Job purpose
This role is responsible for driving HR strategic communication and culture storytelling to enhance employee engagement, alignment, and pride within the organization. The Senior Associate will lead the planning and execution of internal HR communications, ensuring messages are clear, compelling, and aligned with the company's culture and business direction. The role also bridges internal culture with external employer branding, translating organizational stories into impactful PR narratives. In addition, this role supports HR awards strategy, identifying relevant opportunities and crafting strong submissions, while actively contributing to the execution of culture initiatives to strengthen engagement across the organization.
Key Responsibilities
HR Strategic Communication (Internal) - 35%
- Develop and execute HR communication strategies aligned with business and culture priorities
- Translate HR initiatives into clear, engaging, and impactful communication for employees
- Drive end-to-end communication planning (key messages, channels, timing, storytelling approach)
- Ensure consistency of messaging aligned with company culture (4C values)
- Measure communication effectiveness and continuously improve engagement
Content Creation & Storytelling (25%)
- Create compelling content and storytelling narratives to drive understanding, engagement, and employee pride
- Develop content across formats (articles, scripts, campaigns, social posts, leadership messages)
- Craft emotional and authentic employee stories to strengthen culture and employer brand
- Partner with internal HR stakeholders to gather insights and stories from across the organization
External PR & Employer Branding (15%)
- Translate internal culture and initiatives into external PR stories
- Collaborate closely with the PR team to amplify employer branding narratives
- Support communication on platforms such as LinkedIn, media, and corporate channels
- Ensure alignment between internal culture and external brand positioning
HR Awards & Recognition Strategy (15%)
- Research and identify relevant HR and employer branding awards in the market (local, regional, global)
- Evaluate awards based on strategic value and brand impact
- Lead the development of award submissions, including storytelling, data, and supporting materials
- Coordinate with internal stakeholders to gather insights and achievements
Culture Initiatives & Engagement (10%
- Support and actively contribute to Culture 6 initiatives to drive employee engagement
- Collaborate with cross-functional teams to execute culture programs
- Help translate culture strategy into practical, visible actions and experiences
- Ensure initiatives are well-communicated and adopted across the organization
Qualification and Experience
- Bachelor's degree in Communications, Marketing, Business Administration, HR, or related fields
- 3–5+ years of experience in HR communication, corporate communication, employer branding, or content strategy
- Proven experience in content creation and storytelling (internal or external communication)
- Experience working with PR teams or external communication is a plus
- Exposure to HR initiatives, culture programs, or employer branding preferred
- Experience in award submission or research is an advantage
Skill and Knowledge
Exceptional writing skills (Journalistic & Editorial Style)
- Ability to write in a clear, structured, and engaging format (feature stories, interviews, human stories, thought leadership)
Storytelling & Narrative Crafting
- Strong ability to turn raw information into emotionally engaging and meaningful stories that drive understanding and pride
Creative Thinking
- Ability to think beyond traditional HR communication and develop fresh, innovative content angles and formats
Content Strategy Mindset
- Understand how to shape content for different audiences and platforms (internal + external)
Interview & Content Mining Skills
- Ability to ask the right questions, extract insights, and turn them into high-quality stories
Brand & Tone Sensitivity
- Ability to adapt tone from formal corporate → human, inspiring, and relatable storytelling
Attention to Detail & Quality
- Strong editing and proofreading skills with high content standards
