In Malaysia’s fast-moving telco scene, finding and nurturing the right talent is no longer just an HR task — it’s a business imperative. With next gen 5G technologies developing, digitalisation in overdrive, and customers expecting more than ever, HR teams are stepping into a strategic role: shaping workplaces that are inclusive, forward-thinking, and built for innovation.
U Mobile, Malaysia’s Next Gen 5G provider, is leading by example. As a recipient of HR Asia’s Most Caring Companies Award 2024, the company distinguishes itself through a strong people-centric approach. Beyond delivering mobile services, U Mobile has cultivated a workplace where individuals across different generations thrive through collaboration and growth opportunities.
Fostering a Multi-Generational Workforce
“Outstanding business outcomes are only possible when teams are driven by purpose and motivation. With today’s workforce spanning multiple generations, we knew traditional engagement strategies needed a refresh,” said Norfazidah Abu Bakar, Chief Corporate Services Officer at U Mobile.
"With an average workforce age of 40, we have a dynamic mix of fresh graduates, millennials, and Gen Zs. Leadership must empower younger talent with autonomy while offering guidance and coaching."
To bridge the generational gap, emotional intelligence training has become essential. It helps leaders communicate and connect more effectively across diverse age groups. Additionally, we regularly conduct employee surveys and focus groups to stay in tune with the evolving needs and expectations of our employees, ensuring we are always aligned with what drives them,” she explained.
“One of our main challenges was overcoming organisational silos to improve cross-functional collaboration and overall business efficiency. To tackle this, U Mobile launched ‘Ulympics’—a company-wide initiative to foster long-term collaboration and boost agility through engaging activities held throughout the year. As part of the programme, the company was divided into seven houses, each led by a CxO and made up of members from different departments,” said Norfazidah.
The impact was significant, with noticeable improvements in cross-functional project delivery and knowledge sharing. Notably, 98% of participants formed new professional connections beyond their usual teams, driving better business processes and sparking innovation. Ulympics not only strengthened U Mobile’s internal cohesion but also highlighted how well-designed HR initiatives can contribute directly to business performance through stronger collaboration and improved operational effectiveness.
Well-being and AI Are Redefining the Future of HR
As employee well-being becomes a top priority, U Mobile’s HR practices also take a holistic approach, addressing mental, social, physical and financial health.
“Another major trend is the increasing integration of AI-powered tools, pushing HR teams to enhance learning platforms, improve performance evaluations, and adopt skill-based hiring practices. While hybrid and remote work models remain relevant, they are now taking a back seat to these emerging priorities,” said Norfazidah.
U Mobile’s training framework is built on various key pillars, such as leadership, soft skills, and technical skills. Leadership development goes beyond managing others—it also focuses on self-leadership, encouraging individual contributors to take ownership of their growth and create value for the organisation.
In line with the rising demand for AI integration, U Mobile has introduced AI training programme and invested heavily in a comprehensive learning platform. Accessible to all employees, the platform supports flexible, on-demand learning and certification opportunities. It also allows non-technical staff to explore technical topics, including advanced developments like 5G and 6G.
Automating Routine Tasks
Looking ahead, U Mobile is preparing for a future where HR tasks are increasingly automated.
By leveraging AI, HR can shift its focus to more strategic initiatives like culture building, employee engagement, and workforce planning. AI can revolutionise recruitment and performance analytics, making processes more efficient and data-driven. Additionally, workforce planning can become more predictive, helping organisations stay ahead. However, as AI continues to be a powerful tool for innovation, it’s essential to ensure that it’s used ethically. Balancing technological advancement with ethical practices in AI is crucial, not only within HR but across the entire organisation.
An Inclusive Environment Where All Employees Feel Motivated
At U Mobile, every employee’s growth matters. The company empowers individuals through personalised career plans using tools like Gallup Strengths and AON assessments, guiding employees to define their goals with clarity. Diverse learning formats—from e-learning to stretch assignments and peer-driven ‘share and learn’ sessions—ensure that development remains dynamic and relevant. Successes are celebrated with tailored rewards, while flexible wellness initiatives meet the needs of a multi-generational workforce, ensuring no one is left behind.
Being named one of HR Asia’s Most Caring Companies 2024 is more than just a title—it’s a reflection of U Mobile’s values in action. The recognition has uplifted the entire organisation, boosting morale across teams, especially within HR. It affirms the company’s commitment to nurturing a positive, people-first culture where employees feel truly seen, heard, and appreciated in the place they spend much of their time.
With this accolade, U Mobile strengthens its position as an employer of choice—attracting top talent while showcasing what a modern, inclusive, and future-ready workplace looks like.
Explore career opportunities at U Mobile at https://www.u.com.my/en/about-us/careers and discover how you can grow with a company that’s shaping the future of work—together.
This series of Corporate Pioneers is in collaboration with HR Asia Best Companies To Work For In Asia Awards.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
