From Improving Organizational Culture to Talent Acquisition... Why the Semiconductor Industry Emphasizes 'Employees'

Samsung and Hynix Emphasize Employee Introduction Content
Promoting to Social Media-Savvy Young Audience
"Employee Voices More Authentic Than Executives"

'The Guinness World Record holder for paper airplane flying, a professional traveler who has visited 60 countries over 10 years, the president of a volunteer club caring for 300 abandoned dogs, and the 7th-ranked CrossFit athlete in Korea.'

The commonality among these seemingly unrelated individuals is that they are all employees of Samsung Electronics Semiconductor (DS Division). Semiconductor companies such as Samsung Electronics and SK Hynix have recently been actively promoting their diverse employees through various social media channels. Unlike in the past when the company was promoted mainly through executives, now regular employees are being presented as the face of the company. This approach is evaluated to be highly effective for internal and external communication and helpful in attracting potential talent.

Samsung Electronics Semiconductor has recently been showcasing employees' job roles, daily lives, hobbies, and overall lifestyle through its social media accounts such as YouTube and Instagram. On YouTube, they have introduced several workplace vlogs called 'S Log' and consistently upload 'Triple Life' content that reveals employees' double lives. The focus is on introducing individuals who are ordinary employees by day but transform into clay artists, theater actors, and other alter egos (buca) by night.

Mr. Seonghun Lee from Samsung Electronics Foundry Division, who has traveled to 60 countries over the past 10 years, sharing travel-related information in related content / [Image source=Captured from Samsung Electronics Semiconductor Newsroom YouTube account]

This differs from the past approach, which mainly highlighted executives to promote the company. Previously, messages intended for internal and external audiences were conveyed through executive interviews, articles, and events. Now, executives have stepped back, and unique regular employees have taken their place. This attempt is considered effective for communication with younger generations both inside and outside the company.

In Samsung Electronics' case, Kyung Kye-hyun, President of Samsung Electronics DS Division, emphasizes pursuing employee happiness as a key factor in changing organizational culture. The belief is that when employees work happily, performance improves, which ultimately leads to company growth. Samsung Electronics views content that captures employees working hard while enjoying their lives as reinforcing the desired organizational culture and positively influencing external perceptions of the company.

SK Hynix also aims to enhance this effect by featuring a section called 'Workplace Empathy Talk: How Are You These Days?' on its newsroom, introducing employees of various tenures and roles. Representative examples include a 10-year employee sharing tips for living a 'Godsaeng' (God生: exemplary and diligent life), stories of junior employees adapting to the company, and a father of five challenging himself with overseas studies.

From left, TL Kang Hyekyung, TL Kim Manje, and TL Kwak Siyoung, who shared their experiences in adapting to the company in content introduced by SK Hynix engineers with 2-3 years of experience / Photo by SK Hynix Newsroom

The semiconductor industry believes that such efforts can also aid in attracting potential talent. An industry insider said, "The younger generation tends to view people who live their lives actively and passionately more favorably than those who just sit and work, so related content helps instill a positive image." They added, "Looking at the comments on the content, there are many positive remarks."

Professor Hwang Yong-sik of Sejong University (Department of Business Administration) also explained, "Through diverse content, companies can indirectly inform about their good HR systems and welfare." He added, "For younger people, stories told by employees rather than executives resonate more authentically." He concluded, "It is effective because it allows them to envision their future and lifestyle when joining the company."

This content was produced with the assistance of AI translation services.