In an ever-evolving job market, where digital transformation and changing workforce dynamics are redefining employment opportunities, Jobstreet by SEEK Malaysia stands at the forefront of innovation. Its award-winning “Better Matches” campaign is more than a marketing initiative—it’s a testament to the company’s commitment to bridging the gap between jobseekers and employers. By leveraging AI-driven tools, personalised recommendations, and creative marketing strategies, Jobstreet by SEEK is addressing critical challenges in Malaysia’s recruitment landscape, ensuring better outcomes for all stakeholders.
Insights from Nicholas Lam, Acting Managing Director, Jobstreet by SEEK Malaysia
What are the most significant shifts in Malaysia’s job market over the past year, and how is Jobstreet addressing them?
Over the past year, Malaysia’s job market has experienced significant shifts driven by rapid digital transformation, the rise of hybrid and remote work and an increased emphasis on sustainability and green jobs. Jobseekers are now prioritising flexibility, work-life balance and roles that align with their personal values and career aspirations. Employers, on the other hand, are focusing on building resilient workforces, embracing technology and upskilling talent to meet evolving business demands and prepare for the future of work.
Jobstreet by SEEK is addressing these trends through innovative solutions that cater to both jobseekers and employers. Our AI-driven matching technology ensures that candidates are connected to roles that align with their skills and goals, while SEEK Pass introduces verified profiles to enhance trust and credibility in the hiring process. Additionally, our platform’s advanced filters and flexible job posting features help employers attract top talent, whether for traditional roles or emerging industries like green and tech jobs.
To further support jobseekers in their career journeys, we are committed to providing valuable upskilling content and certifications. Our platform offers a wealth of resources, including articles, webinars, and courses, to help individuals develop in-demand skills and advance their careers. We are also introducing community features within our app to foster connections among jobseekers, enabling them to share insights, seek advice, and collaborate on projects.
How does Jobstreet use data to improve job-matching outcomes for both jobseekers and employers?
Over the past year, we’ve implemented advanced AI models to enhance job-matching outcomes by analysing data from résumés, job descriptions, and employer behaviours. This technology shortlists candidates for employers and offers jobseekers personalised job recommendations. Additionally, it identifies strong candidates and awards them the “Top Applicant Badge,” visible to employers during their hiring process. This badge highlights applicants with particularly in-demand skills, impressive qualifications, or a strong alignment with job requirements, boosting their application visibility and improving their chances of landing the right role.
Employers also benefit from AI-recommended screening questions and predictive approachability signals, enabling them to identify and engage with potential candidates even before vacancies are posted. This effectively helps create candidate pipelines, ensuring a steady pool of qualified talent for future hiring needs.
Additionally, we empower jobseekers with data-driven career advice and salary insights, enabling them to make informed decisions and engage in effective negotiations, fostering a thriving hiring ecosystem.
What industries or sectors in Malaysia are experiencing the most significant growth in hiring demand?
The industries experiencing the most significant growth in hiring demand reflect the evolving economic landscape and market needs. On our platform, Construction & Sales sectors continue to see steady growth, with YoY increases of 20%, while maintaining a high volume of job opportunities.
The green economy is gaining momentum, seeing a 14.1% YoY increase in green job ads, particularly in renewable energy, sustainability consulting, and green manufacturing, in line with global environmental goals.
The technology and digital services sector also continues to expand, driven by Malaysia’s digitalisation efforts and the adoption of AI, cloud computing, and cybersecurity, with a 2% increase in job ads in 2024.
While manufacturing saw a slight decline of 6.3% in job ads, it remains an important sector, particularly in high-value areas such as semiconductors and electronics, reflecting Malaysia’s role as a global manufacturing hub. The Community Service sector also experienced a striking 7,700% YoY growth, though starting from a smaller base.
These growing sectors highlight Malaysia’s changing economic priorities and offer exciting opportunities for jobseekers. At Jobstreet by SEEK, we are dedicated to connecting talent with these opportunities and supporting Malaysia’s evolving workforce landscape.
How does Jobstreet plan to adapt to future workforce trends, such as remote work and AI-driven recruitment tools?
At Jobstreet by SEEK, we adapt to future workforce trends by regularly conducting surveys to offer valuable insights for employers seeking to understand evolving candidate preferences. This helps them stay ahead in identifying key trends when hiring.
Our platform, powered by AI technology, is continuously improving to offer more efficient and personalised hiring solutions. We incorporate filters in job searches that cater to various work types, including remote and hybrid roles, ensuring a better match between hirers and jobseekers.
Additionally, we support jobseekers by providing AI-driven tools, such as resume templates, to help optimise their opportunities and align with the increasing use of AI in recruitment.
What initiatives are in place to strengthen Jobstreet’s leadership in the digital recruitment space in Malaysia?
We are strengthening our leadership in the digital recruitment space by focusing on inclusivity and leveraging AI-powered technology to bridge the gap between employers and jobseekers.
A key initiative is the recent expansion of our freemium campaign to employers in Perlis, Terengganu and Kelantan, offering free job ads and utilising advanced AI for enhanced candidate matching. Building on the success of a similar campaign in Sabah and Sarawak, which resulted in a 40% increase in job opportunities, we aim to help northern employers find better candidates and improve retention rates.
By working to alleviate financial barriers, we remain committed to meeting the evolving needs of local businesses and investing in AI technology to better support the job market.
Insights from Sammy Chan, Head of Marketing, Jobstreet by SEEK Malaysia
How did the Better Matches campaign address the unique challenges faced by jobseekers in Malaysia?
The Better Matches campaign was designed to address the unique challenges faced by jobseekers in Malaysia, particularly those dealing with mismatched job roles that don’t align with their strengths or career aspirations. Recognising the frustrations of these mismatches, the campaign focused on connecting jobseekers with opportunities that better match their skills and values.
Through Jobstreet by SEEK’s AI-powered platform, jobseekers receive tailored job recommendations, upskilling resources, and tools to stand out to potential hirers, supporting them throughout their career journey.
What role did creativity play in the success of your guerrilla and experiential marketing strategies?
Creativity was the backbone of our campaign’s success. Through our guerrilla marketing efforts, like the Tiniest Career Fair roving truck, we brought job opportunities to the doorsteps of jobseekers across six major states. This approach helps us create real, positive connections through experiences that jobseekers remember. Additionally, our experiential marketing events created interactive touchpoints that highlights the simplicity & flexibility of jobseeking on our platform. This strategy combined with the gamification of ‘hunting for animals that didn’t fit in their natural habitat (the city) helps engage with our audience.
Can you share specific insights or learnings about Malaysian jobseekers from this campaign?
One key insight from the Better Matches campaign is that many Malaysian jobseekers are dissatisfied with their current roles, often seeking positions that offer better growth opportunities or higher seniority. Our report reveals that 53% of employees would consider switching jobs for more engaging roles or upward mobility.
However, a common challenge is the lack of awareness about suitable opportunities. Jobstreet by SEEK addresses this by personalising job recommendations, helping individuals connect with roles that match their needs and career aspirations, paving the way for greater job satisfaction.
What marketing trends do you think will define employer branding efforts in Malaysia in the coming year?
In 2025, employer branding in Malaysia will likely prioritise showcasing a people-oriented Employee Value Proposition (EVP) focused on authenticity, diversity, flexibility, and employee well-being. Flexible Work Arrangements (FWA) will gain traction with the government’s policy rollout, encouraging companies to market these benefits as part of their branding.
At Jobstreet by SEEK, we support these efforts through initiatives like the SEEK People and Purpose Awards. This includes:
- Recognising HR achievements in five key categories that outline their success.
- Awarding top employer brands across industries based on Malaysian employee surveys.
How do you ensure that your campaigns remain relevant to both jobseekers and employers across diverse industries?
To ensure our campaigns remain relevant to both jobseekers and hirers across diverse industries, we focus on understanding market trends and addressing the evolving needs of our users.
By sharing relatable stories that tackle the challenges faced in the job marketplace, we offer simple yet effective solutions. Our data-driven approach allows us to deliver value tailored to the unique requirements of jobseekers and hirers, ensuring resonance across all industries.
Additional Key Highlights for Reference
The Better Matches campaign reached an impressive 17.4 million unique audience, achieving a remarkable year-on-year (YoY) and month-on-month (MoM) visit growth of +15% by the third month of the campaign
Jobstreet by SEEK Malaysia’s journey in redefining recruitment reflects a broader vision of empowering both jobseekers and employers to thrive in a dynamic environment. Through continuous innovation, a data-driven approach, and a deep understanding of market trends, the platform is creating meaningful connections that shape the future of work in Malaysia. As industries evolve and new opportunities emerge, Jobstreet remains dedicated to helping individuals and businesses unlock their full potential, one better match at a time.
