CJ Logistics "Communicating with the 'MZ Generation' through MBTI"

Kang Shin-ho, CEO of CJ Logistics, is having a conversation with MZ generation employees at the metaverse meeting.
Photo by CJ Logistics

[Asia Economy Reporter Yoo Hyun-seok] CJ Logistics is putting great effort into innovating corporate culture and establishing a horizontal communication culture. In particular, the company is making multifaceted efforts to drastically change the organizational culture to align with the perspectives of the MZ generation (born from the 1980s to early 2000s), who make up 60% of all employees.

According to CJ Logistics on the 24th, CEO Kang Shin-ho, key executives, and all managers at team leader level and above recently took the personality type test (MBTI). This was to recognize their own ego through personality types and to understand the characteristics of the MZ generation, who are curious about others’ types, using it as an opportunity for communication. In fact, the company explained that using the personality test results during meetings between executives and employees has been very helpful in communicating with MZ generation employees, receiving positive responses.

The company provided coaching books to executives based on the personality test results to help them reflect on themselves and improve communication methods with employees. Additionally, by operating organizational development programs that foster mutual understanding and synergy through personality tests, more than 50 teams have expressed interest in participating, receiving favorable reactions.

Various programs for corporate culture innovation are also being operated. The in-house broadcasting program called “Generation Empathy Talk Show Daetongsseoljeon,” where so-called “Kkondae” generation employees and MZ generation employees conceal their identities with masks and voice changers to openly share their feelings and discuss in a free atmosphere, became a major topic within the company as it helped understand perceptions and differences between generations.

Recently, a survey was conducted among all employees to select the “Top 9 Kkondae Cultures That Should Disappear in the Office,” which drew great participation with about 1,000 respondents.

The survey results showed that the top vote-getter was “KakaoTalk (group chat) hell ? work instructions via group chats at all hours.” The second place was “Back in my day,” and third was “I’m not a Kkondae ? but if I say it like this, you might call me one,” referring to Kkondae-like remarks.

The selected “Top 9 Kkondae Cultures” were revealed through the in-house broadcasting program “Chart-running Daetong,” and the company plans to monitor and run campaigns to improve these issues based on the selections.

CEO Kang Shin-ho is also increasing direct communication opportunities with the MZ generation. In particular, he holds candid conversations through “Metaverse Empathy Talk” events conducted anonymously in metaverse spaces with MZ generation employees to listen to their difficulties and concerns about company life.

A CJ Logistics official said, “We are focusing on strengthening communication with the MZ generation, who are the future leaders and core drivers of growth, while forming a broad consensus on the company’s future vision.”

Last year, CJ Logistics declared its future vision as an “innovative technology company” and emphasized that it will revolutionize its organizational culture so that top talents with the best capabilities gather and achieve the best results. Accordingly, it is holding contests and operating various corporate culture innovation programs to secure excellent talent and innovate organizational culture.