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The refreshed employer brand draws a deeper focus on talent who can drive innovation and technology across all aspects of the business.
Singapore's Changi Airport Group (CAG) has unveiled its new employer brand, inviting talent to "Come make MAGIC with us".
Hoping to inspire candidates to join the company, the reimagined employer brand invites talents "with the ability to create magic in every aspect of its business, such as turning different touchpoints into memorable experiences with innovation and technology." The campaign runs with the #IMCAG identity (‘I AM CAG’), an anagram of the word #MAGIC — conceptualised in-house by a CAG employee.
CAG also prepared a brand video portraying the new employer brand, which brings viewers on a journey through CAG’s offices, airport terminals and the airside. Per the group's press release: "The video captures the spirit of innovation and collaboration of employees at work across Changi Airport," CAG said in a media release.
"It also highlights the hard work and dedication of the entire CAG team that goes into creating the iconic Changi Experience that underpins the achievement of being the world’s most awarded airport. Featured in the film are some of Changi’s latest innovations being trialled or recently launched in the airport, such as the autonomous auto-dolly at the airside, baggage tracker, and the use of robotics."
How CAG is innovating
In its efforts to fast-track innovation and support its ambition to create "the airport of the future", CAG has set up innovation-centered training, programmes, and enablers.
CAG attributes its culture of innovation to its innovation team and the innovation champions from the operating units: "They shape processes and organise resources to speed up innovation on-ground."
The group also points out the CAG Centre of Excellence and Accelerator Programme, with its internal network of consultants, as another key catalyst for the development of new ideas and capabilities within the company. In the past year, over 70 project teams leveraged the technical expertise of the Accelerator to co-create innovative solutions, leading to significant productivity gains and improvements to the airport experience.
Justina Tan, CAG’s Executive Vice President, Corporate, People & Culture, commented: "As we celebrate Changi Airport Group’s 14th Anniversary, it is timely to embark on this journey of a brand refresh. Our new employer brand seeks to capture the spirit of innovation, creativity, and magic. In our pursuit to be one of the most innovative companies in Singapore, it starts with inspiring our people to have a growth mindset, to constantly experiment and redefine the norms. This is encapsulated in our new brand identity #IMCAG (‘I AM CAG’) which is a play on the word MAGIC, representing the magic of the work that our employees do every day.”
“The aviation industry presents a bright outlook with prospects for growth. CAG’s diverse lines of business and enterprise-wide ambition for innovation means there are boundless opportunities. We are looking for talents who are passionate to play a part in innovating and shaping the future of aviation, working in the world’s most awarded airport.”
Lead image / Provided
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