warstein statt berlin: wie bekommen wir die talente ... · social media business networks how we...
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Warstein statt Berlin:Wie bekommen wir die Talente erfolgreich zu uns in die „Provinz“?
Martin KönigManager Talent AttractionInfineon Technologies AG
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Wer bin ich?
› Name: Martin König
› Alter: 38 Jahre
› Wohnort: Düsseldorf früher u.a. Münster,Hannover, Nürnberg, Soest
› Studium: 2003 – 2007 European Business Studies (Diplom)Hochschule Osnabrück
2011 – 2013 Kommunikationsmanagement & Dialogmarketing (Master of Arts)Universität Kassel
› Beruf: 2007 – 2012 Personalberater
seit 11/2013 Manager Talent AttractionInfineon Technologies AG
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Infineon at a glance
Financials Market Position
Business Segments Employees
620 897 982 1,208 1,353
FY 14 FY 15 FY 16 FY 17 FY 18
[EUR m]
Europe17,400
40,100 employees worldwide(as of Sept. 2018)
Americas3,900
Asia/Pacific18,800
35 R&D locations17 manufacturing locations
Revenue Segment Result Segment Result margin
17.1%15.2%15.5%14.4%
4,320
5,7956,473
7,063
# 2 # 1
Automotive Power Security ICs
# 1
7,599
17.8%
43%
9%
17%
31%
Automotive (ATV)
Industrial Power Control (IPC)
Digital SecuritySolutions (DSS)
Power Manage-ment & Multi-market (PMM)
Revenue FY 2018
Strategy Analytics,April 2019
IHS Markit,Technology Group,
September 2018
ABI ResearchOctober 2018
Further information in the Annual Report 2018
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Worldwide manufacturing sites frontend and backend
Frontend Backend Stand: 30. September 2018
San José Leominster
Mesa
Temecula
Warstein
BatamMelakaCeglédVillachRegensburgTijuana
Kulim Beijing
Wuxi
Cheonan
Singapore
Dresden
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Standort Warstein ~2 000 Mitarbeiter/innen
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Infineon Warstein –Alle Abteilungen an einem Standort
Production
Development
Sales/ Logistics
Quality Management
MarketingPurchase
InfineonWarstein
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Impressionen aus dem Sauerland
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Warstein? Warstein!
Erklärungsbedürftiger
Standortvorteil !!!
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Where did we come from?
Situation in Germany & Austria, until January 2014
• Recruiting-Prozess has been outsourced since 2003• Hiring Manager writes the job ad, no quality check• 10 year old career website, no social media presence, recruiting a la post & pray• Applying online takes applicants 30 Minutes• No success measurement possible
Since then a lot had happened…
State-of-the-art career website:Attractive job ads
with relevant content:
90 second application:
Alignment Meetings:
37.000 fans on facebook
Measuring cost & KPIs
TRM, ienewsletters
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Standort Warstein + 300 neue MINT-MA (2014-2019)
23%
28%
49%
Berufserfahrung
Absolvent
Young Professional
Professional
4%4%12%
32%23%
24%
1%
Abschluss
Geselle
Staatlich geprüft
Bachelor
Master
Diplom
Promotion
Andere
83%
17%
Geschlecht
männlich
Weiblich
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Standort Warstein + 300 neue MINT-MA (2014-2019)
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0 5 10 15 20 25
CHEMIE
ELEKTROTECHNIK/ ENERGIETECHNIK
INGENIEURWESEN
MASCHINENBAU
PHYSIK
WIRTSCHAFTSINGENIEURWESEN/ INGENIEURWESEN
Studiengang
Andere Promotion Diplom Master Bachelor
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Guideline for successful recruiting…
A fast recruiting process that focuses on thecandidate is the backbone of your success
The magic happens when you combine Recruiting with Talent Marketing
There is nothing like the one perfect way, the rightmix out of many activities leads to success
Know and understand your target group(s) and beauthentic in your communication
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Guideline for successful recruiting…
A fast recruiting process that focuses on thecandidate is the backbone of your success
The magic happens when you combine Recruiting with Talent Marketing
There is nothing like the one perfect way, the rightmix out of many activities leads to success
Know and understand your target group(s) and beauthentic in your communication
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Das Ziel: Verbessern der Kandidatenerfahrung - Candidate Experience
Source: Candidate Experience Studie 2014 |stellenanzeigen.de | meta HR
Schlüssel für eine positive Kandidatenerfahrung:
Speed
Der Recruiting Prozess ist so gestaltet, dass die Kandidaten jeden Kontakt zu Infineon positiv wahrnehmen.
Warum wollen wir eine positive Kandidatenerfahrung?
• 80% aller Kandidaten sprechen über mit Freunden und Verwandten ihre Erfahrungen
• Eine negative Erfahrung schadet der Employer Brand
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Das Ziel: Verbessern der Kandidatenerfahrung - Candidate Experience
Der Recruiting Prozess ist so gestaltet, dass die Kandidaten jeden Kontakt zu Infineon positiv wahrnehmen.
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Wir arbeiten eng mit Hiring Managern zusammen – für schnellen Erfolg
Hiring Manager aktivieren ihr Netzwerk
… in XING & LinkedIn, mit Unterstützung durch TAMs und dem Handbuch „How To Contribute“
Auftragsklärung vor jedem Job
… um Stellenkriterien, Kandidatenanforderung und Sourcing Strategie zu diskutieren und Erwartungen abzugleichen
TAM Hiring Manager
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The candidate is KING!› In a more and more competitive candidate market the roles are reversed› We have to convince the candidates of us – as Brand Ambassadors› A positive Candidate Experience throughout the whole process is a
competitive advantage
Mindset-Change:Walk Away Messages for Hiring Manager
You are the DRIVER!› Hiring is not a sideshow, but one of your key responsibilities & priorities as
manager› Planning is crucial, otherwise the hiring process is slow and ineffective› Speed is everything in the ‘War for Talent’ – be responsive & quick
Get SUPPORT!› The TAM is always there for you› Involve your team and nominate a substitute if needed› Use our information material and intranet site
Talents are everybody‘s business!
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Guideline for successful recruiting…
A fast recruiting process that focuses on thecandidate is the backbone of your success
The magic happens when you combine Recruiting with Talent Marketing
There is nothing like the one perfect way, the rightmix out of many activities leads to success
Know and understand your target group(s) and beauthentic in your communication
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Integrierte Videos in den Stellenanzeigen:Hier stellt sich der Chef & sein Team vor!
Job Ad Video produced in-house
Um den Kandidaten/innen einen realistischen und authentischen Eindruck ihres zukünftigen Arbeitsplatzes zu vermitteln
=> Recruiting auf „Augenhöhe“
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Facebook- & Twitterkampagne
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XING- & LinkedIn-Aktivitäten (IFX Corporate Channel & diverse Postings)
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Radio Kampagne Instandhalter
Radio Kampagne mit Fokus auf Instandhalter
• Anzahl: 40 Radiospots
• Zeitraum: Drei Wochen mit Fokus Arbeitszeitbeginn & -ende (Morgens & Nachmittags)
• Spotdauer: 24 sec. main spot + 12 sec. reminder spot
• Reichweite: Etwa 100.000 Hörer täglich
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What did we do…
A fast recruiting process that focuses on thecandidate is the backbone of your success
The magic happens when you combine Recruiting with Talent Marketing
There is nothing like the one perfect way, the rightmix out of many activities leads to success
Know and understand your target group(s) and beauthentic in your communication
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InternalInternal
Employee ProfileEmployee Profile
Infineon Campeon Top Student Pool
… so far 40% hiring rate
Infineon Campeon Top Student Pool
… so far 40% hiring rate
Business Lunch
Internal female talentsmeet hiring managers
Business Lunch
Internal female talentsmeet hiring managers
Hire4IFXHire4IFX
Internal posting & job alertInternal posting & job alert
Candidate Relationship Management
Exclusive programsNewsletters, Job Blasts, Birthday Mails
2nd bestcandidates
Infineon Alumnis
NurturingRelations
CRM Programm
Online
SEO & SEM80% of jobsearches start at…
Job boards
Social Media
Business Networks
How we generate hires: A talent attraction portfolio
Face-to-Face
Job Bags forindustry fairs
Career Fairs
High-Tech After-Workscandidates meet hiring managers
… so far 32% hire rate
Our Hub: Career Website70.000 unique visitors / month
90 second application#1 channel for applications &
hires
Hires
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Wie werden Bewerber/innen auf unseren Standort in Warstein aufmerksam?
Übersicht direkte Stellenanzeigen
› Infineon Homepage (extern) & Intranet Jobboard (intern)› Online-Stellenbörsen (u.a. Stepstone, Indeed, Ingenieurkarriere)› Regionale Stellenbörsen (Karriere-Südwestfalen)› Infineon Facebook Career Channel, Twitter-Kanal› XING und LinkedIn› Weitere Plattformen wie z.B. Universitäten, Verbände (EPCE)
Weitere Recruiting-Aktivitäten
› Eigene Warstein Homepage => 5 Gute Gründe für Warstein› Regelmäßiger Karriere-Newsletter (Professional / Students)› (Karriere-)Messen (Bonding, VDI, PCIM, Karrieretag etc.)› Virtuelle Karriere-Messen (MindMap; Twitter-Karriere-Messe)› Recruiting-Events (z.B. High-Tech After Work)› Kooperation mit dem Regionalmarketingverband Südwestfalen e.V.› Kooperationen mit Hochschulen (z.B. Bewerbungstraining;
Gastvorlesungen; Prämierung Abschlussarbeiten)› Standortbesichtigungen (z.B. VDE / VDI)› Active Sourcing bzw. Poolsearch via CRM-Tool› Teilnahme an Aktionen wie z.B. der Campus Tour› Standort-Sammelstelle für Studentenanfragen
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Die wichtigsten Rekrutierungskanäle
Recruiting-Kanäle
No 1:Mitarbeiterempfehlungen
No 2: Karriere-Website
No 3: Intranet
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Hire4Infineon Kampagne
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High-Tech After-Work in Warstein
Zielgruppe & Kanäle:
› Vorrangig Professionals aus den MINT-Fachrichtungen
› Eigene Talent Pools / VDI Mailing / Direktansprachen / Social Media
Ergebnisse:
› 39.000 Personen insgesamt erreicht
› 15 motivierte Bewerber vor Ort
› Tolles Feedback seitens der Kandidaten
› Positives Feedback von unseren Fachbereichen
› Gewinnung eines neuen Mitarbeiters
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High-Tech After-Work in Warstein: Impressionen
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Fünf gute Gründe für Infineon in Warstein
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Fünf gute Gründe für Infineon in Warstein
312019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved.
Fünf gute Gründe für Infineon in Warstein
322019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved.
Guideline for successful recruiting…
A fast recruiting process that focuses on thecandidate is the backbone of your success
The magic happens when you combine Recruiting with Talent Marketing
There is nothing like the one perfect way, the rightmix out of many activities leads to success
Know and understand your target group(s) and beauthentic in your communication
332019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved.
We needed to make the next quality step
From having the same measures for every
target group
To focused activitiesbased on target group
preferences
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Execution
OverarchingStrategy
Sourcing & Marketing:Network Filling
Based on the marketing personas we created targeted messages, marketing and sourcing activities to attract candidates.
4
Candidate Persona:Understand the target group
For each key function, we designed a hypothetical candidate profile to understand needs and preferences of the target group.
3
Candidate RelationshipManagement
Based on the marketing personas, we maintain relationships with candidates through relevant measures.
5
Products & Roles:Transparency & expertise
We moved from a one-fits-all approach to a three-fold talent attraction product portfolioBased on which we reworked our Talent Attraction Manager function.
2
Target Group Segmentation:Key Functions as our focus
We segmentedour positions to define 12 keyfunctions withstrategicrelevance to ourbusiness and lowavailability on thetalent market.
1
HOW: 5 Elements of our Strategy
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• The artwork and slogans have been aligned with the target group (Software Engineers working at Infineon)
+39% number of applications
for Software positions from 128 to 179 (in average per month)
+34% more views
and +31% unique visitors
on Infineon Careers
5 times more unique visits on
the Software Engineering website hub after the campaign start
3 month campaignfrom Nov 2017 to Jan 2018:
Programmatic Advertising targeting Software Engineers:
4 | Sourcing & MarketingOur activities are based on the persona findings
10,8 million impressions
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4 | Sourcing & MarketingOur activities are based on the persona findings
Channels targeting keyfunction candidates
Constant active searchin relevant media
Print: ads, brochures, flyers…… to use at Career or Industry Fairs, meet-ups, thinktanks etc
SEO & SEM Campaigns
80% of all job searchesstart at Google
Mailings to 2nd Best & other top talentsvia our sales-like CRM system
Link to open positionsalways in view
3 Calls to Action:1 Landing Page per key function:
Programmaticadvertising & campaigns
Matching open positions –and unsolicited applicationif none of those isinteresting
Contact to responsibleeTAM for questions
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Welche Argumente überzeugen Kandidaten/innen von Infineon in Warstein
1. Vergütung = Hygienefaktor
2. Sicherheit & Perspektive
3. Positives Arbeitsklima / Corporate Culture
4. Sinnhaftigkeit
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Corporate Social ResponsibilityWe create a net ecological benefit
Net ecological benefit:CO2 emissions reduction of more than 54 million tons
1) This figure considers manufacturing, transportation, function cars, flights, materials, chemicals, water/wastewater, direct emissions, energy consumption, waste, etc. and is based on internally collected data and externally available conversion factors. All data relate to the 2018 fiscal year.2) This figure is based on internally established criteria, which are explained in the explanatory notes. The figure relates to the calendar year 2017 and considers the following fields of application: automotive, LED, induction cookers, PC power supply, renewable energy (wind, photovoltaic), mobile phones' chargers as well as drives. CO₂ savings are calculated on the basis of potential savings of technologies in which semiconductors are used. The CO2 savings are allocated on the basis of the Infineon market share, semiconductor content and lifetime of technologies concerned, based on internal and external experts' estimations. Despite the fact that CO₂footprint calculations are subject to imprecision due to the complex issues involved, the results are nevertheless clear.
CO2 savings2)
around56.1
million tonsCO2 equivalents
CO2 burden1)
around1.46
million tonsCO2 equivalents
Ratio around 1:38
Emission Reduction enabled by our products and solutions
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Vielen Dank für Ihre Aufmerksamkeit !
402019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved.