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. Last Updated: 07/27/2016

Ask the Boss

Lyudmila Novichenkova, communications director, Comcon:
Corporate events have three main functions: communicating brand values to the employees, forming company loyalty and making the team more cohesive. We choose the type of events according to the goal that we want to reach. Location and form are secondary, although they are also important. In addition to seminars and team building outings in the country, we have a volleyball team, we regularly have fundraising events for an orphanage we support and at the beginning of the school year we organize a party for our employees' children. Recently we organized a parachuting event -- the idea came up among some employees and enough people were interested in participating. Although there is a risk of injury, we believe that participants would skydive sooner or later with our support or without."

Yekaterina Chulkova, communications manager, Coca-Cola company, Moscow franchise:
Corporate events exist to raise team spirit and create common interests among employees -- such an atmosphere helps people work and raises productivity. We have more than 2,000 employees with vastly different social status and age, so it's hard to organize something unique that will take everyone's interests into account. Our criteria are pleasing everyone and providing good memories, so our company-wide events are things like summer open-air programs, New Year's parties, and socially conscious events like subbotniki [volunteer labor days]. We also have soccer games, photo contests and ferry rides, and buy tickets to major sporting events."

Alexander Polyakov, commercial director of Team Systems, a company that organizes corporate training and events:
The popularity of corporate events is growing because employers are more interested in keeping their employees in the company. Lately travel abroad is becoming more popular: Spending time in a foreign country helps create an atmosphere of community and informal communication between people. Off-season trips to Turkey or Egypt can often end up cheaper than a retreat in a Moscow region resort. The most unusual company outing we ever organized was extreme adventure training on an island in Thailand. Executives of a large international company had to 'survive' for three days on a small piece of land -- find food, build shelter and build a raft to escape to a neighboring island, where they were 'rescued.' Basic programs cost about $80 to $100 per person."