By The Nation
Published on September 27, 2010
HR boss Parisotat gives insight into how the fast-expanding company finds and grooms its personnel.
Several factors including capital and technology are needed in order to drive a corporation on the path to future growth. However "human resource" is considered the most crucial factor for companies to realise their ultimate goal, said Charon Pokphand Foods senior vice president for human resource management Parisotat Punnabhum.
With this awareness in mind, CPF, the leading agro-industrial and food processing company, has rapidly recruited and groomed new personnel to complement its fast overseas business expansion, he said.
"On the expansion of business into foreign countries, CPF has a policy to recruit local people to work for the company. The company wants to create jobs and occupation for the people in the host countries as per the business philosophy laid down by chairman Dhanin Chearavanont, who has emphasised that the businesses of the company must be beneficial to the host country, its people and the company, he said.
At the same time, Thai executives will have the opportunity to gain experience in working abroad on a rotation basis. The company, therefore, has to recruit new personnel to work for the company and train them to be the future corporate leader to cope with the rapid expansion. Each year, the company recruits several hundred new personnel to fill new posts with the criteria based on only two words "smart and good", Parisotat said.
"The process of finding "Smart and Good" persons starts with the recruitment of young graduates with GPA or grades on average that reflect a certain degree of responsibility, followed by observations and assessments of several aspects of the person during the interview as well as the overall personality. Then the chosen personnel will be trained and integrated into the corporate culture known as "CPF Way", which includes such ideas as 'repay kindness to native land'. The personnel will reflect on the goodness to be a part of their personal quality."
CPF's current human resource management plan is pursued at multi-levels, including the "successors" policy for high-level management. When the potential successor is identified, the target person will be trained and developed individually under the "Individual Programme" while the shining younger generation members or talent under 30 years old will be trained under the "Future Leader" programme.
"Human resource is top priority in the vision of chairman Dhanin. Apart from the meetings with executives and staff members every month in person, chairman Dhanin has invited renowned experts to give talks to the staff. Recently, he had invited Dr Noel Richie, who developed the human resource development programme for Boeing and GE, to develop training programmes for the company and give a talk to the company's executives.
For the first time this year, the company has launched the CPF Future Career activity at leading universities in the main regional cities like Khon Kaen University, Chiang Mai University and Prince of Songkhla University.
Many people have often asked whether CPF uses feng shui of the face as a criterion for recruitment. Parisotat said feng shui of the face was a part of the personality which was just a minor criterion, the same as GPA level.
During the first six months of this year, CPF reported a net profit of Bt7.23 billion on sales of Bt94 billion. It currently has market capitalisation of Bt187 billion.