Step 1: Assess the Company's Human Resources Competitive Position (PepsiCo)
Leveraging the work completed in the Individual Assignments for Units 2 and 3, assess the company's human resources competitive position. Be sure to evaluate the company's position within the industry and among its comparator group.
Step 2: Identify and Evaluate Human Resources Risks and Opportunities
Leveraging the work completed in the Individual Assignment for Units 1-3, identify and evaluate the company's human resources risks and opportunities. At least 3 risks and 3 opportunities should be included in your evaluation.
Step 3: Assessment of the Company's Human Resources Competitive Position
Based on analysis of information obtained in Steps 1-3, prepare a professionally written report assessing the assessment of the company's human resources competitive position, risks, and opportunities suitable for presentation to the senior executives of the company. Your report should present the information listed below. The body of the report should be 8-10 pages excluding title, references page(s), and any appendices.
- Industry Competitive Position
- Comparator Group Competitive Position
- Human Resources Risks (minimum of 3)
- Description
- Analysis
- Human Resources Opportunities (minimum of 3)
- Description
- Analysis
- Overall Assessment of the Company's Human Resources Competitive Position
HUMAN RESOURCES STRATEGY
AMERICAN INTERCONTINENTAL UNIVERSITY
A particular foundation has some guidelines that all the organizations working under it have to follow strictly. In the same line, SHRM foundation has also framed some guidelines, and the review of its guidelines has been done in the following discussion.
SHRM Foundation:
SHRM Foundation was found in the year 1966 that falls under the category of 501(c) (3), which is the most common type of tax immune non-profit organization. SHRM Foundation is affiliated with Society for Human Resource Management but is not funded by SHRM member dues and is a lawfully separated organization. The Volunteer Board of Directors governs this foundation who are the HR professionals including representatives, academics, and practitioners from SHRM.
After selecting ‘Contemporary Resources’ tab on SHRM Foundation website, three tabs reviewed are as follows:
Effective Practice Guidelines: Effective Practice Guideline tab highlights the crucial research findings for busy HR professionals and students in a brief and easy to use interface. It is an exceptional resource that is used by HR professionals and line managers, and it is also used for classroom purpose (SHRM Foundation, 2015). These guidelines provide the practical document for the professionals and students based on the well-constructed research. This tab also provides a list of report titles, which can be downloaded for gaining more information.
Executive Briefing: Executive Briefing outlines appropriate human capital research, as well as, expert viewpoints in order to present a brief overview of each topic related to HR (SHRM Foundation, 2015). These brief overviews are about 3-4 pages that are ideal for sharing with line managers and senior leadership managers as it provides a quick learning about each subject through complimentary briefing.
Research Report: Research Report tab consists of several research reports that can be accessible and used by HR professionals, as well as, the students (SHRM Foundation, 2015).
From the list of the companies provided in the SHRM Foundations Website, PepsiCo has been selected in order to review the entire organization along with its specifications including mission, values, history and other aspects.
The company that has been selected from SHRM Foundation website to serve the focal point of the research and analysis is PepsiCo (Fortune 500, 2015).
Mission: The mission of the company is to be the prime consumer product across the globe and provide their customers with affordable, complementary, healthy, convenient and delicious foods and beverages (PepsiCo, 2015). The organization is committed to invest in the employees, as well as, the communities and provides growth opportunities to its employees, communities, and business partners to assist the organization for sustainable and long-term growth.
Core Value: Core value of the organization is to attain sustainable growth, which is fundamental to encourage and measure the success of the company (PepsiCo, 2015). The value and philosophy of the company also reflect that it is socially and environmentally responsible organization. The organization is committed to deliver sustained growth through the authorized people who act responsibly and build trust in the people (PepsiCo, 2015).
History: PepsiCo is an American food and beverages company, which was established through the merger of two companies Pepsi-Cola and Fritto-Lays. The recipe of Pepsi was developed by Caleb Bradham in 1880s, which soon gained popularity; therefore, the recipe was registered a patent in the year 1903 (PepsiCo, 2015). In the 1960s, the company introduced Tortilla chips of Doritos brand, which became popular in the US. The company also expanded its market in Japan and Eastern Europe. During the period of the 1970s, PepsiCo acquired several other brands such as Pizza Hut, Taco Bell and also introduced diet colas and became the top cold drink brand in the supermarkets. PepsiCo was the first company that marketed, produced, and sold its products in the Soviet Union and also introduced recyclable, lightweight, and plastic bottles in the market (PepsiCo, 2015).
During the 1980s, company acquired Walker Crisps and Smith Crisps and entered in the Fortune 500 ranking list in the top 25. The company also acquired Mug Root Beer, purchased Kentucky Fried Chicken and was listed on the Tokyo stock exchange (PepsiCo, 2015). The company entered into the market of China and also launched Diet Pepsi Free, which was caffeine free cold drink. PepsiCo further expanded its market in several countries; it also acquired many brands and introduced different products (PepsiCo, 2015). At present, the company has completed its 50 successful years as a food and beverage company.
Leadership: The core strength of the organizations is its people and PepsiCo has the best executive leadership teams that are responsible for the success of the company and these leaders also renew the talent pipeline of the company (PepsiCo, 2015). Some of the strong leaders are as follows:
Indra K. Nooyi (Chairman and Chief Executive officer)
Jon Banner (Executive Vice President, Communications)
Oswald Barckhahn (President, North America Nutrition)
UmranBeba and Rich Beck (Senior Vice Presidents)
Albert P. Carey (Chief Executive Officer, North America, Beverages)
SanjeevChadha (Chief Executive Officer, Asia, Middle East and North Africa) (PepsiCo, 2015)
Strategy: PepsiCo emphasizes on delivering strategies used by PepsiCo in order to accomplish the growth year by year. The strategies used by PepsiCo are described as follows:
PepsiCo continuously expands its snacks business in the global regions.
PepsiCo also ensures that its global beverages attain profitable growth; therefore, the company uses its R&D to develop nutritious, tasty and zero or low-calorie beverages.
PepsiCo strongly focuses on its ‘Power of One’ strategy that strengthens the brand equity of the company, as well as, builds economies of scale and provides the competitive advantage. ‘Power of One’ strategy extends to the unique ability to connect with the customers and value chain.
Another strategy of PepsiCo is 'Good for You' that means the company provides nutritious products such as low-fat dairy, vegetables, whole grains, sugar, and saturated fat with dietary requirements, nuts and fruits.
PepsiCo also delivers the environment sustainability goals by effectively utilizing the resources such as land, energy and water.
PepsiCo has made its presence worldwide and has global divisions such as PepsiCo Asia, Middle East, Africa, America, and Europe. (Pepsico, 20115). PepsiCo divisions are further categorized into different businesses such as Sabritas, Tropicana, Frito-Lays, Pepsi Beverages and more. The company has its distribution and manufacturing facilities, as well as, also has a diverse workforce with approximately 271,000 employees (Forbes, 2015). PepsiCo actively emphasizes on its corporate social responsibility and contributes to the society, as well as, the environment. PepsiCo contributes to society and environment by conserving natural resources such as water, eliminating solid waste, reducing greenhouse gases and providing nutritious products to its customers (Sustainability Report, 2014).
PepsiCo offers a wide range of products under its beverages and snacks, which are distributed according to the customer taste, occasion, and geographic regions. The diverse range of products includes Mountain Dew, Slice, Aquafina, Diet Pepsi, Mug Cream Soda, Lipton Iced Tea, Starbucks Double Shot, Tropicana Twister sodas, Lay's potato chips, Fritos corn chips, Ruffles potato chips, Grandma's cookies, Quaker Oatmeal, and many others.
PepsiCo focuses on the use of technology and heavily rely on it; the company patented its manufacturing of paper bottle. PepsiCo also launched social vending system, which is smart equipment that allows the customers to purchase the personalized gifts for a friend or family member by selecting a beverage and entering the receiver's details. Other than this, PepsiCo also launched ‘Green Refrigeration Technology’, which is environment-friendly as it consumes less energy (PepsiCo, 2015).
The human resource philosophy of PepsiCo is based on some values and principles that include the well being of all employees, thorough training of nationwide employees, leadership and direction to employees, employee career planning development, and solving employee problems (PepsiCo Jobs, 2015). PepsiCo human resource philosophy also includes equality, the company recruit diverse workforce from different backgrounds and employs a large number of women leaders at the workplace. PepsiCo provides equal opportunities to people with disabilities, also creates opportunities for a minority group, as well as, women-owned business. The company has global anti-harassment and anti-discrimination policy towards any harassment or discrimination based on the gender, national origin, sex, religion, color, disability or veteran status (PepsiCo, 2015).
Employees and leaders at PepsiCo share their insight about working at the company in the career section. Employees’ possibilities at PepsiCo are limitless; an individual can raise his career graph by grabbing the opportunity and continuous learning through training programs (PepsiCo Jobs, 2015). Stephanie Hills is a Demand Planner at PepsiCo, and she shares her insight be stating, “The sky is the limit in developing yourself, and in your ability to positively impact the world around you.”
PepsiCo recruits talented candidates from several sources such as online job portals or campus recruitment. The job profile is posted, and then the candidates can apply with their resume. If the candidate matches the profile, then he goes through the different rounds of interviews and after clearing all the rounds he/she is selected (PepsiCo Jobs, 2015). The recruitment team of PepsiCo participates in several social channels, networks, and campuses, and encourages job seekers to apply for various job vacancies. The campus recruitment is done through BIS program, which provides the interns and new hires an opportunity to invest their academic learning in the real business driven environment (PepsiCo Jobs, 2015).
The company follows specific business strategies that are discussed will detailed description in the given section.
The compensation philosophy of PepsiCo is to provide such programs that are market competitive in which the pay is directly linked to long or short-term business results. The executive compensation program of PepsiCo aligns the interest of executive officers at PepsiCo with the shareholders. Compensation philosophy includes recruiting, retaining, and motivating employees that reward an employee in monetary or non-monetary terms (PepsiCo, 2015).
Employee Engagement Strategies: Strategies used by PepsiCo for employee engagement includes training programs that help to improve the skills and competencies of the employees. PepsiCo invests in its employees as it considers them as its key assets and maintains their integrity, safety, and mutual respect at the workplace (Ferrell, Fraedrich& Ferrell, 2014).
Global Talent Management: PepsiCo aims at providing safe and inclusive work environment to its people. It supports and invests in the local communities where the company operates. The company searches for the right talent at the right location to enable the business strategy of the company (PepsiCo, 2015).
Corporate Social Responsibility: PepsiCo strongly aims at environment-friendly products and services and also emphasizes at being socially responsible; therefore, the company is using the technology to use the natural resources and provide healthy and environment-friendly products and services to its consumers (PepsiCo, 2015).
Human Resource Technology: Human resource technology includes a shift from quantity to quality, the use of social media for branding, talent management and employee engagement tool (Forbes, 2013).
Employment Law and Human Rights Issues: PepsiCo has efficient policies for its employee, as well as, the community people. The company uses global Code of Conduct and Human Right Workplace Policy that protects the human rights through a legal framework. The company provides equal opportunities to all employees and does not tolerate discrimination; employees are dealt in a fair and honest manner regarding the wages and other benefits (PepsiCo, 2015).
Emerging Trends in Human Resource Management: The emerging trend in human resource management includes big data, sustainability, and segmentation (Lawler & Boudreau, 2015).
Human Capital Challenges in the 21st Century: Human capital challenges faced by the organization in the present environment include engaging and retaining talented employees, rising healthcare costs, succession planning, recruiting and selecting talented employees, and providing leaders with skills to be successful, creating/maintaining a performance-based culture (SHRM Foundation, 2015)
Best Practices in Human Resource Management: Some of the best practices in human resource management include HRIS, talent acquisition, healthcare and recruitment benefits, employee retention, performance management, and equal opportunities for the employees (Armstrong & Taylor, 2014).
References:
Armstrong, M., & Taylor, S. (2014). Armstrong's Handbook of Human Resource Management Practice.Kogan Page Publishers.
Ferrell, O.C., Fraedrich, J., & Ferrell. (2014). Business Ethics: Ethical Decision Making & Cases. Cengage Learning.
Forbes. (2013). 7 Hottest Trends In HR Technology. Retrieved October, 19, 2015, from https://www.forbes.com/sites/meghanbiro/2013/10/06/7-hottest-trends-in-hr-technology/
Forbes. (2015). #99 PepsiCo. Retrieved October, 19, 2015, from https://www.forbes.com/companies/pepsico/
Fortune 500. (2015). Fortune 500. Retrieved October, 19, 2015, from https://fortune.com/fortune500/
Lawler, E., & Boudreau, J. (2015). Global Trends in Human Resource Management: A Twenty-Year Analysis. Stanford University Press.
PepsiCo India. (2015). Fact Sheet. Retrieved October, 19, 2015, from https://www.pepsicoindia.co.in/media/fact-sheet.html
PepsiCo India. (2015). PepsiCo Introduces Social Vending System™, the Next Generation in Interactive Vend Technology. Retrieved October, 19, 2015, from https://www.pepsico.com/live/pressrelease/PepsiCo-Introduces-Social-Vending-System-the-Next-Generation-in-Interactive-Vend04272011
PepsiCo Jobs. (2015). Applicant Help. Retrieved October, 19, 2015, from https://www.pepsicojobs.com/en-ca/applicant-help
PepsiCo Jobs. (2015). Campus Recruiting - Human Resources. Retrieved October, 19, 2015, from https://www.pepsicojobs.com/campus_recruiting/human-resources
PepsiCo Jobs. (2015). Global Supply Chain. Retrieved October, 19, 2015, from https://www.pepsicojobs.com/en/supplychain
PepsiCo Jobs. (2015). PepsiCo Campus Recruiting. Retrieved October, 19, 2015, from https://www.pepsicojobs.com/campus_recruiting
PepsiCo. (2015). Corporate Social Responsibility. Retrieved October, 19, 2015, from https://www.pepsico.ie/about-us/corporate_social_responsibility.aspx
PepsiCo. (2015). Diversity & Inclusion. Retrieved October, 19, 2015, from https://www.pepsico.com/Purpose/Talent-Sustainability/Diversity-and-Inclusion
PepsiCo. (2015). Global Divisions. Retrieved October, 19, 2015, from https://www.pepsico.com/company/global-divisions
PepsiCo. (2015). Human Rights. Retrieved October, 19, 2015, from https://www.pepsico.com/Purpose/Talent-Sustainability/Human-Rights
PepsiCo. (2015). Notice of 2015 Annual Meeting of Shareholders and Proxy Statements. Retrieved October, 19, 2015, from https://www.pepsico.com/docs/album/default-document-library/pepsico-2015-proxy-statement.pdf
PepsiCo. (2015). Our History. Retrieved October, 19, 2015, from https://www.pepsico.com/company/Our-History
PepsiCo. (2015). Our Leadership. Retrieved October, 19, 2015, from https://www.pepsico.com/company/leadership
PepsiCo. (2015). Our Mission. Retrieved October, 19, 2015, from https://www.pepsico.com/Purpose/Our-Mission-and-Values
PepsiCo. (2015). Talent Sustainability. Retrieved October, 19, 2015, from https://www.pepsico.com/Purpose/Talent-Sustainability
SHRM Foundation. (2015). About the Foundation. Retrieved October, 19, 2015, from https://www.shrm.org/about/foundation/about/pages/default.aspx
SHRM Foundation. (2015). SHRM Foundation Effective Practice Guidelines. Retrieved October, 19, 2015, from https://www.shrm.org/about/foundation/products/pages/shrmfoundationepgs.aspx
SHRM Foundation. (2015). SHRM Foundation Executive Briefings. Retrieved October, 19, 2015, from https://www.shrm.org/about/foundation/products/pages/shrmfoundationexecutivebriefings.aspx
SHRM Foundation. (2015). SHRM Foundation Research Reports. Retrieved October, 19, 2015, from https://www.shrm.org/about/foundation/products/pages/shrmfoundationresearchreports.aspx
SHRM Foundation. (2015). Strategic Research on Human Capital Challenges. Retrieved October, 19, 2015, from https://www.shrm.org/about/foundation/research/Documents/07%20CHRO%20Exec%20Summary.pdf
Sustainability Report. (2014). Performance with Purpose. Retrieved October, 19, 2015, fromhttps://www.pepsico.com/docs/album/sustainability-reporting/pep_csr14_sus_overview.pdf
HUMAN RESOURCES STRATEGY:
LECTURER: DR. NICOLE CHAVARRIA
Overview:
Like other global organizations, PepsiCo (and its 22 global food and beverage brands) strive to Improve performance, through several strategies, including Human Resource Management practices. Current trends in HRM include greening (increasing awareness and participation in environmental causes) of the workforce, increasing diversity of the workforce, cultural awareness training, strategic alignment of the organization’s objectives, and development of new metrics to measure human performance. Many companies include their HR philosophies and strategies on their corporate websites. However, such overviews are generally lacking in detailed information employees and potential employees can use, to make decisions about their careers, whether taking on new leadership roles or accepting positions with new employers.
HR Strategy and Talent Management:
The focus on talent management and talent acquisition today, leans toward identifying Potential, rather than looking for those with experience, knowledge, and proven track records (FernandezAraoz, 2014). Among many HR professionals, it is believed that past experiences and successes are not necessarily predictors of how employees will behave within specific companies and positions. Organizations across the globe are increasingly turning to social media, for talent acquisition, talent management, and for connecting with members. Various social media channels, including videos, instant messaging applications, social media sites, web chat, and user groups, provide members of the organization with the means to feel connected, increasing a sense of belonging. Corporate websites don’t offer potential new hires a sense of what it’s like to belong. Social media channels allow potential new members to gain a better understanding of the organization’s main objectives, its corporate culture, and where the individual may fit into the organization. Human resource departments are increasingly turning to social media, to identify current and future members with the right attitudes, transferrable skills, and mind sets, to help support the organization’s strategic goals. Identifying potential among existing employees and new employees is an easier task, when HR managers can more easily assess how they fit into the organization’s corporate culture and where their skills and abilities May be most useful.
Connecting with and Acquiring Talent:
PepsiCo’s current HR position focuses on diversity of culture, skills, knowledge, and views. The Company attributes its revenue growth in the past decade, to its HR focus on diversity and developing a diverse workforce (Mollel, Mulongo, & Maket, 2015). The diversity of its workforce is believed to be a means of attaining strategic advantage, as culturally diverse workers contribute new ideas to product development, possess a better understanding of specific markets in particular regions of the globe, and add new perspectives to marketing and product development. Today’s younger workers (and many older workers) are comfortable in the use of social media channels, for a variety of activities, related to work and pleasure. PepsiCo uses a variety of channels to connect with its members and potential new members, to encourage people of diverse backgrounds to consider positions with the organization and to encourage sharing of views, ideas, and concepts. Each social media channel may encourage a specific way of connection, a means for sharing ideas, or a way for current members to promote the company’s products.
YouTube:
Through YouTube, PepsiCo sends a strong message that it values diversity. The beginning of its recruitment video, at
https://www.youtube.com/user/PepsiCoJOBS,
describes the many regions of the globe where the company has a presence. The focus on working for PepsiCo is on team efforts, rather than the efforts of a single individual. However, the draw for the individual is on innovation and achieving objectives. For the self-motivated individual, the explanation of areas in which the company focuses, may be somewhat vague. However, a self-motivated individual can imagine the possibilities he or she may become involved in at PepsiCo. The video provides some examples of innovation and consideration for consumers of different cultures, to encourage individuals of diverse cultural backgrounds to consider working with the company. The overall goal of acquiring and maintaining a diverse workforce, according to a study conducted by the Society for Human Resource Management (2015) is to align the workforce with the customer base. For PepsiCo, this means hiring workers in every region where any of its 22 brands may be offered.
One example of such alignment is provided in the YouTube video. In India, Frito Lay, a PepsiCo subsidiary, has discovered a way to turn lentils, a common food in Indian cuisine, into healthy snacks that resemble the American version of rice cakes. Such examples encourage current workers and potential employees to consider the ideas they can bring to the organization. However, the video focuses on more than innovation. It focuses on aspects of working within the company that engender a sense of pride. One worker expresses the pride she takes in focusing her efforts on quality work, within the food production process. For those who want to work for an organization that represents quality, this portion of the video can encourage change and seeking of new opportunities.
PepsiCo is involved in making communities across the globe healthier places to live, through its foundation and through green initiatives. The video doesn’t simply talk about the company’s projects. It provides living examples, with people who discuss why certain efforts are useful. Providing clean drinking water in Colombia is one example of a worthwhile project the organization is involved in. Other examples include lean manufacturing processes, use of alternative energy sources, and reduction of waste, using images most people recognize, such as solar panels and recycling symbols. The YouTube video for PepsiCo Jobs is more than a statement of what the organization does. It is an example of an effective call to action. It challenges viewers to do something to get involved. The YouTube video does not touch on benefits and compensation, as part of its HR strategy. However, it provides a brief overview of the company’s approach to diversity, employee relations, ethics and corporate social responsibility, and organizational and employee development. Diversity is approached as a means of connecting the organization to the communities in which it operates.
Corporate social responsibility is viewed as improving the health and overall well-being in communities around the world. It is also viewed as a continuous process, in terms of establishing ways to reduce the use of precious resources, in all parts of the world. Though the video does not explain the company’s approach to employee relations, it eludes to the notion that every individual matters and that every job is important to the company’s success. Organizational development is highlighted as a team effort; in which employees gain new skills and experience, by working on teams.
Twitter:
Through the Careers section of the corporate website, PepsiCo offers a way for current and prospective new employees to search for suitable positions. At the bottom of the page, site visitors can share employment listings, through Twitter at https://twitter.com/pepsicojobs. Users sign up via email and receive new openings periodically. The use of Twitter is extended to offer users a way to ask questions about positions, check on available positions in various geographic locations, and apply for special programs such as student internships. Through a Twitter account, users can apply and check on applications for special programs.
The use of this form of social media helps to promote the organization’s efforts in employee relations and organizational development, by encouraging current and potential new members to connect with each other, on a more personal level. It also shows that the company is committed to using current technology, to reduce the use of resources, such as trees and paper.
Google:
PepsiCo’s Google pages focus on talent acquisition, employee development, and human resource strategies. The pages offer job search functions, as well as highlights of employees in different positions across the globe. Many of the employee’s highlights focus on development and training. Even in leadership positions, PepsiCo provides plenty of training and development, to ensure positions and those who fill them are able to help the company fulfill its mission. Training and development in leadership positions is critical for many organizations, in guiding them to identifying new and existing objectives, as well as strategies for achieving those missions.
Leadership development is important in any global organization. One leader highlight includes an explanation of why ‘Filmar’ is successful as a product manager in the Asia Pacific markets. He explains that training and education in cultural diversity, ethical behavior, and clear purpose are key factors in becoming a successful leader. Seijts, Gandz, Crosson, & Reno (2015) suggest that many companies fail, when it comes to successful leadership, due to the wrong focus. Rather than focusing on getting things done, organizations should focus on the character traits of leaders and potential leaders. This is important for several reasons. Business decisions are made within functional units and among Individual units within a larger department. Those decisions must reflect the company’s views on ethical matters, as well as support the organization’s mission. However, one set of traits, without the other, will often lead to internal conflict, poor public image, and failure to understand what is needed and when.
Filmar discusses an important aspect of his role as a leader, in learning as much about the 25 separate markets across the Asian-Pacific region as he can, in order to ensure each of those markets is doing as well as it can, in meeting consumer needs. Open-mindedness is a character trait that a person managing several markets must possess, in order to understand each market fully. Cultural influences, practices, beliefs, and habits all shape demand and expectations of consumers, in each market. Lack of such understanding could lead to lost opportunity, decreased sales, and poor public image. By keeping an open mind and being flexible, Filmar is able to gain more information and knowledge in each of the markets he serves. This knowledge is then translated into customer demand for products, the types of products preferred, and identification of any obstacles the organization may need to overcome, in bringing its products to those markets. Character is not limited to personality traits or views. It incorporates views and values that Affect behaviors, such as those necessary for leaders to be successful. Values such as honesty and Integrity are essential, even if a leader possesses the flexibility and open-mindedness to consider how various market segments are best served. Honesty and integrity may include explaining to consumers why the company does not offer particular products, as well as identifying the right products for various markets, rather than attempting to promote products that won’t be valued in specific markets. This is essential for the success of any company that offers food products or consumable products.
Filmar discusses his own character, in terms of how it fits with the organizational culture of PepsiCo. The use of social media, in many instances, helps the organization connect with potential new members, whose character traits align with the company. Engagement with potential new members, beyond the application stage, can help talent acquisition specialists gain a better perspective on character, through social media interaction. Ongoing interaction through social media can shed light on the individual’s level of honesty and integrity. Social interactions can assess the individual’s views on cultural diversity, by examining the level of diversity within the individual’s social network. It can gather information on how the individual approaches new and novel situations, which the individual is unfamiliar with, to gauge the level of open-mindedness toward others.
By highlighting Filmar on the Google pages, PepsiCo is sending a message to other potential Leaders within the organization and those looking for leadership roles. The message is that leaders must embrace diversity and must do so in an honest and straightforward manner. In other words, potential leaders must be able to know when products can meet the needs of specific consumer markets and when they cannot. On occasions where products are less than desirable, leaders must be able to identify how those products may be altered or marketed from a different perspective, so that various markets may find them desirable. The opportunity to alter the rice cake type chips to include lentils is an example of a member of the organization gaining an understanding of a specific market, and taking an honest approach to help PepsiCo alter the product to meet local consumer needs and desires.
LinkedIn:
LinkedIn is a social media site that connects working professionals to other professionals and to companies that may be interested. Potential job seekers can gather information about an organization’s financial health, its global reach, and any changes a company is undertaking. By staying connected to the business and professional side of the company, new graduates, career changers, and job changers can stay abreast of any new opportunities within PepsiCo. Corporate cultures may not change much over time, but new opportunities arise quickly, particularly when new products are being developed, when new markets are identified, and when new projects are developed. Working professionals may not have identified an opportunity within the company in the past, but may find a new opportunity within weeks or months, by staying abreast of what is going on in the organization. By staying in touch, a current or potential new member of the organization may identify a position or opportunity in a part of the world he or she is interested in learning more about. LinkedIn mostly supports the talent acquisition and workforce development aspects of PepsiCo.
Facebook:
Facebook is a popular social media site used across the globe. While it is less formal than a site Such as LinkedIn, it does give a company an opportunity to promote what it does and what it plans to do In the future. On the company’s Facebook page, efforts for future sustainability projects and the brands the company produces are available. Facebook provides an open forum, where anyone can comment and ask questions, including those that might present a less than desirable corporate image. The Facebook page is focused on connecting with consumers across the globe, rather than on connecting to employees or potential employees. Anyone can enter a negative comment or complain about a product. There are several complaints about various products, mostly the diet Pepsi.
It would seem counterintuitive to offer consumers a way to voice their opinions, especially when those opinions are so negative.
However, it does provide an avenue where consumers can feel free to voice their negative feelings and impressions. All consumers are not going to be satisfied with PepsiCo brands. By evaluating the negative feedback, the company can develop new strategies to address the problems, assess the magnitude of dissatisfaction, or address negative comments with solutions or explanations, when appropriate. The company, like any Facebook user, can delete negative posts or turn off the posting function. The fact that PepsiCo allows negative comments to be viewed sends a message that no product or company is perfect. Negative comments can be a source of motivation, in bringing new products to market or in developing new strategies for some of the company’s practices. The Facebook page relates mostly to corporate ethics and social responsibility. The company has an obligation to let consumers know what it is doing right, and where it may need to Improve some practices. Negative comments that specify which practices they are unhappy with, send data the company can use to determine the importance of new projects, prioritize them, and work unviable solutions.
Facebook has some newer features that may help a global organization like PepsiCo improve its public image overall. The timeline feature allows users to post new projects or events, as they occur. Viewers can then see how the company is working to improve, in areas of social responsibility. For example, a relatively new posting highlights the implementation of new, all-electric delivery trucks for many of its product brands. A corporate website might not be able to highlight such events in a timeline. Most viewers would not take the time to browse through literally pages of events. The social media sites makes it easier for consumers to keep track of developments in many different areas of the organization, including efforts toward sustainability and social responsibility. For some users with common interests, the specific brand sites, such as Mountain Dew, allow users to share their enthusiasm for NASCar and Dale Ernheart. Users may feel a greater connection, when they can share common interests with larger groups.
Online Chat
PepsiCo’s website does not offer an online chat feature. It does offer a way for users to send messages and receive replies. However, a chat feature requires monitoring and manpower, to answer questions or make suggestions. According to Zollet (2015) users and consumers who are able to engage with a company through interactivity, tend to view the company in a more positive light. PepsiCo does offer some forms of interactivity, through links to other social media sites, from its web page. However, there are so many categories and functional units within the company, that the manpower to field questions and engage with consumers through chat may be cost prohibitive.
For cases where consumers are dissatisfied with products, the company provides toll free numbers and a special site, to voice complaints. This is a better means of connecting with consumers who have questions or complaints, as it offers consumers and immediate way of connection, when consumers may need to connect most. Consumers may not want to access a mobile or home computer, to lodge a product complaint or ask a question about ingredients. It may be easier and more effective to manage questions and comments, based on area of expertise, through other social media channels. PepsiCo, for example, has established its own social media team and has provided training for every team member (Drori, 2015). Training helps eliminate employee engagement that projects a negative attitude toward the company, or toward the individual consumer.
Pinterest:
Pinterest is quickly becoming a popular form of social media for sharing. However, unlike other platforms, it mostly offers images and links for consumers. The point of this type of media is to generate thought and ideas. Through Pinterest, PepsiCo offers images of its products and images of how its brands can be used. Some brand images are provided, while other images include enticing dishes that can be made with PepsiCo brands. It does not provide a forum for users to make comments or ask questions. However, the point of Pinterest is not to share verbal or written communication. It is to share items, projects, or products of interest. The quickest, and sometimes most meaningful way to get a user’s attention, is through vibrant, enticing images. The Cherry Pepsi cupcakes and Izze frozen Ice Cream popsicles are some examples of vibrant images designed to excite and pique one’s curiosity. Pins can be linked back to a corporate website and can be organized by category, to make browsing simpler for users. Consumers who are interested in using PepsiCo brands for their own creative purposes will find plenty of hints and ideas on Pinterest.
Conclusion:
Social media has a place in nearly any global organization, regardless of industry or reach. However, each form of social media serves its own purpose, or its own set of practical uses, in terms of connecting corporations with consumers or with each other. The appropriate use of social media tools allows a global corporate to do much more than simply promote its products. Tools can help recruit the most suitable talent in a more extended way, opening up the pool of potential employees to a much larger selection. Social media can be used as a means of introducing new products or keeping consumers up to date on what the company is doing. Social media tools are more widely used and are better able to grab the attention of users, than corporate websites.
Social media tools can help large organizations connect with various market segments, in more meaningful ways, specific to the interests and preferences of those consumer groups. Consumers who feel more connected are more likely to view organizations in a positive way. They are more likely to buy products and recommend them to others. People who use social media tools have often developed expansive social networks, which extend beyond a small geographic location. Therefore, global organizations can reach places they aren’t aware of and can potentially reach market segments they have unintentionally overlooked.
References:
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