WHIRLPOOL CORPORATION - CONFIDENTIAL

WINNING WORKPLACE

The Winning Workplace is about how we work within Whirlpool. It is how we empower, enable and inspire our people with the best culture, environment and tools to deliver results beyond expectations for consumers and Whirlpool.Success factors:❏ provide a collaborative,

transparent workplace where we can operate with speed and work the way we live

❏ transform the way we work

2

WHIRLPOOL CORPORATION - CONFIDENTIAL

The 3 pillars of Winning Workplace:

1) Environment, where we work WC@fè, Google Areas, WChannel, Health&Works spaces

2) Culture, how we workEstablished new communication tools, Training supporting the

change,The Digital School, Celebrating

3) Winning Tools, Collaborative technologies and processes Hangout, Sites, Playbook

WINNING WORKPLACE

WHIRLPOOL CORPORATION - CONFIDENTIAL

WINNING WORKPLACE - The Environment

WHIRLPOOL CORPORATION - CONFIDENTIAL

The 3 pillars of Winning Workplace:

1) Environment, where we work WC@fè, Google Areas, WChannel, Healt&Works spaces

2) Culture, how we workEstablished new communication tools, Training supporting the

change,The Digital School, Celebrating success

3) Winning Tools, Collaborative technologies and processes Hangout, Sites, Playbook

WINNING WORKPLACE

WHIRLPOOL CORPORATION - CONFIDENTIAL

WINNING WORKPLACE - The Culture Whirlpool EMEA - 10.10.2013, We have gone Google!

WHIRLPOOL CORPORATION - CONFIDENTIAL

WINNING WORKPLACE - TrainingCreating Google Guides

Google Guides Email

From: David Briskman - CIO, Kathy Nelson - VP HRTo: Google GuidesSubject: Welcome to the Winning Workplace Google Guides Program

Dear Google Guides,

We are proud to let you know you have been nominated as a Google Guide by your Functional head. Thanks in advance for being part of the Winning Workplaceinitiative. Your participation and enthusiasm are critical in creating a successful Google launch for EMEA.One part of developing a Winning Workplace means having winning tools that allow us to work more effectively, efficiently, and collaboratively. The new suite ofGoogle tools is much more than a replacement for email and calendar. These tools will fundamentally change the way we work, and help us play to win and lead withspeed by allowing us to more easily be One Whirlpool. Google brings the speed and convenience of the everyday internet into our offices. We can work the way welive.You were chosen because you have demonstrated the skills and passion needed to become a Google Guide and a dedication to Whirlpool Corporation’s core values ofrespect, teamwork, diversity with inclusion, integrity and spirit of winning.As a Google Guide, you will have the opportunity to support your colleagues from all EMEA to explore the possibilities Google Apps offers. This is your chance todiscover new ways of working that will make a difference to you, your teams, your global peers and ultimately, Whirlpool as a whole. You will become an expertresource for the most effective ways to use the Google tools.We are eager to give you the tools and resources that will need to help you be successful as a Google Guide. Additional information with specific details will followvery soon.Congratulations on being nominated for this honor and becoming a critical member of the Google Team, a proud member of the team who will help us achieve ourELA objective of an engagement score of '80'.

Sincerely,

Examples of the role:

● Use the documentation and training resources to log in to

their Google Apps accounts and set up their accounts.

● Provide feedback on the resources and migration process

so we can improve them before we migrate the other team

members.

● Use the new services and spend some time learning about

the various features and options.

● Assist other team members to get up and running on

Google Apps as we migrate them to the new services. We'll

provide Google Guides with "Google Gear" (t-shirts, mugs,

stickers, etc.) to help your other team members identify

them.

GOOGLE GUIDES - COMMITMENT

Specially picked or sometimes self-selected users who will serve as ambassadors, educators to help the masses transition.

GOOGLE GUIDES COMMITMENT

This list has been already validated with HR - Steering committee to endorse commitment

Google Guides names

WHIRLPOOL CORPORATION - CONFIDENTIAL

GOING GOOGLE: Statistics

✓ 6.400 Users Live in Google (including consultants)

✓ Employees Trained: 2.249 (*639 booked for upcoming sessions)

✓ Training Sessions: 115 in-classroom / 72 webinars

✓ Training Participation: 64%

✓ Training Satisfaction: 96%

WHIRLPOOL CORPORATION - CONFIDENTIAL

WINNING WORKPLACE - CommunicationThe Winning Workplace Newsletters are a vehicle for sharing important messages about the Google platform, new features, key information, tips and tricks and of course related processes. Employees are also encouraged to share what they feel important and their ideas through Google forms here. We also collect success stories to be shared across the organization.

Luis Fernando

Flores Trejo

NAR Regional

Manager

Corporate

Security

Success Story #17: Mexico Corp. Security Portal

“People are not aware that we have a Corporate Security Portal in SharePoint, or

just don´t use it at all. We don't have a systematic way of reporting—everything

comes via email or phone. We needed a new and easy way to communicate with

the employees, let them know who we are, what we do, and how can we support

them. We needed a new site!!!

I created a Corporate Security Portal for Mexico on Google Sites. This site will

give the employees the opportunity to find emergency contact information, all

kinds of security recommendations, submit incident reports, request security

services, Drivers, ID badges, etc.

The Site is 95% completed, and I´m also working on 2 other Sites: Global

Corporate Security and Corporate Security Global Operations sites.”

Mario Sala

EMEA GIS

Success Story #18: EMEA Plant Maintenance documentation

“In the manufacturing area there is in each location a Maintenance team that has

a lot of documentation, electric drawings, operational procedures, picture,

photos, and videos that are stored on different PCs on local servers. Usage of

these documents is quite difficult and sharing of them is almost impossible. I

requested to create a special Google account for the Plant Maintenance team:

emea_plant_maintenance@whirlpool.com.

Using Google Drive space, it is possible to store and share all kinds of document

across the EMEA factories. With smartphones/tablets, it is possible for the

Maintenance team to access documentation (MSOP) close to the equipment in

the factory area, maintain emergencies, and share experiences.”

WHIRLPOOL CORPORATION - CONFIDENTIAL

Form cross-functional team(s) to identify the best opportunities to improve collaboration, transparency, and speed -- and to work the way we live.

WINNING WORKPLACE - Training

PlaybookChange Management to Transform How Work Gets Done

Goals 1) Accelerate each organization's transformation to Winning Workplace objectives.2) Identify Winning Workplace best practices and add them to the “Playbook” to accelerate enterprise

transition to Google.

Deliverables 1) Recommendation of specific best practices and new processes to increase collaboration, transparency, and speed to enable business priorities.

2) Outline of the team’s approach captured in Playbook for reapplication by other business colleagues faced with similar challenges.

Additional Benefits

1) Documents current and future state of how work gets done, providing a way to measure progress and gauge results.

2) Engages our most innovative team members to drive change at an operational, grassroots level.3) Creates leadership and visibility opportunities for future leadership pipeline.

Form cross-functional team(s) to identify the best opportunities to improve collaboration, transparency, and speed -- and to work the way we live.

WHIRLPOOL CORPORATION ▪ CONFIDENTIAL

WINNING WORKPLACE - Tools & Timeline

Phase 1

August September October November December

Notes

Retirement and

Technology

Mail, Quickplace, Sametime (DEC 19)

Playbook Immersion Days

Going Google! 30,000+ people migrated and trained (with no business disruption!) in <90 days

Phase 2 * Start date based on

Google green light.

Support and Steady State

Hangouts (6 weeks)

Notes Applications (2015+)

iOS Security Update (MDM)

Adoption and

Transformation

Newsletters

Transformation Website

Automated KPI Dashboard and Reporting

Training and Adoption Help

Business Demand and Development Opportunities

WHIRLPOOL CORPORATION - CONFIDENTIAL 5

WINNING WORKPLACE - only the beginning...

WHIRLPOOL CORPORATION - CONFIDENTIAL

The 3 pillars of Winning Workplace:

1) Environment, where we work WC@fè, Google Areas, WChannel, Health&Works spaces

2) Culture, how we workEstablished new communication tools, Training supporting the

change,The Digital School, Celebrating

3) Winning Tools, Collaborative technologies and processes Hangout, Sites etc.

WINNING WORKPLACE

WHIRLPOOL CORPORATION - CONFIDENTIALWHIRLPOOL CORPORATION - CONFIDENTIAL

WHAT WE LEARNED

▪Be Bold, Take Risks….Speed Counts▪Business Partnership, Not just Sponsorship▪Network, Bandwidth, Network, Bandwidth▪Pick a good Partner▪Train and Push▪Focus on Mobility▪Communication is Key▪Global and Regional▪Do Not Be Afraid▪Be Positive, It will Prevail

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WHIRLPOOL CORPORATION - CONFIDENTIAL

WINNING WORKPLACE - Get everyone ready with the Digital School

WHIRLPOOL CORPORATION ▪ CONFIDENTIAL

DIGITAL SCHOOL: STARTING FROM WU CURRICULA ARCHITECTURE

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WHIRLPOOL CORPORATION ▪ CONFIDENTIAL

DIGITAL SCHOOL: THROUGH A STRUCTURED PROCESSDEFINING A DIGITAL COMPETENCY FRAMEWORK

18 February 2014 ■

Step 4(All)

Finalize PDA, Implementation plan

& embedment

Step 2 (Business Team)

Define behavioral anchors &

proficiency levels by roleStep 3

(Business team)Match proficiency levels to the

jobs – all competencies

Step 1 Interviews run with

Subject Matter Experts at Central, country levels and external to the company

WHIRLPOOL CORPORATION ▪ CONFIDENTIAL■

DIGITAL SCHOOL: THE COMPETENCE DEFINITIONGeneral Definition Basic “Understands” Proficient “Applies” Master “Teaches”

SOCIAL NETWORK

· Leveraging the understanding about how to use Social online

tools, to significantly improve everyone personal business

performances

· Understanding how to influence ‘traditional off line customers’

and ‘online user’ through online media.

· Be confident with the main Social Media & Network environment

for personal use (FB, Linkedin, Twitter,)

· Social & Web knowledge is the result of the day to day lessons

learned: improve the capabilities to learn about the day to day

activity

WEB MARKETING

· Understanding the new online user buying paradigm and the

online customer’s behaviors & trends.

· Being able to implement online and real time relevant solutions, to

maximize business results.

· Develop the concept of ‘Online Lifetime Customer Value’, ‘Online

Customer Relationship Management’, ‘Online Customer

experience’ and the effects on the ‘online reputation’ generated by

User Generated Content.

· Understanding the Social & Web Marketing KPI applied on

everyday business activities.

· Be confident with the main Web Marketing Disciplines (Adwords,

Article Marketing, Banner Advertising, Blog Management,

Campaign Budget Management, Customer Database Building,

Community Management, Direct Email Marketing, e-commerce,

Email Marketing Automation, e-Survey, Forum Management,

Keyword Advertising, Mobile Web Marketing, Pay Per Performance,

Reputation Management, SEM, SEO, Social Network Marketing,

Social Network Security Management, Web Analytics Analysis ,

Web Business Intelligence, Web Copywriting , Web Graphics , Web

Graphics Designer , Web Lead Generation, Web Return of

Investment & KPI , Web Usability Optimization,)

-Understand how e-commrce is trasfroming our business

·I have a clear idea about the wide spectrum

of the Social Network virtual ecosystem.

·I know how to use social network online

application (FB, Linkedin, Twitter, …)

·I understand what is a Social Network and the

main Social interaction dynamics of an online

community.

·I have a good understanding of online users

behavior (consumers; customers vs. potential

customers)

·I have a good understanding about the UGC

(User Generated Content) about the Company

and the value of my personal online

reputation.

·I have a clear idea about the wide spectrum

of the Web Marketing virtual ecosystem.

·I have a clear idea who is my direct Online

Company Mentor on Social Network & Web

Marketing topic, and I have a continuous

learning path scheduled

·I understand the different type of access to

the online world (Devices, Operative Systems,

mobile, …)

·I gain the attitude to transfer my personal

“digital consumer experience” into a company

online innovation.

- I understand how e-commerce is

transforming our business

-

-I have a deep understanding of the different Social Network and online key

drivers.

-I’m an active listener on the key Social Network Specialized Groups, dealing

on the business field required by company role.

-- I know how my business results can be improved by limplementing the

appropirate Social Network disciplines

-I know new technologies, online trends, next waves and virtual

communication tools, I know how to use them to engage online users, grow

our business and enhance our brand experience.

-I have the knowledge to self update on new technologies, online trends,

next wave and virtual communication tools.

-I have a deep understanding of the different Web Marketing Disciplines and

online key drivers.

-I have a reasonable understanding of online technical tools

- I know how my business results can be improved by limplementing the

appropirate Web Marketing Disciplines: Adwords, Article Marketing, Banner

Advertising, Blog Management, Campaign Budget Management, Customer

Database Building, Community Management, Direct Email Marketing, e-

commerce, Email Marketing Automation, e-Survey, Forum Management,

Keyword Advertising, Mobile Web Marketing, Pay Per Performance,

Reputation Management, Search Engine Marketing, Search Engine

Optimization, Social Network Marketing, Social Network Security

Management, Web Analytics Analysis , Web Business Intelligence, Web

Copywriting , Web Graphics , Web Graphics Designer , Web Lead Generation,

Web Return of Investment & KPI , Web Usability Optimization.

-- I know how my business results can be improved by limplementing the

appropirate Social Network disciplines

- I know how to create online digital assets, I constantly improve the attitude

to distribute online and to maintain these assets.

- I am able to select, brief and manage agencies that are the most suitable for

each activity.

-I’m internally recognized as a mentor/coach about

Social Network business topics.

-I’m externally recognized as a reliable and valuable

‘Success Story Speaker’ on Social Network matters

applied to Whirlpool business.

-I’m able to drive and influence colleagues and

suppliers on my personal business area of influence,

about Social Network topics.

-I’m able to design, propose and argument a Social

Network strategic plan to develop and sustain my

business area.

-I’m internally recognized as a mentor/coach about

online, Web Marketing

-I’m externally recognized as a reliable and valuable

‘Success Story Speaker’ on Web Marketing matters

applied to Whirlpool business.

-I’m able to drive and influence colleagues and

suppliers on my personal business area of influence,

about Web Marketing topics.

-I’m able to design, propose and argument a Web

Marketing strategic plan to develop and sustain my

business area.

-I use my deep online knowledge to develop strategies

in the virtual world.

-I can envision the positioning of our online strategy

and connect it with the overall company strategy.

With 10,000 employees, marketing in more than 32 countries in Europe, Middle East and Africa, and manufacturing sites in seven countries, Whirlpool EMEA is

a wholly owned subsidiary of Whirlpool Corporation, The world’s leading manufacturer and marketer of major home appliances.

Whirlpool Europe, Middle East & Africa manufactures, markets and distributes home appliances under a suite of compelling, consumer preferred brands led by

Whirlpool, Bauknecht and KitchenAid and it is headquartered in Comerio (VA), Italy.

www.facebook.com/WhirlpoolEMEA

https://www.linkedin.com/company/whirlpool-emea

www.whirlpoolcareers.com

http://www.slideshare.net/EMEAHQ

www.whirlpool.eu

Roberta Vanetti - Corporate Communication Manager and Social Media Lead., Whirlpool EMEA