"I heard you learned coding through company training. What language do you use?"
"C... ChatGPT."
This exchange between a developer and non-developer employee, animated using a viral two-cat meme, has racked up 5.32 million views on Instagram. The video humorously depicts the invisible wall between technical and non-technical staff at corporations.
The account behind this content belongs not to a typical humor channel, but to Hyundai Autoever, the systems integration subsidiary of Hyundai Motor Group.
While most Korean conglomerate subsidiaries publish formulaic promotional content on social media, Hyundai Autoever has carved out a different path. The company creates humor content using trending memes, particularly those popular within IT professional communities.
The company's Instagram strategy was not always unconventional. When Hyundai Autoever launched its official account in April 2024, it posted standard corporate card news like other large companies. The account gradually shifted toward meme-based content expressing the joys and struggles of office workers and IT developers.
The approach gained traction through algorithms and word-of-mouth among developers. As of last month, cumulative views across all Instagram content reached 15 million, with seven videos surpassing 1 million views each.
The bold social media strategy has delivered measurable results in the job market. The number of experienced-hire applicants to Hyundai Autoever increased more than tenfold in 2024 compared to the previous year. According to data released by recruitment platform Catch in June 2024, Hyundai Autoever ranked fifth among trending companies based on job posting views in the first half of the year.
"We are creating content that appeals to IT job seekers' tastes, building a young and trendy company image," a Hyundai Autoever spokesperson said. "These efforts are translating into actual increases in job applicants."