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More Conversion Opportunities for In-Demand Tech Roles

SINGAPORE, 14 JANUARY 2020 – The key to ensuring Singapore’s growth in the digital economy is the availability of manpower with the relevant Infocomm Technology (ICT) skillsets. According to IMDA’s Annual Survey on Infocomm Media Manpower for 2019, the number of Infocomm professionals employed reached 197,500 in 2018 and the demand for Infocomm professionals is projected to grow by another 61,600 by 2021. Thus, the development of Infocomm talent remains a critical success ingredient for companies to be competitive.

2            To meet the increasing demand for ICT professionals and build a sustainable pipeline of talent to support growth, Workforce Singapore (WSG), Salesforce and SGTech have renewed the Professional Conversion Programme (PCP) for Salesforce Platform Professionals, with the support of the Infocomm Media Development Authority (IMDA) and the Singapore Economic Development Board (EDB). The partnership spans three years until 2023, and aims to benefit close to 150 PMETs, including mid-career switchers.

3            In line with WSG’s Adapt and Grow initiative and IMDA’s TechSkills Accelerator (TeSA), the renewal of this PCP will provide continued conversion opportunities for mid-career PMETs to tap on the high-growth potential of the ICT sector. The PCP combines Salesforce-facilitated classroom training with structured on-the-job training by the employer over a 6-month period and imparts knowledge of and the capability to use the Salesforce platform and ecosystem. This in turn enables participants to move into new work functions or to switch careers in industries with a burgeoning demand for talents such as finance, healthcare and technology.

4            The pilot run of this PCP was launched in September 2018 and saw a total of over 40 participants employed across 15 companies, of which 45% were mature workers and/or individuals who were unemployed for more than six months. Participants were from diverse backgrounds, including those without prior experience in ICT, and were reskilled to take on roles such as Business Analysts, Solutions Consultants and Developers.

5            Mr Tan Choon Shian, Chief Executive of WSG, said, “Infocomm has greatly enhanced Singapore’s competitiveness by raising productivity and transforming businesses, and the growing demand for workers with skills in new technology in a fast-moving digital landscape will continue to grow. WSG is therefore pleased to extend this partnership to help more local mid-career PMETs take on jobs with good career prospects. We encourage companies to recognise the value of embracing tech talents in their business transformation, and also support the reskilling of workers to increase their employability”.

6            Mr Renzo Taal, Senior Vice President, Asia of Salesforce, said,
“Arming the Singapore workforce with futureproof skills that will land them jobs of today and tomorrow is crucial and we are so proud to be able to partner WSG, SGTech, EDB and IMDA to bring the power of Trailhead learning to benefit more Singaporeans through the PCP for Salesforce Platform Professionals. With the renewal of the PCP for the next three years, we will be transforming the careers of 150 Singaporeans by reskilling them with in-demand skills so they can land a top job in technology."

7            Mr Wong Wai Meng, Chairman of SGTech, said, "It is the responsibility of the industry to come together and figure out how to reskill our workers for the growing job opportunities in the tech sector. The continuation of this PCP for Salesforce Platform Professionals, which saw success during its pilot run, is an excellent channel for mid-career PMETs to make the switch to an area in ICT where there is a demand for talents. SGTech is pleased to continue our collaboration with WSG and other government agencies, together with companies in the tech industry in this initiative to do our part to ensure the continued employability of our workforce." 

8            Participants under the PCP for Salesforce Platform Professionals can also aspire to become ICT Consultants and Applications Developers Architects for example, collaborating with stakeholders to translate business needs into technical system solutions. Interested employers may contact SGTech at pcp@sgtech.org.sg.

For media queries, please contact:

Mr Joshua Tan

Senior Manager, Corporate Marketing and Communications Division

Workforce Singapore

Tel: 6512 1102

Email: joshua_tan@wsg.gov.sg


Ms Angela Lau

PR Manager, Asia


Tel: 9146 8684

Email: angela.lau@salesforce.com


Mr Raymond Tan

Director, Arcis Communications

Tel: 9673 9029

Email: raymond@arciscommunications.com


About WSG

Workforce Singapore (WSG) promotes the development, competitiveness, inclusiveness, and employability of all levels of the workforce. Its key mission is to enable Singaporeans to meet their career aspirations, take on quality jobs at different stages of life, and help enterprises be competitive and manpower-lean. Workforce Singapore’s focus is on strengthening the Singaporean core and ensuring that Singaporeans are able to have better jobs and careers. Workforce Singapore, in partnership with key stakeholders, also provides support to business owners and companies to enable them to transform and grow, while building a future-ready workforce. For more information on WSG, please visit www.wsg.gov.sg

About Salesforce

Salesforce is the global leader in Customer Relationship Management (CRM), bringing companies closer to their customers in the digital age. Founded in 1999, Salesforce enables companies of every size and industry to take advantage of powerful technologies—cloud, mobile, social, internet of things, artificial intelligence, voice and blockchain—to create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:www.salesforce.com.

About SGTech

SGTech represents the business interest of infocomm companies in Singapore. SGTech was previously known as SiTF, a premier infocomm and tech federation in Singapore. In early 2018, we became SGTech to expand the scope of our work to reflect the rapidly evolving technology landscape. SGTech strives to create an ecosystem that anticipates trends and develops sustainable initiatives that strengthen the community and promotes industry growth and transformation. SGTech’s 700+ members range from top multinational corporations to innovative start-ups and vibrant small and medium-sized enterprises. Regardless of size, scope or sector - all SGTech members use technology as a core driver of their business. Through specialized events, SGTech provides a forum for industry leaders to connect with strategic partners through international conferences, seminars and workshops. SGTech also provides a platform for members to engage directly with government agencies, both serving as a collective voice of the industry and also helping businesses access the resources and support available to them.

Visit https://www.sgtech.org.sg/ for more information.


Annex A: Factsheet on Professional Conversion Programme (PCP) for
Salesforce Platform Professionals

Under the Adapt and Grow initiative, Workforce Singapore (WSG) collaborated with SGTech and Salesforce to develop the PCP for Salesforce Platform Professionals.

The PCP aims to equip Professionals, Managers, Executives and Technicians (PMETs) including mid-career switchers with the necessary competencies and skills to take on new or enhanced tech job roles. Trainees onboard the PCP for Salesforce Platform Professionals will undergo a six-month training programme, consisting of classroom training, e-learning and certification by Salesforce and structured on-the-job training with the participating company. An individual who does not have prior work experience in providing Salesforce solutions can apply for the PCP for Salesforce Platform Professionals.

The demand for Salesforce Platform Professionals spans across various industries such as ICT, Finance and Healthcare. Participants onboard the PCP for Salesforce Platform Professionals can aspire to become IT Consultants and Applications Developers Architects, collaborating with stakeholders to translate business needs into technical system solutions.

Eligibility Criteria

Candidates must fulfil the following criteria:

  • Singapore Citizen (SC) or Permanent Resident (PR);
  • Minimum 21 years old;
  • Graduated or completed National Service at least two years prior at the point of application; and
  • Not in a similar job function prior to joining the PCP.

All participating companies must fulfil the following criteria:

  • Be registered or incorporated in Singapore;
  • Be committed to work with WSG or its appointed Programme Manager on the necessary administrative matters related to the PCP;
  • Offer employment directly related to the job which the PCP is for, with remuneration that is aligned with the market rate; and
  • Commit to the PCP training arrangements for the trainees.

Funding Support & Requirements

The participating company will receive the following funding support upon the fulfilment of the corresponding requirements:

Funding to Employers by WSG

Standard Rate

Enhanced Rate

Salary Support

Up to 70% of monthly salary


(capped at $4,000* per month)

Up to 90% of monthly salary


(capped at $6,000* per month)


For Long-term Unemployed^ Singapore Citizen (SC) trainees or mature SC Trainees aged 40 and above

Course Fee Subsidy

Up to 70% course fee funding*


Up to 90% course fee funding*


For SC/Permanent Resident (PR) trainees sponsored by SMEs or mature SC trainees aged 40 and above

*Funding caps may apply

^Defined as being unemployed and actively seeking employment for six months or more.

Contact Details

For Employers

For Individuals

Employers who wish to find out more or apply for the PCPs, please contact:

SGTech (www.sgtech.org.sg)



Individuals who wish to find out more or apply for the PCP, please click here.



Annex B: Media Profiles

PCP Trainees

Name: Mr Steven Hoon

Age: 43

Designation: Business Analyst

Employer: Workato

Brief Write-Up: Steven was previously retrenched from a managerial role in the Wholesale Trade industry and was unemployed for 4 months before he found out about the Salesforce PCP from his peers.


Joining Workato with no prior tech experience, Steven had to quickly pick up technology skills and jargon in the SaaS/Cloud industry. Through the PCP, he attended training courses organised by Salesforce and is currently a Salesforce-certified Business Analyst at Workato.


The PCP training helped to accelerate his learning to implement Cloud solutions and even allowed him to lead a team in Workato, which involves advocating and training his staff using the Salesforce Trailhead platform.

Name: Mr Joel Yeo

Age: 44

Designation: Head of Strategy and Growth

Employer: Attribute Data

Brief Write-Up: Joel was previously retrenched from a marketing role in the financial industry and was unemployed for 17 months before he found out about the Salesforce PCP from his peers.


Joining Attribute Data with minimal prior tech experience, Joel had a steep learning curve when he initially joined the company. The PCP training helped accelerate his learning and even allowed him to lead a team in Attribute Data in his role as Head of Strategy and Growth, where he trains his staff using the Salesforce Trailhead platform to chart the company’s growth.


Joel’s goal is to continuously upskill himself to help bring the company to the next level by focusing and driving strategic business partnerships in different markets.


Company Name: Attribute Data

Representative: Ms Joanna Teo (Managing Director)

Categorisation: SME

No. of Employees: 13

Brief Company Description: Attribute Data is a wholly Singapore owned technology solutions partner. It specialises in building scalable data foundations that transform data into customer intelligence, to optimise marketing performance for its clients. Their clients range from government agencies, global MNCs to forward thinking local SMEs. Since their founding in 2015, they have delivered more than 170 projects worldwide.


As a SME, Attribute Data faced huge competition from MNCs in talent recruitment. The brand appeal of MNCs and aggressive hiring packages often makes them more attractive to talents. Attribute Data also specialised in a niche area of solution consulting that not many locals have the required skillsets for.


Attribute Data learnt about the PCP for Salesforce Platform Professionals from WSG and found that the PCP was a good fit for its hiring needs. Additionally, Salesforce’s self-learning platform allowed companies to customise the training to its own requirements. By leveraging the PCP, it provided Attribute Data with the advantage of expanding their hiring selection to include talents from a diverse range of industries who were looking for a career switch. It also allowed Attribute Data to attract talents by including learning as a key employment incentive. 


Since November 2018, Attribute Data managed to hire eight of its 13 existing employees from the PCP. One of these employees is Mr Joel Yeo, who is Head of Strategy and Growth at Attribute Data. Joel leveraged on his past managerial experience to train the company’s staff and also drives strategic business partnerships in different markets. With the support provided through the PCP, Attribute Data was able to revise their business strategy and solution offering to include Salesforce as one of the key technologies they would focus on.


Company Name: Workato

Representative: Ms Khoo Choon Yen (Senior Manager, People Operations)

Categorisation: Non-SME

No. of Employees: 53

Brief Company Description: Workato is an American company that was founded in 2013 and is backed by all three of the top SaaS (Software As A Service) vendors: Salesforce, Workday, and ServiceNow. Recognised as a leader by both Gartner and Forrester, it is also the only AI-based middleware platform that enables both business and IT to integrate their apps and automate complex business workflows with security and governance.


Given the massive and growing fragmentation of data, apps, and business processes in enterprises today, Workato’s mission is to help companies integrate and automate at least 10 times faster than traditional tools and at a tenth of the cost of ownership.


As a technology vendor, Workato experienced huge difficulty in finding local talents with relevant knowledge of the SAAS landscape. When the PCP was launched, Workato was invited to take part in the PCP as it was one of Salesforce’s channel partners. The PCP allowed Workato to tap on a wider source of talents from a diverse range of backgrounds. Through the PCP, Workato was able to hire career switchers, each bringing in complementary work experience and skillsets as a value-add.


Since September 2018, Workato has hired eight employees through the PCP. One of its new employees, Steven Hoon, helped Workato to rework and optimise some of the company’s internal business processes through his prior experience in project management, which allowed Workato to scale its in-house automation projects.


The additional source of talent offered by the PCP also allowed Workato to grow from 30 to 50 employees (over the past 15 months). As an American company with its client base in the US and Europe, the PCP gave Workato the opportunity to grow their business in Asia by hiring locals who understood the Asian market.

Annex C: Quotes from Partners




“We are excited that Salesforce has chosen to continue the Professional Conversion Programme with WSG and SGTech. The programme is an example of how companies can work with industry and public sector partners to train and equip Singaporeans with the necessary skills to move into the tech industry and take on the new jobs and opportunities created with the growth of the sector” - Kiren Kumar, Chief Digital Industry Officer, Digital Industry Singapore.



“Our local talent remains at the heart of Singapore’s digital transformation. The TechSkills Accelerator (TeSA) initiative provides training opportunities for our locals and enables Singaporeans to remain relevant in the digital economy. To date, over 93,000 training places have been taken up or committed under TeSA. We are heartened to continue working with the industry to ensure mid-career PMETs can also keep pace with the changing ICT landscape, and acquire new in-demand skills and experience through the programme.” - Mr Howie Lau, Chief Industry Development Officer of IMDA


Annex D: Translated Terms



Adapt and Grow


Professional Conversion Programme (PCP)


PCP for Salesforce Platform Professionals

专业人士转业计划 – Salesforce 平台专业人士

TechSkills Accelerator (TeSA)


Mr Tan Choon Shian

Chief Executive

Workforce Singapore




Mr Howie Lau

Chief Industry Development Officer

Infocomm Media Development Authority (IMDA)



资讯通信媒体发展局 (资信媒体局)