By Lee Hyo-sik
Under the motto — “Business is all about people” — GM Korea CEO Sergio Rocha stresses the importance of the leader’s effective communication with employees and other stakeholders.
The former mechanical engineer from Brazil said it is not easy to run a corporation like GM Korea, which employs 21,000 people, as conflicts of interest often arise among concerned parties. However, over the past year, he has successfully turned the Korean subsidiary of U.S. auto giant General Motors around, owing to his down-to-earth approach toward employees, dealers, suppliers and other stakeholders.
“I always emphasize two things. They are ‘business is all about people’ and ‘a company must focus on its employees.’ They help lead the business to success,” said Rocha who became CEO in March 2012. “In order to build a win-win relationship with the media, government agencies and other outside stakeholders, communication with workers and other internal parties should come first.”
The CEO said he has strived to create a virtuous circle inside the organization by investing in employees so that GM Korea can become the workplace of choice.
To strengthen communication with office and production workers, GM Korea, headquartered in Bupyeong, Incheon, developed an exclusive employee communication app for smartphones in the second half of last year. More traditionally, the automaker also carried out an on-site job experience program for executives whereby they, including Rocha, meet and work with production-line employees.
To boost his communication skills with employees, Rocha has been studying Korean diligently. But he said he has not yet reached his desired level. He also plans to devote more time to expanding his understanding of Korean culture.
The CEO said he came from a poor, nine-member family in Brazil. His father was a factory worker who always struggled to feed four boys and three girls.
“We were told to work hard and maintain our integrity at all times. I started working when I was 15 years old. I worked for a clothing manufacturer for five years. I then began working for the world’s greatest automaker GM when I was 21, and now I have been with it for 39 years,” Rocha said.
He is one of the few GM employees who started from the bottom and successfully moved up the ladder to become CEO.
“I began as a production worker. I have always worked hard. Thanks to my passion for cars and desire for perfection, I have been able to reach my current position,” Rocha said. “The sources of my energy are two things. First, I have a great interest in cars. Second, the love for my family propels me. I am a lucky guy to have two beautiful daughters.”
Rocha said a leader cannot have a bad day. “Things are not easy at all for CEOs. I have to make tough decisions and deal with many unpleasant matters. But under any circumstances, it’s my duty to do what I am supposed to do as the head of GM Korea.”
The CEO then stressed the importance of recognizing talented workers. “Many of my superiors opened a door for me so that I can exert my full potential. They also guided me into the right direction. I would like to do the same for my employees. But first, I need to build strong relationships with them and get to know them more.”
GM Korea has implemented a wide range of corporate social responsibility (CSR) activities over the years to make things better for local communities.
“GM Korea is here to invest and create jobs, while home-grown automakers head overseas and make investments in other countries,” Rocha said. “To help provide a brighter future for the new generation and expand social capital in Korea, we have introduced diverse support programs in the fields of education, environment and culture.”
The automaker founded the GM Korea Employee Foundation in 2005, which has been undertaking the firm’s CSR activities.
For instance, the foundation donated over 240 vehicles to social welfare centers across the country between 2005 and 2012, and it plans to give 100 more cars this year. In addition, GM Korea employees also roll up their sleeves in diverse volunteer activities such as helping people with disabilities and other socially-marginalized people.
“Along with thousands of our employees, I have participated in many CSR activities aimed at improving local communities. I am really grateful to our workers for their passion and effort to help others in need,” the CEO said.
Education in the community is also a concern of Rocha. The company has established math and other academic classes for the children of low-income households and multicultural families that he has supported.
The automaker has also organized an English camp for elementary school students in Incheon, as well as an auto-science camp so that they can learn more about automobiles.
GM Korea’s contributions to the community are truly diverse. They have donated vehicles and auto parts to auto-related vocational schools across the country, and have made donations to raise awareness of breast cancer.