EVP strategie Philips Job Mensink

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Presentation of Job Mensink (Philips) about international employer branding and EVP's on the International Recruitment Rally, February 2010 Amsterdam

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EVP strategie Philips Job Mensink

  1. 1. London<br />September 2009<br />Employer Brand Management at Philips Lessons Learned<br />Amsterdam, February 2010<br />job mensink<br />handout<br />
  2. 2. 2<br />Program – Top 5 lessons learned<br />People build your business<br />Traditional recruitment no longer works<br />Be clear about your promise<br />Make it easy to do the right things right<br />Think big, act small, fail fast<br />
  3. 3. 1. People build your businessWhat do you manage to create value ?<br />Emerging Insight<br />CRISIS<br />Your <br />Managers<br />Focus ?<br />Managers<br />Focus<br />intangible<br />assets<br />80%<br />tangible<br />assets<br />20%<br />tangible<br />assets<br />90% of value<br />hearts and minds of customers and employees<br />intangible<br />assets<br />S&P 500 (1980)<br />S&P 500 (today)<br />
  4. 4. 1. People build your businessWhat do you manage to create value ?<br />One of the most important value drivers<br />Attract and engage the right people<br />intangible<br />assets<br />80%<br />tangible<br />assets<br />20%<br />hearts and minds of customers and employees<br />S&P 500 (today)<br />
  5. 5. 5<br />Program – Top 5 lessons learned<br />People build your business<br />Traditional recruitment no longer works<br />Be clear about your promise<br />Make it easy to do the right things right<br />Think big, act small, fail fast<br />
  6. 6. 6<br />2. Traditional recruitment no longer worksFrom One-to-Many to Many-to-Many<br />Traditional Recruitment<br />Broadcasting Model<br />Advertise vacancies<br />Select best reactions<br />Company<br />Employees<br />External Candidates<br />Employees<br />External <br />Candidates<br />Employees<br />the broadcast model:<br />One-to-Many<br />
  7. 7. 7<br />2. Traditional recruitment no longer worksFrom One-to-Many to Many-to-Many<br />Traditional Recruitment<br />Broadcasting Model<br />Advertise vacancies<br />Select best reactions<br />No longer effective<br /><ul><li>Media explosion
  8. 8. Only Active candidates</li></ul> (Desperately Seeking)<br /><ul><li>Most Best-of-Best are Passive candidates</li></ul>Company<br />Employees<br />External Candidates<br />Employees<br />External <br />Candidates<br />Employees<br />the broadcast model:<br />One-to-Many<br />
  9. 9. 2. Traditional recruitment no longer works<br />Where do you find the best people ?<br />% in bottom % in top performers (two years after hire)<br />Targeted Sourcing<br />Referral<br />?<br />Internal <br />College<br />Mainstream Postings<br />old school recruitment<br />Hired through agencies<br />(source: N=1500 employees hired 2006-2007, performance rating 2009, USA company)<br />
  10. 10. 9<br />Program – Top 5 lessons learned<br />People build your business<br />Traditional recruitment no longer works<br />Be clear about your promise<br />Make it easy to do the right things right<br />Think big, act small, fail fast<br />
  11. 11. attractive<br />proposition<br />
  12. 12. 11<br />1. Stand for somethingWhich car will the new marketing manager choose?<br />
  13. 13. 12<br />
  14. 14. 13<br />1. Stand for something…which employer would be selected ?<br />
  15. 15. 14<br />Work for Starbucks<br />All about celebrating coffee and hospitality<br />
  16. 16. 15<br />Work for Nike<br />All about sport enriching everyday life<br />
  17. 17. 16<br />Work for Google<br />…the super power of the creative mind<br />
  18. 18. 17<br />the revisedEmployee Value Proposition approved by HRM and Marketing <br />
  19. 19. 18<br />Philips on the talent markets<br />Before<br />Not consistent,<br />Sometimes attractive.<br />After Employer Branding Programs<br />More effective, more efficient<br />After 3 years refreshed the EVP<br />
  20. 20. 19<br />Program – Top 5 lessons learned<br />People build your business<br />Traditional recruitment no longer works<br />Be clear about your promise<br />Make it easy to do the right things right<br />Think big, act small, fail fast<br />
  21. 21. 4. Make it easy for your colleagues to do the right things right…<br />word of mouth<br />media<br />4.<br />commend<br />referral<br />program<br />university<br />events <br />Talent and<br />Philips<br />Relationship<br />1.<br />consider<br />3.<br />contribute<br />manager <br />philips.com<br />2.<br />commit<br />business <br />courses<br />on-boarding <br />(examples)<br />Global<br />Brand Development<br />EVP & toolkit<br />Country<br />Brand Activation<br />Touchpoints<br />
  22. 22. 21<br />4. Make it easy for your colleagues to do the right things right…<br />
  23. 23. 22<br />…everything you do, must reflect EVP elements…<br />
  24. 24. Example Website (global standard, local twist)Simplicity is getting the inside story before you join<br />International version (english)<br />proven performance (200K downloads), then:<br />China, India, Russia, Poland, NL <br />(local versions, re-using tools to minimize cost)<br />www.philips.com/careers<br />
  25. 25. 24<br />Journey: shifting from one-to-many into many-to-many<br />Philips practices - examples<br /><ul><li>Simplicity Day
  26. 26. Video newsletters
  27. 27. Celebrate own products
  28. 28. Referral programs
  29. 29. Student Roundtable
  30. 30. Leadership Gateway
  31. 31. Business Course
  32. 32. Alumni Champions
  33. 33. Internships, Traineeships
  34. 34. …</li></ul>Company<br />Employees<br />External Candidates<br />Employees<br />External <br />People<br />Employees<br />
  35. 35. 25<br />Journey: shifting from one-to-many into many-to-many<br /> ‘Be Good and Tell it’<br />authenticity is key<br />Company<br />let them<br />Employees<br />External Candidates<br />Employees<br />External <br />Candidates<br />Employees<br />
  36. 36. 26<br />Program – Top 5 lessons learned<br />People build your business<br />Traditional recruitment no longer works<br />Be clear about your promise<br />Make it easy to do the right things right<br />Think big, act small, fail fast<br />
  37. 37. 27<br />5. Think big: close the loop with HR toolsSelection: STAR interviews on brand values<br />Scoring Grid to Values<br />question<br />answer<br />Based on ‘critical incidents’, positive and negative role model behavior per value<br />
  38. 38. Selection at Philips: this is what we filter out<br />Hired/non-hired candidate survey<br />Not-hired candidates<br />Mention more often:<br /><ul><li>Ich
  39. 39. Ik
  40. 40. Position
  41. 41. Products
  42. 42. Quality</li></ul>What were your most important reasons to apply at Philips ?<br />Hired candidates<br />Mention more often:<br /><ul><li>Brand
  43. 43. Career
  44. 44. Global
  45. 45. Name
  46. 46. Reputation</li></ul>Data 2009<br />
  47. 47. 29<br />5. Think big, act small, fail fastSimple Activation Sheet per country<br /><ul><li> Global English
  48. 48. List local hot jobs</li></ul>Career Website<br />Career Website<br />+Tailored Global<br />+Own Inside Story <br />Own Webmaster<br />and copy/creatives<br /><ul><li> Campus events</li></ul>University Relations<br />University Relations<br />+ Target Schools plan <br />+ Internships<br />+ Ambassadors<br />+ PHI Panel<br />Postings & Ads<br />Postings & Ads<br />+ Job board contracts<br />+Email campaigns<br /><ul><li> Global web banners</li></ul>Events<br />Events<br />+ Own booth<br />+ Career pit-stop<br />+ In-house days<br />+Own branded events<br /><ul><li> Global roll-banners</li></ul>Referral<br />Referral<br />+Bonus on Hire<br />+Bonus on Lead<br />+Alumni program<br /><ul><li> Referral mechanism</li></ul>Regional Philips <br />Attraction Program<br />Regional Philips <br />Attraction Program<br />+ Promoted<br />+Local finals<br /><ul><li> Open, not promoted</li></ul>Increased Activity Level<br />Good Better Best<br />plot position<br />workshop<br />(left blank in handout)<br />yearplan<br />review<br />
  49. 49. 30<br />Program – Top 5 lessons learned<br />People build your business<br />Traditional recruitment no longer works<br />Be clear about your promise<br />Make it easy to do the right things right<br />Think big, act small, fail fast<br />
  50. 50. THANK YOU FOR YOUR ATTENTION !<br />

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