10 years of talent development and employer branding organized by Worldcom PR Group and PRBK Communications
CHALLENGE
Worldcom PR Group is a global partnership uniting independent PR agencies, bringing together more than 2,000 communication professionals across 105 cities in 39 countries. The network has been represented in Hungary by PRBK Communications for nearly 20 years, and the company’s managing director also serves on the Board of Directors for Worldcom PR Group’s EMEA region.
One common challenge for this remarkably diverse international professional community – regardless of markets and industries served – is attracting and retaining young talent. How can you get new employees to choose Worldcom partner agencies, or if they already work there, how can you get them to stay with the company for as long as possible? How can you strengthen the employer branding activities of an international organization?
SOLUTION
With the active involvement of PRBK Communications, Worldcom PR Group launched its Young Professionals Program more than 10 years ago, with an annual in-person training event as its flagship initiative. The multi-day event is typically held in Budapest, with participants being colleagues under 30 delegated by agencies in the network’s EMEA region.
During the training, the group of typically 25-30 people attends professional presentations, shares case studies, and participates in an exciting professional team competition between international teams we assemble from the group members.
Each year during the employer branding activity, we collaborate with universities (Corvinus, PPKE, Metropolitan University), external speakers, and companies or organizations that provide the assignment (i.e., the brief) to the participating teams.
In 2024, the training series was expanded to include two online sessions per year, with young colleagues from other regions also joining in. With this development, Worldcom Young Professionals Meetings has become a truly global initiative.
RESULTS
Over the years, more than 250 young PR professionals have visited Budapest or participated in one of the online events. Dozens of press materials and interviews about the program have appeared in numerous European trade publications, and we’ve presented some of the project’s results at professional conferences.
Overall, the Young Professionals’ Meeting initiative has become one of Worldcom PR Group’s most successful global initiatives and a key pillar of the network’s employer branding activities.
