According to ManpowerGroup Employment Outlook Survey, the Net Employment Outlook for the Retail Industry stands at 22%. This figure is calculated by subtracting employers planning reduction from those planning to hire, which indicates whether employers in the retail industry are optimistic about expanding their workforce or cautious and planning to downsize. A figure of 22% indicates an optimistic view on the workforce landscape in the retail industry
Challenges in Retail recruitment
However, Retail is among the industries with the highest turnover rates globally, and Vietnam is no exception. According to Mrs Nguyen Thu Trang, Brand Director at ManpowerGroup Vietnam, the turnover rate in the retail sector can reach up to 25%, placing immense operational and financial pressure on businesses.
Moreover, APAC Talent Shortage Survey by ManpowerGroup Vietnam reveals that 76% of employers in the Asia-Pacific region struggle to find skilled workers, making hiring in the retail industry more challenging than ever before
These challenges demand a proactive and strategic approach, especially in emerging markets like Vietnam, where rapid growth meets persistent talent gaps.
Understanding workers insights in the Retail industry
To build a strong retail workforce, businesses must look beyond filling roles and focus on what truly matters to employees. The Global Talent Barometer 2024 offers valuable insights into retail workers’ experiences across three key areas: well-being, job satisfaction, and confidence, highlighting clear opportunities for employers to improve.
1. Well-Being Trends in Retail: The Emotional Pulse of the Workforce
Well-Being Index: Retail workers score 62%, just under the global average of 64%. This may seem minor, but in a high-pressure, customer-facing environment, even small gaps in well-being can lead to burnout, absenteeism, or resignation.
Minimal Daily Stress: Only 41% of retail employees report low daily stress, making retail one of the most stressful sectors surveyed. This stress is often linked to unpredictable schedules, demanding customers, and limited support from management.
Meaning and Purpose: Encouragingly, 75% of retail workers find meaning in what they do. This suggests that many frontline staff are proud of their role in helping customers and representing a brand.
Work-Life Balance: Retail scored 62%, slightly below the global average (65%). Many retail roles require late nights, weekend shifts, or last-minute schedule changes, making it harder for employees to maintain personal routines or care for family.
Values Alignment: Only 60% of retail workers feel aligned with their employer’s values. This figure is far behind those of other sectors such as a 73% index of employees in Financials and Real Estate. Misalignment can lead to disengagement and quicker turnover.
Key Insight: Retail workers are emotionally invested in their work, but they're often worn down by stress and a lack of organizational support. Improving schedule flexibility, offering mental health resources, and strengthening internal communication can make a measurable difference.
2. Job Satisfaction in Retail: The Trust and Stability Gap
Job Satisfaction Index: With a score of 60%, retail workers are slightly below the global average (63%). While not disastrous, it indicates room for improvement in day-to-day workplace experience.
Current Job Security: Just 57% of retail workers feel secure in their current jobs, lower than the global average (59%) and much lower than employees in Financials & Real Estate (63%). Factors like automation, store closures, and limited contracts may be fueling this unease.
Manager Trust: Alarmingly, retail scored the lowest trust in management across all industries. Only 56% of workers said they trust their direct supervisors. Trust issues often stem from inconsistent policies, micromanagement, or poor communication.
Job Search Confidence: Despite the challenges, 68% of retail employees feel confident they can find another job, a rate slightly above average. This means that dissatisfied employees are not hesitant to leave, especially in a competitive labor market.
Key Insight: If you’re losing good people, leadership may be part of the problem. Building a culture of transparent communication, management training, and employee recognition can restore trust and improve job satisfaction dramatically.
3. Confidence and Career Outlook: The Investment Employees Are Looking For
Overall Confidence Index: Retail workers scored 72%, among the lowest in all sectors. Confidence is a combination of feeling competent, empowered, and optimistic about the future - areas where retail is falling short.
Career Opportunities: Only 65% believe they have strong opportunities to grow, compared to 67% in Finance and 77% in IT. Many entry-level employees feel stuck in their current roles, with no clear path to leadership or cross-functional growth.
Tech and Tools: 74% of retail workers feel supported by technology at work. While not terrible, it lags behind industries like IT, where support is 88%. Retailers using outdated POS systems, manual scheduling, or clunky HR platforms may be creating daily friction.
Confidence in Current Skills: Perhaps the most urgent concern: only 55% of retail employees feel confident in their own skill set - the lowest score among all sectors. This suggests that retail workers often lack training or feedback on their performance.
Key Insight: Employees who don’t feel competent won’t feel confident, and they’ll be more likely to leave. Investing in training, digital enablement, and clear career frameworks can boost morale and increase long-term retention.
Strategies to Recruit Effectively in the Retail Industry
Retail recruitment is no longer just about filling open roles, it’s about attracting the right people by addressing the real needs and expectations of today’s workforce. Based on current insights into employee sentiment, here are actionable strategies retailers should adopt:
1. Promote Work-Life Balance and Flexible Scheduling
With only 62% of retail workers satisfied with their work-life balance and just 41% reporting low daily stress, flexible scheduling is critical.
Offer self-scheduling or shift-swapping tools.
Avoid last-minute roster changes.
Highlight schedule flexibility in job ads to attract candidates seeking balance.
2. Strengthen Employer Branding Through Purpose and Values
While 75% of retail workers find meaning in their work, only 60% feel aligned with their employer’s values.
Showcase your company’s mission, values, and social impact.
Feature employee stories that highlight purpose-driven work.
Reinforce these messages in your careers page, job posts, and interview process.
3. Invest in Manager Training to Build Trust
Retail scored the lowest across all industries in manager trust (56%).
Provide leadership and communication training for store managers.
Encourage regular 1:1 check-ins, feedback loops, and conflict resolution practices.
Make “trusted leadership” part of your recruitment pitch to show you’re actively improving.
4. Offer Clear Career Development Paths
Only 65% of retail employees believe they have strong career opportunities.
Map out clear internal progression from entry-level to leadership roles.
Use job listings to show timelines for promotion (e.g., “Eligible for shift lead in 6 months”).
Highlight internal mobility and training programs in interviews.
5. Upskill and Digitally Enable Staff
Just 55% of workers feel confident in their current skills—the lowest across sectors.
Introduce structured onboarding with role-specific training.
Offer digital skills development (e.g., POS systems, inventory tech, customer apps).
Promote a learning culture where training is continuous, not just one-time.
Partner with ManpowerGroup Vietnam – Your Retail Recruitment Expert
With over 77 years of global excellence and 17+ years operating in Vietnam, ManpowerGroup Vietnam is the trusted partner for businesses looking to build a high-performing retail workforce. We provide award-winning HR solutions across the full talent lifecycle, from recruitment and onboarding to employee relations and workforce consulting.
Whether you're hiring frontline staff or building scalable retail teams across regions, ManpowerGroup Vietnam delivers results faster, smarter, and more cost-efficiently.
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