As multinational companies expand into the Asia-Pacific (APAC) region, they face a unique challenge: creating an employer brand that resonates with diverse local talent markets. Traditionally, global employer branding has focused on uniformity—emphasizing consistent values, messaging, and benefits across all markets. However, expanding into APAC requires a shift. Localisation is becoming essential, tailoring employer branding to align with the cultural values, languages, and work expectations of specific countries. By integrating local customs into company values and embracing preferred languages and work styles, successful localisation can significantly enhance a company’s appeal within APAC’s diverse talent pool.
Understanding the importance of localisation in APAC
Unlike regions with more homogenised cultures, APAC is incredibly diverse, with a wide array of languages, beliefs, and work norms across countries like Japan, China, India, Indonesia, South Korea, and Australia. For employers, this diversity means a one-size-fits-all approach to branding can quickly fall flat. Localisation involves more than just translation; it requires a deep understanding of local customs, societal values, and professional priorities to create a workplace environment and brand that feels inclusive and appealing to local talent.
For example, while a flexible work-life balance might be a crucial selling point in Australia, a strong sense of stability and a clear hierarchy may be more attractive in Japan. Recognising these distinctions and adapting branding strategies accordingly allows companies to connect more effectively with local talent, conveying a message that is both authentic and relevant.
Cultural nuances and employer branding
Incorporating cultural values is a foundational step in localising employer branding. Each APAC country has its own unique cultural elements that influence work expectations, employer perceptions, and professional behaviours.
Hierarchy in East Asia:
Countries like Japan and South Korea place a high emphasis on hierarchy and respect for seniority. Employees may expect clearly defined roles, structured leadership, and respect for experience and tenure. For employer branding, this could mean showcasing a well-defined organisational structure and emphasising pathways for career advancement that respect seniority.
Community and collaboration in Southeast Asia:
In countries such as Thailand, Indonesia, and the Philippines, a strong sense of community and collaboration is often valued over individual competition. Emphasising teamwork, collective achievements, and a supportive work environment can resonate well in these regions, making employees feel they are part of a larger, harmonious group.
Work-life balance in Australia and New Zealand:
In contrast to some APAC countries where long working hours are common, Australia and New Zealand place a high premium on work-life balance. Brands looking to attract talent in these markets should highlight policies that support flexibility, remote work, and family time, aligning with the cultural preference for a balanced lifestyle.
Language and communication
While English may be the common corporate language for many global companies, relying on English alone can lead to miscommunication or create a sense of alienation for local talent. In APAC, countries like China, Japan, and South Korea have unique languages with culturally specific expressions and idioms, making it essential to engage with candidates in their native tongue whenever possible. Localising content into local languages can show respect for the culture and demonstrate the company’s commitment to genuine inclusion.
Localised language goes beyond translation; it’s about adopting the tone, phrases, and formalities that reflect the local culture. For example, job descriptions, social media posts, and recruitment ads in Mandarin for China or Bahasa Indonesia for Indonesia not only make it easier for candidates to engage with a brand but also contribute to a sense of familiarity and relevance.
Adapting to local work expectations and values
In addition to cultural values, work expectations differ significantly across APAC. Localised employer branding involves aligning with these preferences to position the company as an attractive workplace.
Career stability in Japan and South Korea:
Many employees in Japan and South Korea look for stable, long-term career paths rather than short-term contracts or gig work. Brands aiming to attract talent in these markets might benefit from emphasising job security, long-term development plans, and opportunities for internal mobility.
High-growth opportunities in India and Southeast Asia:
India, along with countries like Singapore and Malaysia, is experiencing rapid economic growth, leading many young professionals to seek dynamic, high-growth environments where they can quickly advance. To resonate with talent in these regions, employer branding should highlight opportunities for skill-building, promotions, and a culture of merit-based progression.
Workplace Flexibility in Australia and New Zealand:
As mentioned earlier, work-life balance is highly valued in Australia and New Zealand, with many employees expecting flexible hours and remote work options. Showcasing flexible working arrangements and supporting policies such as parental leave and mental health resources can enhance employer attractiveness in these markets.
Leveraging local digital platforms for targeted engagement
Each APAC country has its preferred digital platforms for professional networking and job searching. For instance, LinkedIn may be popular in Singapore, Australia, and India, but other countries favour local platforms. In China, companies should consider using WeChat and Weibo for employer branding, while in Japan, Line and other local networks can be more effective.
Understanding these preferences allows multinational companies to better target and engage candidates by appearing where they naturally spend time online. Localising digital employer branding on these platforms demonstrates a company’s investment in understanding the local digital landscape and its desire to connect authentically with talent in each market.
Embracing localised benefits and perks
Another effective strategy in localisation is to align benefits packages with local expectations and needs. Offering benefits that reflect local standards and priorities can make a company’s brand more attractive.
Wellness programmes in Japan and South Korea:
Mental health and wellness are becoming increasingly important in countries with traditionally high-pressure work environments. Including wellness programs or mental health support services in employer branding can appeal to candidates in these regions who prioritise well-being alongside career growth.
Educational support in India:
Education and skills development are highly valued in India, where many employees look for employers who invest in their learning. Companies expanding into India could benefit from offering tuition reimbursement, professional certifications, or on-the-job training programs as part of their benefits package.
Family-friendly policies in Australia and New Zealand:
In line with their emphasis on work-life balance, Australian and New Zealand companies often stand out by offering generous parental leave, flexible working arrangements, and family support services.
Creating a cohesive yet localised employer brand
The goal of localising employer branding is to strike a balance between maintaining a cohesive global brand and adapting to local nuances. Multinational companies should consider developing core values that resonate across all markets while allowing for local adaptations that reflect the unique cultural and professional landscapes of each APAC country.
To succeed, HR and employer branding teams must work closely with local experts, including regional HR managers and local marketing teams, to ensure that branding strategies are both authentic and appealing. Encouraging local leadership to play a visible role in branding can also increase trust, as potential candidates are likely to respond positively to leaders who understand and represent their cultural values.
The path forward for global companies in APAC
As APAC’s talent market continues to grow, localising employer branding is no longer optional for multinational companies looking to attract and retain the best talent in the region. By adapting branding strategies to align with regional cultural values, language preferences, and work expectations, companies can establish a stronger connection with local talent pools, fostering a workforce that feels understood, valued, and aligned with the organisation’s goals. In doing so, they not only enhance their appeal but also set a foundation for long-term success and engagement in one of the world’s most dynamic regions.
