While both companies are heavily focused on technology, the cultures of the joint venture partners are distinctly different and Lim, who joined the 50/50 joint venture last October, has to find individuals who can fit into both.

She told WIT, “Recruitment for any job is never an easy task. Here at AirAsia Expedia, we are on the lookout for individuals who possess the versatility to harness the strengths of both companies to our advantage.”

She explained, “We are where the East and West meets, you get to work and learn from the best of both worlds here so you can’t be successful in this organisation if you’re just one, not the other.

“In other words, we have to try to find truly street smart people who are highly agile, adaptable and know how to navigate themselves in any situation to deliver results.”

Lim relates the example of the position of chief marketing officer, which she had been actively recruiting for.

“Both brands are fun, innovative and best value. Air Asia’s marketing is big on social media and connecting with all walks of life. They believe in telling interesting stories to sell the brand.

“On the other hand, Expedia is more focused on technology, how to get it right the first time for web users – where people click, how they use the site and how to convert. It’s great at performance marketing such as SEM and SEO.

“We needed someone who can do both – someone who can use both the left and right brain and who can take care of all the brands – AirAsiaGo, Expedia and Backick.com, a new brand we are launching.”

With the new chief marketing officer, Lim said they were looking for someone who could use both sides of the brain to help build the most loved travel brands in Asia.

“We need that someone to be charismatic, who understands Asian consumer behavior, is highly analytical, understands performance marketing functions and how to grab mindshare in cyberspace.”

During recruitment interviews, Lim says she tries to ask open questions. “If you give people the opportunity to structure their own answers, you can learn more about them as a whole person.”

Questions such as “Share with me your career history or what you like or don’t like” and why they make each life decision.

She also looks out for people who have done research into the company and who do not regurgitate what they have read but have put thought into it. “It’s not just what you have done, but why.”

Lim said in her previous role with Wyndham, she used to recruit young adults for call centres. “As long as you treat people well and right, and lead them, I don’t think turnover will be high.

“For Gen Y, it’s not just about money and work, some will say, I quit and then go backpacking. Of course, pay is important but the emotional aspect is just as important.”

Lim said that even customers have changed in this aspect – “they say, I want to associate with companies that care for the environment, for example. They are more involved in supporting certain causes.”

Added Lim, “We evaluate people based on what they have achieved and done, and how they achieved those goals – did they display the right values, whether they did it in a way that’s compatible with our brand.

“We have husbands and wives working in our team and we ask our team to recruit their friends – people are happier when they work with people they like and socialise with.”

Note: AirAsia Expedia is one of the sponsors of the WITNext Summercamp, taking place on June 21-22 in Singapore.