The Asia-Pacific (APAC) region, with its rapid digital transformation and vast internet user base, presents a dynamic and challenging environment for employer branding. Glynnis Quek, APAC Online Marketing Lead at Google, shares insights on navigating this diverse landscape and effectively attracting top talent.
Understanding APAC’s Nuances
APAC’s linguistic diversity, evident in over 2,000 languages and dialects, demands localized content. Chinese, for instance, has unique variations in each country, necessitating customized messaging for Singapore, Hong Kong, Taiwan, and China.
Platform preferences vary across markets. LinkedIn is favored in India and Australia, but less prominent in Taiwan, Japan, and Korea. China has its own platforms, necessitating a shift from global channels.
Cultural preferences also play a role. Stories highlighting a fun workplace culture resonate well in Korea, while professional development and career growth are key drivers in Singapore.
Addressing Misconceptions about Western Companies
Western companies often face misconceptions in APAC, such as the need for strong English language skills, rigid Western workplace cultures, and incompatibility with traditional values.
Google’s #GoogleRamadan campaign effectively challenged these perceptions by showcasing Muslim employees, resonating deeply with APAC’s sizeable Muslim population and prompting the global expansion of the campaign.
Balancing Global Strategy with Local Resonance
Google maintains a global employer brand strategy while ensuring local relevance. Quek assembles cross-functional teams with local subject matter experts and traditional employer branding partners, empowering them to work within the global framework while adapting it for their specific markets.
Partnerships for Success
Partnerships are crucial for effective employer branding in APAC. Google’s Women Techmakers initiative in India and the Google Aboriginal and Indigenous Network in Australia are examples of localized partnerships that resonate with diverse talent pools.
Empowering Local Teams to Create Resonant Content
The key to success lies in empowering local teams to create content that resonates with their markets. Quek emphasizes the importance of combining a robust global employer brand strategy with innovative local teams capable of adapting content for their specific audiences.
Bottom Line
APAC’s growing tech talent and burgeoning middle class make it an increasingly important region for global brands. By understanding local nuances, addressing misconceptions, balancing global strategy with local resonance, and forging strategic partnerships, companies can effectively attract top talent in this dynamic region.
To follow Glynnis Quek’s work in employer brand, connect with her on LinkedIn. For more on Google’s global employer brand strategy, listen to our episode with Mary Streetzel. For help identifying the values and culture you want to create in your company, get in touch.
