As we move through 2025, the job market is witnessing a significant transformation driven primarily by the burgeoning role of artificial intelligence (AI). According to a recent survey conducted by JobsGO, a leading recruitment platform in Vietnam, nearly 40% of companies are planning to increase their recruitment budgets, with Marketing, Sales, and Customer Care emerging as the top three most sought-after positions.
The survey, which sampled over 1,300 candidates and nearly 300 businesses, revealed a remarkable trend: AI-related skills are becoming increasingly essential for job seekers. Approximately 50% of businesses in Marketing now require applicants to possess knowledge and skills in AI, especially for Digital Marketing roles. This shift reflects a growing reliance on AI technologies to optimize advertising, personalize customer experiences, and analyze consumer trends.
It’s not just Marketing that’s riding the AI wave. The results showed that 36.7% of businesses in the Business/Sales sector are also mandating AI skills among potential hires. Moreover, 35.4% of IT recruiters in Vietnam express similar requirements, indicating that AI is becoming a fundamental part of software development, systems management, and data analytics.
However, industries such as Operations and Manufacturing are lagging behind, with only 7.1% and 2.4% respectively showing a demand for AI expertise. These sectors still largely depend on manual skills and traditional production processes, illustrating a stark contrast to the more tech-forward fields.
Nguyễn Thị Lan Hương, an employment expert, emphasized the need for workers to adapt to these changes, stating, "The rapid development of AI necessitates a workforce that is continually trained and updated to meet new demands. Therefore, workers must proactively enhance their skills and knowledge to align with market trends." This shift is not one-sided, as many young workers are actively engaging with AI technologies.
A staggering 62.5% of employees in the survey reported that they regularly use AI in their daily jobs. The Marketing/Advertising/PR fields lead with an impressive 94.2% adoption rate, which strongly correlates with the earlier finding that nearly half of the companies in this sector seek AI-savvy candidates.
Similarly, the IT/Tech sector is also embracing AI, with an adoption rate of 88.9%. The pace of innovation in this field demands that personnel continuously update and master advanced technologies. As per the survey, 35.2% of IT companies are actively looking for candidates with AI skills to support the development of intelligent systems.
Interestingly, while younger generations like Gen Z and Millennials are quick to adopt AI tools, older workers exhibit more reluctance. Workers aged under 22 are the highest users of AI, at 87.3%, followed by those aged 22-27 at 74.5%. In stark contrast, only 43% of workers aged 35 and older regard AI as a supportive tool in their work, highlighting a significant skills and perception gap.
The survey results forecast a labor market in 2025 where the demand for AI competencies is tightly linked to hiring trends in specific industries. For businesses to gain the maximum benefit from AI, both employers and employees must continually adapt, investing in training and skill development to keep pace with the evolving technological landscape.
Moreover, this environment of heightened competition for talent is further underscored by a JobsGO survey indicating that 98% of companies are planning to recruit new personnel this year. Notably, 21.4% of these companies will hire 50 or more new employees, displaying a robust desire to expand their labor force.
Around 72.8% of businesses prioritize candidates with 1-3 years of experience, moving away from hiring those without experience or for senior roles. This trend indicates companies' desire to find candidates who can easily adapt without extensive training, aiming for a smoother integration process into their organizations.
In a forecasted shift in the recruitment landscape, 39.3% of companies believe that the competitiveness of hiring in 2025 will be greater than in 2024. The increase in competition is particularly observed in the hiring of candidates with 1-3 years of experience—a segment that many firms are targeting.
Despite the increased demand for talent, most surveyed companies intend to maintain their recruitment budgets at 2024 levels. This suggests a significant need to optimize recruitment costs by leveraging online platforms, networks, and employer branding to attract candidates effectively.
Breaking down the recruitment focus for 2025, the Business/Sales domain remains king, with 67.7% of recruiters indicating plans to boost recruitment efforts in this area—an increase from 64.6% in the previous year. The thriving e-commerce sector and the push for multi-channel sales strategies are driving companies to seek sales personnel with strong skills in negotiation and closure.
In tandem with sales, Customer Care is also seeing a spike in recruitment interest, as 26.9% of businesses plan to prioritize hiring in this area. Customer Care specialists play a critical role in building positive relationships with clients, fostering loyalty, and ensuring consistent revenue streams.
Marketing, while slightly down from 30% in 2024 to 26.5% in 2025, still represents a key strategic area for companies looking to enhance their brand appeal, attract customers, and support business operations. Recruiters are particularly looking for creative candidates who understand technology and can devise effective marketing strategies to compete in today’s tumultuous market.
In summary, the recruitment strategies in 2025 reflect a comprehensive focus on growth and improved service quality across different sectors. The spotlight on AI competency among job seekers highlights the necessity for both employees and companies to adapt and thrive in a rapidly changing professional landscape.
