Thailand is gearing up for transformative changes as businesses reinterpret their marketing and operational strategies for 2025, focusing on attracting skilled talent and integrating sustainability. The dynamic work environment demands companies adapt to the new expectations of the workforce, especially with the younger generation having significantly different values and priorities.
Recent insights from Jirawat Tangboonphech, senior advisor on employer branding at Workventure Technologies, underline the importance of creating compelling employer brands. He states, "Employer branding has become a key factor for organizations to attract and retain talented individuals." This reflects the growing trend where organizations are no longer just evaluated by pay and benefits but now also by their societal impact and workplace culture.
With the competitive job market, especially post-pandemic, talent has more choices than ever. Businesses are urged to innovate their strategies to appeal to employees seeking meaningful work experiences. Jirawat points out, "The integration of ESG with employer branding provides significant advantages for attracting new talent." The emphasis on Environmental, Social, and Governance (ESG) aspects is now seen as fundamental to appeal to Millennials and Generation Z, who prioritize ethical practices and sustainability.
The 2025 strategy focuses on several key trends: ESG incorporation, effective digital communication, and the development of strong Employer Value Propositions (EVP). These trends reflect broader global movements toward greater transparency, inclusivity, and corporate responsibility. Jirawat emphasizes, "Organizations must create experiences reflecting their values which align with the expectations of the new workforce. This goes beyond just offering competitive salaries; we now need to showcase commitment to societal responsibilities as part of our branding.”
Platforms like Meta, YouTube, and TikTok will play instrumental roles when communicating these values to potential employees. Engaging storytelling about corporate culture via these media can effectively capture the attention of young talent. Jirawat adds, "Using digital platforms for storytelling will not only improve brand visibility but will also create emotional connections with potential employees. Videos depicting workplace culture can leave lasting impressions on job seekers."
Another element to construct effective EVP is to personalize the work environment. Companies should focus on offering flexible working hours, career development opportunities, and overall job satisfaction. Successful companies will also prioritize mental health and deliver safe and creative workspaces, as highlighted by Jirawat’s observations on the current workforce needs.
Navigational reports reveal additional insights, indicating trends such as automotive paint colors promoted by Axalta, with Evergreen Sprint being nominated as the color of the year for 2025. This projects how companies are responding to cultural touchstones and aesthetics, aligning product offerings with the values and preferences of modern consumers.
Emerging technologies, particularly AI and Agentics, are also finding their place within marketing strategies, enabling analytics-driven decision-making. These strategies empower organizations to respond more accurately to market dynamics. Jirawat concludes, "With the role of technology development, businesses should be prepared for intelligent solutions which can significantly streamline operations and improve worker engagement."
By focusing on integrating sustainability and innovative digital strategies, companies can bolster their presence and competitiveness. With several diverse pathways for engagement available, they are setting the foundation for thriving, sustainable workplaces as they head toward the challenges of 2025 and beyond.