Marketing alumna adds new dimension to HR work
By : Donna Wong
How to stand out from the crowd is a topic that all workers like to study. Perhaps Ms Pauline Lee, a CityU marketing graduate now working as a human resources management consultant, can offer some insight. She successfully solved various tough business issues and climbed the career ladder by applying her marketing and counselling knowledge and skills.
Ms Pauline LeeAlthough a marketing graduate, Pauline selected the field of human resources for her career. “It may appear that human resources is a drudge to some while marketing might seem more interesting, with a focus on packaging and image promotion. However, from another angle, human resources management can promote the image of a corporation and attract more outstanding applicants,” she said.
Pauline has subsequently developed a fast-track career because of her outstanding work performance.
CityU teacher adds value to life planning
Chance favours the prepared. However, even a conscientious person like Pauline can fail sometimes. She didn’t always perform her best during her studies at CityU. She recalled that in her final year, her mid-term project received a very poor grade as she had not prepared well and had underestimated the teacher’s expectations. Learning from this, she reminded herself not to do anything again with insufficient effort. Finally, her group won first prize for their final-year project.
Pauline (left) and her teacher Mr Alex Tham.Pauline is very grateful to her teacher Mr Alex Tham Koy-siong, Senior Teaching Fellow in the Department of Marketing, for inspiring her about life and sowing the seeds of integrity in her heart. “Alex advised us to plan early for life, including wealth management, marriage and having children so that we can go through important chapters in life one by one. He helped me understand how I could manage my future. But more importantly, he taught us to become a person of integrity. Ethics prevent us from getting lost in the money world,” she said.
Mr Tham’s advice proved very useful for her performance in work and her way of treating others. In addition, she found that reading business management journals such as the Harvard Business Review during her university studies inspired her. Also, learning with a focus helped lay a solid foundation for her future.
Reshaping human resources work for market demands
Pauline said demands on her work have changed over time. “In the past, we needed only to focus on labour law requirements, salary payment and staff recruitment. Now we need to know job specifications for different fields, develop recruitment strategies for the short and mid-term, and organise regular large-scale recruitment campaigns so as to make a perfect match between available talent and the company,” she said.
As an important contact point with the community, the HR department’s work and words may affect public perception towards the company. Therefore, she feels the HR department should take it as a marketing opportunity to present the best side of the company to job applicants during an interview.
“The HR department should take it as a marketing opportunity to present the best side of the company to job applicants during an interview.”Pauline has encountered various crises during her career. Her most unforgettable memory was when she needed to conduct a major layoff as the HR head of a company during the financial crisis in 2008. It was hard to dismiss any employee, but Pauline calmly handled it using her counselling knowledge learned from her master’s degree programme at CityU. She provided counselling services for the staff and suggested various solutions from their perspectives such as reducing their work hours and salaries, revising their CVs and providing contact information for recruitment firms.
Pauline (far right) was presented with the Department of Marketing Alumni Contribution Award at the departmental graduation ceremony in 2018 for her outstanding achievements.As a veteran HR consultant, Pauline pointed out that many university graduates do not know how to present their strengths to prospective employers. Some job applicants, after graduating many years ago, prepare a lengthy CV with no focus. Another problem is that they often change jobs. However, as the experience gained in the previous company may not be applied to a new company, they might be wasting their time. Also, she advised young people not to mind too much about workload. They should try more new things and upgrade themselves. When in doubt about work, they should communicate with employers about managing expectations.
As time changes, HR professionals should not adhere to previous practice but keep abreast with the latest developments. For example, when serving as the HR head of ICBC International, Pauline developed a LinkedIn page for her company as a way to attract applicants to make regular visits for updated information about vacancies. As the first Chinese bank in Hong Kong to fully use English for its LinkedIn page, her company was well recognised by the community and received a special award for a high click rate the following year.
Pauline has a busy work schedule each day, tackling business issues, but she never forgets to contribute to her alma mater by coming back to campus to share her experiences with students.
“I hope that I can be a piece of jade slowly transforming from stone and showcasing its value,” she said.