Central Provident Fund Board
Feature | Organisation

Investing In a Meaningful Career

Central Provident Fund Board
The Central Provident Fund Board (CPFB) strives to ensure every Singaporean can retire comfortably. At the same time, it offers a perfect podium for those passionate to make a difference in the lives of Singaporeans.

CPFB plays a vital role in improving the quality of life of Singaporeans. Through its comprehensive social security schemes, CPFB helps to meet Singapore's social and economic objectives. However, even the best policies must be well communicated and marketed to be effective.

We speak to Diviya Dharshini D/O Sivaloganathan to find out more about her role as Assistant Director at CPFB, and how she develops media and marketing strategies to positively profile CPFB's initiatives.

Why did you decide to join CPFB?

 Diviya Dharshini:  In my previous job, I did communication work that was primarily industry-centric. I always had a keen interest in planning communications for the larger community and working at the CPFB provides me with the opportunity to do so. It allows me to expand my communication skill-sets through the engagement of various segments of the general public.

What does your job entail?

 Diviya:   I develop media strategies and implement them in support of CPFB's communications plan. Besides being a key player in providing strategic media counsel to schemes and departments, I also lead in the design and execution of marketing communications programmes to build positive mindshare of the CPF system. This includes coordinating and leading in publicity plans within CPFB as well as Whole-of-Government campaigns.

In addition, I proactively develop strategies to positively profile CPF Board's initiatives and schemes through media briefings, announcements and story pitches. I engage the media not just to build relationships but also to seed appreciation for the CPF system and its schemes with sharpened messaging.

Share about a memorable experience you had at CPFB.

 Diviya:  One memorable experience was working in a team to develop a mobile application called CPF Starter. At that point in time, the CPF system was under intense public scrutiny. Some members were critical while others were apathetic of the system. We worked hard to tailor communication to reverse negative perceptions. The CPF Starter was part of our larger effort to amplify and improve communications. I am glad that the application was a success in engaging CPF members. In fact, it clinched three awards at the recent 2016 Mobile Excellence Award.

Share about a challenge you face on the job.

 Diviya:  The greatest challenge is ensuring we communicate various CPF policies and schemes to our target audiences in a simple and accurate manner. The CPF system is not a one-size-fits-all system, and it has different schemes to cater to the diverse needs of Singaporeans. As a communications officer, I first need to understand how each scheme works and how they apply to different members. This enables us to convey relevant information to the respective target audience through our communications initiatives.

Diviya Dharshini D/O Sivaloganathan

Diviya Dharshini D/O Sivaloganathan
Assistant Director

"Whenever we embark on a new project, safeguarding members' trust is our top priority."

What do you enjoy most about working at CPFB?

 Diviya:  I enjoy communicating CPFB schemes through innovative initiatives. Times are changing and so are the needs of our members. It is crucial to adjust our communications to convey information in a relatable way. Although it can be challenging, it brings me great satisfaction when our efforts pay off. When I get opportunities to interact first-hand with members of the public, it warms my heart to witness how our efforts impact their lives in positive ways.

Tell us about the culture at CPFB.

 Diviya:  The culture at CPFB is a service-oriented one. Everything we do is centred on helping members meet their retirement needs. Therefore, we constantly find new ways to streamline operations and schemes to better benefit members. The culture is also a warm and empowering one where individuals are encouraged to initiate ground-up projects. As a young officer, this is very exciting and empowering as you have the opportunity to see your ideas come to life.

What is a key quality valued by CPFB and why?

 Diviya:  I believe that trust is key. As a guardian of the social security infrastructure in Singapore, we cannot afford to jeopardise the trust members have in us. Whenever we embark on a new project, safeguarding members' trust is our top priority.

Any advice for fresh graduates looking to join CPFB?

 Diviya:  Be clear about your career goals. If a meaningful career is what you are looking for, CPFB is an ideal place to be in. With supportive bosses, good work-life balance, and opportunities to try different roles, you can be sure to grow personally and professionally at CPFB.