evp strategie philips job mensink
DESCRIPTION
Presentation of Job Mensink (Philips) about international employer branding and EVP's on the International Recruitment Rally, February 2010 AmsterdamTRANSCRIPT
London
September 2009
Employer Brand Management at Philips Lessons Learned
Amsterdam, February 2010job mensink
handout
Amsterdam, February 2010, Job Mensink 2
Program – Top 5 lessons learned
1. People build your business2. Traditional recruitment no longer works3. Be clear about your promise4. Make it easy to do the right things right5. Think big, act small, fail fast
Amsterdam, February 2010, Job Mensink
1. People build your businessWhat do you manage to create value ?
tangibleassets
90% of value
S&P 500 (1980) S&P 500 (today)
hearts and minds of customers and
employeesintangibleassets
tangibleassets
20%
intangibleassets80%
Your ManagersFocus ?
Emerging InsightCRISIS
ManagersFocus
Amsterdam, February 2010, Job Mensink
1. People build your businessWhat do you manage to create value ?
One of the most important value driversAttract and engage the right people
S&P 500 (today)
hearts and minds of customers and
employees
tangibleassets
20%
intangibleassets80%
Amsterdam, February 2010, Job Mensink 5
Program – Top 5 lessons learned
1. People build your business2. Traditional recruitment no longer works3. Be clear about your promise4. Make it easy to do the right things right5. Think big, act small, fail fast
Amsterdam, February 2010, Job Mensink 6
2. Traditional recruitment no longer worksFrom One-to-Many to Many-to-Many
Company
EmployeesExternal
Candidates
the broadcast model:One-to-Many
Traditional Recruitment
Broadcasting Model1. Advertise vacancies2. Select best reactions
EmployeesEmployeesExternal
Candidates
Amsterdam, February 2010, Job Mensink 7
Company
EmployeesExternal
Candidates
the broadcast model:One-to-Many
Traditional Recruitment
Broadcasting Model1. Advertise vacancies2. Select best reactions
No longer effective• Media explosion• Only Active candidates
(Desperately Seeking)• Most Best-of-Best are
Passive candidates
EmployeesEmployeesExternal
Candidates
2. Traditional recruitment no longer worksFrom One-to-Many to Many-to-Many
Amsterdam, February 2010, Job Mensink
2. Traditional recruitment no longer worksWhere do you find the best people ?
Hired through agencies
Mainstream Postings
Targeted Sourcing
College
Internal
Referral
% in bottom % in top performers (two years after hire)
(source: N=1500 employees hired 2006-2007, performance rating 2009, USA company)
old school recruitment
?
Amsterdam, February 2010, Job Mensink 9
Program – Top 5 lessons learned
1. People build your business2. Traditional recruitment no longer works3. Be clear about your promise4. Make it easy to do the right things right5. Think big, act small, fail fast
Amsterdam, February 2010, Job Mensink
attractiveproposition
Amsterdam, February 2010, Job Mensink 11
1. Stand for somethingWhich car will the new marketing manager choose?
Lease car A Lease car B
• CD player • CD player• Leather upholstery• DVD / Sat. Navigation• iPod connection• Power steering• Xenon
Amsterdam, February 2010, Job Mensink 12
Amsterdam, February 2010, Job Mensink 13
1. Stand for something…which employer would be selected ?Company A Company B
• Salary 35.000• 25 days• Extensive training programs• Excellent career opportunities
• Salary 38.000• 30 days• Extensive training programs• Excellent career opportunities
Amsterdam, February 2010, Job Mensink 14
Work for Starbucks
All about celebrating coffee and hospitality
Amsterdam, February 2010, Job Mensink 15
Work for Nike
All about sport enriching everyday life
Amsterdam, February 2010, Job Mensink 16
Work for Google
…the super power of the creative mind
Amsterdam, February 2010, Job Mensink 17
the revisedEmployee Value
Proposition approved by HRM and Marketing
Amsterdam, February 2010, Job Mensink 18
Philips on the talent markets
BeforeNot consistent,
Sometimes attractive.
After Employer Branding ProgramsMore effective, more efficient
After 3 years refreshed the EVP
Amsterdam, February 2010, Job Mensink 19
Program – Top 5 lessons learned
1. People build your business2. Traditional recruitment no longer works3. Be clear about your promise4. Make it easy to do the right things right5. Think big, act small, fail fast
Amsterdam, February 2010, Job Mensink
4. Make it easy for your colleagues to do the right things right…
Talent andPhilips
Relationship
1.consider
2.commit
3.contribute
4.commend
word of mouth
philips.com
media
business courses
manager
on-boarding
referralprogram university
events
(examples)
GlobalBrand Development
EVP & toolkit
CountryBrand Activation
Touchpoints
Amsterdam, February 2010, Job Mensink 21
AttractionCareer WebsiteUniversity RelationsEventsAds and PostingsReferral
4. Make it easy for your colleagues to do the right things right…
SelectionResume Sel. & PrescreeningAbility TestsStructured InterviewsAssessment Centers
Amsterdam, February 2010, Job Mensink 22
…everything you do, must reflect EVP elements…
Amsterdam, February 2010, Job Mensink
Example Website (global standard, local twist)Simplicity is getting the inside story before you join
www.philips.com/careers
International version (english)proven performance (200K downloads), then:China, India, Russia, Poland, NL(local versions, re-using tools to minimize cost)
Amsterdam, February 2010, Job Mensink 24
Journey: shifting from one-to-many into many-to-many
EmployeesExternal
Candidates
Philips practices - examples
• Simplicity Day• Video newsletters• Celebrate own products• Referral programs
• Student Roundtable• Leadership Gateway• Business Course• Alumni Champions• Internships, Traineeships• …
EmployeesEmployeesExternal People
Company
Amsterdam, February 2010, Job Mensink 25
EmployeesExternal
Candidates
‘Be Good and Tell it’
authenticity is key
EmployeesEmployeesExternal
Candidates
Company
let them
Journey: shifting from one-to-many into many-to-many
Amsterdam, February 2010, Job Mensink 26
Program – Top 5 lessons learned
1. People build your business2. Traditional recruitment no longer works3. Be clear about your promise4. Make it easy to do the right things right5. Think big, act small, fail fast
Amsterdam, February 2010, Job Mensink 27
5. Think big: close the loop with HR toolsSelection: STAR interviews on brand values
Not hot
Not hot
Not hot
Not hot
Based on ‘critical incidents’, positive and negative role model behavior per value
Scoring Grid to Values
answer
question
Amsterdam, February 2010, Job Mensink
Selection at Philips: this is what we filter outHired/non-hired candidate surveyNot-hired candidatesMention more often:• Ich• Ik• Position• Products• Quality
Hired candidatesMention more often:- Brand- Career- Global- Name- Reputation
What were your most important reasons to
apply at Philips ?
Data 2009
Amsterdam, February 2010, Job Mensink 29
5. Think big, act small, fail fastSimple Activation Sheet per country
Career Website
University Relations
Postings & Ads
Events
Referral
Regional Philips Attraction Program
Increased Activity LevelGood Better Best
Career Website
University Relations
Postings & Ads
Events
Referral
Regional Philips Attraction Program
• Global English• List local hot jobs
• Campus events
• Global web banners
• Global roll-banners
• Referral mechanism
• Open, not promoted
+Tailored Global+Own Inside Story
+ Target Schools plan + Internships
+ Job board contracts
+ Own booth+ Career pit-stop+ In-house days
+Bonus on Hire
+ Promoted
Own Webmasterand copy/creatives
+ Ambassadors+ PHI Panel
+Email campaigns
+Own branded events
+Bonus on Lead+Alumni program
+Local finals
plot position
(left blank in handout)workshop
yearplan
review
Amsterdam, February 2010, Job Mensink 30
Program – Top 5 lessons learned
1. People build your business2. Traditional recruitment no longer works3. Be clear about your promise4. Make it easy to do the right things right5. Think big, act small, fail fast
Amsterdam, February 2010, Job Mensink
THANK YOU FOR YOUR ATTENTION !