistance, provident fund, health insurance for family members, and training or compensation for additional education.
Rating Of Industries By Attractiveness For Work
High attractiveness means that most employers in this industry are attractive. High recognition means that most employers in this industry are well-known.
Top 3 Attractive Employers In Thailand
The top 3 most attractive employers in Thailand, according to respondents, are Microsoft (85.1%), Mercedes-Benz (83.9%), and ABB (83.3%).
The Most Attractive Employers In 13 Industries
- ITC: Microsoft (1st), Oracle (2nd), Line (3rd)
- FMCG: Thaibev (1st), Boonrawd (2nd), Asian Pet (3rd)
- E-commerce: Ascend (1st), Shopee (2nd), Lazada (3rd)
- Construction & development: Siam Cement (1st), Chonburi Concrete (2nd), PCS (3rd)
- Financial Service: RHB (1st), K-Bank (2nd), SCB (3rd)
- Retail: King Power (1st), Siam Piwat (2nd), Central (3rd)
- Equipment & Instrument Engineering: ABB (1st), New Kinpo (2nd), Delta Electronics (3rd)
- Home appliances and electronics: Samsung (1st), Sony (2nd), Panasonic (3rd)
- Automotive: Mercedes (1st), BMW (2nd), Toyota (3rd)
- HoReCa: Hilton (1st), Marriott (2nd), Accor (3rd)
- Agribusiness: Cargill (1st), Chotiwat (2nd), Charoen Pokphand (3rd)
- Power Industry: PTT (1st), Exxon (2nd), EGAT (3rd)
- Transportation: Airports of Thailand (1st), Thai Airways (2nd), AirAsia (3rd)