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PepsiCo case study
PepsiCo case study

Global student challenge

Top Employer PepsiCo's Dare to Do More campaign is a shining example of how to attract and recruit graduates through an entrepreneurial challenge.

PepsiCo has been running a new form of graduate programme for the last three years. Its overarching objective has been clear-to attract the best and the brightest into the business.

Dare to Do More challenge from PepsiCo The programme has been conducted across three stages including:

  • Stage One: PepsiCo University.This gives candidates the opportunity to get an insider’s view into life at PepsiCo.
  • Stage Two: Submit ideas. The second stage calls for graduates to submit their business innovations online. This could be through the creation of a new product, or by adapting one of PepsiCo’s current lines. 
  • Stage Three: Mentors help candidates to present their ideas. The best business ideas from Stage Two secure a place in the final and get the opportunity to present their ideas to a panel of PepsiCo market experts. 

Challenges

An obvious challenge was how to stand out from the competition. PepsiCo needed to demonstrate that innovation is a feature of every part of its business, including in its graduate programme. It had to find a way to give candidates a chance to respond to real, thought-provoking challenges that could actually make a difference on a global scale and create an approach that would win the attention of the most capable candidates.