1.

0 Company Profile and Job Specification

1.1 Company Profile

AirAsia Group

AirAsia Group is Skytraxs Worlds Best Low-Cost Airline for eight consecutive years. The
no-frills airline is based in Kuala Lumpur International Airports low-cost terminal, the
Terminal 2 (KLIA2) with secondary hubs in Kota Kinabalu, Johor Bahru, Kuching, Penang
and Langkawi. AirAsia was founded in 2001 by Tan Sri Dr. Tony Fernandes, Datuk
Kamarudin Meranun, Datuk Pahamin Rajab and Datuk Aziz Bakar following the trios
takeover of AirAsia from its original parent company, DRB-HICOM.

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AirAsia Group also acts as the parent company of its sister airline, AirAsia X as well as
global subsidiaries namely Indonesia AirAsia (IAA), Philippines AirAsia (PAA), Thai AirAsia
(TAA), AirAsia Japan (AAJ), AirAsia India (AAI), Indonesia AirAsia Xtra (IAAX) and Thai
AirAsia X (TAAX). All worldwide operations are manoeuvred from the Groups global
headquarter, The RedQ located next to KLIA2.

Department

AirAsia Foundation

AirAsia Foundation is the philanthropic arm of AirAsia Group founded in 2012 and helmed by
Yap Mun Ching acting as the Executive Director, advised by a board of trustees made up of
several eminent ASEAN political leaders, for instance, Dr. Anies Baswedan, Indonesias
former Minister of Education and Attorney Katrina Legarda, a Filipino anti-trafficking
advocate as well as AirAsias Datuk Kamarudin Meranun and Tan Sri Dr.Tony Fernandes.
AirAsia Foundations prime focus is initiating social change through social entrepreneurship.
In the efforts to overcome poverty and preserve Aseans dying indigenous heritage, AirAsia
Foundation awards seed funding, business mentorship and network to deserving social
enterprises that successfully meet the grants criteria. On top of that, AirAsia Foundation also
provides cargo and flight sponsorship to humanitarian aids. Apart from nurturing growing
social enterprises, AirAsia Foundation also aspires to raise awareness on how social
entrepreneurship can bring a positive societal impact amongst the public by organizing
conferences, workshops and talks.

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Job specification

Interns in AirAsia Group are treated as part of the Allstar family and receive the same
benefits as other staff. In the department I was stationed in, I was assigned to cover public
and media engagement as well as the departments functional support.

Job Scope Specification

Social Media
- Content planning for social media ,
Facebook and AirAsia Workspace
- Monitoring social media
weekly insights
- Planning social media strategy

Public Engagement
- Organizing workshops/ talks in
public universities
- Organizing product activation/
promotion

Supporting Roles - Filling in grant application log

- Reviewing grant application for
projects

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2.0 Work Observation

2.1 Observation of Work Context

In the previous chapter, I have discussed the nature of the work as an intern. Thus, in this
chapter, I shall discuss the working context whilst undergoing my internship at AirAsia
Group. To illustrate the working context, I shall discuss it from three perspectives: the
physical work condition, interpersonal relationships, and structural job characteristics.

2.1.1 Physical Work Condition

In AirAsia RedQ, every staff is allocated with their own desk for their own comfort whilst
doing their day-to-day tasks. Some employees are provided with a PC on their desks.
However, PCs are only provided in several departments dealing with confidential matters
such as Information Technology (IT), Flight Operations, Cargo, People Department (HR) and
Security. Meanwhile, in the other departments including AirAsia Foundation, employees are
loaned with a laptop from the IT department. In terms of work space, AirAsia staffs are free
to do their tasks either on their desks or anywhere in the office for instances, the atrium,
department lounges and also at the caf. During my internship tenure, my working areas
are divided into two which are inside RedQ itself and also in public places. My job
requirements such as handling social media and also assisting with AirAsia Foundation
project evaluation took place in the office whereas for public engagement, I would need to
travel to some destinations outside from the office.

The standard working hour at AirAsia RedQ is from 9AM to 6PM (9 Hours) with one hour of
minimum break. Nevertheless, staffs are free to come to office at after 9AM with the
condition that the standard 9 hour working duration is met.

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2.1.2 Interpersonal Relationships

AirAsia RedQ is built with the concept of Open Office where no barriers are present to
separate one department to another. This is to encourage all employees from different
departments to mingle with each other and also promote the concept of One AirAsia in which
everyone is regarded as family. In each department, there are no specially-designated
cubicles built for head of departments. Instead, all head of departments sit among their
subordinates. In terms of intra-department communication, staffs are free to approach head
of departments without needing to schedule for an appointment. On the other hand,
employees from different departments communicate through three channels which are:

i. Verbal, eye-to-eye contact

ii. Through email
iii. Through companys internal social media called AirAsia Workspace

In the companys internal social media, each department has their own page on companys
social media managed by a social media coordinator.
Any announcements from departments are posted on the internal social media.

2.1.3 Structural Job Characteristics

My job as an intern at AirAsia Foundation is mainly concentrated in the field of

communication. As a social media content writer, my task was to compose a series of social
media stories about AirAsia Foundations grantees as well as events done by the
department. These stories will be posted on both external and internal social media to
communicate to the general public about AirAsia Foundations current projects as well as
creating a positive image of AirAsia amongst the public as a responsible airline company
through philanthropic projects done through AirAsia Foundation. Other than communicating
stories about grantees, I also run promotions of products jointly developed by AirAsia and
social enterprises groomed by AirAsia Foundation on both internal and external social
media. Since communication is not only limited to writing and verbal but also include visual,
thus my job also required to select and create appropriate media to accompany the stories
that I have written for social media uploads.

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Not just writing content on social media, I was also required to monitor insights on social
media and also identifying new ways to increase social media traffic. All findings and
recommendations are then presented to my Head of Department for further actions in the
future.

On top of that I was also tasked to arrange a series of talks in several public universities
locally and abroad to raise awareness on social entrepreneurship amongst university
students which is also AirAsias focus in empowering underprivileged communities as part of
its philanthropic missions. During my internship tenure, I have successfully organized events
in University of Malaya, Universiti Kebangsaan Malaysia, Universiti Utara Malaysia, Bina
Nusantara University in Jakarta, Indonesia as well as National University of Singapore.

In order to promote products jointly developed by AirAsia and social enterprises, I was given
the responsibility to run several internal product activation campaigns inside AirAsia RedQ.
Among the activation programs done by me were two contests to promote products sold on
board AirAsia flights produced by Rags2Riches and Selaka Kotagede. These two
enterprises from the Philippines and Indonesia respectively are grantees of AirAsia
Foundation and they have developed products exclusively for AirAsia under the social
enterprise grant program.

Apart from those, I also assisted my supervisor in evaluating project grant application.

2.2 Observation of Work Experience

Overall, I encountered that the job scopes required me to apply some of the skills acquired
from both major and minor courses. Among the relevant courses that were really helpful in
fulfilling my day-to day tasks are;

Major

1. Language and Communication

2. Pragmatics
3. Professional Communication
4. Web-enabled Multimedia E-Language Production
5. Cross cultural Interaction
6. Persuasion & Negotiation

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Courses such as Language and Communication, Pragmatics and Cross Cultural Interaction
are very much helpful when it comes to writing stories about AirAsia Foundations grantees
on social media. When writing stories, I have to ensure that the captions are engaging to the
general audience and thus, I applied the tactic of attending to hearers wants which is part of
Positive Politeness Theory in Pragmatics to make my captions more engaging. I also applied
knowledge from Language and Communication and Cross Cultural to ensure stories written
by me will not touch any sensitivity.

In creating posters and advertisements, I utilized Adobe Photoshop skills garnered from
Web-enabled Multimedia E-Language Production. I also found that Visual Persuasion
aspects of Iconicity and Indexicality learned in Persuasion and Negotiation course are very
useful in selecting media forms to accompany social media stories especially expressing
multiple messages in one picture.

Knowledge from Professional Communication was very useful in communication with parties
outside of the company. I also used skills acquired in Persuasion and Negotiation when
giving talks in universities.

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3.0 Observation of Communication Practice

3.1 Communication Practice

AirAsia Group emphasizes direct communication between the upper hands and the
subordinates. Any dissatisfaction with treatment received in departments or proposing new
projects can be directed straight to the Chief Executive Officers without needing to go
through the managers or head of departments. Apart from that, most of the employees are
pragmatically competent in both written and verbal communication.

3.2 Language Use

Since AirAsia Group is a multinational company spanning across Asean region as well as
branches in China, India and Japan, thus the language primarily used in the company is
strictly English. The language style is informal but appropriate. The reason behind the
informality is due to the company founders wish to lower power distance between upper
management and employees in an effort to create a friendly working environment.

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4.0 Self-Evaluation of Performance

4.1 Attitude

Attitude-wise, I believe I have done all I can to be a good employee. I respected the working hours
and tried my best to be punctual. I also respected the break times, and did not abuse toilet breaks or
prayer breaks.

I also did my best to treat my co-workers well, and respected my superiors at work while they treat
me as an equal. In this regard, I also observed the golden rule when communicating with parties
from outside of the company especially dealing with representatives from public universities.

4.2 Work Competency

I believe that I am competent in what I did throughout the tenure of my internship. I met deadlines
punctually, and responded to my supervisors request as soon as possible. I tried not to leave any
issues unresolved.

When I am facing any difficulties in my task, I tried to solve the problem independently. If the
problem persist and I could not find a solution, I will immediately resort to my supervisor
immediately on how to proceed with the situation, especially if an outcome is required urgently. My
supervisor also praised me on my efficiency of work

4.3 Language Competency

Language has never been a problem for me, and I believe I have communicated in English well. I also
managed to adapt to language in working context.

4.4 Interpersonal Relationship

I have a good relationship with my colleagues. Due to our different backgrounds, we like to share
our stories about our experiences, and advised each other often. As co-workers, we also trusted
each other to do our work, and respected each other as equals.

4.5 Teamwork

I do not think I have an issue with teamwork throughout my internship. We tackled issues as a team,
and took heat as a team. If we had issues, we made sure to communicate our concerns, and we
looked out for each other especially if we have personal issues and need to cover some tasks which
are beyond our capabilities.

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4.6 Areas of Improvement

Overall I think that I have performed excellently throughout my three-month stint as an intern
at AirAsia. Other than applying the skills obtained in classes into my tasks, I also learned a
new skill taught by supervisor which is Creative Writing. I strongly believe it would be very
beneficial if Academy of Language Studies can come up with a course on creative writing as
the creative industry such as advertising, branding and copywriting is in need of Language
graduates who can work with language creatively.

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Appendix (Samples of Work)

Social Media Content Planning

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Public Engagement (Product Activations & Workshops)

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 Social Media January Content Analysis
Post Media People Likes& Shares Comments Post Post
Reached Reactions Clicks Views
New Year Wish Panorama 1.386 8 0 0 21 18
1/1/2017 Photo
(Sapa
OChau)
Sapanapro Photo 322 9 2 0 15 9
3/1/2017 Album (Post)
(Faces, 1 (Share)
Panorama)
Myanmar Single Photo 1,218 2 0 0 29 26
Independence Day (Golden
4/1/2017 Harp Taxi) 1
(Love)
Sapanapro Panorama 1,243 8 2 0 29 15
5/1/2017 Photo (Post) (Post)
+ 8 1
Article Link (Share) (Share)
Hanoi Women Social Photo 1.343 8 34 1 234 147
Entrepreneurs Album (Post) (Share)
7/1/2017 (Faces) 27
(Share)
CLA Action Photo 16,618 1816 66 5 237 144
9/1/2017 (Post)
76
(Shares)
16
(Love)
CLA (Sbaek Thom) Video 1,220 3 1 0 93 15
11/1/2017 (Post)
10 clicks
to play
Quote Single Photo 1,141 6 0 0 17 15
13/1/2017 (Face) (Post)
Impact Hub: Epic Photo 1,339 10 1 2 84 72
Demo Day Album (Post) (Post)
11/1/2017 (Faces, 8 1
Activities) (Share) (Share)
Impact Hub: Epic Photo 412 7 1 1 23 6
Demo Day Album (Post)
13/1/2017 (Faces, 1
Activities (Share)
The Basikal Single Photo 2115 12 3 1 104 48
Introductory (Company (Post) (Share)
16/1/2017 Trademark) 27
(Share)

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 The Basikal Single Photo 9,480 43 17 1 846 115
Intro of Founder (Post) (Post)
18/1/2017 204 1
(Share) (Share)
5
(Love)
4
(Wow)
The Basikal Single Photo 1,219 15 0 0 20 11
20/1/2017 (Activity
The Basikal Single Photo 1,615 4 1 0 20 11
21/1/2017 (Faces)
The Basikal Single Photo 1,129 15 0
(Information) (Faces) (Post)
1
(Love)
The Basikal Single Photo 1,408 7 0 0 22 18
25/1/2017 (Activity)
The Basikal Single Photo 1,470 7 0 0 15 5
27/1/2017 (Faces)
CNY Wish AirAsia 194 3 0 0 N/A N/A
28/1/2017 GIF
SE Update Poster 2,101 6 1 0 N/A N/A
30/1/2017 (Statistics)
SE Footprint Poster 2093 3 1 0 N/A N/A
30/1/2017 (List of
Grantees)

Posts with the most likes, shares, reactions and comments

Contributing Factors to Higher Engagement

Types of posts with high score of likes

- Debut of new grantee
- Event updates
- Festive seasons

Types of media used with high score of likes

- Photos with faces, panorama, and action
- Single photos
- Posters

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 Social Media February Content Analysis
Post Media People Likes& Shares Comments Post Post
Reached Reactions Clicks Views
Lunar New Year Wish Single Photo 1,333 4 1 0 18 16
+ (Action)
Sapanapro
Lunar New Year Wish Photo 273 4 0 0 20 18
+ Album
Social Enterprises (Group
Photo,
Faces)
Arkomjogja Single Photo 1,400 7 0 0 33 25
Introductory (Group
Photo)
Arkomjogja: Event 1,240 2 0 0 22 14
Jagalan Festival Photo
Arkomjogja Video 1,320 11 1 2 46 16
Jagalan Festival (Post) (Post) (Shares)
6 2
(Shares) (Shares)
Arkomjogja Selfie 1,196 2 0 0 12 9
Jagalan Festival Collage
Selaka Kotagede Collage 1,452 3 1 0 13 9
(Old + New
Photos)
Selaka Kotagede Collage 1,516 6 0 1 20 17
Silversmithing (Old Photos)
Womens
involvement
Selaka Kotagede Collage 1,303 2 1 0 11 7
(Women (Old + New (Post)
Silversmiths) Photos) 1
(Share)
1 Love
(Share)
Selaka Kotagede Architecture 3,439 4 0 0 8 6
(Fact) Photo
Selaka Kotagede Single Photo 4,607 5 0 0 8 7
(Design Workshop) (Activity)
Selaka Kotagede Single Photo 2,525 3 0 0 12 10
(Design Workshop) (Activity)

Posts with the most likes, shares, reactions and comments

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Contributing Factors to Higher Engagement

Types of posts with high score of likes

- Update on grantees projects
- Related with social movement/current issues
Eg: Feminism,
- Historical facts

Types of media used with high score of likes

- Single photos
- Videos
- Photo Collages

Comparison with Other Pages

1. Cambodian Living Arts
- Types of Posts
I. Promotions
eg: New Shows (HIGHEST)
II. Knowledge/Informative/Interactive
III. Updates on activities
eg: New troupe development, updates on funded projects, workshops, classes
IV. Achievements - New funding, scholarship, new activities
V. Videos
eg: Performance videos, Dance tutorials

- Types of media used

I. Videos
II. Photo Albums
III. Advertisements
Side note: Each post has at least one comment from audience, maximum 15 comments.
Comments are mostly audiences enquiries on shows

2. MaGIC
- Types of Posts
I. Informative (HIGHEST
Eg: Social enterprising start-ups info, List of social enterprises in
Malaysia
II. Article Links
Eg: Articles related to social entrepreneurship
III. Tips on Social Enterprising start-ups, business ideas
IV. News
Eg:Social Enterprising Incentives/ Grants/ Programmes
- Types of media used
*Mainly links

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 3. Rag2Riches
- Types of Posts
I. Stories
Eg: Inside stories in R2R, Stories behind product developments
II. Promotions
Eg: Seasonal promotions ie: Valentines Day, Mothers Day, Christmas

- Types of media used

I. Links
II. Photos of products

Suggestions to improve AAFs Social Media Engagement

1. Create posts on grantee with the most popularity
Eg: Cambodian Living Arts, Sapa OChau

2. Tagging
- Tagging posts with grantee

3. Include more relevant hashtags

4. Collaborate with grantees to promote their programs/products
5. More videos
6. Request post sharing with AirAsia main page
7. Set a weekly theme.
8. Reduce posts with repetitive stories

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