Championing Women at Work: How Central Force International Builds Careers with Care

Discover how Central Force International empowers women in the workforce with flexible policies, fair growth, and inclusive leadership.

When Arlin’s husband was transferred to Johor in 2018, she thought she had to resign from her job at Central Force International (Central Force), believing it was only natural to follow him in an effort to keep her family together.

Instead, her CEO, See Toh Wai Yu, offered a different solution: a permanent work-from-home arrangement, complete with all the necessary tools.

“I was very touched because instead of letting me go, the company offered me a way to continue working,” she says. “I’ve been here almost 20 years, and this place truly feels like family.”

The company understood her predicament and made it possible for her to keep working and contributing while remaining close to her family. It’s this kind of empathy-driven action that defines Central Force’s approach to supporting women at work.

As one of the winners of the LIFE AT WORK Awards (LAWA) 2024 under the Women in the Workforce category, Central Force exemplifies what it means to turn inclusive policies into everyday practice, especially in the male-dominated market research industry.

A Company That Champions Inclusion

Central Force is a leading provider of market research and data solutions, delivering high-quality, consistent data that informs strategic decision-making and drives business success.

While the industry often sees low female participation, Central Force defies the norm. Women make up 68% of its workforce and hold leadership roles across all levels, including two of three board directors and six of ten department heads.

This impressive representation is no accident. It stems from the company’s commitment to creating an equitable environment where everyone, regardless of gender or background, can grow and thrive.
 

“We believe that all women deserve a place where they can work comfortably and professionally,” says CEO See Toh Wai Yu.

By designing policies that prioritise trust, flexibility, and fairness, Central Force ensures that women not only enter the workforce but also stay, grow, and lead.

Empowering Women at Every Stage

Recognising that every woman’s career journey is unique, Central Force offers tailored support to various groups, including young graduates, single mothers, and homemakers re-entering the workforce.

The company provides in-house training to build technical, communication, and leadership skills, ensuring women are well-equipped to succeed.

Additionally, for mothers returning from maternity or extended leave, Central Force eases the transition back to work through a reduced Key Performance Index (KPI) framework.

“Many mothers worry whether they can adapt to what they used to handle and manage,” explains Wai Yu. “We adjust their KPIs to make it easier for them to come back with their full capacity.”

Flexible work arrangements, including hybrid schedules, part-time options, and remote roles, are extended not just to office staff but also to operational teams.

This flexibility isn’t just on paper. Many women at Central Force have experienced it firsthand. For example, Fatin, who is pregnant, shared how this flexibility allowed her to attend check-ups, manage morning sickness, and still meet her work responsibilities without added stress.

“Early in my pregnancy, I experienced morning sickness, so I applied to work from home. After I recovered, I returned to the office as usual,” she explains.

This level of flexibility is life-changing. It enables women to remain in the workforce during significant life transitions that might otherwise prompt them to exit.

Workplace Philosophy Rooted in Care

At the core of Central Force’s success lies a strong, people-first philosophy. The company believes that inclusive policies are not merely add-ons but essential components of business sustainability.

Whether through flexible work arrangements or merit-based promotions, every decision is anchored in trust, fairness, and mutual respect. This mindset has translated into systems that truly support women in the workforce.

From leadership mentorship to emotional well-being, Central Force’s workplace culture is designed to accommodate the complex, evolving needs of working women, particularly those who balance career and caregiving responsibilities.

Importantly, this culture is not static. The company continues to evolve its practices based on employee feedback and real-life challenges, ensuring that support mechanisms remain relevant and effective.

Looking Ahead

Winning at LAWA 2024 was a great achievement that validates and motivates Central Force to continue its journey.

For the company, this recognition reinforces a core belief: employees should be committed to their work, but that commitment shouldn’t interfere with their personal lives.

By maintaining this balance, Central Force is raising the bar for what equitable work should look like across Malaysia, proving that even traditionally male-dominated sectors can become champions for women in the workforce.

About the LIFE AT WORK Awards

The LIFE AT WORK Awards (LAWA) is Malaysia’s most comprehensive award framework for Diversity, Equity, and Inclusion (DEI).

Organised by Talent Corporation Malaysia (TalentCorp), it recognises organisations that champion inclusive workplace strategies for all. Learn more about Malaysia’s DEI champions at www.lifeatwork.my.