Job Purpose
The role responsible for developing, driving and executing employer branding strategies that strengthen Prasarana's reputation as an employer of choice. The role supports the attraction, engagement and retention of talent by positioning the organisation's employee value proposition (EVP) consistently across internal and external channels. The incumbent will work closely with Human Capital, Corporate Communications, business units and external partners to enhance brand visibility, promote employee advocacy and ensure employer branding initiatives are aligned with Prasarana's business priorities, transformation agenda and future workforce needs.
Key Accountabilities
Employer Branding Strategy & Planning
- Support the development and implementation of Prasarana's employer branding strategy aligned with organisational goals, talent priorities and workforce transformation initiatives.
- Assist in defining and strengthening the organisation's Employee Value Proposition (EVP) to ensure relevance to target talent segments.
- Develop annual employer branding plans, campaign calendars and engagement initiatives with measurable outcomes.
Talent Attraction Branding
- Design and execute branding initiatives to enhance Prasarana's visibility in the talent market across experienced hires, graduates and critical talent pools.
- Support recruitment branding campaigns across digital platforms, career fairs, university engagements and talent outreach programmes.
- Ensure consistent employer brand messaging across recruitment materials, career portals, social media and candidate touchpoints.
Internal Employer Brand & Employee Advocacy
- Collaborate with internal stakeholders to promote employee success stories, workplace culture, leadership narratives and organisational achievements.
- Drive employee advocacy initiatives that encourage employees to become brand ambassadors.
- Support programmes that strengthen employee pride, engagement and organisational identity.
Content Development & Digital Presence
- Develop and curate employer branding content for digital, social media, video, campaign and corporate communication platforms.
- Work closely with Corporate Communications and relevant stakeholders to ensure branding content is consistent, timely and aligned with corporate brand guidelines.
- Monitor digital engagement performance and recommend improvements to strengthen reach and impact.
Market Intelligence & Brand Insights
- Conduct market benchmarking on employer branding practices, talent trends, candidate expectations and competitor positioning.
- Analyse employer branding performance metrics including talent attraction outcomes, social engagement, campaign effectiveness and employer perception indicators.
- Provide insights and recommendations to improve branding effectiveness and talent market positioning.
Stakeholder Management & Collaboration
- Partner with Human Capital functions, business units, Corporate Communications and external vendors to ensure effective delivery of branding initiatives.
- Manage relationships with universities, professional institutions, media partners and branding agencies where relevant.
- Coordinate project timelines, campaign deliverables, budgets and reporting requirements.
Governance, Reporting & Continuous Improvement
- Ensure employer branding initiatives comply with corporate governance requirements, communication standards and brand guidelines.
- Prepare management updates, campaign reports, presentation materials and strategic recommendations for leadership review.
- Identify opportunities for innovation, digitalisation and process improvement in employer branding practices.
Qualifications, Skills & Knowledge
- Bachelor's Degree in Human Resource Management, Marketing, Mass Communication, Corporate Communications, Business Administration or a related discipline.
- Professional certification in Employer Branding, Digital Marketing, Brand Management, Corporate Communications or related fields will be an added advantage.
- Minimum 5 years of relevant working experience in employer branding, talent acquisition branding, corporate communications, brand management, marketing or related fields.
- Experience in managing branding campaigns, digital engagement initiatives and stakeholder coordination is preferred.
- Experience in large organisations, government linked companies (GLCs) or service-oriented environments will be an added advantage.
- Good understanding of employer branding principles, talent market dynamics and candidate engagement strategies.
- Knowledge of digital branding platforms including LinkedIn, Instagram, Facebook and career portal optimisation..
- Familiarity with content creation tools, campaign analytics and social media performance measurement.
