Shaping the future of work through a people-first culture

Insights from AIA Philippines Chief Human Resources Officer Ellen Imasa

MANILA, Philippines — After leading HR transformations across Asia and Europe and overseeing talent strategies in multiple countries, Ellen Imasa could have continued building a global career abroad. But, instead, she chose to come home.

Today, as Chief Human Resources Officer of AIA Philippines, Imasa is helping shape a workplace culture built on growth, inclusion and purpose—one that has earned the company recognition from respected organizations such as Great Place to Work and HR Asia.

For Imasa, however, workplace awards are not the goal. They are the result of a long-term commitment to putting people at the center of the business.

“Being a people-first organization means every decision we make is grounded in its impact on our people—and how we prepare and support them for what’s ahead,” she said. This philosophy is embedded across One AIA, spanning AIA Philippines, BPI AIA, AIA Investments Management, MediCard and AIA Digital+, ensuring a consistent, people-centered approach across the entire organization.

That philosophy has guided One AIA’s approach to employee well-being, leadership development, diversity, equity and inclusion, and future talent-building initiatives—creating an environment where employees are encouraged not only to perform, but to grow.

People first, always

For Imasa, being a people-first organization starts with recognizing that employees are more than the roles they hold.

"It is important that our people are passionate about their purpose. The things that we do is anchored to something more meaningful than just having a job," she said.

At AIA Philippines, their purpose is helping people live Healthier, Longer and Better Lives. The company extends that philosophy to its own workforce through programs designed to support employees both professionally and personally.

Central to this is AIA's Work Well framework—which also brings its Rethink Healthy campaign that redefines health as holistic—anchored on four pillars: Feel Well, Live Well, Think Well and Plan Well.

Plan Well centers on financial wellness, helping employees make informed decisions about their finances and prepare for the future. Feel Well focuses on fostering meaningful relationships and connections within the workplace. Live Well encourages employees to take care of their physical health and overall well-being, while Think Well promotes mental wellness and resilience.

“When we show up to work, we don’t come as employees alone—we come as parents, partners, children and friends,” Imasa said. “We carry many responsibilities, so it’s critical that we create space for people to care for themselves and manage the demands of both work and life.”

The company's people-first philosophy also extends to development. "We believe that learning is a lifelong journey," she said.

While employees are hired for their expertise and experience, Imasa believes growth should not stop there. "It's also about providing the opportunities for them to become better versions of themselves—not just in terms of their technical skills, but also in terms of their leadership capability."

Preparing employees for what's next

As technology rapidly reshapes industries and workplaces, AIA Philippines is focused on ensuring its people are ready for the future.

"There are so many things happening in the market and technology is really moving fast. Tools and systems change and can be replaced but having the right culture and the right people defines the success of the organization," Imasa added.

This belief has shaped the company's approach to capability-building and leadership development.

"Our priority is to be able to prepare our people to become future-ready, to be able to cope with the demands in the market and the changes in technology," she said.

Unlike traditional training programs that focus on one-off learning sessions, AIA Philippines takes a more structured approach.

"We identify where people are in terms of their skill sets and then provide opportunities to develop them regardless of whether their skillset is classified as basic, intermediate or advanced," Imasa explained.

"There is a progression and learning journey for our employees that can build the necessary skills that they need to be able to get to where they would like to go."

Leadership development is equally intentional. The company offers programs for newly promoted managers, high-potential employees and senior leaders preparing for larger responsibilities within the organization.

"People who are good as individual contributors may not be good leaders," Imasa said. "They need to be prepared to become good leaders should they decide that it is the right path for them”

A unique advantage as an employer is the breadth of opportunities available across One AIA. "The possibilities, as you can imagine, are tremendous for our people to move around the organization," Imasa said. “It could be in terms of function, another AIA company, or simply by being part of a project where you can learn new things.”

Such mobility gives employees exposure to different industries and experiences without having to leave the broader organization.

"Our process in talent management focuses on the development of our people, making sure that we have the pipeline for talents and leaders to ensure business sustainability, as well as the fit to drive the right culture in the organization."

Inclusion beyond representation

For Imasa, building a great workplace also means creating an environment where employees feel they belong. This became especially important when she joined AIA Philippines during the pandemic.

"There were so many things happening in people's lives. Work was probably not their main focus," she recalled.

With employees working remotely and facing unprecedented challenges, engagement became a priority.

The company initially focused on broad engagement efforts and support systems before evolving toward employee-led initiatives.

"What I wanted is to have engagement initiatives driven by employees," she said.

That led to Allies in AIA, an employee-driven community that promotes inclusion and belonging.

"In AIA, we recognize employees based on what they have to offer in terms of their capability, performance and potential, regardless of their preference, gender or background. It is important that our people feel that they are supported and that they belong to the organization," Imasa said.

The initiative began with a small group of employee champions and has since grown organically across One AIA. It also launched SHEConnects, a community focused on supporting women in the workplace.

While women already occupy many leadership positions in the Philippines, Imasa says organizations still need to recognize the unique realities women face.

"Our focus is not so much about representation of women. It's about recognizing the unique challenges that women experience in the workplace."

"Women can be highly ambitious—but their aspirations don’t exist in isolation. Family remains a critical consideration. The real challenge is acknowledging that tension and ensuring the right support systems are in place to make both work."

Through conversations, mentorship opportunities and shared experiences, SHEConnects provides a space where women can learn from one another and navigate the different demands of work and family life.

"It's more of helping people feel that they are not alone in their struggle and there's nothing wrong with aspiring for more, and at the same time, maintaining that level of relationship that they have with their families."

Investing in tomorrow's leaders

AIA Philippines' commitment to development extends beyond its current workforce.

The company is also investing heavily in future talent through initiatives such as AIA EDGE, or the AIA Early Development and Growth Experience.

The internship and development program was designed to give students meaningful exposure to the organization while helping build a pipeline of future talent.

Interest has been overwhelming.

"We had 2,300 candidates," Imasa recalled. Yet only 18 participants were selected.

Rather than relying solely on resumes and academic credentials, applicants were asked to submit video introductions before progressing through multiple stages of screening and assessment.

"Usually, you get a CV from a student stating their course, university and activities -- but we want to see the personality behind the document”, she said.

Selected participants took part in hands-on projects, collaborative activities and mentorship opportunities designed to accelerate their learning.

"We want to make sure that new talents in the market recognize the brand of AIA—not just as an insurance company and a trusted holistic health partner, but also as one of the best companies to work for. We want our people development initiatives to drive that outcome."

The company is also rolling out an Emerging Leaders Program aimed at attracting high-potential professionals with several years of work experience.

Participants will undergo an 18-month development journey that includes rotational assignments across different functions and business units. By combining early-career and mid-career development initiatives, AIA Philippines hopes to build a strong pipeline of future leaders equipped to help drive the organization forward.

Recognition that reflects the culture

The company's efforts have earned recognition from respected local and regional organizations.

These include Great Place to Work® recertification, HR Asia's Best Companies to Work For in Asia, Asian Management Excellence Awards and Insurance Asia Awards. AIA Philippines is also one of the inaugural Fortune 100 Companies to Work For™ Southeast Asia.

For Imasa, these achievements are less about trophies and more about validation that the company's investments in people are making a difference.

One of the company's recent awards specifically recognized its curriculum-based development programs—a reflection of the structured approach AIA Philippines has taken toward capability building and leadership development.

"It is a testament of the efforts that we are putting in to focus more on the welfare and development of our people. "

A legacy built around people

After decades in HR leadership roles across multiple industries and countries, what continues to motivate Imasa is seeing people succeed.

"What I find fulfilling more than anything is actually seeing organizations and people grow," she said.

Before joining AIA Philippines, Imasa held regional and global HR leadership roles in various industries that took her from the Philippines to Shanghai and eventually Germany, where she led talent strategies at a global level.

"I believe that Filipinos are as good as anybody else in the world," she said. Imasa built her career on a global stage—living and working in other countries—often as the only Filipino, and at times the only Asian, in the room. Navigating that isolation sharpened her resilience and perspective. Those experiences ultimately deepened her conviction to create more pathways for others—ensuring more people can grow, be seen and reach their full potential.

Today, some of the professionals she has mentored have gone on to become senior leaders around the world. For Imasa, that remains the most rewarding part of the job.

"I always get excited when the people that I trained or people I helped would send me the announcement of their promotion.”

At the end of the day, it's all about people.

"I aspire to help build an organization and culture rooted in people, one that consistently drives both performance and innovation. People will become better versions of themselves because of the opportunities that you have provided. Impact is not only professional—it is personal."

It is a philosophy that continues to shape AIA’s workplace culture in the Philippines today—and one that helps explain why the company remains a Great Place to Work for established professionals and the next generation of talent.

Editor’s Note: This #BrandSpace story is created with AIA. It is produced by the Advertising Content Team that is independent from our Editorial Newsroom.