Kraft Foods


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Kraft Foods

  1. 1. Best Employer Image Kraft Foods Ukraina Practice Ruslana Korzh, Manager HR, Trostyanets Chocolate Plant “Ukraina” PR Congress October, 2008 1
  2. 2. Local labor market challenges: Ukraine   Economy growth attracted number of investors to Ukraine in 2006-2007   2006 -2007 business growth created number of new work places, effecting on labor market and intensifying was for talent.   In 2007 rapidly increased demand for qualified labor force ( data: number of vacancies increased to 5000 from 2000 in 2007 vs. 2006).   There is a big gap between supply and demand; between the profile of young candidates that employers seek and the profile of graduates from the Universities.   Higher level of compensation and number of opportunities in Kyiv compared to regions   Challenge of retention young professionals in regions: young graduates after 2+ years of business experience in regions migrating to Kyiv to pursue the other career opportunities   How do we attract the right talent? - is still a big question that requires creative answers and smart solutions 2
  3. 3. Internal preconditions to Kraft Foods GEB campaign launch:   As Kraft has become a Global Organization, many steps have been taken toward unifying the company by creating consistent messages around the world.   Kraft needs a way to consistently “go to market” as one organization worldwide in order to improve ability to attract and retain the best people.   In this regard a global HR team developed an “Employment Brand” that could be used universally and provide an umbrella approach for attracting talent to Kraft. 3
  4. 4. Kraft Foods Global Employer Brand (GEB) Purpose: Establish Kraft Employment identity globally and differentiate Kraft as an Employer of Choice to prospective and existing employees. GEB is the foundation of Kraft’s employment messages. 4
  5. 5. Kraft Branding History Several taglines used at Kraft in employer branding area Area Theme North America “Best People, Best Brands, Brightest Future” North America / “Great People Building Great Brands” EH France “Be Kraft. Be Yourself” CEEMA “Join a Winning Team” Latin America “Growing @ Kraft…The Best Ingredients For Your Career” North America “We Know What You’re Hungry For” 5
  6. 6. Branding Team Research Competitors use varying messages to attract talent Company Theme Food Company People You Inspiration Unique Co. & Reward Cadbury “Gain From Our Success” X X X Con Agra “The Right Kind of Food X X Company” Danone “You Make a Difference” X X Hershey “Great People Building X X Great Brands” L’Oreal “You Are Like No One Is” X X Nestle “Good Food. Good Life.” X X P&G “You Can Make X X A Difference” PepsiCo “Taste the Success” X X X Unilever “Your Passion. Our X X X Strength” 6
  7. 7. Branding Team Research   Conducted two sets of formal focus groups (25 each).   Four sets of quantitative surveys (N = ~500): -  Trainees, Interns, Early Career Talent, Current Employees; -  External university students.   Findings about what young talent stated as important were universal and consistent across all Global Areas and Functions: -  Development and Opportunity; -  Strong Brands; -  Great People / Inspiring Colleagues; -  Global Organization. 7
  8. 8. Employer’s Brand: Key Messages Be Inspired Be Yourself   Kraft’s 100 history of   Equal opportunities for success worldwide employees   13 years of leadership   Work environment in Ukraine Be Rewarded Be   Employees   Ethical business, care and Development safety conditions   Reward & Recognition   Top-tier Team of Prrogram professionals These are our values… we communicate 8
  9. 9. Kraft Foods GEB campaign There were numerous communication materials developed as part of the creative campaign to support the employment brand, including brochures, posters, flyers, a presentation deck for campus use, banners and recruiting booth designs. All of which could be customized to meet the needs of each specific function, region or country. And proper translation of the slogan into Ukrainian: Отримайнатхнення Отримайвинагороду Будьсобою Будь 9
  10. 10. Kraft Foods GEB “Be KRAFT” Launch Campaign: Target Audience 1.  Internal Employees   Business Unit;   Chocolate Plant;   Salted Snacks Plant;   Sales Field Force. 2.  Entry-level recruiting representatives   College and university recruits   Early career professionals 3.  External Partners   Recruitment Agencies;   Training Companies;   Business Schools, Universities’ Job Centers;   General Public (via Mass Media);   KFU Distributors. 10
  11. 11. Objectives of the GEB Launch Campaign   Generate 60% of awareness on quot;Be KRAFTquot; initiative among Kyiv office employees (140), white collars on factories (65+150) and full-time regional sales employees by July 1 as measured by Unaided Awareness (total mentions; will be measured via internal survey).   Message Reach / Frequency: -  Reach - 90% @ 3+ . -  TA will be reached with the message at least 3 times at the period of June 21-30 (promo material will be distributed/placed on June 21-24). 11
  12. 12. “Be KRAFT” Campaign: Internal Audience GEB Launch Campaign Events Business Chocolate Salty and Materials Unit Plant Snacks Plant Greetings + Morning Message X X X Coffee w/ HR + Be KRAFT Cake X X X Branded Stairs, Posters X X X Book-note Stickers, Organizers X X X Elevator Doors Stickers X Cell phone/ ID Badge + MMS X X X Coffee Mat X X X Mouse Pad X X X KFU Summer, New Year Events X X X Football Team T-Shirts X X Letter from Managing Director X X X 12 June 2005 – September 2005
  13. 13. “Be KRAFT” Campaign: External Audience GEB Launch Campaign Events and Students External Materials Partners Be KRAFT Banner X X Be KRAFT Posters X X Be KRAFT Scarves X Employer’s Brand Fliers X Career Fairs X Employer’s Brand Roundtable X War for Talent Seminar, kmbs X Case Study for AIESECers X X Best Employer Ratings X X Publications in the Press/ Internet X X October 2005 – February 2006 13
  14. 14. “Be KRAFT” Launch Campaign IN PICTURES 14
  15. 15. Internal Launch: 1st Day of Campaign Invitation to the meeting Branded stairs Greetings at reception 15 June 2005
  16. 16. Internal Launch: Staff Visit, Morning Coffee with HR Strategic launch directed at KFU internal populatio n first! Employees as Employer’s Brand Ambassado rs July 2005 16
  17. 17. “Be Kraft” Summer Event August 2005 17
  18. 18. Internal Launch: Kraft Football Team Support P r e s e n September 2005 t s 18
  19. 19. External Launch: Roundtable & Career Fair October 2005 Biggest Kyiv Post Career Fair Roundtable “How to win the war for Talent? Employer’s Branding” + War for Talent, kmbs + AIESEC – Be KRAFT February 2006 Case Study  19
  20. 20. KFU GEB Launch campaign results “Employees’ unaided awareness on Kraft Foods GEB campaign” (KFU Internal survey, September 2005). Target: 80% unaided awareness. 20
  21. 21. KFU GEB Launch campaign results “Employees’ understanding of the Kraft Foods GEB slogan” (KFU Internal survey, September 2005). 21
  22. 22. KFU GEB Launch campaign results “Will development of the Kraft Foods GEB help in your work?” (KFU Internal survey, September 2005). 22
  23. 23. KFU GEB Launch campaign results “Is it important to develop and promote Kraft Foods GEB?” (KFU Internal survey, September 2005). 1 - not important at all; 2 - not important; 3 - hard to say; 4 - important; 5 - very important. 23
  24. 24. Kraft Foods Ukraina - Employer of Choice Kraft Foods took leading positions at the Employers’ Ratings in Ukraine: -  Among top 3 leaders of the Ernst & Young professional independent Best Employer survey (official results will be published soon); -  Among top 3 leaders of the independent rating of employers by Delovoy Zhurnal under audit of the PricewaterhouseCoopers (officially published in November 2005) 24
  25. 25. Be Inspired: YTD Employer of Choice Recognition of Kraft Foods “100 Best Companies for Working Mothers” - Working Mother “Top 50 Companies for Diversity” – DiversityInc “Top 50 Places for Latino Women to Work” - Latina Style “Best Companies for Financial Professionals” - CFO Magazine “50 Best Companies to Work For in Germany” - Great Places to Work Institute “Top 10 Best Workplaces in Greece” - Great Places to Work Institute “50 Best Companies in Mexico” - Great Places to Work Institute Etc. 25
  26. 26. Kraft Image of Best Employer 2005 and beyond… Key words: creative, non-standard, personal and smart approach, new interactive tools/ ways to communicate 26
  27. 27. Our Employer Branding Initiatives: Invest in Young Talents, New Generation of Leaders   2006-2007: -  Philip Kotler’s public lecture for 160 students all over Ukraine -  Principles of Progressive Global Business at AIESEC -  Open master-classes, seminars, discussion clubs (UKMA, others) led by KFU managers -  Ukrainian editions of 3 books with KFU case studies: -  Marketing by William Rudelius (2005, 2008) -  Marketing Management by Philip Kotler -  Marketing Wars by Jack Trout -  Marketing Stars Search project -  Education-Business Initiatives (forums, seminars)   2008: Global Management Challenge Junior! -  Active involvement of KFU managers (forum, jury) -  5 real case studies from KFU -  One Day in Kraft, at the Salted Snacks Plant with managers involved -  Result: practical real-life opportunities for students, engagement, 4 trainees in KFU 27
  28. 28. Kraft Image of Best Employer at the Trostyanets Chocolate Plant Ukraina is also focused on following areas in addition to :   Constant interaction with young talents of the region: -  2008: Kraft Days in Invest in Sumy and Kharkiv Universities   Social Responsibility Projects: -  Community outreach (in the regions where our facilities are located).   Purchase of computers for schools (4 schools have received PCs, value > $16,000)   Equipment of children's playgrounds in Trostyanets (value > $5,000)   Medical equipment for hospital in Trostyanets (value > $5,000)   Healthy Lifestyle: -  2005: KFU built sport gym in Trostyanets, sports playground in Stari Petrivtsi -  2006: one sports gym in Vyshhorod, one sports playground in Trostyanets -  2007-2008: Summer Camp, Sport Competitions among employees (Football, Volleyball)   Culture: -  Trostyanets Art Gallery Support (bought number of arts to gallery value > $5,000) -  Trostyanets Classical music festival support 28
  29. 29. IN PICTURES 29
  30. 30. Philip Kotler’s public lecture for 160 students all over Ukraine 30
  31. 31. Global Management Challenge Junior Competition: Pre-conference in Interfax Promo tours Salted Snack Factory Tour Meeting with Employers Big Board Meeting with Business Unit’s managers and HRD 31
  32. 32. Trostyanets Chocolate Plant Ukraina 32