Can Goliath stay Googly?

In its Form 10-K filed for last year, Google said: 'We have experienced rapid growth in our headcount and operations . . . If we do not effectively manage our growth, the quality of our products and services could suffer, which could negatively affect our brand and operating results.'

Nowhere else is this story of rapid growth truer than at the Singapore office that was set up in 2007 with only eight people.

Since 2008, headcount at the office has doubled to over 100 staff. Currently, it is looking to fill 38 vacancies and it is only February. 'We're recruiting recruiters!' Ms Robb says, laughing.

In 2009, Google's international revenue accounted for 53 per cent of total turnover. With sales revenue making up 97 per cent of Google's revenue and Singapore functioning as an ad sales nerve centre for the region, its Shenton Way office might soon need a third floor.

'One interesting thing about Google is that a lot of it is about personal relationships, but it's extremely easy to make personal relationships,' says Mr McGlinchey.

Photos: Peek at Google Singapore's office Click on thumbnail to view

Depending on how it handles its growth, that might soon change.

Its headcount might be a fraction of Microsoft's 88,214-strong payroll (as at the end of 2009), but Google is getting bigger. In the 10-K filing, Google said it expects to increase the number of acquisitions being made in 2010.

Last year, Google saw a 14 per cent increase in research and development headcount alone. The year before that, that headcount grew 25 per cent.

Co-founder Larry Page still gives the final approval for every new hire in Google - all 19,000-odd of them and counting.

The greatest challenge that Google faces, alongside that of competition inquiries and Italian legislation, is whether Mr Page can ensure that his rapidly increasing number of Googlers can stay 'Googly'.

This article was first published in The Business Times.

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