APD
Maxis
Maxis Recruitment
In 2014, Maxis was reeling from dramatic leadership changes and re-organization. About 1/3 of the employees (out of 3500+) left from back-to-back Voluntary Separation Schemes, downsizing of legacy businesses and resignations.Staff morale was extremely low. Maxis’ employer brand attractiveness fell drastically (the Employee Engagement Score was 67%, down from a high 76% in the “good days”). Maxis’ ability to retain and great talent wasn’t just “at risk”; there was a massive talent crisis.It was clear _ Maxis needed an employer rebranding initiative to FULLY RECOVER its ability to retain and attract talent.
Our idea was to give Maxis’ employer brand a “social-media-ready extreme makeover”, by turning #LifeAtMaxis into a brag-worthy experience. To bring the idea to life, we gave employees amazing things related to “Life At Maxis” to talk / brag about on social platforms and in real-life.(It seems obvious in hindsight: There were 2,800+ Maxis employees; since Malaysian has on average 248 Facebook friends and 500+ connections on LinkedIn, Maxis’ employee community was potentially the most under-exploited channel for an employer brand.)A SOCIAL-MEDIA-READY EMPLOYER BRAND _ OFFLINE & ONLINE FACELIFT- Renovated office—> Highly “Instagram-able” cafeteria and meeting rooms e.g. Ping-Pong table meeting rooms, grassy box meeting rooms, a beautiful cafe.- Careers webpages—> From the old text-based, informational website to a video- and photo-driven #LifeAtMaxis site.- Revamped corporate LinkedIn page—> From corporate and news updates into a social communi
ECD : Tang Wai Hoong
Creative Group Head : Lee Kwee Keak
Art Director : Will Lim
Copywriter : Dwane Chin
Account Director : Elaine Giam
Client : Pamela Chia, Dahlia Binti Azizan, Ng Li Fern
