An Inside Look at a Recent Client Engagement
In today's global economy, business expansion into new regions is an exciting opportunity and a complex challenge. For one exaqueo client—a multi-billion dollar company with more than 200,000 employees—entering the Asian market represents a significant milestone. Since 2018, we’ve been a trusted partner and advisor, leveraging our expertise to help them navigate new and diverse talent landscapes.
A Talent Marketing Challenge in Asia
Despite having a global presence, the client faces unique challenges as it seeks expansion in countries like China, Thailand, India, Indonesia, Vietnam, and Singapore. The Talent Acquisition and Recruitment Marketing teams are tasked with understanding these new markets. This includes learning cultural nuances in each country, identifying candidate job search priorities, selecting effective communication channels, and tailoring their recruitment marketing strategies to resonate locally.
A Comprehensive Workforce Research Approach
Our team developed a comprehensive research plan under the leadership of Alyssa Bani, Principal Consultant, and Jon Wenglikowski, Managing Director of exaqueo’s Insights practice. “We partnered with our client to understand their desired outcomes and priorities, and advised them on a holistic approach to achieve their goals,” shares Bani. “We landed on a series of activities with the flexibility to change direction based on what the research uncovered.”
The multi-faceted approach was both qualitative and quantitative, starting with primary research through interviews with employees and partners in Asia. Collaborating with our Native Insights team, we engaged in-country HR and marketing professionals to gather additional context and data. We then used these initial learnings to inform the research strategy and activities, which included an external talent market survey in eight Asian countries, focus groups and surveys with employees from those countries, and secondary research, ensuring corroboration of insights and a robust understanding.
“A comprehensive approach does more than ‘triangulate’ or validate findings,” advises Wenglikowski. “It brings necessary nuance and contextual relevance to the problem we’re trying to solve. Mixed method research allows you to explore patterns across approaches, go deeper into the themes, and add richness and practicality to the insights.”
4 Key Insights Into the Asian Talent Market
- Localized Messaging and Imagery: One size doesn’t fit all. Effective recruitment marketing in Asia requires localized messaging and imagery by country. Tailoring content to reflect cultural nuances and local preferences ensures the company’s employer brand resonates with the target audience. When translating from English into local languages, it is important to test translation options with native speakers to maintain the essence of the message.
- Employment Agencies: Hiring is not always direct. In some Asian countries, individuals pay substantial fees to employment agencies to secure jobs. This practice, involving amounts equivalent to thousands of U.S. dollars, also influences employer hiring practices, with some being required to hire exclusively through these agencies.
- Influence of Social Media: Asia’s digital landscape is diverse. From WeChat in China to LINE in Thailand, social media, job boards, and industry-specific platforms all play a role. Social media platforms play a crucial role in how potential candidates perceive companies. In China, WeChat official pages are vital, while in Thailand, Facebook groups hold significant sway. Understanding the main social media channels, in each country, is essential for effective recruitment marketing.
- Brand Perception Among University Students: Big names matter. Many Asian university students prioritize securing positions with big brand names, believing it will enhance their future career opportunities. This insight highlights the importance of leveraging the company's global reputation in recruitment efforts.
The Importance of Research in Talent Acquisition
Our data-driven approach has equipped the client with invaluable insights into the Asian talent market. With a deep understanding of local preferences, behaviors, and effective communication channels, the company is now poised to implement a hiring strategy that is both culturally sensitive and strategically sound.
Marketers have long understood the importance of knowing their audience. However, Talent Acquisition often needs help with this concept, particularly when entering new markets (domestic or international). Expanding into a new region without thorough research is like traveling to an unfamiliar country without preparation. Yes, it’s an investment of time and resources to research a new market, however, an informed strategy leads to better hiring outcomes.
The expansion into Asia represents a transformative opportunity for our client. By imploring methods found in science and psychology, we have laid a strong foundation for talent marketing success in this culturally rich region. It’s not just about filling positions; it's about building a workforce to drive the company’s success in a new and diverse market.
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Is your organization opening a new office, hiring in a new location, or expanding into new regions? Before posting a job or hosting an on-site interview day, give yourself the runway to learn all you can about this new market. And, you don’t have to go it alone. Contact us to learn more about exaqueo’s workforce insights offerings.
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