Sitel Celebrates The Kada In The Barkada With Learn, Lead & Grow.

The company’s newly crafted recruitment marketing campaign promises endless opportunities for current and future employees


Sitel Group, a global leader in end-to-end customer experience (CX) products and solutions, officially launched its new recruitment marketing campaign and Employee Value Proposition – “Learn, Lead & Grow with the Sitel Barkada”. The newly minted recruitment messaging, Sitel Group’s promise to its people, encapsulates its commitment to nurturing a company culture that provides Sitel associates the freedom to learn, grow, be themselves and have fun while being part of a workplace barkada defined by trust and a sense of belonging.

In response to its clients’ demand and growth, Sitel Philippines has hired more than 8,000 associates this year, due to its success in responding to clients’ needs amidst the COVID-19 pandemic.

The new Sitel EVP, launched along with Sitel Group’s new brand message Create Connection. Value Conversation. as well as its innovative suite of services EXP+™, was created to help give Sitel associates a clearer picture of what the company prioritizes and the initiatives they are taking to improve the associate experience. As EXP+ was designed to simplify the delivery of end-to-end CX services and reinforce its commitment to its clients, the EVP is a promise to its people that even in this period of uncertainty, Sitel remains committed to strengthening its employee engagement, learning and enrichment programs.

“We have been working on crafting a meaningful and truly impactful Employee Value Proposition (EVP) since late last year,” shared Jorelle Robles, Head of Marketing and Corporate Communications for Sitel Philippines, Australia, New Zealand. “We believe a company should provide more than just financial remuneration, but rather, an integrated, balanced associate experience that offers an empowering culture, opportunities to do meaningful work, growth and development, in a safe and secure work environment.”

Under the new EVP – “Learn, Lead & Grow with the Sitel Barkada” – are several key pillars each aimed at providing different benefits to Sitel associates. To streamline efforts even further, a keen focus on the “kada” from the word barkada helps provide more focus. The term “kada” means “each” and the company uses this to highlight and celebrate each important aspect of its associate engagement pillar.

These pillars include Kada Hakbang (each step), Kada Pagkakaiba (each individual), Kada Pagkakaisa (each moment of unity), Kada Tagumpay (each success) and Kada Interes (each interest).

“For the first time, Sitel Philippines is using Filipino language in a major external marketing campaign,” Robles said. “We have localized the slogans of the pillars into Filipino statements because we believe that no other language could better touch a chord among Filipinos, our main audience, that their own.”

Each pillar symbolizes important aspects of Sitel’s associate commitment – opportunities for growth, a strong employee culture, an engaging and interactive community, ample rewards and recognition and SitelMAX – a responsive and open Sitel global community available for honest feedback, suggestions and new innovative ideas.

The launch of the new EVP is a timely and relevant step that Sitel is taking for their associates who have been doing their best to continue delivering exceptional customer experiences for Sitel despite the challenges of the global pandemic.

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Mommy Iris

I'm a lifestyle and mommy blogger from the Philippines. Pinay Ads was created to share bits and pieces of my life and my family. I have a wide array of interests that include entertainment, movies, music, gadgets, traveling, food, baking, and more. So, I hope you’ll stick around and enjoy reading!