Key Responsibilities

• Lead the embedding and consistent adoption of SIA’s EVPs and employer brand across the talent and employee lifecycle, and at all candidate and employee touchpoints.
• Translate the EVPs into persona or market-tailored messaging, providing guidance on tone of voice and visual.
• Develop strategic and reusable assets (video, photography, copy); manage agencies and maintain a central global asset library.
• Develop and maintain the employer brand book, proof points, content kits and toolkits for use across functions and markets.
• Elevate key “moments that matter” with narratives and toolkits that deepen connection, pride and experience.
• Strengthen external activation through content strategy, storytelling and creative guidance for campaigns, social channels and talent communities; support campus initiatives and credible award/ranking submissions.
• Curate authentic employee stories that spotlight our EVPs, culture and values; design and scale an employee ambassador/advocacy programme with clear training and governance.
• Build and maintain a dashboard of core employer brand indicators across attraction, experience, advocacy and reputation (brand health); run regular reviews and test-and-learn initiatives to optimise content, journeys and campaigns.
• Oversee employer review site responses and insights; partner with Public Affairs on issues/crisis protocols and reputation management.
• Coordinate cross-functional stakeholders; deliver enablement sessions; and manage agencies, budgets and brand governance.

Requirements

• Possess a university Bachelor's Degree in Marketing, Communications, Human Resources, Business or a related field.
• At least 10 years’ experience in employer branding, recruitment marketing, brand or communications within complex, customer-centric organisations; regional or global exposure preferred.
• Knowledge of Singapore’s employment landscape and relevant compliance requirements.
• Proven success in operationalising an EVP through toolkits, campaigns and stakeholder enablement, with measurable impact on attraction, engagement and reputation.
• Strong digital and content capabilities, including Search Engine Optimisation (SEO) guidance, social media, Customer Relationship Management(CRM) /marketing automation and analytics; familiarity with Applicant Tracking System(ATS)/CRM/advocacy tools.
• Skilled in agency leadership, budget management and senior stakeholder engagement; excellent storytelling, copywriting and creative judgement.

Key Competencies



• Strategic, practical and data-informed; strong programme management skills.
• Service mindset with empathy for the candidate and employee experience.
• Collaborative influencer who drives adoption across cross-functional stakeholders.
• Clear communicator with a bias for action, iteration and continuous improvement.
• Culturally aware, adaptable and able to thrive in challenging environments.