employer branding metro cash & carrysep 25, 2014 · began focussing on employee engagement...

Classif ication lev el: Strictly Confidential, Confidential, For internal Use Only, Public

EMPLOYER BRANDING

METRO CASH & CARRY

WORLD TALENT FORUM

MUNICH, SEPTEMBER 25TH, 2014


WHAT YOU CAN EXPECT

Date/Status/Title | Member of METRO GROUP 1


BESIDES OF BEING A GOOD SPEAKER IAM ACTUALLY DOING THE

FOLLOWING.


„Come-And-Stay-With-Metro-It-is-Great-Manager“

I am striving for

Inclusive Environment

Engagement Workforce

Employer of Choice

The official title

Head of Employer Branding, Inclusion

& Diversity, Employee Engagement


AGENDA

PURPOSEWhy?

ALIGN

How do you align Employer Branding with corporate marketing, existing company

values and business goals and get sign-off from the Board

DEVELOP

How do you develop a global Employer Brand for the first time in 50 yrs. history

ACTIVATE

How do you activate a new Employer Brand in an organization and make it feel

relevant across the globe



METRO CASH & CARRY – A CORE BRAND OF METRO GROUP

September 2014 | Member of METRO GROUP

METRO Cash & Carry

4

METRO GROUP sales 9M 2013: €46.3 billion

Cross-functional companies

Hypermarkets

Sales 9M 2013 (bn): €7.3

Countries**: 3

Stores**: 324

Wholesale

Sales 9M 2013 (bn): €22.6

Countries*: 28….

Stores*: 764

Status: 30 September 2013

*Status: 31 August 2014**Status: 30 June 2014

Sales 9M 2013 (bn): €2.1

Countries**: 2

Stores**: 137

Department

stores

Sales 9M 2013 (bn): €14.4

Countries**: 15

Stores**: 988

Consumer

electronics stores


LEADING INTERNATIONAL PLAYER IN WHOLESALE

September 2014 | Member of METRO GROUP

METRO Cash & Carry

5

Status: 30 September 2013

*Status: 31 August 2014

**By headcount as of closing date 30/9/2013

Over 5.6 million m² total sales area

More than 119,000 employees**

Sales of €23 billion in 9M 2013

764 stores in 28 countries*


0 PURPOSE


DELIVERING OUR CUSTOMER BRAND PURPOSE DEPENDS

HEAVILY ON THE QUALITY OF OUR PEOPLE


The War for

CapabilitiesDeloitte, 2013

Highly Skilled Workers in

Great Demand

Need to Create a Steady

Pipeline of Top People

61% of employers are not confident that they

can find enough applicants with the right skills to meet business needs

Workforce demographic shifts including gender,

ethnicity, immigrants, generations, expectations on how work gets done, etc.

The War for TalentMcKinsey, 1997

BECAUSE……


IN OTHER WORDS WE NEED TO BECOME A


BUT WE COMPETE WITH LOTS OF PEOPLE FOR OUR SORT OF

TALENT

Retailers

Other industries

FMCG


OTHER COMPANIES INVEST IN THEIR EMPLOYER BRAND

Source: Towers Watson Talent Management & Rewards Study (2012)

Companies with a distinctive

employer brand were 18% less likely

to experience talent retention

problems in fast growing economies


THIS TRANSLATES INTO SOME HARD BENEFITS FOR BUSINESSES

Began focussing on employee

engagement improvements through

investment in their employer brand

15% reduction in turnover

among 60,000 15-22 year olds

Saving of €14m

+

6% Improvement in employee advocacy

“By focussing on employee engagement

via our employer brand we realised better

customer satisfaction, better quality and

better business performance”


AND FINANCIAL IMPACT OF AN EFFECTIVE EMPLOYER BRAND

Right EVP messages

building a strong

EB reputation

Consistent

creative

expression

Cost for

uncoordinatedad-hoc adverts

and campaignsMedia cost for promoting

vacancies

Stronger preference among

high quality candidates

Higher

conversion rate

Recruitment

costs

Positive word

of mouth

Recruitment

costs

Attractive on-brand

candidate experience

Competitive

edge

Immediate

saving

Increased

awareness

Value

added

Costs

saved


WHY METRO CASH & CARRY NEEDS EMPLOYER BRANDING

Consistent, recognizable and uniform identity & appearance as

employer worldwide

Leverage attractiveness and perception of employer on the labour

market

Strong central idea and clear messages, which clamps HR Marketing /

Recruiting Activities to attract, recruit and engage employees

New Customer Brand Positioning

New Guiding Principles (= Values)

Employer Brands = Customer brands -> Drive commercial successNS WHY” RELEVANT FOR THE BUSINESS


INSIGHTS - PURPOSE

MAKE “REASONS WHY” RELEVANT FOR THE

BUSINESS


1 ALIGN ON A GLOBAL EVP


CORPORATE BRAND AND VALUE PROPOSITIONS

Corporate

Brands &

Values

Customer Value

Proposition

Investor Value

Proposition

Employee Value

Proposition

Supplier Value

Proposition



Corporate

Brands &

Values

Customer Value

Proposition

Employee Value

Proposition

Why should

customers consider

your company?

Why should they

come back for more?

Why should talents

join your company?

What’s expected of

them?

Why should they stay?



Customer Value

Proposition

Employee Value

Proposition

BUY APPLY

Why should

customers consider

your company?

Why should they

come back for more?

Why should talents

join your company?

What’s expected of

them?



TWO SIDES OF THE SAME COIN

Customer Value

Proposition

Employee Value

Proposition

Why should customers

consider your company?

Why should they come back for more?

Why should talents join

your company?

What’s expected of them?


BUY APPLY


TWO SIDES OF THE SAME COIN

Employer Brand

Customer Brand

Deliver the

promise


BRANDING AND MARKETING

Branding

=Strategic Positioning

Marketing

=

(Creative) Execution


EMPLOYER BRAND AND EVP

EVP

=How you’d like to be seen

Employer Brand

=How people see you


VALUES AND BENEFITS

Values

=company´s expectations of

its employees

Benefits / RTBs

=what´s on offer for employees


VALUES AND BENEFITS

Values

=take

Benefits / RTBs

=give


INSIGHTS - ALIGNMENT

CUSTOMER BRAND DRIVES EMPLOYER BRAND

EDUCATE AND COMMUNICATE

BRANDING IS NOT MARKETING AND COMES

FIRST

VALUES ARE NOT BENEFITS

THERE ARE REASONS FOR THE “ing” IN

EMPLOYER BRANDING


2 DEVELOP A GLOBAL EVP


REMEMBER?

Employer Brand

Customer Brand

Deliver the

promise


DEVELOPING THE EVP AT METRO

Employer Brand Research Employer Brand Workshop(s) Global EVP


WHAT MAKES UP OUR EVP?

Core

Positioning

Pillars

Messaging

Provides

Focus

Provides

Scope

Provides

Relevance

The one key quality that you most

want to be associated with as an

employer

The 3-5 qualities that define

your global employment deal

and communication themes

Translation into local

communication

and action


In business

together

EMPLOYER VALUE PROPOSITION

CORE POSITIONING = KEY QUALITY


In business

together


PILLARS = GLOBAL EMPLOYMENT DEALS & COMMUNICATION

THEMES


In business

together


MESSAGING = FOR TARGETED AND LOCAL COMMUNICATION


TARGET GROUPS

ARCHETYPE OF EMPLOYEES


Stores

Store Manager

Department Manager

Shop Floor

Sales Force

Headoffices

Category Manager/Buyer

Target Group Manager


REMEMBER

In Business together

Champion for

independent

business

Deliver the

promise


INSIGHTS - DEVELOPMENT

CO-INITIATE

CO- CREATE

TRUST THE PROCESS

AND LIVE WITH THE DARK SIDES


3 ACTIVATE THE EMPLOYER BRAND


Page 38

I DO NOT

CARE

I AM THE NEW EVP

http://www.mentorworks.ca/wp-content/uploads/2013/05/bigstock-Portrait-of-a-business-lady-is-32621681.jpg

http://www.mentorworks.ca/wp-content/uploads/2013/05/bigstock-Portrait-of-a-business-lady-is-32621681.jpg


ACTIVATING THE EVP AT METRO

Basics Internal Activation External Campaigning


EMPLOYER BRANDING MASTER CAMPAIGN


EMPLOYEE STORIES


INTERNAL ACTIVATION: YOU & METRO DAY CAMPUS HEADQUARTER



INTERNAL ACTIVATION: YOU & METRO MICROSITE


INTERNAL ACTIVATION: KICK OFF INTERVIEW WITH MEMBER OF

THE BOARD



INTERNAL ACTIVATION: INTEGRATION INTO OTHER (EXTERNAL)

COMMUNICATION MEASURES


INTERNAL ACTIVATION – INTERNATIONAL EXCHANGE

PROGRAMME



INTERNAL ACTIVATION – INTERNATIONAL GRADUATE

PROGRAMME



Employer Brand Strategy

▪ Context

▪ Employer Value Proposition

▪ Differentiators

▪ Benefits

Master Motifs

Headlines & Bodycopy

Design Guidelines

FIRST EMPLOYER BRANDING TOOLKIT - FOCUS ON INTERNAL

ACTIVATION



LOCAL ACTION PLANS AND ADAPTATIONS


Messaging Framework

▪ Key messages per Target Groups

Asset Library / Templates

Recruiting & Image Building

▪ Traditional Print Formats (e.g. DIN A4

and DINA5 Image Ads)

▪ Events: Roll Ups, Posters, Career Booth

▪ Online / Digital: Job Board Postings,

Social Media Postings, Online Banners,

HTML Emails Flyer, Landingpage

Website

▪ Image Video

Design Guidelines

Approval Process

SECOND EMPLOYER BRANDING TOOLKIT - FOCUS ON EXTERNAL

ACTIVATION



AS OF SEPTEMBER 2014…..


• Train-the-trainer sessions

• Additional templates for further image building and

recruiting activities

• Testimonial Videos

• Dedicated Toolbox for 2nd round Graduate Programm

METRO Potentials

• Relaunch Global Website METRO Cash & Carry

• Facelift Local Career Websites

• Onboarding Package

• KPIs / Dashboard

• Social Media: LinkedIn

• Further integration of Employer Branding in recruiting

experience and integration into other aspects of HR


INSIGHTS - ACTIVATING

FREEDOM IN THE FRAMEWORK

INTERNAL ACTIVATION FIRST

TIME, TIME, TIME

Classif ication lev el: Strictly Confidential, Confidential, For internal Use Only, Public Date/Status/Title | Member of METRO GROUP 53

You do not attract who you want.

You attract who you are.Dr. Wayne Dyer


.

YOU & METRO. In Business together.

employer branding metro cash & carrysep 25, 2014 · began focussing on employee engagement...

Documents