Employer Branding voor Philips Marketing is/zijn Personeelszaken. Job Mensink Senior Director Recruitment Marketing Baarn, Oktober 2008

Transcription

1 Employer Branding voor Philips Marketing is/zijn Personeelszaken Job Mensink Senior Director Recruitment Marketing Baarn, Oktober 2008

2 job philips

3 overview Where are we now Where do we want to go wat kan dit voor uw bedrijf betekenen?

4 1. where are we now a global and consistent approach for talent markets before 2004 confusion is not convincing after 2005 more effective and efficient

5 where are we now based on insights not shopping lists Tick the boxes = a great place to work? no

6 where are we now based on insights not shopping lists My customers would ask for a faster horse Henry Ford

7 where are we now based on insights not shopping lists 29 internal focus groups 18 external focus groups internal survey respondents external survey respondents Employee motivation surveys High potential surveys Competitor analysis Market trend research Labor market trend research in US, Europe and China

8

9

10 where are we now growing recognition in key labor markets China Labor Market Ranking China (selected universities)

11 where are we now growing recognition in key labor markets Europe Labor Market Ranking Europe

12 overview Where are we now Where do we want to go wat kan dit voor uw bedrijf betekenen?

13 Traditional Recruitment? Not if you want the best-of-the-best! Traditional Recruitment Tools probably the best candidates Passive Candidate Active Candidate

14 Recruitment 2.0 Next generation marketing framework Many to Many (e.g. community referrals) 4. commend One to Many (e.g. advertising) 3. contribute Talent and Philips Relationship 1. consider One to One (e.g. coaching) hire 2. commit One to Few (e.g. event)

15 Recruitment 2.0 Simplicity is getting the inside story before you join

16 Recruitment 2.0 Simplicity is getting the inside story before you join

17 Recruitment 2.0 target approach for different groups, example R&D engineers What would you have done? Interactive portraits philips.com/engineers

18 Where do we want to go 3. contribute 4. commend Talent and Philips Relationship 1. consider What we learned from talking to other companies 2. commit

19 Starbucks coffee tasting

20 Nike work and play

21 Google playful & passionate

22 opportunities for HR and Marketing there is a pattern in all three examples business strategy employee value proposition customer value proposition

23 opportunities for HR and Marketing and it is all about love employee value proposition I love what I do business strategy customer value proposition I love what I get great brands established a culture of rituals and innovations that bring together the hearts and minds of their employees and customers I love what I do I love what I get

24 opportunities for HR and Marketing it is all about love business strategy Brand Idea (unauthorized!) Starbucks Passion for coffee and true hospitality employee value proposition I love what I do customer value proposition I love what I get Nike Celebration of sport enriching everyday life Google The super power of the creative mind Philips Insightful innovations for health and well-being

25 opportunities for HR and Marketing wat betekent dit voor uw bedrijf? Attract New Talent 1. Brand employee Idea rituals 2. Celebrate valueproducts proposition I love what I do Delight Customers let others go! Engage Talent in the company

26 Conclusions wat betekent dit voor uw bedrijf? Start and end with your own talented employees Look for passion and energy (love if you dare Customers I love what I get Employee I love what I do but measure/manage everything you can Needs research as well as creativity Marketing and Management love to see numbers What is the coffee tasting ritual for your company?

27 Thank you for your attention Questions?