South Korea’s tech giant LG Electronics Inc. is expanding efforts to strengthen its digital workforce in a bid to achieve its vision of surpassing 100 trillion won ($74.97 billion) in sales by 2030 by upgrading its business structure.

According to industry sources on Thursday, LG Electronics is conducting a recruitment for a new “Reskilling” program with the goal of transitioning placements in the first half of 2024.

Those who are selected after prior learning and interviews will receive specialized training over a maximum of four months and will be placed in operational departments after transitioning their roles.

The Reskilling program is a system where LG Electronics provides professional training to employees who wish to pursue a second career.

The program was first launched at the end of 2022, and a total of 200 developers completed the training and were placed in the workplace this year.

Based on the results, LG Electronics is expanding the program by introducing a second season. The difference from the previous year is the expansion of the recruitment fields to include not only the existing software field but also the direct-to-consumer (D2C) field.

D2C refers to a form of selling products directly to consumers through official online sites, going beyond the company’s traditional sales methods of supplying products through department stores or home appliance stores.

The advantage is securing loyal customers through data-based customized marketing. LG Electronics is conducting various marketing activities linked with diverse user communities on its official website, such as Jammy (dedicated to users of its Gram laptops) and StanbyME Club.

The new course, D2C Reskilling, is designed for employees who work in offline sales and marketing fields.

Participants will receive specialized training on customer data-based online marketing techniques such as growth hacking and performance marketing. The goal is to prepare them for immediate deployment into online sales and marketing roles by working on high-intensity projects that are similar to real-world tasks.

Through this Reskilling program, LG Electronics aims to secure an additional 20 percent of manpower compared to the current workforce in its D2C Business Group, which oversees operations such as the Online Brand Shop (OBS).

LG Electronics reorganized the D2C Business Group in the second half of this year by unifying the online business organizations of each business unit and integrating platform development, operations, and digital marketing functions.

The D2C Business Group is currently headed by Vice President Chung Soon-ho.

By Oh Chan-jong and Yoon Yeon-hae

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