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Hunkemoller #dw15
This document discusses Hunkemöller's approach to recruiting, onboarding, and developing employees to become true brand ambassadors. It focuses on hiring for attitude and training employees to embody the brand's vision of being in touch, passionate, fun and inspiring. The onboarding process uses a welcome app to engage new employees with the brand from day one. Continuous development includes worldwide certification programs and an internal network of trainers to ensure consistent training. The goal is to recruit and develop employees who can relate to customers and represent the brand.
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Hunkemoller #dw15
- 2. OUR SHERO ATTHE HART OF HUNKEMOLLER ENABLES US TO CREATE TRUE BRAND AMBASSADORS
- 3. JOLANDE VAN DERMEER GLOBAL MANAGER LEARNING & DEVELOPMENT With Hunkemöller since January 2014 Recruitment, Individual & team development, training & coaching Holds a Master degree in Organizational Psychology
- 4. True Brand Ambassadors Recruitment Process The Perfect On-boarding InductionPeriod Continuous Development The employee journey
- 5. OUR SHERO IT ALLSTARTS WITH HER
- 6. OUR BRAND VISION, BRAND VALUES & BRAND PROMISE Our vision: We always stay in touch with out customers, offering passionate and sexy products in an inspiring and fun environment!
- 7. HIRE FOR ATTITUDE &TRAIN FOR SKILL Stores Employees have to be shero’s to relate Confident that we have the tools to train for skills HQ Different roles cannot all be shero’s Employees have to understand the DNA and have to be able to relate NO CONCESSIONS CAN BE MADE AS OUR SHERO IS AT THE HEART OF EVERYTHING WE DO!
- 8. “Hi, I just thoughtto write you back. One of the best inspiring rejection emails I have ever received from any brand. It is definitely giving me so much of good feeling about Hunkemoller. Thank you . Wish you good sunny day ahead. With best regards” VIDEO RECRUITMENT & PROFILING OUR HIRE FOR ATTITUDE TOOLS Stores / volume recruitment: Pre selection based on personality and availabity Efficient and fast process Skills become secundary HQ / specific recruitment: Pre selection based on personality and skills Efficient and fast process Personality becomes more important “When a candidate is not into Video recruitment, (s)he can’t be into Hunkemöller either.”
- 9. WELCOME APP HKM AMBASSADORBEFORE YOUR FIRST DAY Being engaged in the brand from the first day Creating Brand Ambassadors from the first day Giving new staff the Hunkemöller experience Each value is a chapter Fun and inspirational environment Confident on your first day Checklists and preperation
- 10.
- 11. World ClassService needs World Class Training Objective: Consistency in knowledge & consistency in training Online certification modules Train to Train Certifiation Program Worldwide network of trainers Product knowledge
- 13. Love to work PROUDOF MY TEAM! I challeng e you! HaIm a bra expert! =) Setting a great example! YES I DID IT! After 17 years of working for HKM, still learning! #Inspired by HKM Academy
- 14. IN TOUCH PASSIONATEFUN GREAT PLACE TO WORK CREATING BRAND AMBASSADORS INSPIRINGSEXY
- 15.
Editor's Notes
- #5 Dit is het verhaal waar ik jullie in wil meenemen. Onze klant staat centraal en zij beïnvloed ons hiring proces, on-boarding, Introductie & trainingsactiviteiten activiteiten
- #6 We hebben een Shero, zij is onze klant focus. Het woord Shero is een combinatie van de woorden She en Hero. We kijken naar haar behoeften en hebben onze strategie zo gebouwd dat we kunnen voldoen aan haar koop behoeften. Ze is in de twintig, woont in een stad, is ambitieus, heeft een actief sociaal leven een vriend, houdt van winkelen en is actief op social media Onze Shero staat centraal bij ons, ze is onze muse. We hebben haar in gedachte als we onze collectie ontwerpen, bij het maken van marketing campagnes, ontwikkelen van trainingsactiviteiten, bij alles wat we doen. Zij staat ook centraal bij ons recruitment en onboarding proces.
- #7 Dit zijn onze kern waarden, visie & brand promise
- #8 Onze Shero is ons DNA. Omdat onze waarden en onze Shero zo centraal staan willen we mensen hebben die zich identificeren met onze klant en de waarden. We kijken naar gedrag. We zoeken mensen die gepassioneerd zijn over het merk, extravert en klantgericht zijn. Daarom nemen we mensen aan op gedrag en trainen we op vaadigheden
- #9 Tot een jaar geleden keken we nog steeds naar cv’s. Als iemand bij de Livera had gewerkt werd ze aangenomen. We keken dus naar vaardigheden en NIET naar gedrag. Dat moest anders. Om echt op gedrag te kunnen selecteren zijn we dit jaar met Video Recruitment begonnen. Video Recruitment helpt ons om echt op gedrag te kunnen selecteren. Winkels vs HQ
- #10 People are most motivated in the time between signing their contract and their first working day. It is such a shame not to use this time to on-board people in your organization. We wanted people to be excited, passionate & feel confident… In retail there is often not a lot of time to train. It is essential that new employees are engaged in the brand fom day 1. We want them to be totally ‘on brand’ before they start. That’s why we developed the Welcome App with Appical. The Welcome App gives you insight to the business and tells you about the brand. It’s about giving new employees the HKM experience so that they feel passionate, proud & confident on their first day. It helps them to be prepared! It helps us to give new empoyees the perfect on-boarding experience. The Welcome App is the link between the Recruitment phase and the formal Induction period.
- #12 Objective: Consistency in knowledge Online Certification Modules Train to Train Certification Program Product Knowledge
- #13 Objective: Consistency in knowledge Online Certification Modules Train to Train Certification Program Product Knowledge
- #14 Social, Passionate, InTouch – komt hier allemaal samen
- #15 Our external values are the same as our internal values. We want to create true HKM Brand Ambassadors. We live the values…. In Touch: Employee App (InTouch App) Passionate: Passionate Commitee about Product & WCS Sexy: Altijd wat lastiger Let those Sexy legs do the talking Inspiring: Inspiring Events & Learning Fun: Fun commitee, acties HQ, leuke events