HRD Corp’s Stakeholder Engagement Practices

• Main Authors: Tugiman, Nursafwah, Ma’dan, Marfunizah, Naim Nor Ahmad, Saidatul Nurul Hidayah Jannatun, Sharipudin, Mohamad Noor Salehhuddin, Mohammed Amin, Soffian
• Format: Conference or Workshop Item
• Language: English
• Published: 2023
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30598/1/8th%20ICSC%202023%2052-56.pdf; https://repo.uum.edu.my/id/eprint/30598/
• Institution: Universiti Utara Malaysia

Mr. Soffian holds the role of Senior Vice President in the Training Market Department of Human Resources. Over about 6 years, he has significantly contributed to the organization. His responsibility involves overseeing vital interactions between two distinct stakeholder categories—corporate entities and the community—within the training market sector. Specifically, Mr. Soffian is charged with nurturing strong relationships with companies, persuading their active engagement as training providers. Additionally, he undertakes the task of promoting complimentary training programs accessible to all Malaysians, with a special focus on marginalized groups like B40 individuals and persons with disabilities. This initiative aims to empower them with skills for employability and selfsufficiency. However, our case study primarily examines his engagement with training providers, as they constitute his main stakeholders. Mr. Soffian emerges as an exceptional choice for the pivotal role vin this best practice case study, given his distinct expertise in adeptly managing stakeholder engagement. This proficiency is especially pertinent to a government-linked company (GLC) dedicated to achieving its corporate objectives. The study's relevance spans corporate communication, integrated marketing communication, strategic corporate communication, and strategic integrated marketing communication.