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The Internet user mentioned that the company carried out this action after a month of joint work with the legal area and human resources.
These measures also leave a lesson in human resources and reveal how brands carry out activism.
Every day the brands have become more aware of the environment and the world we live in today, and this can be seen reflected in each of their strategies from their different areas. Is the case Soriana, the Mexican supermarket store that won the congratulations of users by hiring 120 new refugee collaborators in record time, becoming a great gesture of inclusion.
According to data from Facebook, they reveal that five out of 10 consumers change their perspective on a brand when it speaks openly about diversity and inclusivity.
It is important to highlight that inclusive marketing has a more global and complete vision of marketing, since this industry “You should not think about selling for the sake of selling”, but rather should guide a process of knowledge and creation that seeks to resolve the needs of consumers, adding value to their lives.
Soriana and her gesture of inclusion by hiring refugees
Through the social network Twitter, an Internet user applauded and showed the gesture of the Soriana brand, after hiring refugees to work in its branches in the country.
The publication that was shared by the tweeter @FlorianHopfner and who claims to be part of the United Nations High Commissioner for Refugees (UNHCR) He highlighted that the company carried out this action after a month of joint work with the legal area and human resources.
He also shared the image of the company’s new collaborators, although he did not mention which country they were from.
@TiendaSoriana joins the local integration program now offering formal employment options to refugees. After a month of joint work with the legal and human resources areas, the company hired 120 new refugee collaborators in one week. A record! pic.twitter.com/MpWnf4tFWe
— Florian Höpfner (@FlorianHopfner) May 26, 2022
These types of publications position a brand very well in the face of the digital pulse, where the majority are its own consumers, since with this type of inclusive actions They can attract the attention of new users or also strengthen those they already have.
Given these data, many brands such as Soriana have been included to offer their help by hiring and giving these people a decent job. But there are also firms that have joined this inclusive initiative, such as Oxxo, which last year made an important decision regarding human resources and began to employ Haitians in transit through Mexico, which leaves a precedent of activism through talent management.
This type of measure also leaves a lesson in human resources and reveals how brands carry out activism in the midst of a very intense migration process in Mexico, due to the transit of a significant volume of South Americans seeking entry into the United States.
Mexico is one of the countries that registers a large number of refugees protected by the State and the UNHCR, where in the first quarter of this year, 29,574 people from different nations have requested international protection before the Mexican Commission for Refugee Aid (Comar), according to provisional statistics released by the agency in April this year.
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