Coca-Cola Vietnam and the effort to attract and manage generation Z talent

Coca Cola is a famous beverage company worldwide, favored by Vietnamese people. Coca Cola has been established for a long time, but what is so good about Coca Cola's business plan and human resources strategy that this brand still maintains its value after so many years? Find out with Faro Vietnam right here.

1.  Effort to attract and manage generation Z talent

Generation Z or Gen Z (those born between 1996 and 2000) is expected to account for about 25% of the workforce in Vietnam by 2025. That requires businesses to map out effective human resources strategies. to attract young talents, a key part of the company in the future. With a spirit of challenge and desire for self-development, Gen Z is a generation that is willing to work hard and not afraid to seek opportunities to create a career path in their own way. Managing future Gen Z talent is a difficult problem for businesses. Applying innovation and creativity in human resources strategy is considered the key that many leading companies and corporations are applying.
 

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Coca-Cola's Human Resource Strategy in the Vietnamese Market

The initial step of attracting talent is one of the most important steps when many businesses are changing their recruitment process. Recruitment rounds of many large corporations such as Coca-Cola, Unilever, P&G... are gradually being technologicalized on an online platform. Not only that, understanding the characteristics and technology usage habits of generation Z, recruitment campaigns targeting potential candidates on social networking sites are constantly becoming more attractive each year.

2. Coca-Cola Vietnam, Next Generation Leader (NGL) and Coke Spark - Potential Sales Supervisor

A typical example of creativity in recruitment are two outstanding programs of Coca-Cola Vietnam, Next Generation Leader (NGL) and Coke Spark - Potential Sales Supervisor. Programs are specifically designed for people with different career development goals. While NGL provides opportunities to rotate across multiple departments and markets to train new employees to become future leaders, Coke Spark supports in-depth skills development in the application area.

What is especially attractive about NGL and Coke Spark is that the recruitment campaign directly targets the psychology of generation Z youth through creative messages. If in 2018 young people had the opportunity to "confess their love", "date" and build "a serious long-term relationship" with Coca-Cola Vietnam, then this year 2019, the image of the bear and question "Choose to 'hibernate' like a bear or fight with Coca-Cola?" has aroused curiosity and interest in affirming the young people's talents and personalities so that they can learn and apply to participate in the program. This helps Coca-Cola reach closer to generation Z.

3. Innovating and maintaining creativity in the working environment

Innovating and maintaining creativity in the working environment is also one of the factors that help businesses become the top choice of candidates. Many companies are increasingly focusing on corporate social responsibility.

 
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Coca-Cola has been the best place to work and a favorite employer in Vietnam for many years

Operational activities also go hand in hand with policies on the environment, human rights... and focus on human factors to achieve sustainable growth goals. These changes are gradually opening up many opportunities to help Gen Z express and develop skills and perform community-oriented work.

In a context where many Vietnamese businesses still have a heavily hierarchical management culture, the issue of empowerment is also a concern of many young employees. A company that allows employees to be creative and contribute will be the ideal environment for generation Z.

4. The open company culture, encouraging employees to express their strengths

At large corporations like Coca-Cola, the company culture is open, encouraging employees to express their strengths and carry out activities that create positive change for society. "Cokers" are trusted and entrusted by their superiors to manage and implement projects from small to large.

According to Ms. Huynh Thi Ngoc Truc - human resources director at Coca-Cola, instead of "failure", "learning from mistakes" is always actively promoted and the contribution ideas and achievements of each individual are always emphasized. will all be recognised. It is the new, healthy, challenging environment that will help train and retain in the company a generation of talented people who like to fly and explore like Gen Z.

Continuously in recent years, Coca-Cola has reached the top of the Best Place To Work and Employer of Choice rankings. It can be seen that creative and innovative talent management strategies have helped many companies such as Coca-Cola continuously rank among the most popular businesses in Vietnam over the years. This is also the answer to the Gen Z human resources management problem that many businesses need to aim for.

Through the lessons of Coca Cola's human resources strategy, each business will surely gain more experience to develop a stronger business. If you want to build human resources strategy like Coca Cola, please contact us today for advice and instructions on effective human resource solutions!

>>>Read more: Internal human resources services and labor supply services

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