Counteroffers & Bidding Wars: 2026 Thai HR Guide
- Rohan Jain
- 2 ก.พ.
- ยาว 4 นาที
It is the scenario every Thai HR manager dreads. You have spent weeks perfecting your hiring process, you have finally found the perfect team members, and you send the offer.
Two days later, the call comes. "Khun [Name], my boss just matched your offer. They promised me a clear career path if I stay. I am torn."
Welcome to the bidding war hiring landscape of 2026.
While labor markets are stabilizing this year, the competition for specialized talent has never been fiercer. With a reported digital talent shortage in Bangkok facing a gap of over 70,000 positions (according to NXPO data), job seekers in Tech and Digital sectors hold all the cards. Companies are fighting tooth and nail to keep their high performers.
So, how do you win when money alone is not enough? Here is your survival guide to talent acquisition strategies in 2026.
1. The "Kreng Jai" Factor: Why They Really Accept
To handle a counteroffer effectively, you must first understand the psychology behind it. In Western markets, accepting a counteroffer is often a purely financial decision. In Thailand, it is deeply emotional.
The concept of kreng jai workplace culture plays a massive role here.
The Conflict: A candidate often resigns not because they hate the company, but because they feel their career path is blocked. However, when they hand in that resignation letter, their boss might say, "We are family. How can you leave us when we are so busy? I will fix this for you."
The Guilt: The candidate feels guilty for "abandoning" the team. Accepting the counteroffer is often the path of least resistance to restore social harmony.
HR Strategy: Do not fight the money. Fight the "future." Remind the candidate why they started their job search in the first place. Was it a lack of employee engagement? A toxic environment? A counteroffer fixes the salary, but it rarely fixes the culture.
2. The Statistics: Why Counteroffers Are a Trap
Data from current hr trends in 2026 highlights a dangerous reality for companies that rely on counteroffers to solve employee retention in thailand issues.
According to counteroffer statistics in 2026, approximately 50% to 80% of employees who accept a counteroffer leave within 6 to 12 months anyway. Why? Because trust is broken. Once a resignation is tendered, the "psychological contract" is damaged.
Market Reality:
Compensation Trends in 2026: Market reports from Robert Walters and Mercer indicate that professionals moving jobs can expect salary increments of 15% to 25%, whereas internal increments for staying often hover around 5%.
The Cost of "Buying" Loyalty: If you match a 25% increase just to keep someone, you risk upsetting your internal equity and company culture.
For Hiring Managers: If you are the one making the counteroffer, ask yourself: Are you saving a valuable employee, or just buying 3 months of time to find their replacement?
3. How to Win the Bidding War (Without Overpaying)
If you are in a bidding war for top talent, you cannot always win on salary alone. In 2026, Thai candidates are sophisticated. They value employee experience and work-life architecture over just a paycheck.
A. Speed is Your Best Weapon
In 2026, top candidates in Bangkok are off the market in 7 to 10 days. If your recruitment process involves slow approvals, you have already lost.
Action: Post job postings and shortlist CVs in real time. An agile process signals that your company is decisive and modern.
B. Sell the "Total Career," Not Just the Job
A counteroffer usually offers more money for the same job. You can offer a new future.
Action: Map out their first 12 months. Show them the training budget and mentorship opportunities. Align the role with their personal business goals. Show them that joining you is an upgrade in lifestyle, not just income.
C. The "Hybrid" Standard
Hybrid work in thailand is no longer a perk; it is a requirement.
Action: If a competitor offers 5,000 THB more but requires 5 days in the office, you can win by offering a 3-day office week. Many candidates calculate the cost of commuting (and the stress of Bangkok traffic) and will choose the lower salary with better work-life balance.
4. The Legal Check: Protect Your Company
Before you get aggressive in a bidding war, remember the legal guardrails of Thai Labor
Law:
Thai Labor Law Probation: If you hire someone away from a competitor, ensure your probation period (standard is 119 days) is clear and fair.
Constructive Dismissal: If you are a manager trying to retain staff, be careful not to change their job description too drastically to justify the pay rise without their consent.
Building Trust: Transparency regarding contracts is key to building trust with your new hire from day one.
5. Conclusion: Build a "Stay" Culture
The best way to win a bidding war is to never have to fight one.
In 2026, focusing on retaining top talent through genuine employee engagement is the ultimate strategy. Employees who feel heard and valued will not reply to a recruiter's LinkedIn message.
For the hiring manager: Be fast, be transparent, and sell the vision. For the retaining manager: If you have to pay them to stay, they are already gone.
Need help navigating the complexities of the 2026 talent pool? Partner with Hyperwork Recruitment, a leading and award-winning recruitment agency in Thailand, to find candidates who are the right fit for your culture, not just your budget.
6. References
Office of National Higher Education Science Research and Innovation Policy Council (NXPO). (2025). Thailand Talent Landscape 2025-2029. Retrieved from https://www.nxpo.or.th
Robert Walters Thailand. (2026). Hiring in Human Resources (Bangkok): Guide and Trends in 2026. Retrieved from https://www.robertwalters.co.th
Mercer. (2025). Thailand Total Remuneration Survey 2025. Retrieved from https://www.mercer.com
Deloitte. (2025). Thailand Salary Policies Survey 2025 Report. Retrieved from https://www.deloitte.com
JobsDB by SEEK. (2025). Major Thai workforce trends in 2025. Retrieved from https://th.jobsdb.com