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Bacardi and Avature Mix Up a Recipe for Recruiting Success

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Bacardi doesn’t have employees. Instead, Bacardi calls them “primos” and “primas” — the Spanish words for “cousins.” This focus on enduring family values helps Bacardi recruit worldwide as the brand continues to build its global game.

The company uses technology to scale these values, allowing the company to target and engage different candidate groups, provide personal interactions throughout the hiring process and to build relationships with hiring managers.

Conveying the Cultural Message

Bacardi is family-owned, nurtured by seven generations of Bacardis. Today, the company employs more than 5,500 people across 43 markets.

In its recruitment efforts, Bacardi focuses on having

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