Unraveling the Hiring Frenzy: Why Businesses Are Obsessed with Young Talent Through “Internship” Programs

What to Do When the Bamboo is Aging but the Shoots Refuse to Grow?

Vietnam is rapidly entering a phase of population aging, characterized by a low birth rate and increasing life expectancy. This demographic shift means the younger workforce is insufficient to replace the retiring population, leading to potential labor shortages across various industries. Consequently, this places a strain on social welfare systems and economic development.

In response, many businesses have proactively sought solutions by developing “Talented Internship” programs. These initiatives aim to bridge the workforce gap while cultivating a new generation of successors. Generation Z, known for their youth, tech-savviness, willingness to take risks, and readiness to challenge conventions, is seen as the answer to this challenge. Projections indicate that within just a few years, Gen Z will constitute a quarter of Vietnam’s workforce.

Recognizing this trend, J&T Express pioneered the launch of its “talent incubation internship” program in 2022. The program’s objective is to identify, train, and nurture young talent, laying the foundation for a long-term “talent cultivation” strategy. This initiative is not merely a quick fix but a testament to the company’s commitment to sustainable development amidst today’s fierce competition for talent.

Gen Z – A Breakthrough Workforce or a “Troublemaker”?

Despite being a highly sought-after demographic, Gen Z is not easily “won over” by employers. They enter the job market with distinct personalities: confident, valuing independence, and eager to make their mark.

A survey by Anphabe reveals that over 80% of Gen Z individuals assert a clear understanding of themselves and their aspirations—a stark contrast to previous generations. For them, work is more than just a paycheck; it’s a platform for self-expression, joy, and societal impact.

However, these very differences sometimes leave businesses in a dilemma. A segment of Gen Z is less inclined toward stable career paths in large corporations, opting instead for dynamic startups, freelance work, or entrepreneurship.

More than a third of Gen Z students aspire to work in challenging startup environments. This trend concerns businesses about workforce stability and compels them to adapt.

Kiều Thị Tiên Dung, Head of HR at J&T Express, remarks:
“If businesses focus only on the differences and hesitate, they might miss a significant recruitment opportunity. For us, Gen Z is not an obstacle but an opportunity. The key is for businesses to be flexible, offering an open environment for co-creation and growth. When this is achieved, Gen Z becomes a strength, not a burden.”


“At J&T Express, we strive to create a professional, respectful workplace. With the close guidance of experienced mentors, we believe young talents can maximize their potential,” adds Ms. Dung.

Proving Their Mettle: The Drive of Gen Z

Contrary to the stereotype of Gen Z as “freedom-loving,” many young individuals demonstrate tenacity and ambition in corporate settings.

Nguyễn Quỳnh Hương, a former PR intern now a marketing staff member at J&T Express, shares: “Initially, the fast pace and stringent requirements of press releases and media coordination were overwhelming. There were moments I felt overwhelmed, but settling for an intern’s role wouldn’t foster growth. I chose to proactively learn, voice my ideas, and take on tougher tasks. This earned my mentor’s trust and led to involvement in key PR projects.”

Nguyễn Bình Phương Thi, starting as a Trade Marketing intern and now a full-time Trade Marketing staff, reflects: “The biggest challenge wasn’t knowledge but patience. Gen Z often seeks quick results, but Trade Marketing demands meticulousness and long-term monitoring. To prove myself, I became more disciplined, prepared thoroughly before mentor presentations, and learned to listen rather than immediately counter. These consistent efforts earned recognition from colleagues.”

Both Hương and Thi agree that the most valuable outcome isn’t just becoming full-time employees but earning the trust of mentors and peers. This recognition validates their relentless efforts and underscores that with the right opportunities and environment, Gen Z can rapidly mature, becoming valuable contributors to businesses.

Cultivating the Next Generation from the Ground Up

The “internship boom” is more than a temporary fix for labor shortages; it’s a long-term talent strategy. While Gen Z may challenge traditional management, they bring creativity and fresh energy.

Forward-thinking companies like J&T Express demonstrate that investing in interns today is sowing the seeds for a sustainable future workforce.