evp strategie philips job mensink

31
London September 2009 Employer Brand Management at Philips Lessons Learned Amsterdam, February 2010 job mensink handout

Upload: geert-jan-waasdorp

Post on 11-Aug-2014

6.658 views

Category:

Career


3 download

DESCRIPTION

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

TRANSCRIPT

Page 1: EVP strategie Philips Job Mensink

London

September 2009

Employer Brand Management at Philips Lessons Learned

Amsterdam, February 2010job mensink

handout

Page 2: EVP strategie Philips Job Mensink

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

Page 3: EVP strategie Philips Job Mensink

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

Page 4: EVP strategie Philips Job Mensink

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%

Page 5: EVP strategie Philips Job Mensink

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

Page 6: EVP strategie Philips Job Mensink

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

Page 7: EVP strategie Philips Job Mensink

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

Page 8: EVP strategie Philips Job Mensink

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

?

Page 9: EVP strategie Philips Job Mensink

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

Page 10: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink

attractiveproposition

Page 11: EVP strategie Philips Job Mensink

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

Page 12: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink 12

Page 13: EVP strategie Philips Job Mensink

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

Page 14: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink 14

Work for Starbucks

All about celebrating coffee and hospitality

Page 15: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink 15

Work for Nike

All about sport enriching everyday life

Page 16: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink 16

Work for Google

…the super power of the creative mind

Page 17: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink 17

the revisedEmployee Value

Proposition approved by HRM and Marketing

Page 18: EVP strategie Philips Job Mensink

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

Page 19: EVP strategie Philips Job Mensink

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

Page 20: EVP strategie Philips Job Mensink

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

Page 21: EVP strategie Philips Job Mensink

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

Page 22: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink 22

…everything you do, must reflect EVP elements…

Page 23: EVP strategie Philips Job Mensink

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)

Page 24: EVP strategie Philips Job Mensink

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

Page 25: EVP strategie Philips Job Mensink

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

Page 26: EVP strategie Philips Job Mensink

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

Page 27: EVP strategie Philips Job Mensink

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

Page 28: EVP strategie Philips Job Mensink

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

Page 29: EVP strategie Philips Job Mensink

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

Page 30: EVP strategie Philips Job Mensink

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

Page 31: EVP strategie Philips Job Mensink

Amsterdam, February 2010, Job Mensink

THANK YOU FOR YOUR ATTENTION !