Building a workplace to successfully

Attract & Retain

Gen Z in Vietnam

a study by Decision Lab & Dreamplex – November 2020

Attracting & Retaining Gen Z at work Who is the
For decades, the workplace has only So what does Gen Z want? What Vietnamese Gen Z?
improved marginally, if at all. drives them? And how different are
Born after 1997, As they are entering or
they really from Millennials? about to enter the
COVID-19 seems to have changed all of Vietnamese Gen Z
didn’t just grow up workforce, they present
that. The demands of existing workforces This study set out to find the answer
connected, but mobile: a sense of drive,
in terms of flexibility are finally on the to those questions. By surveying 260 resourcefulness, and
table, as companies have come to see Gen Z-ers and Millennials in Ho Chi smartphones were
creativity.
that offering choice of when and where to Minh City and Hanoi, we aimed to there from the start of
work directly impacts the performance of gain a deeper understanding of this their life.
They’re not looking for
their teams.1 group that is still such a mystery to safe, long-term and
many employers, HR leaders, and Similarly, they grew up well-paying jobs, but
But to truly bring a workplace that would managers. with social platforms, focus on impacting the
excite especially young employees, that’s and have taken a very world. On contributing.
a completely different story. We are excited to share you the different stance on social And on being part of
results of this research over the media than millennials: the solution, not the
The Rise of Gen Z and what it means following pages. less trusting, more focus problem. Whether it’s
on privacy, and through doing good,
By 2025, Gen Z is expected to take up everything ephemeral. entrepreneurship, or a
25% of the total workforce in Vietnam. combination of multiple
Understanding them and designing a They came to age in a jobs.
workplace experience that taps into what much healthier economy
makes them tick, could help companies than the previous
This is Gen Z.
become much more successful in both generations. They have a
attracting and retaining these young, more optimistic spirit, but
creative, worldly employees. at the same time are also
said to lack the resilience
to “grow up.”

1. Gartner, “What Is the New Employment Deal?,” October 2020

The problem

In Vietnam, virtually every

company struggles to attract and
retain talent in a highly competitive
job market.

3
Our research question

To deliver an attractive and

competitive work experience, who
are the employees of the future, and
what do they care about?

4
Our finding

Designing work experiences for

Gen Z requires a fundamentally
different perspective.

5
Building a
competitive The Workplace
workplace Where they do it

for Gen Z
means
rethinking The Job The Ways of
3 main What they do Working
and why How they do it
components

6
The Job What they do and why

7
Attract & Retain Gen Z in Vietnam > The Job

Gen Z’s experience

growing up with social
platforms is visible in
their dream jobs
Gen Z’s experience growing up with social
platforms has directly impacted what they want
to do for a living.

Asked what their dream job was, they ranked

Entertainment & Media and Creative Industry
the highest, giving each 19% of the votes.
Compared to Millennials,

Gen Z are much less interested in pursuing

careers in technology, education, industrial, and
retail.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What industry do you want to work in? N=260
Attract & Retain Gen Z in Vietnam > The Job

TikTok’s appeal is an illustration

of what Gen Z is looking for.
This trend towards It also feeds in perfectly to Gen Z’s
entertainment and creative desire for entrepreneurship and
jobs explains TikTok’s appeal being a creator.”
to Gen Z in Vietnam.
TikTok has had a rocking rise in
Vietnam as well, according to a
To quote from a recent article
nationwide online study by
that appeared in Digiday, a trade
Decision Lab earlier this year.
magazine for online media:
“TikTok makes it easier to go
It showed that 30% of Vietnamese
viral on the app than other more
now use the video-sharing app on
established social media
their phones, up from 15% just six
platforms.
months prior to the study.

Digiday, “‘Every kid wants to be an influencer’: Why TikTok is taking off with Gen Z,” February 2020;
Decision Lab, “The Connected Consumer, 1st quarter of 2020,” April 2020
Attract & Retain Gen Z in Vietnam > The Job

“ I chose marketing because I like creating and

executing new ideas. Maybe I want to
become an influencer, because I just want to
have fun on social media, not get involved in
business.” – Hoài, ‘98, HCMC

10
Attract & Retain Gen Z in Vietnam > The Job

This also speaks to the entrepreneurial spirit;

63% of Vietnamese Gen Z dreams of being in
a startup, and 1 in 4 Gen Z-ers already made
their hobby into a side business

Universum Global, “Generation Z Grows Up,” 2017; Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020.
Q: Do you make a side business out of your hobby? N=260
The Job Motivation

12
Attract & Retain Gen Z in Vietnam > The Job > Motivation

Only 2 in 10 Gen Z-ers

say that income and
benefits are the key
motivation to take a new
job. Learning new skills
and knowledge are
much more important.
Only two in ten Gen Z’ers say that income and
benefits are the key motivation to take a new
job.

Learning new skills (44%) and acquiring new

knowledge (21%) beat earning salary (18%)
when it comes to making Gen Z excited about
starting a new job.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What is the most exciting aspect of a new job? N=260
Attract & Retain Gen Z in Vietnam > The Job > Motivation

Which is very different from

Millennials; who still see
Gen Z # Gen Y #
earning salary is the most
Learning new
skills
1 2 57% exciting part of a new job.
As our study shows, the difference Still, understanding these
Learning new
2 3 5% between Gen Z and Millennials in differences in motivation means
knowledge
Vietnam is night and day. In that companies can be smarter
contrast with Gen Z, Millennials about how they create, and
Earning salary 3 1 -47% still first and foremost focus on communicate, job opportunities
salary. that target Gen Z.

This is hardly surprising given their

age, as they carry more
responsibilities such as providing
for their families or saving for big-
ticket items.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What is the most exciting aspect of a new job? N=260
Attract & Retain Gen Z in Vietnam > The Job > Motivation

“ When I look at my older brother, the biggest differences

in terms of how we look at life and what’s important, is
that I embrace experiences and mental values, while my
brother values practical finance aspects more.”
– Nhi, ‘00, HCMC

15
Attract & Retain Gen Z in Vietnam > The Job > Motivation

To stay motivated,
salary and benefits
are still important for
Gen Z, though self and
professional
development are a
close second…
When it comes to ongoing job motivation,
income and benefits rank highest even for Gen
Z. Self- and professional development is still the
largest job motivation for 1 in 3 Gen Z-ers.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What is your biggest job motivation? N=260
Attract & Retain Gen Z in Vietnam > The Job > Motivation

Gen Z # Gen Y #
… and the importance of income
and benefits is measurably less
Self/Professional
2 2 26%
Development than for Millennials
Climbing the
3 3 12% It’s especially the differences Income and benefits, while the
Corporate Ladder
between Gen Z and Millennials is number one motivation for both
striking here. For Gen Z, self groups, is 14% less important
Income and
1 1 -14% development and professional for Gen Z compared to
Benefits
development is 26% more Millennials.
important than for Millennials.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What is the most exciting aspect of a new job? N=260
Attract & Retain Gen Z in Vietnam > The Job > Motivation

No room for
development is also
the key reason to burn
out at work; Gen Z
wants to keep growing
Another crucial difference between the two
generations is that Gen Z wants to keep
growing: 57% of all Gen Z’ers agree that “no
room for development” is the key reason for
them to burn out.

Smart employers keep this hunger for personal

development and growth in mind, not only when
recruiting, but also when thinking of retaining
their best people. Development should be front
and central in everything the company does.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What might make you tired or burn out? N=260
Attract & Retain Gen Z in Vietnam > The Job > Motivation

“ The goal isn’t to have a job, but to learn something

new. We want to not fall behind our peers, but the
most important thing is that we feel like we’re
growing and developing. – Lan, ‘97, HCMC

19
The Job Learning & Development

20
Attract & Retain Gen Z in Vietnam > The Job > Learning & Development

To support Gen Z, What I need in the first month of a new job

focus on job skills
1. Technical job skills
first and industry 2. Person to contact for help
3. Conversation about what I want
skills later 4. Meeting new coworkers
5. Guidelines and training
When asked what they expect to receive from
a company during their first month on the job,
Gen Z made it clear that they preferred
technical job skills.
What I need in the first year of a new job
Given that only 8% of companies in Vietnam feel
that graduates have the required skills to perform 1. Industry knowledge
well, that may not be surprising.
2. Technical job skills
But in their first year, fresh graduates need to 3. Company mission and values
expand their knowledge beyond just the job skills 4. Soft skills training
and quickly gain industry insights, understand
the company culture, and acquire soft skills.

Fulbright University Vietnam and the American Chamber of Commerce Vietnam, “Employer Skills Gap in Vietnam,” June 2020; Dreamplex & Decision Lab,
“Attract & Retain Gen Z in Vietnam,” November 2020. Q: What do you expect to receive from the company during your first month on the job? &
What do you expect to receive from the company during your first year on the job?; N=260
Attract & Retain Gen Z in Vietnam > The Job > Learning & Development

When it comes to what they

want to learn, networking and
communication are key.
Networking and Communication are deemed the most
important skills to learn for Gen Z. With 31%, almost 1 in 3
Gen Z’ers chooses this skill as the one to gain from their
workplace.

Languages follows as the second favorite, but is far less

popular than with Millennials, who choose Languages as their
number 1 skill to learn with 30.6% of them choosing it.

Technical skills are the 3rd most popular choice.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: Which of the following skills would you most like to learn? N=260
The Job Purpose

23
Attract & Retain Gen Z in Vietnam > The Job > Purpose

93% of Vietnamese Gen Z wants to change the world

and 80% already lend their support to a cause.

Decision Lab, “GenZilla,” 2015

Attract & Retain Gen Z in Vietnam > The Job > Purpose

Recycling and protecting the environment is by far

their most important topic.

1. Recycling &
2. COVID-19 3. Safety/Robbery
Environmental

66% 63% 50%

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: Which of the following social issues below are you concerned about? N=260
Attract & Retain Gen Z in Vietnam > The Job > Purpose

“ Protecting the environment is what the world needs

now. Recently, I really care about our environment
because the plastic and the trash we use are polluting
the oceans and lands a lot.” – Phung, ‘99, HCMC

26
Attract & Retain Gen Z in Vietnam > The Job > Purpose

Compared to Gen Y,
they care more about
almost every single
topic; especially those
around equality.
And while Vietnamese Gen Z generally cares
about the same topics as Millennials, what is
remarkable is that they care more about every
single one of them: out of the 15 suggested
topics, Gen Z cares more about a given topic
by a factor of 12.

Out of the 15 suggested topics, Gen Z cares

more about a given topic 12 times. It’s also clear
that given the range of topics – 14 out of 15 have
25% or more of Gen Z caring about them – it’s
important to keep the diversity of topics in mind
and drive personalization for for example CSR
initiatives.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: Which of the following social issues below are you concerned about? N=260
Attract & Retain Gen Z in Vietnam > The Job > Purpose

Gen Z # Gen Y #

LGBT 29% 16.9% 75% And they specifically care

Animal Protection 47% 30.6% 57% more about rights issues
When comparing Vietnamese Across LGBT, Equal Rights for
Equal rights Gen Z with Millennials, we can Races, Gender Equality, and
35% 23.1% 50%
for all races see specifically what they care Women’s Rights, almost every
more about, and a clear theme topic they care significantly
emerges. more about than Millennials is
Gender equality 48% 37.5% 35%
about rights issues.

Women’s Rights 47% 36.6% 28%

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: Which of the following social issues below are you concerned about? N=260
Attract & Retain Gen Z in Vietnam > The Job > Purpose

“ I'm interested in Environment and Human Rights and

Communication. I use my social media to share articles
about environment policies, post about LGBTQ+ and
let clubs' activities visible when people scroll down.”
– Nhi, ‘00, HCMC

29
Ways of Working

30
Attract & Retain Gen Z in Vietnam > Ways of Working

Only 8% of Gen Z prefers in-person

communication with coworkers.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What's your preferred communication method with your work colleagues? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

Communication by
Instant Messaging is by
far the most preferred way
to communicate at work
Communication by Instant Messaging (IM) is by far the
most preferred way of keeping communication flowing in
the office: 63% of all respondents in our study said they
prefer to talk to their colleagues on IM.

Instant messaging outshines video calls and email (10 and 9%

respectively) as well as in-person meetings and phone calls
(8% each.) Text messaging is the least preferred method with
only 2% of Vietnamese Gen Z’ers choosing it.

If you personally prefer video calls, you might have better luck
with Millennials: 10% of them chose this method of
communication, compared with 6.9% of Gen Z’ers. Millennials
are also more in favor of email (9% of Millennials vs. 7.5% for
Gen Z) and in-person conversations (11.3% vs. 8%.)

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What's your preferred communication method with your work colleagues? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

“ I think we prefer discussing things via

messaging, because we’re not used to talking
without having time to think about what to say
or what not to say.” – Chien, ‘99, HCMC

33
Attract & Retain Gen Z in Vietnam > Ways of Working

Just 52% of Gen Z prefers to work

in groups, in-person

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: How do you describe your working style? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

Especially compared
to Millennials,
working alone is
popular with Gen Z
Working in groups, in person, is popular with
Vietnamese Gen Z. Asked to describe their
working style, 52% of them named it as their
most preferred way of working. However, it’s
less popular than with Millennials (59%.)

That difference is made up with a preference for

working independently. Here, the delta goes the
other way: 40% of Gen Z want to work
independently, which is 21% more than
Millennials.

Even though this data was collected in a post-

COVID world, by far the least favorite way of
working is in groups remotely. Only 8% of both
Gen Z and Millennials want to work on a group
project from their kitchen table.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: How do you describe your working style? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

“ Even when we’re in the same office, I usually just

send screenshots of my work back and forth
with my manager. I prefer it over speaking to
them.” – Lan, ‘97, HCMC

36
Attract & Retain Gen Z in Vietnam > Ways of Working

When given a new

task, Gen Z employees
want to get started on
their own and asking
help later.
The higher preference of Gen Z to work
independently is also apparent in how they
run projects that are assigned to them.

Asked how they would approach a new project

from their manager, an overwhelming 86% of
Gen Z said they would want to do their own
research and seek help after. Only 7% said they
would ask for instructions immediately, while
another 7% would not ask for any kind of help.

7% says they’d seek instructions immediately,

and another 7% would not ask for help during
the entire project.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: Your manager just gave you a new project. How would you approach this initially? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

It’s Feedback Time!

90% of Gen Z wants their manager’s
feedback at least once a week

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: How often do you want your manager to give you feedback on your ongoing work? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

Some even crave

feedback multiple
times a day, much
more than Millennials
That independence doesn’t mean that they
don’t want to get feedback. In fact, they want
a lot of it. 90% of Gen Z agree that they want
feedback at least once a week. They are also
more likely than Millennials to say they want
feedback more than once a day (19% vs.
12.5%.)

As discussed earlier, Gen Z wants to

continuously improve. They work not just to
make money, but to learn and develop
themselves. And indeed, to the question “What
do you expect to gain from your manager's
feedback?”, 72% answered that they want to
understand areas for improvement.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: How often do you want your manager to give you feedback on your ongoing work? N=260
Attract & Retain Gen Z in Vietnam > Ways of Working

PS: dump the forms: 46% of Gen Z says that too

much onboarding paperwork is the least
exciting aspect of a new job.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What is the least exciting aspect of a new job? N=260
The Workplace Physical Office

41
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

There are lot of demands for Gen Z’s ideal workplace

1. Comfortable 3. Modern 5. Playful

2. Professional 4. Creative

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What words below describe your ideal workplace? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

Lots of demand for

Gen Z’s ideal
workplace
Of course, thinking about an office
environment that gets the most out of teams,
should start with the question: what do they
want from their office?

By far the most important for Gen Z is that the

office is comfortable. This could be about being
yourself, not judged, communicate openly and
the privacy to work the way they want.

Offices also need to be professional, modern,

and creative. And this often means something
different than what companies think. Growing up
with mobile and social, modern doesn’t mean
screens all around them but a friendly, social
space that looks good online and offline.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What words below describe your ideal workplace? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

“ Comfort is so important to us. I want to be able to

be myself, to do what I like, not to be constrained
by existing stereotypes. And we don't want anyone
to judge our look or our way of working. – My, ‘98, HCMC

44
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

The research shows there needs to be choice:

Over 10 characteristics were chosen by at
least 30% of Gen Z’ers when it comes to the
right office.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What words below describe your ideal workplace? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

Compared to Millennials, offices need to offer quiet,

relaxing and focus areas to work well for Gen Z
1. Quiet 3. Focused 5. Modern
+ 30% + 22% + 16%

2. Relaxing 4. Creative
+ 30% + 17%

Indicate percentage of
over-index for Gen Z
compared to Gen Y

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What words below describe your ideal workplace? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

Designing the office

well can help with Gen
Z’s desire to be creative
and create content
Making the office creative, attractive, and
impressive also makes it easier for employees
to create better content.

This “backdrop” can be a key reason for them to

choose one workplace over another. Not only for
the good looks, but also for the pride it instills
that “this is my office.”

This can strongly support employer branding

initiatives. The content created in the physical
workplace can showcase how exciting it is to
work in your company.

47
Attract & Retain Gen Z in Vietnam > The Workplace > Physical Office

Which means the

office also needs to
continuously adapt
and evolve, to keep it
exciting to come in
every single day.
The Dreamplex design team can attest that
being creative in constantly dressing up the
office for holidays and events immediately
increases the amount of content created in
the space.

48
The Workplace F&B

49
Attract & Retain Gen Z in Vietnam > The Workplace > F&B

Easily overlooked, F&B

options are very
important for Gen Z 44%
of Gen Z says it’s important
Anyone who’s observed minimarts, bubble
tea shops, and of course street food stalls to have a cafeteria or
knows that the love for food and drinks runs
deep in the Vietnamese culture. catered food in the office.
For young Vietnamese, having options to eat
and drink in or near the office is important.

40%
This could simply be a snack shelf in the
pantry, or more elaborate options like a
cafeteria or catered food.

Of course, ordering food and drinks to Grab,

Baemin, Foody, etc. isn’t going anywhere wants a snack shelf or
either – however, it could be nicely
complemented with what’s available in the vending machine.
office itself.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What amenities would you like to have at your workplace? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > F&B

All these are much more

Gen Z Gen Y important and attractive for
Snack shelf or
40% 23% 73%
Gen Z compared to Millennials
vending machine
F&B is one of the items in our Slightly higher than millennials,
research where the difference a space to eat together is
Cafeteria or
44% 36% 24% between Gen Z and Millennials important for 1 in 4 Gen Z’s, so
Catered Food was stark. employers are wise to include
this in their office design.
Space to The desire for a snack shelf or
25% 23% 8%
eat together vending machine is almost
double from Millennials, and for
a cafeteria 24% more than
millennials.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What amenities would you like to have at your workplace? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > F&B

“ We usually plan some time to have a snack with

team members, so it’s also a social activity.
That’s why I wanted to have options in the office
or building.” – My, ‘98, HCMC

52
The Workplace Wellbeing

53
Attract & Retain Gen Z in Vietnam > The Workplace > Wellbeing

Designing the workplace for wellbeing is key; Gen

Z is 51% more likely than Millennials to burn out
because of the pressure they put on themselves.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What might make you tired or burnt out? N=260
Attract & Retain Gen Z in Vietnam > The Workplace > Wellbeing

60% Starting with the physical

space, offices can cater towards
of Gen Z wants napping
space in their office
Gen Z’s need for wellbeing
6 out of 10 Gen Z’ers want Lots of green and natural air is
napping space in their office. also very important to Gen Z.

58%
While sleeping in the office is
already a known behavior in The positive benefits of this
Vietnam, many offices don’t yet have been proven countless
offer a dedicated napping space. times, recently in a Harvard
study that examined 10 high-
wants lots of green and As Deloitte states, “Sleep is the
ultimate performance enhancer.”
performing buildings to
understand the relationship
natural air in their working It’s so important in fact, that
some companies like Aetna even
between employee wellbeing
and business results, and the
space pay their employees for coming
to work well-rested.
role of a greener environment
in this.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What amenities would you like to have at your workplace? N=260;
Deloitte Insights, “The impact of sleep on employee performance,” February 2019; Harvard T.H. Chan School of Public Health's Center,
“The impact of green buildings on cognitive functions,” October 2015.
Attract & Retain Gen Z in Vietnam > The Workplace > Wellbeing

Work-Life Balance & Mental Wellbeing

support is one of the highest requested
workplace perks: 69% of all Vietnamese Gen Z
chooses it.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020 Q: What might make you tired or burnt out? N=260
Personalization & Choice

57
Attract & Retain Gen Z in Vietnam > Personalization & Choice

Throughout it all, Like YouTube and Facebook before,

TikTok has mastered the game of
Wherever workplace experiences can be
personalized, they should. This makes
the difference between feeling good but
personalization and
recommending just the right content to
keep you scrolling. Being accustomed generic, and “totally me.” If the most
to this, Gen Z will expect experiences to popular social apps are any reference,
choice play a big role be personalized and will have a hard time
accepting one-size-fits-all.
personalization in the workplace will drive
engagement, and that will drive retention.

in a workplace that
works for Gen Z. “Growing up” with super apps like patterns and predict what your next
order will likely be, in the same way that
Grab has made it that Gen Z expects
to have a world of choice at their it has reduced the process of booking a
Even though there are many similarities ride to just a few taps. All this makes it
fingertips. Whatever craving they may
highlighted in this study, gen Z, like any group have, simply opening the app is enough even more of a rub when (digital)
of people is as diverse as they are similar. to satisfy craving. And what’s more, the workplace experiences are slow,
app cleverly uses data to recognize generic, and always the same.
Whether it’s their office design preferences, what
fuels their sense of purpose or what
achievements are meaningful to them, the
insights in this paper should not prevent These delivery apps, that now also snack or meal you want, and just
employers from getting to know the individual, another 20 minutes or so to receive it,
include Baemin, Gojek, Foody, and
as well as the group at large. why is the workplace still acting like it’s
others, have further doubled down
on Gen Z’s expectation of 5 years ago?
This is especially important with Gen Z because
they have grown used to getting what they want, immediacy. If it takes only a few
when they want it – all tailored to their unique minutes to place an order for whatever
personality, preferences, and wants and needs in
that moment.

58
Attract & Retain Gen Z in Vietnam > Personalization & Choice

The need for personalization and choice was

boosted during COVID-19: 56% of Gen Z
appreciated flexibility in working hours the most
about working from home during COVID-19.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020 Q: What do you think is the biggest pros of working from home? N=260
Attract & Retain Gen Z in Vietnam > Personalization & Choice

Work When and

Where they Want What do you think is the biggest cons of working from home?

These expectations for personalization and

choice were only further accelerated during
the pandemic. According to pre-COVID
research from Navigos Search, flexible work
was at the top of Vietnamese workers’ wish
lists.

And the reason remote work was on a wish list,

is that very few companies were interested in
giving their employees this kind of flexibility. So
employees wished they could work from home,
and companies didn’t even want to think of it.

COVID helped flip that. Especially after the social

isolation in April, companies saw that having
people work from home wasn’t all that bad. And
employees saw that working from home all the
time wasn’t all that great – especially personal
connections, bonding, learning and overall well-
being suffered. Additionally, being distracted or
not having enough discipline to focus was the
biggest con of working from home for 7 out of 10
Vietnamese Gen Z-ers.

Navigos Search, “Recruiting trends 2020: Ways to find talented senior employees,” November 2019; Cushman & Wakefield, “Leveraging Data to Reimagine How and Where The World
Will Work,” June 2020; Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What do you think is the biggest cons of working from home? N=260
Attract & Retain Gen Z in Vietnam > Personalization & Choice

So companies have an They can meet the 56% of Gen Z who

appreciated flexibility in working hours the

opportunity to offer most about working from home by letting

them choose when to work.

the best of both And they could satisfy the 1 in 4 Gen Z-ers who They can do all this without sacrificing a great
say that having no commute is what they love office to work from for all the other days. A place
worlds. most about working from home by letting them
choose where to work, at least some days of the
without distractions, or need for additional
disciple.
week.

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020. Q: What do you think is the biggest pros of working from home? N=260
Attract & Retain Gen Z in Vietnam > Personalization & Choice

Generally, 1 in 4 Gen Z-ers say that having

no commute is what they love most about
working from home

Dreamplex & Decision Lab, “Attract & Retain Gen Z in Vietnam,” November 2020 Q: What do you think is the biggest pros of working from home? N=260
Attract & Retain Gen Z in Vietnam > Personalization & Choice

Speaking of commutes,
smart companies now
decentralize, allowing
them to bring work to
people, rather than
bringing people to work
Recent data from CBRE shows that
companies in Ho Chi Minh City are
increasingly starting to move out of the
Central Business District in favor of
decentralized office buildings in more
residential areas.

There, they move into areas where their

employees live – cutting down on their travel
time and supporting their work/life balance.
And, saving the company costs along the way.

CBRE Vietnam, “HCMC Office Update,” October 2020

Attract & Retain Gen Z in Vietnam > Personalization & Choice

This creates an
opportunity to offer
choice in where
employees work and for
what reason.
In Cushman & Wakefield’s recent
whitepaper “Leveraging Data to
Reimagine How and Where The World
Will Work,” a vision is presented that
shows how creating a network of places
and spaces to work allows companies to
offer total flexibility to their employees.

This is something that Gen Z could embrace

even more so than generations before them,
building on what they have learned in
previous years studying in a hybrid world.

Cushman & Wakefield, “Leveraging Data to Reimagine How and Where The World Will Work,” June 2020
Attract & Retain Gen Z in Vietnam > Personalization & Choice

“ My ideal workplace would be a mix. For example, when I

studied, I had 3 different places: home, coffee shop, and
university library. I would let my mood or purpose
influence where you go to study.” – Nhan, ‘98, HCMC

65
Attract & Retain Gen Z in Vietnam > Personalization & Choice

Given the options there are for a

Why would you come to the office after COVID-19?
distributed workplace, the
design of the office needs to be
even more purposeful
A recent CBRE study mentioned by over 60% of
highlighted that the real those participating in the study.
reason for offices should be
centered around human This highlights the importance
of thinking about the purpose
interaction.
of the office and how it’s
reflected in the design.
In the survey, respondents were
asked that when the COVID
Companies would be wise to
crisis is over, what are the
consider adding or expanding
primary reasons they would
especially social areas like
come to the office.
cafes, lounges, informal
meeting spaces, as well as
“For team collaboration and
functional spaces for
connection” and “to collaborate
collaboration and co-creation.
face-to-face” where

CBRE, “Workforce Sentiment Survey,” September 2020 Q: “When the COVID crisis is over, what are the primary reasons you would come to the office” (average)
The Gen Z checklist

October 2020 67
 Are you ready for the Gen Z workplace of the future?
Start with this simple checklist.
The Job The Ways of Working The Workplace

❏ Allow for creativity, content creation, and ❏ Communicate with them over IM when and ❏ Make sure their office is comfortable,
entrepreneurship where possible professional, modern, creative and playful –
❏ Ensure that pay is competitive, but keep a ❏ Allow them to work both in groups in- a place they love to go, not have to go to
close eye on opportunities for them to person and independently ❏ Create different kinds of spaces to cater to
learn, grow, and discover themselves when ❏ Let them take charge after briefing them on different personality types and jobs/tasks
creating and communicating jobs to Gen Z a new project, supporting them once they ❏ Include quiet and focused space for when
❏ Focus on job skills when they start, and on have done some initial research and come they work alone
industry knowledge later with questions ❏ Create spaces that are perfect for creating
❏ Stay close to them and help them ❏ Give them (very) frequent feedback to allow content and letting them show off their
continuously develop on the job them to continuously learn on the job workspace with pride
❏ Start your (updated) training & ❏ Take another look at your onboarding ❏ Continuously decorate the physical work
development program with communication program: too much onboarding paperwork environment to give them the inspiration
& networking skills is the least exciting aspect of a new job for and tools to keep creating great content
❏ Create and sustain meaning by Gen Z ❏ Provide proper F&B options, from snack
understanding that they care, and what shelf to on-site cafeteria
they care about ❏ Design the space for mental and physical
wellbeing

Personalization and choice

❏ Try some of the apps they use and gain understanding of the kind of ❏ Reduce their commute but bringing office spaces closer to their homes –
mindset they could create and save money in the process
❏ Allow for flexibility in working hours and locations, support them in ❏ Offer additional places to work to create a “decentralized” hub and spoke
working the way they want and be more productive model
About the Study

October 2020 69
About the Study
“Companies don’t want offices –– they
just want productive workforces.” This
quote from Antony Slumbers, a real
estate strategist in the UK, says it all.

Companies don’t want an office per se, they Research Methodology

just want great outputs from their teams.
And, they don’t necessarily care anymore Respondents from Decision Lab’s online
about where that output is created. panel were invited to take part in an online
quantitative survey.
To create an employee-centric workplace
that enables team members to do their best For this study, 100 Gen Z and 160 Gen Y were
day, every day, companies need to start by surveyed across Ho Chi Minh City (52%) and
listening to them. A deeper understanding of Hanoi (48%).
the people who actually will take part in the
workplace experience is key. The gender ratio was near-equal, with 52%
male respondents and 48% female
With this understanding, workplaces can respondents.
become what they have the promise to be;
an attractive place for employees to learn, Additionally, a focus group with Gen Z-ers was
grow, connect, and more. conducted to get a more qualitative sense for
the insights behind the data.
That understanding is what we set out to
deliver through this study, in the hopes to
contribute to a positive, generative, more
human-centered workplace.

70
About Dreamplex:
The Dreamplex
delivering the flexible The Dreamplex platform
combines well-designed experience includes:
workplace experience of private, branded offices
for up to 200 people with Branded private offices Online Member
the future. In an increasingly
an engaging program of
social activities, training &
for up to 200 people
collaboratively designed
Community and a
dedicated Mobile App
competitive job market development, and
organizations need to wellbeing initiatives. Hospitality-level care Dreamplex Work.Well:
offer more flexible, from our dedicated Health Talks, Yoga &
attractive, collaborative, This allows forward- Member Experience team Fitness, Mental
community-oriented looking companies to Wellbeing coaching
workplaces that deliver on deliver 21st-century, Dreamplex Play: Social
the needs of their employee-centric, highly activities, Community Personalized benefits
employees. engaging workplace Events, Creative included with
experiences without Workshops membership like health
Dreamplex offers a needing to build those insurance, Grab
uniquely differentiated capabilities and resources Dreamplex Academy: allowance, free meals
“Work Experience as a in house, or spending Learn & Grow with Expert and more
Service” that perfectly more money than they Talks, Workshops,
meets the needs of fast- do on their current Trainings
growing companies who “standard” offices.
understand that their
employees want more Intrigued? Find out more
from their workplace. at dreamplex.co.
Trusted by top
companies
including:

71
About Decision Lab: making market research
agile, data-driven, and decision-focused
Our solutions
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For more information, visit https://
research in Southeast Asia
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72
Excited to learn more about Gen Z?
And how it influences the Vietnamese
workplace of the future?

Contact us!

Decision Lab: Dreamplex:

Aske Østergård Daan van Rossum
Managing Director Chief Experience Officer
[email protected] [email protected]