Case: Exelco

People involved Decisions to be made Details in the case Additional questions

● Jeremy Tan ● Finding ways ● Peter Tan ● Should they

to recruit explains the have
younger “Singaporean considered
Employees Singaporeans mindset” where investing in
● Peter Tan as technicians the younger transportation
● Clara Lam and support generation are abilities to
staff to build a pampered and assist
Students sustainable do not want to employees or
● Future workforce and do hands-on, relocation of
technicians and achieving a dirty work. warehouse?
engineers common goal ● Preference of ● Would it have
of long-term desk bound helped if they
growth and jobs, feeling were to take a
expansion for overqualified tour in the
the company of and underpaid, warehouse so
Excelco deemed the students can
● Modifications “dangerous” actually see
to improve and what it is like
employer discouraged to work there
branding in because of and interact
relation to cultural with current
target audience differences in employees?
the industry ● How could they
● Publicity about have branded
workplace themselves
accidents differently
● Location is on during the
the western survey with the
outskirts of students,
Singapore, with understanding
limited bus that they
service provided
● Competitors pictures for the
are using more survey?
channels the
younger
generation use
daily to reach
out to them for
positions
● Survey showed
only 21% of
the business
students were
 interested in
joining the
industry, 44%
would consider
Excelco for
full-time and
49% for
internship to
assess personal
fit
● 56% showed no
interest in
joining
company in
thoughts of
lower
productivity
and poor,
depressed
workplace

Question: What steps can Excelco take to improve its employer brand?

Social Media
I think one of the biggest steps Excelco can take is investing in their social media brand.
In the recruitment channels of Excelco provided in the text, Excelco only utilized JobStreet as
their outlet to company exposure. Social media has been considered a key facet in providing job
seeking candidates employability in the modern labor market (McQuaid and Lindsay, 2005).
With this generation, teenagers and early adults spend more time on social media than they
would anywhere else. Some specific social media outlets would be Facebook, Instagram, Twitter,
TikTok and even job seeking platforms like LinkedIn. Co-handedly, connections with people aid
in finding jobs. For example, the job I have now started from a conversation with a friend on
Facebook; connections and social media.
In Singapore, 90.6% of Singaporeans use Facebook daily with 32.9% exceeding 60
minutes (Nasirudeen et al., 2017). I believe if Excelco took the time to invest in some social
media experts that can advertise the company in a modern and more interesting way, it would
grab the attention of many younger generations. In my marketing class today, we looked at how
CAT advertised their company and CAT is very similar to Excelco with the heavy machinery and
engineers.Their advertisement consisted of animations that were appealing to see. And similar to
what we talked about in class, whatever that is happening in Singapore at that very moment, if
Excelco can focus their advertising to that event or their age target like CAT’s advertisement, and
use famous platforms like Facebook, they will be able to grab more attention.
References

McQuaid, R. W., & Lindsay, C. (2005). The concept of employability. Urban studies,
42(2), 197-219.

Nasirudeen, A. M. A., Lau Lee Chin, A., & Li, W. (2017, April 16). Impact of social media
usage on daytime sleepiness: A ... - sage journals. Retrieved January 12, 2023, from
https://journals.sagepub.com/doi/full/10.1177/2055207617699766