Bringing out the best in people
As Singapore’s leading eldercare provider, NTUC Health wants to employ the best caregivers within the organisation. To attract and retain new staff both from within Singapore and internationally, they knew they needed to build an attractive employer brand proposition, raise awareness of their organisation, and create a positive application, onboarding and employee experience.
With Singapore’s aging population and a need for more people to work in the sector, NTUC Health also wanted to understand how they could raise awareness of healthcare – and eldercare specifically – as a meaningful and rewarding career.
To achieve this, we needed to understand the factors driving employee recruitment, engagement and retention.
Understanding the employee
We conducted an extensive research study to uncover the motivations behind prospective and existing employees’ desire to work in healthcare and eldercare, how they go about identifying opportunities and what attracts them to a specific organisation or role.
We studied the channels that could influence job seekers, from online forums to recruitment websites, and investigated how the application journey differed across key target segments – for example, graduates or career switchers – and for applicants inside and outside Singapore. Finally, we explored general perceptions of the sector and the roles within it, along with competitor approaches to recruitment.