Understanding HR's evolving role and capabilities in Thailand

Thailand has scripted an impressive economic, social, and development progress story, despite having faced various challenges since the onset of the Covid-19 pandemic. As the world returns to the pre-Covid environment, companies must cater to new expectations, build organizational agility and find innovative workplace solutions that engage employees in new ways. These, among many, are the major challenges that HR in Thailand is facing today. Rapid technological advancements, global uncertainty, and the reversal of traditional business practices mandate HR evolution keeps pace. 

A changing talent landscape 

Thailand has typically enjoyed high levels of workforce engagement. But over the past three years, the emotional fatigue of working during the pandemic, and the increasing pace of digitization has impacted motivation and productivity. To top this, there is a clear increase in the number of gig workers and freelancers , and this has given rise to a new talent landscape in the country with new priorities and challenges.

There is also an increased preference for employees to work in a remote or hybrid work model. In a study by Universum, of the 12,700 participants in the country, 93% preferred a remote work opportunity. Furthermore, clear and attractive remote working policies significantly influenced job-related decisions. "In order to attract the best young talent in Thailand, employers need to communicate clear and attractive policies around remote working; staying quiet on the subject will be seen as a negative by digitally savvy talent starting their careers," says Mike Parsons, Managing Director of APAC, Universum.

As a result, there is a greater focus on retaining employees by ensuring employee wellbeing, offering better employee experiences, customized rewards, and greater flexibility. Companies are adopting new engagement and well-being models that go beyond financial rewards. Industry experts also suggest that businesses are warming up to the gig economy and designing new management systems to maximize the value freelancers offer.

Using technology to thrive in a new HR paradigm

As Thailand marches towards running a digital economy with enhanced STEM capabilities and an engaged workforce, the use of technology in managing the country's workforce cannot be overstated. Equipped with smart analytics and AI-powered tools, businesses are redesigning their HR function to make it more accessible, engaging, and transparent. The use of data and workforce analytics has witnessed a healthy growth over the past decade to get real-time access to talent trends and prepare for the future.

Digital tools have been used in all aspects of HR, including hiring, onboarding, performance assessment, cybersecurity, training and development, engagement, and exit interviews. The sustained adoption of HR cloud technologies, digital payroll solutions, and collaboration tools has digitized HR processes significantly over the past decade, especially in the last three years.

Increasing awareness about cybersecurity has also been a critical HR concern owing to increased remote work. 

The Personal Data Protection Act (PDPA) enacted by the country in 2021 indicates a growing recognition of the importance of managing data. This has made employee data rights more robust and added a layer of security for safeguarding personal employee details. In the face of a changing talent pool, evolving workplace models, and changing data security legislation, there is a sustained effort to create a decentralized and agile HRMS model that caters to the changing needs of the workforce.

These today play a significant role in shaping how HR stands up to challenges. In a country of fast-growing opportunities, how are people managers building practices to drive the cornerstone of modern organizations, its people? 

To understand these issues comprehensively and identify pressing concerns that HR practitioners in the country face, People Matters and Darwinbox present the HR Evolution Perspective 2023: Empower & Evolve research study. This study aims to chart the progress of talent management practices and HR priorities in Thailand and provide actionable insights to HR leaders across the board to navigate 2023 successfully.

One of the largest studies of its kind, this global research can be a gateway for businesses and CHROs to understand the overarching challenges, trends, and opportunities in HR. As an HR leader or practitioner, we invite you to share your vision and experiences to help build the proper perspective for the future. 

Participate in the study today to help shape HR evolution perspectives.