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Limitless Opportunities
ThaiBev believes that successful organizations work together with their employees to create growth and learning experiences that ultimately strengthen both individual and company performance. Providing employees with development and advancement opportunities, and helping them address various skills gaps, are important aspects that can strengthen ThaiBev as a company. We also ensure that all staff have equal opportunities to excel in their work and grow to their full potential.

Our strategy to enable sustainable growth includes not only human capital development, but also talent attraction and retention, which covers onboarding, compensation, and performance management. ThaiBev is committed to being among the best employers in ASEAN and strongly believes that career satisfaction and advancement opportunities motivate employees to give long-term commitment to our organization.
Management Approach
ThaiBev places great emphasis on developing human capital and strengthening organizational capabilities, and has set up the Human Capital and Organization Capabilities (“HC&OC”) department to support the company’s aspiration to become a stable and sustainable ASEAN leader. HC&OC works closely with the Human Capital Business Partner (“HCBP”) in each Product Group (PG) and Business Unit (BU), to establish the HC&OC strategies, policies, and plans in support of business objectives.

In addition, the central HC&OC works with each country/market HC&OC Support & Operations team to ensure both execution of HC&OC strategy and excellence in HC service delivery, in order to create meaningful employee experiences at every touchpoint.

This management approach enables ThaiBev to develop and mobilize talent across countries and Business Units, and helps to foster collaboration and share best practices, in line with our “Limitless Opportunities” objective.
Strategies
ThaiBev strives to provide limitless opportunities for employees, incorporating diversity, equality, and inclusiveness into our business operations. We aim to ensure equal opportunities for our diverse workforce to grow in their careers. To strengthen human capital, create oneness, enhance diversity awareness, and prepare employees for change, ThaiBev has identified seven human capital management strategies:
Strategy 1:
Clear Structure and Roles
  • Arrange organizational structure, roles, and responsibilities to support the company’s business strategy and PASSION 2030.
  • Expand and develop competencies and options for career paths corresponding to ThaiBev’s organizational structure, roles and responsibilities.
Strategy 2:
Market-oriented Compensation and Benefits
  • Continuously monitor job market dynamics and ThaiBev’s demand for personnel to set appropriate compensation and benefits standards for ThaiBev Group companies.
Strategy 3:
Recognition-based Performance Management
  • Develop a comprehensive employee performance management system and expand channels for system accessibility that meets the needs of employees in all age groups.
  • Ensure fair performance evaluation and set talent development plans to unlock employee potential, enabling them to work towards their goals, and strive to achieve excellence.
Strategy 4:
Holistic People Development
  • Promote a learning culture for employees to develop their capabilities. ThaiBev develops employees’ potential according to the 70:20:10 model* for learning and development. It also emphasizes digital literacy and the implementation of individual development plans (IDP), as well as employee progress-tracking.
Strategy 5:
Proactive Succession and Workforce Planning
  • Prepare employees and executives identified as potential successors to ensure seamless transitions and business continuity, enhancing the sustainability of the organization.
Strategy 6:
Engaging Corporate Culture
  • Build knowledge, understanding, and engagement by fostering a sense of oneness through the global values of the ThaiBev Group, promoting employees’ continuous engagement to encourage appropriate behaviour in line with corporate values.
Strategy 7:
Strategic Talent Acquisition and Onboarding
  • Recruit and select personnel who have appropriate knowledge, abilities and skills to perform their jobs as required by the organization and aim to reach and attract potential candidates to join the organization, especially those from the new generation, who are highly capable of adapting in the digital age.
*70% learning on the job; 20% learning from peers; 10% learning in the classroom
Market-oriented Compensation and Benefits
In terms of compensation and benefits management, ThaiBev is committed to providing fair compensation to all employees in all countries. We adhere to legal requirements on welfare and benefits and established standards for remuneration management, performance management, and internal promotion.

Contribution assessments may lead to accelerated extra bonuses and help to rank existing staff on potential promotion lists. We aim to retain high-performance employees and build the company culture by promoting from within.
Recognition-based Performance Management
ThaiBev has implemented various performance appraisal practices to evaluate and motivate employees across departments. These include Management by Objectives (MBO), which uses SMART Key Performance Indicators (KPIs) aligned with Objectives and Key Results (OKRs). The system also takes a multidimensional approach, assessing performance levels, personal attributes, and peer-recognized contributions.

Additionally, ThaiBev conducts annual comparative rankings using calibrated scoring and distribution curves to identify top performers. “Continuous Conversations”, involving daily performance monitoring, planning, safety discussions, and issue resolution, particularly support sales and operations teams. This comprehensive performance management framework aligns individual efforts with organizational goals, recognizes significant contributions through bonuses and awards, provides constructive feedback, identifies high-potential employees, and fosters a collaborative, engaged, and productive workforce. This multifaceted approach reflects ThaiBev’s commitment to nurturing talent and driving organizational success.

Multidimensional Performance Appraisal
Performance assessments are conducted twice a year, during mid-year and year-end reviews, where employees set goals and evaluate their progress.

The assessment uses three KPI categories:
  • Group Performance: aligning work goals with the company’s vision and strategy.
  • BU Shared KPI (Financial): setting operational goals within business units to enhance competitiveness.
  • Individual KPI: establishing personal goals aligned with roles and responsibilities, focusing on “WOW (Way of Work)”, sustainability, and people development.
Global Value:
ThaiBev integrates its core values (3C: Collaboration, Creating Value, Caring for Stakeholders) into performance evaluations, using Key Behavior Indicators (KBIs) to align the right people with rewards based on these values.

360-degree Feedback:
A comprehensive performance evaluation method, gathering feedback from subordinates, peers, and supervisors, crucial for identifying top talent (level 8 and above) for growth.

Team-Based Performance Appraisal
The Human Capital Group has a team-based performance appraisal system to recognize and reward collective achievements. Teams are evaluated based on overall contributions and outcomes, rather than individual employee performances, in order to foster collaboration and drive organizational success.

A bell-curve ranking method is used to assess team performance across Product Groups and job families, guiding reward distribution and talent development.

ThaiBev’s reward system considers both individual and BU performance, aligning with role responsibilities. A tiered bonus system allocates rewards based on BU contributions, ensuring fair recognition for top performers and boosting engagement and long-term commitment.

Agile Conversation
The company encourages timely feedback to help individuals address issues and seek support for their work. ThaiBev follows a two-way communication approach, where line managers provide support and constructive feedback, focusing on achievements and skills rather than criticism. Regular feedback is also embedded in daily meetings, weekly team discussions, and monthly meetings within each product group and business unit.
Coaching Types Based on Team/PG/BU:
  • One-on-One Communication: informal meetings with supervisors, along with mid-year and year-end evaluations, to assess performance, improve productivity, and create short-term Individual Development Plans (IDPs).
  • Group Coaching: quarterly town halls to update business performance, strengthen team commitment, and drive results toward KPIs across sales, marketing, operations, and supply chain teams.
  • Team Coaching: focuses on team building, fostering relationships, and aligning behavior with ThaiBev’s values, especially among junior employees, to create a harmonious work environment.
Strategic Talent Acquisition and Onboarding
Our Talent Acquisition Center employs a strategic approach focused on three key areas:
  • Regional Customization: we tailor recruitment strategies to address the unique skills, cultural nuances, and economic conditions of each region, ensuring alignment with local needs and opportunities.
  • Educational Partnerships: by collaborating with universities, professors, and students, we strengthen relationships that enhance understanding of ThaiBev’s values, building a robust talent pipeline and ensuring future employees are well-equipped to drive our growth.
  • Diversity and Inclusion: we are committed to fostering diverse and inclusive workforce that reflects the communities we serve, driving innovation and bringing diverse perspectives to the company.
Onboarding Program
Our onboarding program offers a comprehensive, immersive experience designed to integrate new hires into ThaiBev’s culture and sustainability goals. Key elements include:
  • A 120-day Structured Onboarding Journey that introduces new employees to ThaiBev’s business operations and sustainability initiatives, providing a solid foundation for their roles.
  • Mentorship, Buddy System, and Continuous Learning that provide ongoing support, foster a sense of belonging, and encourage professional development through personalized guidance and resources.
HC Digital Platforms
In 2024, we launched innovative, in-house digital systems to improve HC processes and enhance the employee experience, replacing legacy solutions with a more efficient, data-driven approach.
  • Employee Database (ED): a central repository for real-time, accurate employee data, integrated with other HC systems to support informed decision-making and align with organizational goals.
  • Performance Management System (PMS): streamlines performance evaluations, helping employees and managers track progress, set goals, and provide feedback with greater efficiency and accuracy.
  • My Career (IDP): a development tool integrated with Employee Database, allowing employees to update profiles, set career goals, and track progress, fostering a culture of continuous learning.
  • Employee Status Letter: digitizes job status notifications, eliminating paper and improving sustainability, while providing a timely, personalized way to recognize employee achievements.
Holistic People Development
People Capability Development is a key priority at ThaiBev, supporting our goal to be a stable and sustainable ASEAN leader in the beverage and food industry. To drive growth and employee advancement, we’ve implemented the Holistic People Development (HPD) strategy, focusing on developing the critical capabilities employees need for both current roles and future aspirations.

Through personalized tools like the Individual Development Plan, we align business priorities with career goals.

To standardize these practices globally, we launched My Career, a digital platform guiding employees through a comprehensive career development process, including career exploration, competency assessments, IDP planning and execution, and growth.

To expand learning opportunities, we’ve partnered with a global digital learning platform, giving employees access to top-tier expertise. This facilitates self-directed learning, allowing employees to address capability gaps at their own pace. In addition to formal training, we encourage employees to include peer learning and experiential learning in their IDPs.

For the HPD strategy’s success, we recognize the vital role of key stakeholders. Line managers and HC teams are actively involved in career development and are continuously supported with tools to effectively champion employee growth within the organization.
ThaiBev Group Talent Pool
ThaiBev is committed to strengthening our internal talent and leadership pipeline to ensure future leadership and organizational success. We focus on identifying and nurturing high-potential individuals who can assume critical roles and drive growth.
  • Successor Pool: we identify and develop individuals who are poised to take on leadership positions within the organization.
  • Group Talent Pool International Talent: we cultivate global leaders with the skills, mindset, and high mobility to thrive in international roles in all Product Groups.
  • Domestic/Local Talent: we develop local talent to drive growth within specific countries/markets.
  • Functional Young Talent: we invest in the development of young functional specialists to play key roles across various departments such as sales, manufacturing, and IT.
Aligned with our Talent Strategy, we have implemented a six-step process to execute our leadership pipeline, from “Young Talent” to “Successor”. This includes strategic planning, talent identification, targeted development, and retention strategies. By nurturing internal talent through a long-term Career Development Plan focused on experiential development, we support career growth and strengthen our organization’s ability to drive sustained growth in a changing business environment.
Targets

Key Projects
ThaiBev Internship Program 2024
The Chang Junior and ThaiBev Internship Programs offer ASEAN university students the chance to explore various job families within the company. Over two months, interns gain hands-on experience, work on real-world projects, and engage with industry professionals across departments like Creative & Design, Engineering, Finance, HR, IT, Legal, Marketing, R&D, Sales, and Supply Chain.

Key program highlights include mentorship, networking opportunities, and exposure to diverse departments, helping interns explore different career paths and develop valuable skills. ThaiBev is committed to nurturing future leaders, and this year, all interns expressed interest in joining the company post-graduation and we achieved a 95% satisfaction rate.
ThaiBev Transformation Program
The ThaiBev Transformation Program aims to identify and develop top talent by offering a unique opportunity for accelerated leadership growth. Participants lead high-impact, company-wide transformation projects crucial to ThaiBev’s growth, while receiving coaching and mentorship from senior executives. This guidance helps them tackle complex challenges, drive innovation, and manage stakeholder relationships effectively.

Since its inception in 2020, the program has engaged over 443 employees across ASEAN (Thailand, Vietnam, Singapore, Malaysia, Myanmar, Cambodia), successfully implementing 141 transformation projects. By promoting experiential learning and exposure to strategic leadership roles, the program accelerates the development of emerging leaders and collaborate across units, strengthens our ability to retain top talent across the region.
ThaiBev Talent Development Program
Our Talent Development Program cultivates a new generation of leaders, equipping them with the mindset and skills to navigate future challenges. Through a blend of classroom learning, real-world experiences, and collaborative projects, participants gain a holistic understanding of our business and develop the leadership capabilities to drive sustainable growth.

ASEAN Management Development Program (AMD):
139 Alumni in 4 Batches In partnership with C asean, the AMD program enhances executive capabilities across ASEAN. ThaiBev executives from Thailand, Vietnam, Singapore, Malaysia, and Myanmar engage in cross-cultural learning and market exploration. AMD#4 (2024) involved 22 participants, focusing on expanding new market and products, and strengthening e-commerce.

Management Development Program (MDP):
346 Alumni in 11 Batches In collaboration with the Sasin Graduate Institute of Business Administration at Chulalongkorn University, the MDP prepares participants for future executive roles.

The program includes project-based learning, knowledge sharing, and workshops. MDP#11 focuses on driving growth through existing Spirits and Food brands, expanding new product development and exploring health and wellness products, while emphasizing cost reduction strategies, such as waste reduction and supply chain optimization.

Supervisory Development Program (SDP):
480 Alumni in 12 Batches Developed with Thammasat University, the SDP enhances participants’ business acumen through executive insights and site visits to top Thai organizations.

Young Talent Development Program:
159 Alumni in 5 Batches ThaiBev is dedicated to developing future leaders through a program focused on leadership, management, and functional skills. In collaboration with internal experts and trainers, participants work on real business projects to apply their learning. Building on last year’s success, 2023 participants have continued their projects, showing their commitment to ongoing development.
Professional Sales Development
The Professional Sales Development Program enhances employees’ skills in data analysis and business dynamics, helping them understand consumer behavior and sales territory conditions. This initiative empowers sales team to act as strategic partners, identifying opportunities across various channels. The program blends foundational principles with practical learning, including business case studies and classroom instruction. Participants present business plans, which receive valuable feedback from senior executives, fostering knowledge sharing and supporting the goal of creating sales opportunities while strengthening relationships with customers.
ThaiBev Group Conference
We aim to empower ThaiBev’s global leadership through the ThaiBev Group Conference, an annual event that brings together over 400 management-level employees from around the world. This flagship gathering aligns leaders with the company’s vision and mission, expands global business perspectives, and fosters collaboration under the 3C Global Values (Collaboration, Creating Values, Caring for Stakeholders).

The conference serves as a strategic platform to drive global business expansion, cascade organizational goals into actionable plans, and cultivate networking and knowledge-sharing opportunities among colleagues. By promoting inclusivity, innovation, and teamwork, the ThaiBev Group Conference underscores the company’s commitment to sustainable growth and delivering long-term value for all stakeholders.
Achievements
Employee Engagement Score
ThaiBev regularly reviews and tracks employee engagement and satisfaction across various factors. In 2024, our overall engagement score, based on the “Say–Stay–Strive” methodology, improved from 83% to 86%, surpassing our target of 85%. This increase can be attributed to continuous improvements in performance management, brand, diversity and inclusion, and work tasks, which were key focus areas with high scores. Additionally, in 2024, we expanded the scope to include SABECO, Vietnam’s leading beer producer within the ThaiBev Group, where our overall engagement scope was 92.3%.

Training Hours
Our dedication to employee development is evident in the total training hours of 1,631,415 hours, with each employee receiving an average of 31.54 hours (Following the inclusion of F&N, ThaiBev will review its targets to ensure successful implementation of our sustainability commitments).

Furthermore, our commitment has been recognized with prestigious awards, including:
  • Employee Experience 2024 Thailand by Human Resources Online (Singapore) – Overall Learning Award: First place in the learning category
    • Gold Awards: Best Skilling Strategy, Best Soft Skills Training Programme, Best Career Development Programme, Best Executive Coaching Programme, Best First-Time Manager Programme, Best Management Training Programme
    • Silver Awards: Best Capability Development Programme for the HR Team
    • Bronze Awards: Best In-House Certification Programme
  • HR Asia: Best Companies to Work for in Asia 2024 Awards (Singapore)
    • HR Asia Best Companies to Work for in Asia 2024 Award
    • Diversity, Equity, and Inclusion (DEI) Award
    • Most Caring Award
    • Sustainable Workplace Award
  • WorkVenture: Top 50 Companies in Thailand (Thailand)
  • Future Trends: Most Attractive Employer (Thailand)
    • Most Attractive Employer for Under-30s
    • Most Attractive Employer for Over-30s
Moving Forward
At ThaiBev Group, we are committed to continuously refining our recruitment, selection, and onboarding processes. Regular reviews and feedback loops ensure that our practices remain aligned with industry best practices and support our organizational goals. This commitment enables us to attract, engage, and retain top talent while enhancing the overall candidate experience at every stage of the hiring journey.

In terms of Human Capital Development, our aim is to uplift our people development practices to be more career-based, preparing employees at all levels for their desired career advancements. Initially, we plan to bolster the capabilities of our line managers and HC team, strengthening them as career developers. Integrating AI-driven technology will further personalize career development, aligning it with individual needs. To equip our workforce with essential future skills, we intend to launch mandatory training in growth mindset, critical thinking, digital literacy, and data analytics. Additionally, to cater for the diversity of our employees, we plan to tailor training programs by roles, levels, regions, and capability needs. A dedicated learning analytics center will support this segmentation, leveraging data to meticulously design targeted interventions for each group.

As part of our new “PASSION 2030” strategy, which emphasizes on two core pillars of reach competitively and digital growth, HC will further enhance our people’s capabilities to align with the required new skills. We will focus on upskilling and reskilling our workforce in line with these two core pillars of Passion 2030.

We will also strengthen our HC digital systems to fully unlock the potential of our digital platform and its big data capabilities. Data insights and analytics on our people and their talents will be efficiently reported and leveraged to shape their development roadmap within the company. Our employees will be trained and equipped with new AI tools provided by the company to enhance their productivity and support their work more effectively.
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LIMITLESS OPPORTUNITIES
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