Nation Group opens over 60 positions to support business expansion

Nation Group is accelerating its expansion in the second half of 2026, announcing plans to recruit more than 60 employees to support its strategic growth and the development of new revenue streams.

The media industry continues to face challenges on several fronts, including disruption from artificial intelligence, changing audience consumption habits, competition from digital platforms and the continued decline in advertising spending on traditional media.

Uncertainty surrounding the National Broadcasting and Telecommunications Commission has also affected media operators across the industry.

However, Nation Group said the strategic adjustments it had made over the past two years were beginning to deliver tangible results.

The group returned to profit in the second quarter of 2026, reporting earnings of 16.5 million baht, up 134%. The performance indicated that the overall business was recovering ahead of the second half of the year.

Nation Group now plans to develop new S-curve revenue streams and strengthen its workforce by recruiting more than 60 people to support business expansion during the remainder of the year.

Investment in roles that AI cannot replace

Shine Bunnag, executive chairman and chief executive officer of Nation Group, said the company had spent the past two years adjusting its operations and developing strategies to respond to the rapidly changing media landscape.

The changes covered consumer behaviour, competition with multinational platforms, new revenue channels and the growing role of AI technology.

Shine said the recruitment drive represented an investment in areas where human capabilities could not be replaced by AI, including field reporting, creative work and marketing.

The company is looking for employees with strong potential who are willing to learn, can work flexibly and are able to use technology effectively to help the organisation achieve its objectives.

“In addition to using technology as a working tool, another important part of our strategy is to find an ‘Agile Intelligent Workforce’ — people who can move beyond conventional ways of working, adapt quickly, learn rapidly and use technology to create new business opportunities,” he said.

Recruitment to cover four key areas

Nation Group will recruit more than 60 employees in two phases.

The vacancies will cover four main areas: news and content, creative and production, marketing and revenue generation, and technology and AI.

The recruitment will support the restructuring of the group’s revenue portfolio and the creation of new S-curve growth opportunities during the second half of the year.

Nation Group is seeking candidates who are creative, adaptable and ready to learn new skills, with the ability to develop their work to achieve the strongest possible results.

Interested applicants may submit their CVs to the Human Resources Department at [email protected].

People remain at the heart of the media business

Shine stressed that people would continue to be central to the media industry, regardless of the extent to which technology transformed the world.

“Creativity, credibility and the professional ethics of media workers remain qualities that AI cannot replace,” he said.

“I would also like to encourage all media professionals who are navigating this period of transition to overcome these challenges.

“For those seeking new opportunities in the media industry, Nation Group is ready to provide a place where they can grow and help build a stronger future for the media together.”