Keppel Land - Feasibility Study of an Elite Expert Experience-Sharing Platform
Company overview
Keppel Land is a listed public company under Keppel Group, Singapore's largest multinational corporation, and specializes in real estate development. As a developer focused on high-quality residential projects, Keppel Land's core business also extends to offshore and maritime, as well as infrastructure sectors. Since its inception, Keppel Group has consistently strived to create sustainable value and premium living spaces. Guided by principles of innovation and excellence, Keppel Land operates real estate projects in multiple global cities.
Research background
Management Trainees (referred to as 'MTs') are one of Keppel Land's key methods for talent reserve and development. The company annually invests significant resources and effort into the recruitment and cultivation of management trainees. However, the organization faces challenges such as slow trainee growth and high attrition rates. To enhance the career development of management trainees and strengthen the company's competitiveness, Keppel Land aims to establish an elite experience-sharing mechanism that will help trainees grow rapidly and improve the company's industry visibility. This mechanism would not only enable trainees to better understand career progression and enhance their professional competencies, but also help build a robust talent pipeline and address the issue of high attrition rates.
Research scope
In November 2020, CEIDEA Research was commissioned by Keppel Land to conduct a survey on the needs of workplace elites. Through in-depth dialogues with industry leaders, CEIDEA Research sought to understand the current state of talent demand in the workplace and explore how an elite experience-sharing mechanism could address the challenges faced by management trainees. The primary objective of the research was to gather insights from industry leaders regarding the growth and career development of management trainees, as well as their perceptions of corporate culture. This would further inform the evaluation of how to effectively implement a platform that enables industry elites to share and mentor trainees. Additionally, the study explored the development of interaction mechanisms with leading universities, aiming to enhance Keppel Land's brand visibility and provide strategic decision support for the future feasibility of a public welfare platform and its business model.
Expected outcomes
Through this research, Keppel Land will gain valuable insights into workplace talent demands and interactions with industry elites, enabling the company to provide a more effective growth platform for its management trainees. Ultimately, the findings will support the establishment of an elite experience-sharing platform, enhancing the career development of trainees and increasing the company's appeal and influence within the industry. Additionally, the research will provide strategic recommendations for the company's social responsibility initiatives and talent acquisition strategy, and will offer data support for future public welfare platform development and business model design.
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