1. Best Employer Image
Kraft Foods Ukraina Practice
Ruslana Korzh,
Manager HR,
Trostyanets Chocolate
Plant “Ukraina”
PR Congress
October, 2008
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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 (Headhunter.com 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
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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.
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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.
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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”
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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”
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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.
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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
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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
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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.
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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).
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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. “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
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14. “Be KRAFT” Launch Campaign
IN PICTURES
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15. Internal Launch: 1st Day of Campaign
Invitation to
the meeting
Branded stairs
Greetings at
reception
15 June 2005

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
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17. “Be Kraft” Summer Event
August 2005
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18. Internal Launch: Kraft Football Team Support
P
r
e
s
e
n
September 2005 t
s
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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 
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20. KFU GEB Launch campaign results
“Employees’ unaided awareness on Kraft Foods GEB campaign” (KFU
Internal survey, September 2005).
Target: 80% unaided awareness.
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21. KFU GEB Launch campaign results
“Employees’ understanding of the Kraft Foods GEB slogan” (KFU
Internal survey, September 2005).
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22. KFU GEB Launch campaign results
“Will development of the Kraft Foods GEB help in your work?” (KFU
Internal survey, September 2005).
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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.
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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)
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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.
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26. Kraft Image of Best Employer
2005 and beyond…
Key words: creative, non-standard, personal and smart
approach, new interactive tools/ ways to communicate
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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
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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
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29. IN PICTURES
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30. Philip Kotler’s public lecture for 160 students all over
Ukraine
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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
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32. Trostyanets Chocolate Plant Ukraina
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