This article first appeared in Digital Edge, The Edge Malaysia Weekly on July 14, 2025 - July 20, 2025

There was a time when employer branding was cleanly divided: human resources (HR) took care of people and public relations (PR) managed perception. Culture lived in slide decks and storytelling was reserved for glossy press releases and the “Careers” page.

Fast forward to 2025, and that playbook is obsolete.

Today’s employer brand is shaped in real time — by interns on TikTok, executives on LinkedIn and WhatsApp chats over lunch breaks at the mamak stall. It’s formed not just by what you say about your company but also by what your people say “within” it, about it and “because” of it.

We’re in the age of real-time employer branding and Malaysia’s workforce is already living it.

Take AirAsia, for example. Its reputation for culture doesn’t come from a single ad campaign; it comes from everyday moments captured by its people. Behind-the-scenes TikToks from flight crews, Instagram Stories of mid-air birthday celebrations and even CEO Tony Fernandes himself popping onto social media to share heartwarming pilot stories. These aren’t campaigns; they’re culture in motion.

What they’ve nailed is this: People trust people. Especially in Southeast Asia, where peer reviews and word of mouth carry real weight. The same goes for talent attraction. Jobseekers aren’t swayed by your “About Us” blurb. They’re watching what your interns post, what your junior execs say about work-life balance and whether your leadership walks the talk.

And your office probably already has one or two “influencers” — not those with ring lights and hashtags but employees who naturally show the human side of work. Maybe it’s the marketing associate live-tweeting your AGM. The HR exec quietly posting about DEI (diversity, equity and inclusion) efforts. Or the software engineer sharing candidly about mental health support at work on Glassdoor.

Posts like these work because they don’t try to sell the company; they show what it’s like to belong there. There’s a difference between claiming to have a strong culture and having employees who can’t stop talking about the people, projects and moments that shaped them.

These voices shape perception, especially among Gen Z and younger millennials who value transparency over polish. And in a country like Malaysia, where cultural diversity and generational variety coexist in every office, the demand for authentic, inclusive storytelling is growing louder.

Younger employees today want work that aligns with their worldview. According to Randstad’s 2024 Workmonitor report, work-life balance, upskilling opportunities and alignment with values are top priorities for Gen Z and younger millennials.

They don’t expect perfection but they do expect honesty.

And this generation has a nose for inauthenticity. They don’t want another “corporate culture” carousel post. They want to see the reality: messy, weird, meaningful moments that show how your values play out on the ground.

Just search “a day in my life PETRONAS office” on TikTok and you’ll find thousands of videos, office tours, birthday celebrations and after-hours hangs. They are unsponsored proof points and they speak louder than any employer branding deck.

Traditionally, HR took care of people and PR took care of reputation. But in 2025, the most powerful employer brands come from collaboration. HR understands what employees need. PR knows how to tell stories and manage risk. Together, they can turn everyday work moments into powerful culture content.

1. Find your natural voices: Look for employees who already talk about work in a positive, honest way. They’re not always the loudest but they’re often the most trusted.

2. Make it a safe space: Visibility comes with risks: judgement, scrutiny or being misinterpreted. Create social media guidelines that empower rather than restrict. And remind teams that vulnerability is valuable, not risky.

3. Support, don’t script: Host content workshops, offer tools and co-create campaigns. But don’t turn them into mouthpieces. Authenticity is magnetic; it can’t be manufactured.

4. Recognise the effort: If someone’s post about your team offsite brings in five job applications, that’s ROI (return on investment). Give credit — whether it’s shout-outs, bonuses or simply protected time to create.

Of course, not everyone wants to be in front of the camera. That’s okay. Some employees prefer to write. Others share through quiet leadership. Cultural storytelling isn’t one-size-fits-all, especially in a diverse talent pool like Malaysia’s. Respecting that range is part of building trust.

In an age where generative artificial intelligence can draft your next company vision in five seconds, what people crave isn’t more content; it’s content that’s more real. That’s your edge.

Whether it’s a TikTok from a cabin crew, a LinkedIn post from an intern at a local bank, or a founder hopping on Threads to share lessons learnt, these are the new employer brand touchpoints.

So here’s the question: Are you shaping the narrative with your people, or letting it run without you?

Nicole Chan is assistant manager, digital strategy and communications at Stewardship Asia Centre in Singapore

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