Addressing Employer Branding Challenges to Create a Cohesive Candidate Experience
Maxis is Malaysia’s leading telecommunications and technology company and is consistently ranked among the nation’s top 10 most valuable brands. Known for its innovation and customer-centric approach, Maxis aims to shape the digital future of Malaysia while empowering communities and individuals to Always Be Ahead.
Competing for the Best Tech Talent
As Malaysia’s digital economy continues to evolve, Maxis recognised a growing need to attract top young technology talent and offer more inclusive career opportunities for women in tech. Despite its strong corporate brand, Maxis needed a clearer, more compelling employer brand narrative that would resonate with the new generation of talent.
Bridging Expectations with Experience
Maxis sought to create a seamless and inspiring candidate journey that aligned with its brand purpose, “Always Be Ahead.” The challenge lay in understanding the current talent landscape and employee perceptions, then shaping an experience that delivers both attraction and retention value in a highly competitive industry.
Strategic Engagement and Employee-Centric Insights
SR conducted comprehensive stakeholder interviews, peer benchmarking, and employee journey mapping to understand the lived experience of Maxis employees and candidates. These insights formed the basis for the strategy and narrative development.
Inclusive BrandBridge Workshop
To bring diverse voices into the process, a BrandBridge workshop was conducted with team members across various functions and levels. This interactive session helped surface key attributes of the Maxis employer brand, identify experience gaps, and co-create opportunities to elevate the candidate journey.
Cohesive Employer Brand Narrative
A clear and differentiated Employer Value Proposition (EVP) was developed, anchored in the Maxis brand purpose. A narrative house was created with four core pillars. Together, these pillars articulate what makes Maxis a unique and rewarding place to work.
Compelling Visual Expression
To support the verbal narrative, a visual system was designed with templates and assets tailored for employer brand communication. These followed Maxis’ brand guidelines while introducing elements that evoke purpose, innovation, and inclusivity.
A Unified Employer Brand Platform
The new employer branding strategy and assets were consolidated into a digital microsite. This serves as both an internal reference for HR and brand teams, and as a compelling, informative destination for prospective candidates to explore Maxis’ culture, values, and opportunities. The result is a seamless candidate experience and a stronger positioning for Maxis as a progressive and inclusive employer of choice.
