According to Anphabe Company, in the recruitment process, many businesses fall into the trap of empty media. Popular "promises" and the actual experience of personnel are completely different, even opposite.
Research by Anphabe Company shows that the promise "We empower" but in reality up to 46.6% of employees feel that they are not really proactive in deciding on work; the promise "We value people" but 65% of employees are feeling overwhelmed with work and losing motivation to stick with it; the promise "We develop talent" but 47% of employees believe that the company has not met the career development goals.
When the level of promise evaluation (3/10) is much lower than expected for experience (7/10), employee confidence will decrease sharply, leading to a rapid increase in the turnover rate.
Anphabe company believes that candidates for 2026 prioritize safety, sustainability, and balance criteria. Career/talent expectations are changing rapidly under the impact of lingering concerns such as financial security, AI replacement, exhaustion and personnel cuts. This reality completely reshapes their priority order.
According to research by Anphabe Company, currently candidates choose to balance work and personal life (63% in 2026, a sharp increase from 56% in 2024); income is enough to live comfortably and save (62% in 2026, an increase from 55% in 2024); stable and guaranteed work (61% in 2026, an increase from 56% in 2024).
Goals such as promotion or becoming a leader fall to lower positions in the rankings. When talents give up their current jobs, on average, each person has up to 4 reasons. Among them, the top reasons for quitting include: Wanting to get a higher salary (57%), seeking promotion opportunities (43%) and wanting to balance work - life better (42%).
In that context, an ideal workplace is a comprehensive ecosystem. Candidates evaluate the business through an ecosystem including 6 factors: Company reputation, rewards, development opportunities, work and life quality, leadership and management, culture and values.
