Kia Motors Announces Recruitment for the 3rd Generation of 'Red Treater'

[Asia Economy Reporter Kiho Sung] Kia Motors announced on the 10th that it is recruiting the 3rd generation of university student supporters, ‘Red Creator,’ who will contemplate the future together with Kia in the 'post-COVID-19' era.

Launched in 2018, ‘Red Creator’ is a long-term supporter program that pursues mutual growth between Kia and university students by allowing students to directly propose ideas related to Kia and apply them to practical work.

This year’s group, which will be active for about four months starting in August, is characterized by the entire process from recruitment to operation being conducted in a ‘non-face-to-face’ manner, considering the COVID-19 issue.

First, all interviews and launch ceremonies, which were previously held offline, as well as all education and activities, will be conducted through an online platform. Considering the difficulty of offline team building due to social distancing, applicants will form teams from the application stage, unlike before when individuals were selected and then divided into teams.

The missions to be carried out have also changed. Unlike the 1st and 2nd generations, who freely selected their preferred topics by team, the 3rd generation of Red Creator will actively reflect social issues and undertake a main mission to contemplate Kia’s future in the post-COVID-19 era, and a sub-mission to create content about anticipated changes in car culture after COVID-19 using Kia vehicles.

The collaboration mentoring and communication programs, which were the strengths of the existing ‘Red Creator,’ have been further enhanced. While maintaining the highly satisfactory team-based 1:1 mentoring with practical staff, the ‘YureCAR Academy,’ an external expert lecture, has been supplemented to provide feedback from professional current automotive editors and video experts.

Additionally, new communication programs such as the ‘Current Employee Talk Show,’ which allows real-time Q&A and career counseling, and the ‘Red Speaker,’ which listens to honest opinions from people in their 20s about new marketing and events, have been established to strengthen communication channels.

Kia will provide a fixed activity allowance every month to all participating university students and select two outstanding teams based on the results presented at the ‘Online Preview’ in November, awarding a total of 7 million KRW in scholarships: 5 million KRW for the best team and 2 million KRW for the excellent team.

Any university student currently enrolled or on leave of absence at a university in Korea can participate in this 3rd generation of ‘Red Creator,’ and applications can be submitted through the Red Creator website until the 2nd of next month.

A Kia Motors official stated, “Red Creator is Kia Motors’ representative young target communication program that has been operating for three years. Among the 18 ideas proposed by the 1st and 2nd generations, 7 ideas have been actually applied to real work, showing the high level of idea proposals. Kia will continue to expand communication with university students, who are future customers.”