Ethos Issue 5, Nov 2008

The Global Talent War:
Why Singapore Needs to Get Serious
about Branding Itself
Ng Siew Kiang

BUILDING THE BRAND PROMISE: SINGAPORE'S STRENGTH
As it stands, Singapore already enjoys some competitive advantages to becoming
a global talent hub that a branding campaign can capitalise on.

Professional Appeal
Focus group studies of foreigners working in Singapore suggest that global talent is largely motivated by better career prospects. Today, Singapore is home to over 7,000 multinational corporations, about half of whom have regional or global headquarters here. They operate in a pro-business environment with transparent legislation, strong infrastructure, political stability and attractive tax regimes. Key industry sectors are anticipating continued expansion and new investments, leading to rapid job creation at middle to senior levels.

Professionals based here also benefit from Singapore’s Global Schoolhouse programme, which has seen the entry of several internationally renowned educational institutions, offering plenty of opportunities for professional upgrading, executive education as well as networking. From a professional development standpoint, Singapore is a great place to be.

For investors, the Government is rolling out the red carpet as well. A range of programmes, like the Global Investor Programme, Financial Investor Scheme and the Entrepass scheme,² is already in place. They demonstrate that the Government is serious in its bid to encourage enterprising and successful foreign businessmen to call Singapore home.

The Liveability Factor
What truly sets Singapore apart from other cities is the quality of life found here. The Quality of Living Index survey by Mercer Human Resource Consulting rated Singapore the best place to live in Asia for personal safety.³ Good and affordable healthcare, education, transportation, safety and security are all positives that influence the decisions of companies and individuals considering a move to Singapore. These attributes should be integral to Singapore’s branding as a talent hub.

Beyond being safe, clean and comfortable, we are also becoming an urban playground. The staging of the Formula One Grand Prix Night Race, the impending launch of two Integrated Resorts, the introduction of the Singapore Flyer and a myriad of new lifestyle, dining and entertainment options all contribute to upping the fun factor. This liveability factor lends further credence to the brand proposition that Singapore is a place where global talent and their families can not only work, but also live and play.

WHAT'S NEXT?
To execute a highly visible and wide-ranging branding exercise involves the efforts of various ministries and statutory boards of the Singapore Government. So, it is imperative to develop a brand proposition that clearly spells out the attributes that make Singapore a talent destination. This will help each government agency to align with and incorporate the branding message while pursuing its own agency goals. For example, trade bodies can publish advertorials about working and investing in Singapore; the education ministry can showcase the facelifts that public schools have undergone; the Singapore Economic Development Board (EDB) can target companies to set up shop in Singapore and Contact Singapore can woo business leaders and entrepreneurs to do business here.

However, one agency needs to hold the reins for the entire branding effort to be cohesive. Contact Singapore, whose portfolio promotes Singapore holistically, not just its industry, tourism, healthcare or education, for talent attraction, can play this role. The ultimate objective is greater than the sum of its parts—only when the Singapore brand calls to mind "the place where the best come to work, invest and live", then we are on the right path to winning the global talent war.

Ng Siew Kiang is the Executive Director at Contact Singapore, an alliance of the Singapore Economic Development Board (EDB) and the Ministry of Manpower. Ms Ng has been with the EDB for 15 years in various key appointments. Her most recent appointments were as Director of Human Resources, and prior to that, as Deputy Director in the Chemicals cluster. Before joining EDB, Ms Ng was with AT Kearney, an international consulting firm. She has a Bachelor in Chemical Engineering from the National University of Singapore and a Masters in Business Administration from the Massachusetts Institute of Technology.

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