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Rippling has launched an out-of-home advertising campaign in Singapore, with placements in Raffles Place and People's Park.
The launch follows the recent opening of its new Singapore office as the company expands its presence in the market. The campaign targets businesses hiring and operating across borders.
International expansion has become a bigger focus for employers in the city-state. Enterprise Singapore has said companies that undertook internationalisation initiatives in 2025 expect those projects to generate an additional SGD $5.7 billion in annual revenue, an average increase of SGD $8.9 million per company.
Rippling said its customer data points to the same trend: 71% of its Singapore customers employ people internationally, and those employees account for 42% of the combined workforce across those customers.
The figures suggest overseas hiring is becoming more common among Singapore-based employers, including at earlier stages of growth. They also highlight the administrative burden on companies navigating different employment models, payroll rules, regulations and working practices across multiple countries.
Rippling sells software that combines human resources, information technology and finance functions in a single system. Businesses can use its platform to manage employees, payroll, benefits, onboarding, expenses, devices and application access across domestic and international operations.
International hiring
The Singapore campaign focuses on the challenges companies face when building teams abroad. For employers expanding beyond their home market, hiring in another country can mean using new providers and creating separate internal processes in each jurisdiction.
That can leave companies with fragmented employee records and disconnected systems. Rippling says its approach is to provide one shared platform for local and international staff, linking workforce data with payroll and other functions.
Jameson Yung, Senior Vice President of International Sales at Rippling, said: "Singapore has always been a natural base for ambitious businesses looking beyond their home market. What we're now seeing is that international hiring is becoming part of the operating model for businesses at an increasingly early stage of growth. Our internal data reflects that shift. The majority of our Singapore accounts already include international employees, demonstrating how closely local growth is connected with global expansion. Hiring someone in another country is only the beginning. Businesses must also work out how that person will be employed, paid, onboarded and connected to the wider organisation. Rippling gives companies one platform through which they can manage those processes, helping them expand internationally without adding unnecessary operational complexity."
Singapore focus
The advertising push and office expansion mark a deeper investment in Singapore, which Rippling sees as a regional base in Asia. The campaign's locations in the central business district and Chinatown place the brand in front of finance, professional services and small business audiences.
Competition for business software customers in Singapore has intensified as global technology groups seek to reach companies with regional ambitions. The market has become an important test bed for vendors targeting employers that need to manage staff and compliance obligations across Southeast Asia and beyond.
Rippling's message in Singapore is closely tied to that trend. Rather than focusing only on domestic human resources administration, it is positioning its product around the practical demands of cross-border growth.
Yung said: "Our new office and campaign reflect the momentum we're building in Singapore and our long-term commitment to the market. We want more local businesses to understand that expanding internationally does not have to mean managing a patchwork of separate providers, systems and employee records."