Client Name

K-Electric

Faculty Advisor

Ms. Muniba Abdullah

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The ELP Project was to be focused on working around design and improvements redress on career portals of K-Electric, which bear implications on user perception and experience with the site itself. Furthermore, outcomes from analysis of user behavior and motives state solid recommendations to enrich user experience and form new narratives in the current UI architecture. The same ties up with Behavioural Studies because it studies how design and communication strategies affect decision-making, perception, and engagement, which are key behavioral outcomes.

Aligned SDGs

GOAL 10: Reduced Inequality

Aligned SDGs Justification

Through this project, our ELP primarily aims to improve K-Electric's career page to make the page more inclusive, accessible, comprehensible, and representative of its diverse candidates. By focusing on inclusive storytelling and user experience, we were able to remove systemic barriers that deprived marginalized groups of access to opportunities. This seek to serve SDG 10 of equal employment opportunity and reducing social and digital inequality in recruitment.

NDA

No

Abstract

This Experiential Learning Project (ELP) was implemented with cooperation with K-Electric (KE) with the aim of transforming the employers branding strategy, as well as a digital experience talent engagement experience. The main outputs of the project were to (i) conduct an audit and re-design of the Our People section on KE website, (ii) enhance marketing and communication of its Emerging Talent Program (ETP) which is its flagship and (iii) build the proposal of a scalable social media strategy to meet the current trends in recruitment. The project complies with the Sustainable Development Goal 8 decently working and economic growth and can be categorized as a thought leadership project under the HR branding promotion vertical of Entrepreneurship and Innovation since the project is related to the digital transformation of HR branding.

It was based on a mixed-method research design. This consisted of stakeholder interviews, heuristic UX audits, and comparisons with the top employer brand, which were Unilever, P&G and Nestle. Evaluation was based on concretized models: Nielsen Usability Heuristics, AIDA Model, Employer Brand Equity Model, Candidate Journey Mapping and the PESO Content Model. Both qualitative content analysis and metrics of the engagement on the platform (LinkedIn, Instagram) were used.

The result revealed that there is a large discrepancy between the internal employee value proposition of KE and its external digital presence. The Our People web page did not provide emotional storytelling, cross-device friendliness, or an accessible design. It was hard to find ETP materials, and it was up to 4 clicks away homepage, there was no obvious application journey and storytelling on alumni. Social media updates were yearly and mostly corporate consisting of updates, devoid of engagement and naturalness needed by Gen Z applicants. Gaps in representation were also observed in terms of very little female representation at the top and no attention paid to persons with disabilities or ethnical diversity.

The major recommendations were to redesign the entire Our People with more dynamic production, video testimonials, and balanced imagery; the creation of a dedicated ETP microsite with the CTA to the application, the program structure, and the stories of alumni; and the development of the quarterly content calendar that can rely on the employee-generated content, the use of Reels, story-telling formatting of content on all platforms. It was also recommended to redesign the D&I strategy that is based on Representation Marketing and Social Identity Theory.

The adoption of such recommendations would help KE to improve its employer brand equity and further digital engagement plus attracting more numerous and diverse talents. I believe this project did not only tackle a real problem in a corporate environment but also gave our group an opportunity to experience to apply theory of Marketing and HR to practice- the company problem live, especially on the topic of digital branding, user experience design, and execution of an experiential level strategy.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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