The year 2025 marks a turning point for Thailand’s labor market, as organizations and workers alike navigate economic uncertainty, rapid technological change, and shifting workforce expectations.
To better understand the evolving gap between employers and job seekers, Adecco Thailand conducted a survey at Job Expo 2025—an event organized by the Ministry of Labor—gathering insights from a wide range of job seekers across different age groups and industries.
This whitepaper brings together in-depth responses from over 1,400 participants to analyze trends, motivations, and expectations among today’s Thai job seekers. It also highlights key takeaways for employers on how to craft effective talent strategies, build a compelling Employer Value Proposition (EVP), and strengthen employer branding to truly resonate with the modern workforce.
Key Findings
at a Glance
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Most respondents were either actively seeking new jobs or looking for their first . Across all groups, job stability and a good salary emerged as the top priorities, followed by roles that match personal interests, offer a positive work environment, and provide work -life balance. Even those not yet ready to switch jobs still placed job security at the top of their list— reflecting how economic instability and rising living costs have made practical concerns outweigh idealistic ones.
When it comes to choosing an employer, the top factors were clear career plans, strong benefits, and job security. A supportive work culture and empathetic leadership were also valued—especially by younger workers, who also prioritized opportunities for growth and learning.
First Jobbers, in particular, looked for fast-track career development, while those open to new opportunities placed high value on purpose-driven work.
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As for what brings real job satisfaction? A positive team environment topped the list, followed by long-term stability and personal development opportunities. Interestingly, only a small percentage were motivated by “world-changing” or highly aspirational missions.
When it comes to actual application decisions, the majority of respondents said they apply when the job clearly matches their skills (48%) or offers an attractive salary and benefits (39%). Company reputation and referrals had significantly less impact, showing that in a competitive market, job seekers are guided more by tangible factors than brand image or lofty ideals.
In a world of constant change, adaptability, learning, and teamwork have become essential. Survey results show that most job seekers prefer to view challenges as opportunities or seek support from colleagues—rather than stick to outdated methods. More experienced workers are more confident in taking immediate action, while First Jobbers and opportunity-seekers rely more on team support and guidance.
This points to a growing need for safe and supportive work environments where experimentation is encouraged, failure is seen as part of learning, and personal growth is nurtured. For companies aiming to build a strong EVP, investing in team culture, problem-solving skills, and open communication is essential to attract and retain top talent in this new era.
Want to learn more?
Download the full report (English version) to explore deeper insights into what Thai job seekers want—and discover practical strategies to attract and engage the next generation of talent.