To inspire candidates to join the company, Changi Airport Group (CAG) has unveiled a new employer brand. As part of the scheme, CAG is hoping to recruit people 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 (I AM CAG) identity, an anagram of the word #MAGIC. This idea was creatively conceptualized in-house by a CAG employee during a brainstorming session.
The new employer brand is portrayed in a video that takes viewers on a journey through CAG’s offices, airport terminals and airside. The video captures the spirit of innovation and collaboration of employees at work in Changi Airport. It also highlights the hard work and dedication of the entire CAG team, which goes into creating the iconic Changi Experience of the world’s most awarded airport. Featured in the film are some of Changi’s latest innovations being trialed or recently launched at the airport, such as the autonomous auto-dolly at the airside, the baggage tracker and the use of robotics.
To fast-track innovation and support CAG’s ambition to create the airport of the future, innovation-centered training, programs and enablers have been set up.
CAG’s Innovation Team and the innovation champions from the operating units drive the innovation culture. They shape processes and organize resources to speed up innovation. The CAG Centre of Excellence and Accelerator Program, with its internal network of consultants, is another key catalyst for the development of new ideas and capabilities in the company. In the past year over 70 project teams have leveraged the technical expertise of the Accelerator to co-create innovative solutions, leading to major productivity gains and improvements in the airport experience.
Justina Tan, CAG’s executive vice president, corporate, people and culture, said, “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. Our goal of being one of the most innovative companies in Singapore 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, representing the magic of the work 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 mean there are boundless opportunities. We are looking for employees who are passionate about playing a part in innovating and shaping the future of aviation, working in the world’s most awarded airport.”
To celebrate the launch, a photo contest and MAGIC reflection board for employees to pen their thoughts on how they have created magic, as well as carnival-style treats were available for employees in the CAG office.
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