In Thailand, SAP consultancies face a shrinking talent pool. NETIZEN, one of the country’s first SAP consulting firms, has found a different way forward. Instead of competing in bidding wars for scarce professionals, the company has built its own talent pipeline, guided by a culture of service and global collaboration.
Omotenashi: Service from the Heart Shapes Everything
When Seree Satukijchai returned to Thailand after years with SAP in Japan and Germany, he brought home not only technical expertise but also a philosophy. In 2000, he founded NETIZEN on the principle of Omotenashi, the Japanese concept of wholehearted hospitality.
This mindset shapes how NETIZEN works with customers and how it develops people. "Consulting is never just about technical know-how. It means understanding the client’s true needs and responding with the right attitude," Seree says. This belief also shapes the workplace, giving employees the chance to learn, grow, and feel proud of the difference they make.
Young Professionals Choosing AI and Data Science Roles
Career choices among graduates are changing rapidly. "In the past, SAP was one of the most attractive jobs for new talent. Today it’s different. Many graduates think SAP work means long hours and no work-life balance," says Seree.
Emerging fields such as AI, blockchain, and data platforms are attracting graduates who want more flexible and creative careers. The first questions they ask are no longer about technical challenges or advancement. They ask about working hours and balance.
Rather than compete for a shrinking pool of experienced SAP consultants, NETIZEN recruits people from other enterprise platforms such as Oracle and Microsoft, then develops their SAP expertise internally.
"We don’t want to fight for the same pool of experienced SAP professionals. We’d rather bring in people from different backgrounds and develop them through our framework and academy," Seree notes.
A Culture Anchored in Five Core Values
At NETIZEN, every team member is regarded as a "Guardian of Our Culture," guided by five principles: gratitude, virtue, wisdom, determination, and responsibility.
These values are not abstract ideals but practical standards that shape everyday decisions and unite the company across projects and regions. To bring them to life, new hires take part in the “Proud to be NETIZEN” program, which helps them understand what success looks like through the eyes of customers.
The same values also shape how NETIZEN attracts new talent. Each month, an “Open House for Talent” welcomes candidates into the workplace to experience the culture firsthand, hear employee success stories, and learn about skills development opportunities such as the NETIZEN BTX training model that helps consultants build expertise faster through specialized learning paths.
From a group of around 40 visitors, only two or three are typically hired, reflecting a focus on quality over quantity.
From Local Consultants to Global Professionals with the United VARs Academy
Two years ago, NETIZEN sent its first group of consultants to the United VARs Academy in Bangkok. Employees from consulting, sales, and customer engagement joined the program. The experience changed more than their technical skills.
"After the Academy, our people become more global. Before, they might hesitate to speak English. Now they’re confident and open to working with international teams," says Seree.
The Academy introduces participants to international project management frameworks and cross-cultural collaboration. It builds networks that continue long after the program ends, creating a support system for consultants working on complex projects.
You can find out more about the Academy in this blog, How United VARs Helps its Members Win the 'War for Talent'.
Global Connections That Continue After Training
The Academy experience goes far beyond the classroom. Graduates come back with greater confidence in English, stronger cultural awareness, and professional networks they can rely on for years to come.
"Colleagues in Germany may see a new SAP solution first. Thanks to the Academy, our team can learn about it straight away and share that knowledge back here," Seree explains.
Knowledge Cascades Through the Organization
The Academy experience is not limited to those who attend. NETIZEN requires participants to present their learnings to the wider company. Insights about project management, collaboration, and technical best practices flow across the organization, multiplying the impact of the program.
Even sending three participants can transform an entire company’s readiness to work globally. For NETIZEN, this flow of knowledge helps nurture a culture of openness and ongoing improvement. NETIZEN was proud to host the United VARs Academy in Bangkok in July this year. Bringing the Academy to Thailand demonstrated the country’s growing importance in the SAP ecosystem.
AI Skills Now Essential Across All Roles
Seree sees AI reshaping how consultants work and learn. "The most important skill now is knowing how to manage knowledge and work with AI. You don’t need to memorize everything. You need to know how to ask AI the right questions to get the right answers," he explains.
He believes this shift will influence every role, not only technical ones. Consultants, project managers, and even customer-facing teams will all need confidence in using AI to solve problems faster and make better decisions.
Seree also emphasizes that AI should be viewed as a partner in everyday work rather than a replacement for human expertise. By combining structured thinking with the ability to collaborate with AI, consultants can deliver higher value to clients while continuing to adapt as new technologies emerge.
A Different Approach to Winning the War for Talent
NETIZEN’s story offers a lesson for SAP consultancies worldwide. Competing for scarce professionals is not the only path. Companies can build their own talent, create environments that inspire loyalty, and prepare employees for global collaboration.
The United VARs Academy is central to this strategy. It bridges local expertise with global readiness, helping consultants overcome language and cultural barriers while forming lasting networks throughout their careers.
Visit the Academy landing page on the members-only United VARs Hub for details and registration. If you need access, please reach out to Carol Li.
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