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New Success Stories - Asia
CEO Interviews - exclusive for HR Digital Today
with market leading HR Tech pioneers - StaffOnDemand

Christine Liu - Co-Founder, StaffOnDemand


Recruitment management systems (a.k.a. Applicant Tracking Systems) are a dime a dozen. But finding one that can truly fit the existing workflow of an organisation, especially a dynamic SME is tough.

Purpose-built for Small & Medium Enterprises (SMEs), StaffOnDemand is designed to be intuitive and easy for HR teams to use on the get-go; Making changes or updates to the career portal is as easy as changing your Facebook profile or cover image!

By allowing end users (HR teams like yourself) to be able to manage the career portal and update the contents by yourself, HR teams can reap significant cost savings while, at the same time, better engage with job seekers.

We get to speak with co-founder Christine Liu to learn more:


  1. Please share with us briefly what you do.


StaffOnDemand is a cloud-based recruitment management system that disrupts and transform the way SMEs manage recruitment, empowering direct employers to recruit staff smarter, faster and better, while giving them full control and overview of the entire recruitment process. We do anything and everything related to helping our clients manage their recruitment flows, so that entails a fair bit of variation, depending on the client’s staff strength and recruitment volume. For example, we helped a fast-growing firm to centralize their recruitment at the HQ level, and ensured that our recruitment system can cater for their expansion workflows seamlessly across multiple countries. For a smaller firm (e.g. a budding start-up), we could be helping them to ensure that they are best positioned to attract the best talents in a very talent-competitive market like Singapore.

Our clients are amazingly diverse: From ISPs (Internet Service Providers), Educational Institutions, Logistic Chains, Hospitality Groups, Retail, etc. The diversity of our clients helps a lot in adding colour and vibrancy to our daily work, as we get to learn first-hand from the recruitment teams on their woes and difficulties in managing recruitment across a diverse number of industries. Our jobs, simply put, is to resolve those woes through the use of our recruitment technology.

2. What were you doing before this?

In my previous life *coughs*, I was a banker at a MNC and got to see the ups and downs of financial monoliths during my stint.

3. In one sentence, how would you describe what your product does?

We help direct employers hire smarter, better and faster.

4. How did the idea for your business come about?

Part of my previous work role enabled me to interact with quite a fair bit of SMEs, and that actually inspired me to go down the rabbit hole and embark on establishing a recruitment management system tailored for Asian SMEs, as I see a huge cliff-like gap in the recruitment tech industry, between the “haves”, and the “have-nots”.

Technology is disrupting almost every industry today, and for us, we want to make our own dent in the HR / recruitment world, changing the way employers connect with talents for the better.

With that in mind, the idea was really to challenge the status quo, and empower SMEs with a powerful enterprise-level recruitment management system that is also affordable for the SMEs.

5. How does it work?

HR teams can also take ownership and control of the brand communications that is presented to talents, and engage easily with candidates via the same platform.  The concept behind our technology is to empower HR teams to do more, at a fraction of the efforts required (without our system) – Kind of like a secret super power for HR teams.

6. What are the key benefits that your product brings?

We super charge lean HR teams, enabling them to simplify their hiring workflows dramatically while lowering talent acquisition costs. With our technology, a 2-person HR team could manage cross-country, regional recruitment volumes that are typically managed by a 10-15 sized recruitment teams (See KOTRA Singapore case study for an example of the tangible benefits we can bring about to your HR team)

7. Who are your closest competitors?

Our competitors are applicant tracking systems such as Zip recruiter RecruiterBox and Lever – Having an Asian focus and tailoring our solution for SMEs have been tremendously helpful for us in reaching and gaining market share in Asia.

8. Who is your first customer and how did that happen?

We pitched to a client who was in our beta and got them started on our enterprise software. The client was a referral from a friend and shared a lot of the practical issues that HR teams faced while going about the recruitment process.

From these anecdotes, we then translate these into tasks that can be automated by our system – In a way, our product is built iteratively by our clients!

9. What were they using before this, and why did they switch?

The HR team was going about their recruitment process the manual (read: painful) way before onboarding to StaffOnDemand – They have not looked back since! The rewards of switching to the use of recruitment technology like StaffOnDemand is very apparent, especially in firms that are looking to scale their operations with a very lean HR team ; In SMEs, where the typical HR team is around 1 – 5 staff strong.

Firms are able to reduce their hiring cycle time by as much as 50% - This translates to great cost and time savings, brought about by the power of our recruitment technology.

10. How do you price your product?

We price our product to win the hearts and wallets of SME business owners – By operating a SaaS model, companies can get started with us from as little S$50/month. It is extremely light-weight, and yet packed to cater for most SMEs’ recruitment needs. Being in the business of catering to SMEs, we are very aware of the cost constraints that SMEs face and are determined to ensure that cost is not one of the reasons that deter the adoption of our recruitment technology.

11. What’s your business focus for this year?

Our business focus this year this year is to grow in tandem with our clients’ needs, and to further develop our system capabilities.

12. What’s one productivity tip/app/tool you can't live without?

Trello board – I use it to plan my days.

13. Where can people find out more about your product offerings and you online?


  • First Job : Social enterprise co-founder

  • Favourite Film: Life is beautiful

  • Favourite Music: John Williams movie themes

  • Favourite Gadget: Macbook (Laptop)

  • Last Holiday: South Africa