Navigos Group’s Vietnamese HR and jobs platform, VietnamWorks, is a leader in the market. They’re also a leader in AI search, as one of the first Vietnamese companies to make their move with Enterprise AI Optimization. Their marketing teams together established a data foundation and delivered decisive content, lifting the brand’s AI visibility considerably.
Vietnam's HR industry meets the AI era
Navigos Group is the parent company of VietnamWorks, Vietnam's leading HR and jobs platform. In-house research identified early that AI search was reshaping how job seekers discover opportunities and evaluate platforms. Approximately 40% of Vietnamese were already turning to AI models like ChatGPT and Gemini during their job search.
Navigos Group chose to act before their competitors did. Using Enterprise AI Optimization, they built their AI search strategy from the ground up. Establishing prompt tracking across AI platforms, uncovering content gaps, and producing a flagship market report that both helped accelerate their visibility and generated leads.
A blank slate channel and a market at a turning point
VietnamWorks has been a foundational part of Vietnam's employment ecosystem for 24 years. As a leading job platform, trusted by both job seekers and employers, its authority in traditional search is well established.
But research from Navigos showed that around 40% of Vietnamese were already turning to Google’s AI experiences and ChatGPT as part of their job search process, whether asking CV questions, comparing job platforms, or seeking overall career guidance. This was a huge shift in behavior.
For a business that prides itself on being the first destination job seekers reach, this was a channel that demanded attention.
However, this was felt across Vietnam's HR sector as a whole. Businesses were aware that the shift was happening, but few solutions could accurately support the region and provide the framework to respond systematically.
Navigos Group was effectively starting from zero. The team needed to put fundamental tracking in place and gain baseline data on how VietnamWorks appeared (or didn't) in AI responses. Then, they needed to build their strategy, prioritize their content response, and secure cross-functional buy-in to execute.
Our data showed user preferences changing and we needed to adapt. But rather than the challenge of a new channel, we saw the opportunity. Enterprise AI Optimization’s global data helped us to move first where competitors were lacking.
Head of Marketing, Navigos Group
Building a framework for the business to buy into
Navigos Group partnered with Semrush and deployed Enterprise AIO to systematically build their AI search strategy. Starting from baseline understanding through to content production and ongoing optimization.
Establishing the baseline with focused tracking
Rather than attempting to track everything at once, VietnamWorks began by focusing on Google AI Overviews. This allowed them to gain a clear picture of their current position in a single placement before expanding. With a defined starting point, they avoided the paralysis of trying to address every platform simultaneously.
From there, they built out tagged prompt tracking organized around their core service areas — career journeys and job search and recruitment — before using Enterprise AIO to rapidly identify and add hundreds of additional prompts based on real user search data. What could have taken weeks of manual research was completed in a fraction of the time.
Tracking was then extended across key AI platforms: ChatGPT, Google AI Mode, Gemini, AI Overviews, and Microsoft Copilot. VietnamWorks a comprehensive, multi-platform view of their share of voice and citation visibility.
Finding key priorities with automations
With tracking in place, Navigos Group leveraged Enterprise AIO's automations to quickly move from data to action. The Brand Strengths and Weaknesses analysis provided a structured view of where the business was appearing and where gaps existed relative to competitors. Used in tandem with the Improve AI Visibility report, they composed a prioritized set of recommendations, forming the basis of a clear content roadmap.
Critically, this roadmap created the internal alignment the team needed. With a prioritized list of actions grounded in real data, securing cross-functional buy-in — from content teams to leadership — became significantly easier.
Semrush’s team and Enterprise AIO equipped us with the foundation to move in one direction. After tracking was in place, all our marketers have become more conscious of AI search and are actively adapting their approach. Company-wide we’ve secured buy-in.
Head of Marketing, Navigos Group
A flagship report as a visibility accelerant
One recommendation rose to the top: thought leadership. Specifically, a market report that could showcase unique data assets. Salary tools, market insights, proprietary workforce data. These were differentiators that could be effectively leveraged.
The published Q1/2026 Hiring Market Report served a dual purpose: As a content asset, it helped inform AI search responses, directly addressing prompts where visibility gaps had been identified. As a brand asset, it reinforced positioning as the authoritative voice on Vietnam's employment market.
The result was a reusable, high-value asset that drove both AI visibility and lead generation.
More visibility, traffic, and impactful content
Navigos Group’s structured, data-driven approach to AI search delivered measurable visibility gains across platforms and a flagship content asset. After 3 months they had achieved:
- +33% share of voice in AI Overviews. The platform they prioritized first, and where their focused approach delivered strong initial returns
- +30% share of voice in ChatGPT. Their next focus, and a platform increasingly central to how job seekers in Vietnam research career decisions
- +5% uplift in organic traffic. Demonstrating that targeted optimization and thoughtful content still drives traffic.
- Boosted exposure and topical authority: The published flagship report was circulated by +10 major Vietnamese media outlets.
Beyond the metrics, a clear shift within the organization itself was produced. The wider marketing team were united by working towards channel leadership and actively adapted workflows to the AI era.
Leadership clarity into AI search performance flowed on to the company's broader AI adaptation, with further initiatives now underway across product, operations, and customer service.
24 years of building trust gave us a strong foundation. Enterprise AIO gave us the tools to carry that authority to AI search. Our ambition is to be the definitive answer whenever someone in Vietnam asks about their career and we’ve got the data-backed platform and strategy to get there.
Head of Marketing, Navigos Group
First mover, lasting advantage
Navigos Group steered clear share of voice gains across AI search platforms by starting with a focused baseline, expanding systematically, and producing content that addressed observed gaps. Acting decisively in a market where most businesses remain hesitant.
Their goal is clear: to be the number one brand for AI visibility in Vietnam's HR industry and the definitive answer whenever a job seeker turns to generative AI. And now they’ve put the foundation to do so in place.
For brands in fast-growth markets where AI search adoption is outpacing the industry's response, Navigos Group provides the example: Move first, build systematically, and let data drive every decision.
