Sunway Property

Felicia Choong Ho Mei Head Of Human Resource

Felicia Choong, a seasoned HR professional and currently the Head of Human Resources at Sunway Property, is passionate about humanizing HR and fostering an environment of growth and innovation. She has led many successful HR implementations and is instrumental in elevating the company’s HR practices and future of work initiatives.

“My contribution to HR extends beyond recruitment and training to include being a part of the entire ecosystem in which the organization operates”, says Felicia Choong, Head of Human Resources at Sunway Property.

Choong’s HR career began when she accepted an internship opportunity at Sunway Group while pursuing Psychology. As an HR trainee, Choong was then selected to be a part of the Group’s Management Association program, where she gained extensive exposure in the field of HR, starting with recruitment and then specializing in areas such as performance, talent, and organizational development as well as learning and development. Having started in recruitment, she understood the importance of acquiring the right talent, a valuable insight that would later serve as a cornerstone of her career.

Advancing through various HR roles, Choong recognized that HR’s importance extended beyond administrative functions. She believes that HR ought to add value as business partners to CEOs and the company in mobilizing talents, capability building, and talent retention strategies, as well as implementing programs that will help strengthen the company’s culture and values.

In a world inundated with technological interventions, Choong championed the values of flexibility, empathy, and inclusivity. Her profound grasp of these principles, coupled with a deep understanding of Sunway Property’s brand promise, “We Care, We Stay With You For Generations,” led her to modernize the organization’s culture.

She took charge of and directed the establishment of the ‘Master Community Developer’ (MCD) playbook, outlining key commitments and defining the winning behaviors that encapsulate Sunway Property’s MCD Culture. This effort fostered a deeper understanding and alignment of the company’s vision and purpose, allowing better interdepartmental collaborations and every team working together towards common goals.

Additionally, Choong led her team to revamp the entire onboarding experience, introducing pre-boarding engagement, comprehensive induction programs, and support for the first 100 days. These changes ensured that new hires seamlessly assimilated into Sunway Property’s working culture, enhancing the employee experience from day one.

"My Contribution To Hr Extends Beyond Recruitment And Training To Include Being A Part Of The Entire Ecosystem In Which The Organization Operates"

Employing a design thinking approach, Choong adopted a more human-centric mindset and focused on what truly mattered to the company’s people. With this perspective, Choong played a pivotal role in the renovation of Sunway Property’s offices. She prioritized employee feedback through surveys, resulting in a new modern office design aimed at creating a workspace that felt like a “second home” with various work areas to cater to different needs. This design promoted productivity, collaboration, and innovation, with a strong emphasis on improving overall employee well-being.

Choong continues to shape the future of work within the organization, demonstrating her willingness to explore unconventional talent solutions. She introduced blended learning, virtual simulations, and gamification, showcasing her commitment to embracing change. She also championed the creation of an internal idea crowdsourcing platform, which brought employee-generated ideas to life. Moreover, Choong has initiated a partnership with an online learning service provider to offer on-demand learning opportunities for Sunway Property employees.

Beyond implementing the aforementioned practices, Choong’s journey is also about inspiring aspiring professionals. She advises young individuals pursuing a career in HR to recognize the multifaceted nature of the field. HR is about solving intricate problems and fostering an inclusive environment. Her journey is a testament to the varied paths that HR professionals can specialize in, all driven by a commitment to problem-solving and helping people.

Felicia Choong Ho Mei’s impact on Sunway Property is a story of transformation, innovation, and human-centered leadership. She embodies the genuine qualities of a competent HR leader, from her humble beginnings in recruitment to her contribution to shaping the organization’s culture. Her ability to blend technology with a human touch, reinvent traditional practices, and prepare Sunway Property for future endeavors has earned the company recognition as an Employer of Choice, as voted by the nation’s university students.