F88 named among Vietnam’s top 3 workplaces in 2026: A people-first strategy in focus

F88 has been named among the Top 3 Best Workplaces in Vietnam 2026 in the large enterprise category, an accolade that reflects the company’s long-term focus on employee development and workplace culture built on trust, support and career growth.

In the financial services sector, frontline employees often face the greatest operational pressure. They interact directly with customers, provide advisory services, process applications, ensure compliance, and maintain service quality across branches.

At F88, these employees are seen not only as the company’s sales force but also as key representatives of its internal culture through daily customer interactions.

The career path of Nguyen Thi Hai, currently F88’s Central Highlands regional manager, illustrates that approach. Hai joined the company as a frontline sales executive, where her responsibilities revolved around meeting targets, serving customers and handling documentation while adhering strictly to operational procedures.

“In the beginning, my biggest challenge was balancing performance targets with understanding customers and ensuring everything was handled correctly,” Hai said. “What helped me overcome the pressure was having managers who guided me, supportive colleagues and structured training programs. I never felt like I was navigating the journey alone.”

From a frontline employee, Hai gradually took on additional responsibilities, including team support and onboarding new staff, before advancing to a regional management role. She said opportunities at F88 were demonstrated through practical career progression rather than broad promises, with capable employees being recognized, challenged and promoted internally.

“At F88, I feel I have grown alongside my work,” Hai said. “After becoming a manager, I understood that leadership is not only about assigning targets but also about helping frontline employees see a future for themselves within the company.”

According to the company, more than 90% of its business managers were promoted internally from frontline positions, a model that helps maintain operational practicality while creating clear advancement opportunities for employees across the organization. The approach forms part of F88’s broader strategy to develop a sustainable talent pipeline as the company expands.

Another employee, Nguyen Thi Truc Linh, who moved from a frontline sales role to become a senior corporate culture communications specialist at the company’s headquarters, said F88’s workplace culture became particularly evident during the Covid-19 pandemic.

The pandemic created operational, financial and workforce pressures for businesses globally, while employees faced uncertainty over income and job security. Linh said the company’s efforts to maintain employee support and internal connectivity during that period reinforced her sense of belonging.

“Covid-19 was a very difficult period for many people,” Linh said. “What stayed with me most was that despite the impact on business operations, the company still tried to care for employees and maintain as much stability as possible. When an organization continues to stand by its people during difficult times, employees genuinely feel it.”

In her current role overseeing internal culture communications, Linh said workplace culture must be reflected through employees’ day-to-day experiences rather than slogans alone.

“Corporate culture only becomes meaningful when values are translated into concrete actions,” she said. “A timely check-in, an appropriate recognition program or practical support can create a real sense of belonging. When employees feel they are part of the organization, they are more likely to stay committed.”

The stories of Hai and Linh reflect F88’s effort not only to create jobs and income opportunities but also to foster an environment where employees feel trusted, supported and given opportunities to develop, even during periods of uncertainty.

Earlier this year, F88 was recognized by Great Place to Work in the Best Workplaces in Vietnam 2026 rankings for large enterprises. The company placed among the top three businesses in the category and within the top 25 workplaces nationwide.

According to an internal survey conducted by Great Place to Work, 94% of F88 employees described the company as a “great workplace,” up three percentage points from the 2024 assessment. Other metrics also remained high, including hospitality and friendliness (94%), teamwork and fairness (93%), and categories related to team spirit, employee care, respect, communication with managers and leadership behavior (92%).

The figures reflect positive employee perceptions of the workplace, though company representatives said the results were ultimately shaped by practical experiences, ranging from career advancement opportunities to organizational support during challenging periods.

F88 previously received both Best Workplaces in Vietnam and Best Workplaces in Asia awards in 2024. The company said continued recognition in 2026 demonstrates its efforts to maintain workplace quality and employee experience while expanding operations and pursuing sustainable growth.

Tran Ha Dung, deputy CEO and chief human development officer at F88, said employee trust and opportunity remain central to the company’s growth strategy.

“For F88, a great workplace is not defined solely by compensation policies or physical working conditions,” Dung said. “More importantly, it is reflected in employees’ real experiences of trust, respect, fairness and career development opportunities. Continued recognition from Great Place to Work motivates us to remain committed to our people-centric growth strategy.”

As competition for talent intensifies, particularly for frontline roles, workplace quality is becoming an increasingly important competitive advantage for businesses. Companies can retain employees not only through compensation, but also through trust, career opportunities and a sense of belonging.

For F88, the Best Workplaces in Vietnam 2026 recognition represents not only an employer branding achievement, but also acknowledgment of a workforce that has grown together through challenges while building a workplace culture rooted in connection, support and shared pride.