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Outside in: Business leaders share why life in Singapore attracts the world to its shore

Outside in: Business leaders share why life in Singapore attracts the world to its shore

Outside in: Business leaders share why life in Singapore attracts the world to its shore

Singapore’s world-class infrastructure and excellent quality of living make it an ideal base for regional headquarters, and a magnet for international talent.

Frequent travellers passing through Singapore’s Changi Airport may have noticed a familiar scent, a distinct combination of orchid, damask rose and ylang-ylang, that evokes the feeling of a tropical garden. The scent is diffused through the airport’s 64 gangways, transit bus stations, and departure halls, creating a consistent and familiar sensory experience for visitors.

Such attention to detail is characteristic of Changi Airport Group’s (CAG) operations. Apart from scent marketing, the airport’s piped music is carefully curated, the tunes switching to suit the time of day. Warm-coloured lights are used for their positive effect on mood, and carpeting at strategic areas masks the sound of movement, helping passengers feel more relaxed.

It is no wonder that when Skytrax, a United Kingdom-based consultancy, asked more than 13 million airline customers across 100 countries about their experience in more than 500 airports, Changi Airport came out tops, winning the world’s best airport in 2018 — and for the sixth year running. It is the only airport to do so since the ranking’s introduction in 2000.

But Changi is not just a major transportation hub, the port of call for the millions of visitors that arrive in Singapore — it is also the first glimpse of what life is like on the island.

According to Professor Will Harvey of the University of Exeter’s Business School, who has studied the relationship between a country’s reputation and its attractiveness to global talent, the impressions that such experiences leave are powerful. “We are in an era of mass information where choices of where to live and work are difficult to make because people cannot process all the information or would prefer to rely on proxies”, he said.

“For example, one of the first experiences of people when they arrive in countries is the airport. The way they are treated and their ease of travel will have an important impact on their impression of the country. Changi Airport has been one of the world leaders in this regard”, he added.

Leading the world in infrastructure, leading Asia in quality of living

Changi Airport is the ideal symbol of Singapore’s status as a world-leading infrastructural hub. Last year, global consulting firm Mercer ranked Singapore as the global leader in infrastructure, measured by factors such as transportation, flight connectivity, and reliable access to electricity and mail services.

Good infrastructure makes Singapore an attractive location for multinationals looking to set up a regional presence. In March this year, Aurecon Group, an engineering and infrastructure advisory company, opened a Regional Centre of Excellence for Digital Engineering in Singapore. Over the next three years, Aurecon will invest S$3 million into the centre to drive research in areas such as artificial intelligence, data analytics, the Internet of Things, visualisation and digital collaboration.

In sharing the infrastructural conditions that influenced Aurecon’s decision, Dr Paul Lombard, Aurecon’s Managing Director for Middle East and Asia, referred to factors such as Singapore’s “excellent connectivity”, “convenient public transport” and the “lightning fast” internet.

“Many of our management team’s members are based here and we run our operations in Southeast Asia from Singapore”, Dr Lombard said. Being able to “fly almost anywhere from here” was therefore a key factor in locating the regional centre on the island. The country’s reliable and speedy internet connection, which is “critical for a digital centre”, was cited as another reason.

Drawing the world’s best talent to its shores

Singapore’s excellent quality of life and infrastructural conditions also make it easy for multinational companies to attract the best talent to staff their operations. Mercer’s 20th annual quality of living survey, which measured factors like political and social environment, medical and health, transportation, recreation and the availability of goods and services, ranked the country top in Asia for overall quality of life.

The country’s high quality of life is coupled with a competitive cost of living. The Sovereign Group’s most recent Worldwide Cost of Living Index found Singapore’s tax-adjusted cost of living for top earners to be 11th in the world, which is lower than Asian and Australasian cities like Sydney and Seoul. For average earners, Singapore’s costs are 13th in the world, which is lower than cities like Auckland, Brisbane, Tokyo, and Osaka. The ranking incorporates a city’s tax rate to better reflect the real cost of living.

“Known for providing a high quality of life and good infrastructure, Singapore’s global connectivity and vibrant culture create a welcome location to work, live and play”, said Ms Shelly Rajpal, Head of Human Resources at HP Inc. Singapore. “Together with Singapore’s immigration policies, the country has attracted a multicultural workforce that is highly educated, motivated and productive — a boon for HP and our ability to attract top regional and international talent.”

Singapore’s diversity is a great plus for HP Inc.’s Intentional People Strategy, which aims to promote an inclusive and diverse workforce that can “embrace the diversity that the country provides”. HP Singapore’s recently-opened S$100-million Asia Pacific and Japan campus in Singapore unites 3,000 people from 35 different nations in one location and boasts a diverse employee pool.

As an Australian national, Ms Rajpal has personally found it “very easy” to assimilate culturally into Singapore. She cited the “diverse representation of local and foreign cultures” in the “language[s] and national holidays” as evidence that Singapore “respects people from different walks of life who contribute to its success”.

Aurecon’s Dr Lombard, a South-African national who has worked on projects in more than 40 countries, has been in Singapore for about two and a half years and also appreciates the varied experiences available on the island. “We are really enjoying the experience of living in a multicultural environment with so much to offer”, he said. “It is easy to get around, there are lots of shops [and] online shopping to get what you need, and always interesting attractions… [the] variety of food and restaurants is also stunning — food from so many different cultures!”

Poised to excel as a destination for work-life integration

Initiatives such as the Urban Redevelopment Authority’s 2019 Underground Masterplan and the development of the North-South Corridor are just two examples of how Singapore is aiming to maintain its liveability and infrastructure at world-class levels.

The Underground Masterplan will map Singapore’s subterranean spaces and explore more efficient ways it can be used for infrastructural facilities such as train depots and expressways, freeing up more valuable space above ground. The North-South Corridor, a proposed 21.5 km-stretch that connects the north and central areas of the island, will feature multimodal streets with continuous bus lanes as well as cycling routes that connect with existing park connectors, supporting a diversity of transport options. The target completion date is 2026.

Paul Green

South African National, Dr Paul Lombard, cycling along Singapore’s ‘Green Corridor’ – a 10km stretch of greenery and woodlands that runs the entire length of Singapore

These forward-looking initiatives are crucial in a period when the competition to offer greater quality of life and infrastructure is becoming fiercer. Mario Ferraro, Mercer’s Global Mobility Practice Leader across Asia, Middle East, Africa and Turkey, noted that many Asian locations are “making rapid improvements in infrastructure… [and] other quality of living factors”. In the future, even if Singapore maintains its quality of living, it “may lose some of its ‘uniqueness’ in the Asian context”.

In addition, this increased competition will happen in tandem with the increasing demand for better work-life integration. “Workplace flexibility is going to be growing in importance as people want to work hard and also combine their work commitments with other interests”, noted University of Exeter’s Professor Harvey. Multinationals like HP Singapore are already actively embarking on initiatives that “promote flexible working and equal rights for employees”, which help their workers embrace “One Life”, the merging of work and play into “one seamless experience”, Ms Rajpal described.

These steps taken by companies can be very favourable for a country like Singapore, where a greater emphasis on flexible work and living can bolster and play to the country’s strengths, such as its high quality of living and robust digital infrastructure.

“I think new ways of working and living are emerging rapidly, [and present] a great opportunity for countries like Singapore, which already offers many things for foreign talent and has the digital infrastructure, resources, and capability to be the leading place in the world for flexible work and living”, Professor Harvey said.

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