As part of the Culture and Engagement team, custodian of Singapore Airlines’ (SIA) employer brand, this role develops and leads a comprehensive employer brand strategy. The role involves operationalising and scaling this strategy both externally and within the organisation, with SIA’s employer value propositions (EVPs) as its foundation, to attract talent, strengthen retention and position SIA as an employer of choice.

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 spanet-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 spanets.
• 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 Bachelors Degree in Marketing, Communications, Human Resources, Business or a related field.
• At least 10 years’ experience in employer branding, recruitment spaneting, 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) /spaneting 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.

We thank all candidates for your interest in Singapore Airlines, and regret that only shortlisted candidates will be notified.