Brand Management at a national infocomm organisation
To fully align its internal and external brands and to attract top tech talent, the Infocomm Development Authority of Singapore (IDA), the national infocomm planner, launched a campaign to change the public perception of its role as purely a regulatory one. The programme invited potential hires to “Join us in building the world’s first smart nation.” IDA created tiered campaigns on LinkedIn, and became one of Singapore’s first adopters of Glassdoor, a website where employees and former employees reviewed companies. IDA reached over 200,000 Facebook users with its Smart Agents of Change app, that helped potential candidates understand the range of roles available. A monthly newsletter was produced for candidates and new hires, and IDA enhanced its on-boarding processes. As a result, IDA’s ranking on the Singapore Government-Linked Employer of Choice ranking climbed 10 places, it was ranked as one of the most attractive employers in a graduate survey, and was named Joint Winner of the 2016 UK HR Excellence Award for Best HR Strategy Overseas.