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Top 6: December 14th 2022
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Kasikornbank: Work Work WorkTop 6: December 14th 2022
The Thai working environment often has distinctive features – hierarchy, deference, obedience and certain strict conventions, embedded in the workplace. These values, strictly upheld by previous generations, still exist in many companies. The top-down approach to hierarchy is not ideal for out-of-the-box thinking and disruptive innovation and often leads to a toxic work environment. With fierce competition to attract young talent and the rise of startups and other modern corporations, incumbent employers have become less attractive and are facing a brain drain. With this insight, Kasikornbank has launched its new employer statement – “Possibility to make an impact”. The campaign, created via GREYnJ United Bangkok, uses satirical marketing tactics to show the value of humour when attracting prospective candidates’ attention. Through a 2-minute online film, they aim to persuade them to click on the Kasikorn Career Website for various calls to action. Titled “Work Work Work”, the film depicts three situations that young talent often face in a company – hierarchy, submissive behaviour and unrealistic budgeting. The film changes the perspective of the big corporate and shows that Kasikornbank is here to enable young talent to thrive in the work environment and that they can truly live the statement “Possibility to make an impact.”
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