Creating What’s Next: How PropertyGuru Builds Culture in a Constantly Changing World

Ruth Kerr, Head of People & Culture, PropertyGuru Group, shares how the organisation balances agility and purpose, helping employees stay connected, engaged, and inspired in a fast-evolving digital ecosystem.

| April 2026 Edition

Happiness Perspective

• Purpose anchors employees through constant change

• Continuous learning builds confidence in uncertain environments

• Shared experiences strengthen belonging across geographies

• Customer stories connect daily work to real impact

• Recognition reinforces meaning and contribution

• Listening-led culture drives sustained engagement

Ruth Kerr, Head of People & Culture, PropertyGuru Group

Leading Through Change with Purpose

In a fast-moving digital and real estate landscape, change is not an occasional disruption, it is a constant. At PropertyGuru Group, this reality is embraced as a defining part of its culture.

For Ruth Kerr, Head of People & Culture, the foundation lies in a simple but powerful belief. “Create What’s Next reflects that change is not only inevitable, but something we must actively harness,” she explains.

Rather than viewing change as uncertainty, the organisation positions it as opportunity. This is supported by a strong sense of purpose that anchors employees, or “Gurus,” even as the business evolves. Continuous learning plays a central role, equipping teams with future-ready skills, while open communication ensures that employees feel supported and confident navigating transitions.

Leadership, too, is intentionally shaped around this mindset. As Kerr shares, the focus is on developing leaders who can “encourage Gurus to embrace innovation, experiment with new ideas, and share their learnings across teams.” Small wins are celebrated, contributions are recognised, and growth opportunities are consistently created, ensuring agility never comes at the cost of connection.

Create What’s Next reflects that change is not only inevitable, but something we must actively harness, while staying grounded in our shared purpose.

Building Belonging Across Borders

With teams spread across multiple countries and functions, fostering a shared identity requires more than communication, it requires intentional design.

At PropertyGuru, this comes to life through its employee value proposition, Be More, Be A Guru, which connects people across the organisation through shared experiences and moments that matter. The company’s vision, mission, and values are not just stated, but actively reinforced through company-wide initiatives and regular touchpoints.

Kerr highlights the importance of creating spaces where employees can align and engage meaningfully. “We invest in robust internal communication initiatives, including regular tentpole events that provide Gurus a venue to come together and understand their role in our direction,” she notes.

Inclusive communication further strengthens this sense of belonging, ensuring that every employee has the opportunity to contribute ideas, learn from others, and celebrate success together. By recognising the unique strengths of different teams while reinforcing a shared purpose, PropertyGuru creates an environment where employees feel both valued and connected.

Connecting Work to Real Impact

In a business that helps people make one of life’s most important decisions, finding a home, meaning is deeply embedded in the work itself. The challenge, however, lies in making that impact visible to every employee.

PropertyGuru addresses this by consistently bringing customer stories to the forefront. Through town halls, newsletters, and internal platforms, employees are reminded of how their work directly influences people and communities.

“We intentionally show how what we do makes a real difference,” Kerr explains. By sharing real experiences and outcomes, employees are able to see how their contributions, whether through product, data, or insights, shape meaningful life moments.

Initiatives like the Everyone Welcome feature further reinforce this connection by championing inclusivity in the home search journey. Recognition also plays a critical role. By celebrating achievements, both big and small, the organisation ensures that every Guru understands the value of their contribution and its link to the broader mission.

Designing Everyday Engagement

Engagement at PropertyGuru is not treated as a one-time initiative, but as an evolving experience shaped by employee feedback.

Regular pulse surveys and open forums allow the organisation to stay closely aligned with the needs of its people. Flexible work arrangements, wellness programmes, and learning opportunities are continuously refined to support both personal and professional growth.

One example is “Thrive Thursdays” in Singapore, where employees come together for activities such as breakfasts, sports sessions, and informal gatherings. These moments create space for connection, helping teams recharge and strengthen relationships.

Equally important are platforms for dialogue. “Roundtables and fireside chats provide a safe space for Gurus to voice their opinions and concerns with our leadership,” Kerr shares. This emphasis on listening ensures that employees feel heard, supported, and empowered.