PropertyGuru’s mission is clear and compelling: to power communities to live, work, and thrive in tomorrow’s cities.
As a leading PropTech company headquartered in Singapore, PropertyGuru helps people make confident property decisions through relevant content, actionable insights, and world-class service across Southeast Asia. The organisation is focused on empowering its team of “Gurus” (the collective name given to their employees), with the space to think big, the tools to innovate, and the freedom to make real change.
Explore our exclusive Q&A with Amanda Dew, Group Director for Talent Acquisition & DEI at PropertyGuru Group. She shares valuable insights into the company’s unique approach to employer branding and how she believes PropertyGuru’s partnership with Indeed and Glassdoor has been central to their success.
What prompted the rebuild of PropertyGuru’s EVP to be more purpose-driven?
A: We’ve come a long way as a company over the past 17 years – from a Singapore start-up, through hypergrowth, to achieving a successful IPO, to now being recognised as a fully-fledged industry leader across Southeast Asia. As we’ve evolved, we’ve become more purpose-driven and intentional. This is reflected in our new Employee Value Proposition (EVP), which focuses on the meaningful work each of us does to drive the company and the industry forward. We are aware that some potential candidates and customers may see us as a utility platform, a property listings platform, or even as a real estate agent. That is why we rebuilt our EVP to be more purpose-driven – to address misperceptions about what we do as a company, while simultaneously raising awareness of the leading role we play in shaping the future of the industry.
What are some key aspects of your EVP that you believe differentiate PropertyGuru from your competitors?
A: Our EVP campaign centres around 3 pillars: our strength and leadership as a technology company in the property industry, our focus on Asia, and our progressive ‘Guru First’ culture. Our motto of ‘Be More, Be A Guru’ is central to our brand. We empower our employees with the tools they need to be a Guru and then trust them on their journey. Their work is meaningful to them because they can tangibly see the impact they make in communities. At PropertyGuru, our employees are close to the action – not small cogs in big machines who don’t see the impact of their work. Not all brands can claim that.
How has PropertyGuru leveraged Indeed and Glassdoor for your employer branding strategy?
A: Indeed and Glassdoor help us highlight our company’s unique culture so we can communicate who we are to prospective candidates and engage directly with them. Our partnership also gives us the tools to manage our online reputation and review feedback so we can improve.
What has been the impact of PropertyGuru’s employer branding efforts?
A: Our employer branding efforts shine the spotlight on real employees and their authentic stories. We’ve seen a boost in candidate recruitment, but also tremendous engagement amongst our internal employees. It has been uplifting to see our Gurus celebrating and recognising each other’s work. We believe that when we focus on the wellbeing, development, and engagement of our Gurus, they will in turn take better care of our business and communities.
“PropertyGuru has seen a 101.15% growth in brand impressions in Singapore on Glassdoor between Jul-Sep 2024 compared to Jan-Mar 2024, hitting an all-time high.”
Delivering Real Results
Propelled by their partnership with Indeed and Glassdoor, PropertyGuru’s total brand impressions have hit an all-time high, enabling the brand to reach more potential employees and share the meaningful work they do.
“As we’ve evolved, we’ve become more purpose-driven. This is reflected in our new EVP, which focuses on the meaningful work each of us does. We’ve seen a boost in candidate recruitment, but also tremendous engagement amongst our internal employees.” – Amanda Dew, Group Director for Talent Acquisition & DEI, PropertyGuru Group
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