With expectations of a global economic resurrection in the second half of 2021, Malaysian businesses are preparing to augment their sales divisions, targeting prime position amongst the resurgence. This is particularly apparent in the technology, media, telco and resources industries, while organisations that support a newly revived supply chain are also reactivating sales functions. These developments highlight how essential it is for companies to be assertive in candidate pipelining, as being poised will be critical as Malaysia moves forward in the post-pandemic world.

“The retail industry was perhaps most impacted by the pandemic as lockdowns impeded customers’ ability to reach bricks and mortar stores, meaning that any customer facing organisations that have not already moved online will continue to struggle in the year ahead,” says Tom Osborne, Managing Director at Hays Malaysia. “Consequentially, the e-commerce sector – already thriving pre-pandemic – saw an unparalleled boom, with existing platforms and e-shops further imbedding their positions as market leaders.”

There has been a concurrent rise in other e-commerce platforms, with more traditional markets – such as interior design and gardening – also moving into the online space. As a consequence of this boom within a candidate-short market, those with relevant experience and a blend of digital and marketing skills will find employers willing to negotiate salary structures to attract them, with augmentation of between 30 and 40 per cent very much attainable.

It is not only in the ecommerce sector where hybrid skills are in demand, as right across Malaysia’s sales industry employers expect candidates to demonstrate that they can transition seamlessly from function to function. Most commonly these skills blends include marketing, sales, digital and IT, while in some areas – particularly retail – a working knowledge of social media is very much in demand.

“This is especially true when it comes to small and medium sized enterprises (SMEs), of which Malaysia is seeing a pronounced influx,” continues Tom. “Noting Malaysia’s reputation for its highly-skilled and multi-lingual workforce, plus its access to the China, Southeast Asia and Asia Pacific markets, numerous international organisations have joined these SMEs and start-ups in establishing operations in the region, making it one of the top three locations for companies from the US, Europe and Asia.

“These organisations are attracted by advantageous tax incentives as well as the launch of the MyDigital initiative, combining to increase investment activity in Malaysia. A further rationale for this ingression is the continued rise of Malaysia’s middle class, making it the ideal location to inaugurate the early stages of international expansion, of which sales professionals are essential assets.

Particularly in demand are general managers and country managers, as they are fundamental in not only galvanising these enterprises, but also in expanding business and implementing restructuring strategies. These managers will be required to demonstrate superlative negotiation skills, be strategic thinkers and possess an excellent industry network, as access to new business is vital.

For mid-level roles, account managers, development managers and e-commerce sales managers are also in demand, particularly those with a degree in their relevant specialism and in possession of strong analytical skills, whilst also being highly adaptable, agile and being willing to develop new functional skills as roles progress. Those looking to operate in the e-commerce market will also require customer service skills, as the sector is growing at a phenomenal pace and companies understand the necessity of providing an excellent outward-facing service. No matter the level, however, managers should be aware that expectations of their roles have changed.

“Malaysia is currently undergoing a revolution in its managerial culture,” says Tom. “Companies want more hands-on managers, someone who is not just expected to implement strategy and planning, but who is willing to roll up their sleeves and be involved in day-to-day team operations. As well as improving efficiency, this shift is a result of Malaysia repositioning its focus from the oil and gas industries, where the expectation is for managers to be more hands-off, to service industries, and consequentially the need for more outcome-focused, proactive leaders is increasing.”

Amidst the transitional momentum in Malaysia’s sales industry, employers are recommended to implement improved recruitment processes in order to capture the high-level talent that they desire.

“Hiring managers should overhaul recruitment processes and ensure that they are as concise as possible. We have observed that even when companies identify targets, processes are extremely convoluted, reflecting poorly upon the company and projecting indecision, leading to candidates rejecting offers,” continues Tom.

“In both the short and long term, failing to act upon opportunities not only costs your organisation, but may benefit your competitor, so agility is imperative. Top talent does not come round often, which is why it is crucial that hiring managers coordinate with recruitment specialists to establish what kind of skillsets and personality types they require – both now and in the future – so that candidate pipelines can be put in place.

“Failing to do so may result in organisations being out of the loop, and if they want to thrive in this renascent market, then a readiness to strike will put them in great position to stride ahead of the industry, and the competition.”

An overview of what other trends have been observed in Malaysia’s sales sector can be viewed below:

• Key boom industries in Malaysia’s sales sector include technology, FMCG, food retailers, logistics and the industrial sphere.
• In order to ensure that a company’s best talent is retained, managers should be encouraged to invest more one-on-one time with employees and better define goals to avoid communication breakdowns.
• So that they may adapt to the evolving jobs market, candidates should be more proactive in upskilling, participate in online networking events and ensure that CVs are personalised and catered towards the roles to which they are applying.
• Employees are demonstrating a will to return to the office, though flexible working options are still desired.
• As bricks and mortar stores move online, permanent staff levels have decreased, with a shift towards placing experienced contractors in project roles and utilising interns and fresh graduates for short-term positions.

To download your copy of the Inside Story of Sales for Malaysia, please click here.

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About Hays Malaysia

Agensi Pekerjaan Hays (Malaysia) Sdn Bhd ("Hays Malaysia") is one of the leading specialist recruitment companies in Malaysia in recruiting qualified, professional and skilled people across a wide range of industries and professions. We provide mid to senior level recruitment services across both finance and commerce industries. We have become known as the experts in sourcing regional and global candidates, as well as returning Malaysians.

Hays has been in Malaysia since 2012 and boasts a track record of success and growth, with two operating offices located in KLCC and Sunway. At Hays in Malaysia, we operate across the private and public sector, dealing in permanent positions in the following specialisms: Accountancy & Finance, Banking & Financial Services, Construction, Digital Technology, Engineering, Finance Technology, Human Resources, Information Technology, Insurance, Legal, Life Sciences, Manufacturing & Operations, Marketing & Digital, Procurement, Supply Chain and Sales.

About Hays

Hays plc (the "Group") is a leading global professional recruiting group. The Group is the expert at recruiting qualified, professional and skilled people worldwide, being the market leader in the UK and Australia and one of the market leaders in Continental Europe, Latin America and Asia. The Group operates across the private and public sectors, dealing in permanent positions, contract roles and temporary assignments. As at 31 December 2020 the Group employed c.10,000 staff operating from 257 offices in 33 countries across 20 specialisms. For the year ended 30 June 2020:

• the Group reported net fees of £996.2 million and operating profit (pre-exceptional items) of £135.0 million;
• the Group placed around 66,000 candidates into permanent jobs and around 235,000 people into temporary roles;
• 17% of Group net fees were generated in Australia & New Zealand, 26% in Germany, 23% in United Kingdom & Ireland and 34% in Rest of World (RoW);
• the temporary placement business represented 59% of net fees and the permanent placement business represented 41% of net fees;
• IT is the Group’s largest specialism, with 25% of net fees, while Accountancy & Finance (15%) and Construction & Property (12%), are the next largest
• Hays operates in the following countries: Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, the Czech Republic, Denmark, France, Germany, Hungary, India, Ireland, Italy, Japan, Luxembourg, Malaysia, Mexico, the Netherlands, New Zealand, Poland, Portugal, Romania, Russia, Singapore, Spain, Sweden, Switzerland, UAE, the UK and the USA