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Human Capital Development

Building a High-Performing Culture

Driving a high-performing culture is a continuous pursuit of the Carlsberg Malaysia Group in line with SAIL’22. Under the key strategic pillars of ‘Performance Management’, ‘Reward & Recognise High Performance’ and ‘Right People on the Team’, we deliver people-centric initiatives to create a winning team.

Our forward aspirations are to build strong employer branding gravitating towards “Local Heart, Global Strength” and create a diverse and inclusive organisation, where we can pride ourselves in a global mindset, a diverse talent base, equal opportunity, and inclusive leadership.


Create a Winning Culture, a fundamental enabler of our SAIL’22 strategy, is underpinned by the 3A Framework – Alignment, Accountability and Action – which sets the working ethos for all Carlsberg Group employees. In 2019, we relaunched the 3A framework to reiterate this critical enabler to accelerate as ‘one team’. The sharpened 3A descriptors with more practical examples of day-to-day implementation were cascaded to all employees through monthly town halls, online training and various communication platforms.


The Group continues to adopt a pay-for-performance philosophy, recognising high performers with career growth opportunities and remunerative incentives while underperformers are coached for improvements. SAIL’22 Awards are given to recognise 3A champions. Nominees are chosen by their own peers, who then undergo evaluation by the senior management team for winning merit. Winning employees embody the three elements of the 3A framework.


Carlsberg Malaysia prides ourselves in developing and accelerating career growth of our talent. To facilitate accelerated development, priority is given to internal talent to fill job vacancies. We continued to build a pipeline of young talent through our Management Trainee Programme. From the current pool, 25% of our management trainees have accepted permanent roles within the company while 37% will embark on regional assignments in 2020. Carlsberg Malaysia is seeking to recruit more management trainees in the 2020 intake.

Live by Our Compass

It is a clear requirement in Carlsberg’s Code of Ethics and Conduct that employees comply with relevant laws and regulations, where non-compliance poses serious reputational risks and financial consequences in Malaysia and for the Carlsberg Group.

This fundamental work ethic is represented within Live by Our Compass, a Group-wide programme that provides detailed guidance on ethical behaviour and emphasises the importance of integrity as part of Creating a Winning Culture.

The Carlsberg Group has a whistleblower system that enables employees to report activities that may involve criminal conduct or violations of the Carlsberg Group’s policies and guidelines. Carlsberg embraces an ‘open-door’ culture and all employees are encouraged to talk to their managers, or managers’ manager, if they believe there has been a breach. They can escalate their concerns directly to their HR business partner, the Group’s legal counsel, head of internal audit or directly to the VP of Compliance of the global Carlsberg Group.

Employees can also escalate via an email to a Speak Up mailbox, a secured web-based complaint platform, or a telephone line with designated access code that is hosted by a third-party service provider.

Supporting Local Communities

Acclaimed as Probably The Best Fundraising Platform for Chinese education, the Top Ten Charity Campaign has been championing the development of Chinese education in Malaysia since 1987. benefiting thousands of students with better school infrastructure and sports facilities. The campaign also holds two records in the Malaysia Book of Records as the longest-running Chinese charity concert with the highest funds raised.

The Top Ten Charity Campaign is unique as a CSR model; it involves strong partnerships between Carlsberg Malaysia, its media partners, the local entertainment industry and artistes, government stakeholders, and the boards, parent-teacher associations, teachers, and supporters of the beneficiary schools. The ecosystem created within the Top Ten Charity and the continued commitment by Carlsberg and its partners are a winning combination for the sustainability of an established, successful campaign.

The schools raise funds by selling tickets to the concerts and accompanying sit-down dinners, with stage performances and promotional activities led by Carlsberg Malaysia. Attendees can also pledge more donations on top of the ticket price. During the lead-up to the concert, schools also appeal to supporters, parents, and the local community for funding. The concert then becomes a rallying point for fundraising from the community. It is a pioneering platform that brings schools and communities together year after year, contributing towards the success of Chinese education for the long-term benefit of future generations.

Top Ten Charity is a key driver in Carlsberg Malaysia’s win for The Edge’s Billion Ringgit Club Best Corporate Responsibility Award this year and is a point of pride for our inclusion in the FTSE Russell FTSE4Good Bursa Malaysia index since 2019.

We are grateful for the support of the Chinese community and the close rapport we have fraternity of Chinese educations, and we pledge to continue spearheading this fundraising campaign in the years to come. For more information on the Top Ten Charity Campaign, visit