Frito-Lay Launches New Employee Value Proposition

“We are going Places” is meant to inspire a 66,000-member strong North American workforce.

November 01, 2022

ALEXANDRIA, Va.—Frito-Lay announced the launch of its new employee value proposition and new tagline, "We are going Places."

Frito-Lay says that it has identified insights to implement a new employee value proposition to reflect its commitment to its people and community.

The new tagline, "We are going Places" is designed to inspire Frito-Lay's more than 66,000 employees across North America and attract new talent to the workforce. The proposition encompasses Frito-Lay's three pillars—Belonging, Drive and Pride—that emerged from engagement surveys, focus group and individual interviews, workshops and other feedback.

"The labor market has shifted significantly and staffing our front-line roles is more difficult and complex than ever before," said Patrick McLaughlin, senior vice president and chief HR officer, PepsiCo Foods North America. "Our reimagined employer brand not only addresses the desires of our front-line population, but the program will pull through to all aspects of our employees' experiences—from onboarding to career growth—highlighting our own employees and showcasing Frito Lay as an employer of choice in the communities where we do business."

The company will launch a social and digital media campaign with real-life stories from employees.

Frito-Lay offers employees competitive salaries with sign-on bonuses, health insurance, 401(k) with employer match and a pension benefit, education including debt-free degrees, scholarship opportunities, education assistance for degree and vocational programs and assistance for parents of college-bound children.

"I've stayed at Frito-Lay for more than 30 years because I've had security for my future. I'm comfortable, and I've gotten to the place where I enjoy what I do, and I can transfer my knowledge to someone else to make them better", said Corenetta Jones, packaging capability specialist at Frito-Lay North America.

To keep employees long term, companies are standing behind the common 90-day rule. Executives and human resource specialists say that if a worker can stick with the company through their first three months on the job, that person is more likely to stay with the company longer term, which Frito-Lay defines as a year or more. With that knowledge, businesses are offering 90-day bonuses and new programs to keep employees on board for the first three months.

NACS hosted three webinars this summer that discussed innovative ways to address the labor shortage facing the convenience retailing industry, including flexible and innovative scheduling.

NACS has partnered with The Good Jobs Institute on how c-store operators can provide “good jobs,” which meet people’s basic needs and offer conditions for engagement and motivation. The Good Jobs Calculator, designed exclusively for NACS members and the convenience industry, allows retailers to use their own data and customized assumptions about the amount of improvement or uplift achievable, enabling executives to run scenarios on the bottom-line impact of a Good Jobs system.

Revisit “Understanding Your Local Labor Landscape” in the December 2021 issue of NACS Magazine for tips on building an effective employee value proposition and how to gain an edge when competing for candidates.