Employer Value Proposition

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6 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Corporate
Employer

Branding & Strategic
Recruiting

Employer Value Proposition



Global approach, local adjustments

Sehnaz

Özden

-

Vice President Continental AG

Corporate Employer Branding & Strategic Recruiting

Newport, November 2012

Corporate
Employer

Branding & Strategic
Recruiting

Since 1871 with headquarters in Hanover, Germany

Sales of

30.5 billion

163,788
employees worldwide

269 locations in 46 countries

One of the top 5 in the automotive supplier industry

21%

19%

20%

28%

12%


Continental Corporation
-

Overview 2011

Tires*

Chassis & Safety

Powertrain

Interior

*pro forma

Status: December 31, 2011

ContiTech

Sales by division in %

2

/ © Continental AG

Corporate
Employer

Branding & Strategic
Recruiting

Continental Corporation
-

269 Locations in 46 Countries




August
2012

Europe

South America

Argentina

Brazil

Chile

Ecuador

Asia

China

India

Indonesia

Japan

Malaysia

Philippines

Singapore

South Korea

Sri Lanka

Taiwan

Thailand



Africa

Republic of South
Africa

Tunisia


Australia

North America

Canada

Mexico

USA

Austria

Belgium

Denmark

Finland

France

Germany


Greece

Ireland

Italy

Netherlands

Norway


Portugal

Spain

Sweden

Switzerland

United Kingdom


Czech Republic

Hungary

Kazakhstan

Poland

Romania


Russia

Serbia

Slovakia

Turkey


3

/ © Continental AG

Corporate
Employer

Branding &
Strategic
Recruiting

Corporate Strategy: Input for the Employer Perspective

4
megatrends

for

the

Automotive Business

4

/ Sehnaz Oezden / 2012 © Continental AG

How do these 4 megatrends
effect Continental

as an employer?

Need for new competences
(make and/or buy)

Diversity (products, gender,
international and ways of
communication, i.e. knowledge
management, including different
perspectives, sharing information)

Networking makes diversity
accessible (systematical
development)

Interdisciplinary working, complex
thinking and working

Sustainability in the
longterm

(people, solutions, products)

Technology driven employees

Corporate
Employer

Branding &
Strategic
Recruiting

5

Sehnaz Özden & Christiane Bien

What makes
an
employer unique
as Employer?

8
-
MAY
-
2012

Target: Becoming the Employer of Choice in relevant markets

Corporate
Employer

Branding &
Strategic
Recruiting

Global Employer Branding
-

Project Overview

Be Employer of Choice for current and potential Employees

1.
Define Continentals global employer brand incl. employer values, behaviors and attributes

2.
Outline compelling Employer Value Propositions (EVPs) for target groups in 6 local pilot countries

Key Objectives

a.
Analysis conducted: Employer identity, target groups and competitors

b.
Global employer brand defined
and approved by board

c.
Alignment reached with
other key initiatives like “Brand Architecture” and “Corporate Culture”

Main Achievements

6

/ © Continental AG

Corporate
Employer

Branding &
Strategic
Recruiting

Trust

For

One

Another

Passion To Win

Freedom To Act

7

/ © Continental AG

Our

Core Values


globally


Corporate
Employer

Branding &
Strategic
Recruiting

8

/ © Continental AG

The 4
company

values

…must
be

the

basis

of

an
Employer

Brand

…so
we

analysed

their

positioning

From global values to our global employer proposition

Corporate
Employer

Branding &
Strategic
Recruiting

9

/ © Continental AG

The 4
company

values


must
be

the

basis

of

an
Employer

Brand

…so
we

analysed

their

positioning

From global values to our global employer proposition

Corporate
Employer

Branding &
Strategic
Recruiting

EVP


Project Plan

EVP Analysis

I

Employer Value Proposition +
Employer Value Optimization

II

Q4/2011


Q1/2012

Q2/2012


Q4/2013

In
-
depth Analysis within pilot
countries

Internally

3.201 online
questionnaires

57 Focus Group
Workshops*

Ambassadors
Questionnaire e.g.

Externally

Telephone
Survey

Competitors Analysis

Starting point

2011

Analysis phase by
employee group

Benchmark HR
communication
messages

Analysis of students
and professionals
surveys

Employer Value Proposition (by EB&R)

Define Global Employer
Messages

Define target
-
oriented Employer
Messages (to choose by countries
)

Employer
Value Proposition (by EB&R +
Country*)

Start implementation global messages
(Q1/2013ff
.)

Employer Value Optimization (by Country*)

Discuss internally country
-
specific findings
and derive HR priorities (
Q2
-
4/2012
)








* Non
-
pilot countries: Use EB&R toolkit to also conduct Focus Group Workshops (+ steps II)

Pilot countries

10

/ © Continental AG

Corporate
Employer

Branding &
Strategic
Recruiting

Global Employer Brand Menu

Note: No. and order of behaviors per value is
no indication of importance of this value


Employer Core Values

Behaviors
(Reasons to Believe)

Mit

Licht

zum


Erfolg

We as

Employer:

Collaborating

»
Team Work

»
Appreciation

»
Respect

»
Integrity

»
Relationship

Holistic

»
Cross Functional

»
Multitude of Product Ranges

»
Cross Technological

Dynamic

»
The Speed of Time to Market

»
Flexibility

»
Pragmatic

»
Exploring New Ideas and Markets

»
Enjoying Technical

Challenges

Free

»
Early Empowerment

»
Autonomous Work

»
Goal Oriented

»
Courageous

Diverse

»
Promote Variety

»
Include Different
Perspectives

»
Open Minded

Passion

to Win

Freedom to
Act

Trust in Our

People

For One

Another

Corporate Values


Trust


Passion to Win


Freedom

To Act


For One Another

Networking Globally

»
Community Building

»
Entrepreneurial Working

»
Global Problem Solving

»
Proactive Exchange of
Information and Knowledge

Progressing

»
Personal Growth

»
Career Opportunities

»
Interdisciplinary Work

Ambitious

»
Performance driven

»
Providing Global Mobility

Solutions

»
Technology Minded

»
Bringing High
-
Tech

to Everyone

Sustainable

»
Value Focused

»
Long Term Thinking

and Action

»
Reliable

11

/ © Continental AG

Corporate
Employer

Branding &
Strategic
Recruiting

Global Findings


Employer Preferences & Experiences

TOP 4 Ranking


Most
Experienced
Employer
Behaviours

Continental
Employees

Most Experienced
Behaviours

1

Team Work

4

2

1

1

1

4

2

Goal Oriented

1

1

5

2

4

1

3

Performance Driven

5

4

3

3

2

2

4

Autonomous Work

2

7

2

18

21

17

Cross Functional

3

19

4

5

13

6

Flexibility

6

13

8

6

3

13

Respect

8

12

9

19

15

3

Proactive Exchange of Information
and Knowledge

9

6

21

4

14

24

Pragmatic

33

3

15

34

27

28

Participants: 546 (focus groups),
3.201 (online survey)

Note 1: Behaviour ranking Continental based on overall “most wanted” evaluations downward

Note 2: Total top 4 behaviour ranking extended to show top 4 also per country

12

/ © Continental AG

Corporate
Employer

Branding &
Strategic
Recruiting

EVP


Analysis Phase (internally & externally)

13

Expectations of Technical functions (all participants, all countries)

Source: Findings of EVP
-
project focus groups & online survey 2011/12, BASICS live 2011, and OCR professional engineers survey 20
12

1
546 (focus groups),

1
3.201 (online survey)

Continental Engineering
Professionals
1

> 3 years work experiences

External Engineering
Professionals
2

> 3 years work experiences

Proactive
Exchange of
Information and
Knowledge

Team Work

Bringing High
-
Tech

to Everyone

Career

Opportunities

Autonomous Work

Flexibility

Personal Growth

Technology Minded

Organizational
Stability

Work
-
Life Balance

Compensation

Innovation

2
139 (telephone survey)

Attributes of an Ideal Employer

Note:
Top 8 attributes as indicated by Continental and External Engineering Professionals. No particular ranking order.

Corporate
Employer

Branding &
Strategic
Recruiting

Target Positioning for Continental as Employer



Balance

Adventure
Thrill

trustfulness

commitment

friendship

...

power

performance

freedom

success

autonomy

...

...

smart

creativity

variety


Developed by IMP project endorsed by the board on 11
th

of Oct 2011

14

/ © Continental AG

Corporate
Employer

Branding &
Strategic
Recruiting

Creating

a global
and

local

communications

menu

15

/ © Continental AG

Employer Communication
Messages Menu

Competitors
Benchmarking

EVP
P
roject

Online Survey

Key Sources and
Inputs

External Telephone Survey
Engineering Professionals

EVP Project Focus

Group Workshops



Managers
Workshops

Additional Employer
Preferences Surveys

Demography


Employer Preferences (Employees &
Externals)


Employer Experiences (Employees)


Global
Key Messages
(“Employer DNA”)

»
Overall description of Continental
as employer aligned with
Corporate Brand

»
Fixed; global consistent;
mandatory

Key

Messag
es

Corporate Brand

and Values

BASICS live


Tailored
Messages (“Employer
Expression”)

»
Unified messages and employer
behavior per target group, if necessary
per region and division, from which local
HR can pick

»
Fixed; global consistent; facultative

Mit Licht zum


Erfolg

Freedom

to

Act

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

Trust in
Our

People

For One

Another

Passion

to Win

Diversity



Corporate
Employer

Branding &
Strategic
Recruiting

Target
-
oriented

messages

on all
communication

channels

16

/ © Continental AG

And

much

more
……………

Are you auto
-
motivated? Welcome!

Are you auto
-
motivated? Welcome!

www.careers
-
continental.com



Thanks!

Thank you for your attention!