National Trades Union Congress wins accolade at SBR Technology Excellence Awards 2025

The group was recognised for its efficient Virtual Career Coach (Coach Module).

National Trades Union Congress (NTUC) bagged the AI - Non-Profit Organisation category at the SBR Technology Excellence Awards 2025. This proves its exemplary effort in transforming career advisory with its AI-powered Virtual Career Coach (Coach Module). 

The AI-powered Virtual Career Coach (Coach Module) was launched in August 2024 by NTUC's e2i (Employment and Employability Institute) to serve as a digital assistant that revolutionises the way career advice is provided. 

The system uses artificial intelligence (AI) to achieve tailored career coaching that responds to the needs of each individual. Coaches can use the system before meeting with jobseekers to quickly generate profile summaries from resumes. After the coaching sessions, the system converts text and audio transcripts into case notes for review by the coaches. 

By analysing the jobseeker’s work history, skills, and goals using AI, the system then suggests job recommendations and courses that align with the individual’s career interests. It integrates job listings from the national job bank and course options from multiple training providers, hence complementing the coaching process and bringing all the resources together in one place.

By automating many of the coaches' tasks, the system has significantly reduced the time spent on each case. Career coaches have praised the system as well for making their work more efficient and effective. Many of them noted that it has improved their ability to support jobseekers.

The Virtual Career Coach (Coach Module) demonstrates the potential of AI in transforming career advisory services. It has proven successful in helping NTUC’s e2i achieve career guidance at scale, increased productivity of coaches, and high coach satisfaction—playing a key role in shaping the future of career advisory services.

As it was developed using an agile approach, the Virtual Career Coach (Coach Module) is constantly evolving and designed with the flexibility to switch to newer AI models.

As it plans for the future, NTUC’s e2i is already eyeing the next phase of development. In 2025, the team is exploring the development of a Public Module that will help jobseekers improve their job search skills.

“e2i is constantly looking at how we can improve the way we support our jobseekers – whether it’s through our in-person career coaching or through digital tools that they can leverage. Through our ongoing efforts, we’re refining how we reach out, scale our impact, and make career services easier to access and more comprehensive for every individual,” said Ms Caryn Lim, e2i’s Chief Executive Officer and Assistant Secretary-General, NTUC.

The SBR Technology Excellence Awards recognises technological innovations and companies in Singapore that are leading the digital journeys of their respective industries. The awards programme commends companies that pioneered groundbreaking IT products and solutions, and organisations from different industries that made an impact with their innovative technology.

The SBR Technology Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Jane Patiag at [email protected].