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1、LondonSeptember 2009Employer Brand Management at Philips Lessons LearnedAmsterdam, February 2010 job mensinkhandoutAmsterdam, February 2010, Job Mensink2Program Top 5 lessons learned1. People build your business 2. Traditional recruitment no longer works 3. Be clear about your promise 4. Make it eas
2、y to do the right things right 5. Think big, act small, fail fastAmsterdam, February 2010, Job Mensink1. People build your business What do you manage to create value ?tangible assets 90% of valueS&P 500 (1980)S&P 500 (today)hearts and minds of customers and employeesintangible assetstangible assets
3、 20%intangible assets 80%Your Managers Focus ?Emerging InsightCRISISManagers FocusAmsterdam, February 2010, Job Mensink1. People build your business What do you manage to create value ?One of the most important value drivers Attract and engage the right peopleS&P 500 (today)hearts and minds of custo
4、mers and employeestangible assets 20%intangible assets 80%Amsterdam, February 2010, Job Mensink5Program Top 5 lessons learned1. People build your business 2. Traditional recruitment no longer works 3. Be clear about your promise 4. Make it easy to do the right things right 5. Think big, act small, f
5、ail fastAmsterdam, February 2010, Job Mensink62. Traditional recruitment no longer works From One-to-Many to Many-to-ManyCompanyEmployeesExternal Candidate sthe broadcast model: One-to-ManyTraditional RecruitmentBroadcasting Model 1. Advertise vacancies 2. Select best reactionsEmployeesEmployeesExte
6、rnal CandidatesAmsterdam, February 2010, Job Mensink7CompanyEmployeesExternal Candidate sthe broadcast model: One-to-ManyTraditional RecruitmentBroadcasting Model 1. Advertise vacancies 2. Select best reactionsNo longer effective Media explosion Only Active candidates (Desperately Seeking) Most Best
7、-of-Best are Passive candidatesEmployeesEmployeesExternal Candidates2. Traditional recruitment no longer works From One-to-Many to Many-to-ManyAmsterdam, February 2010, Job Mensink2. Traditional recruitment no longer works Where do you find the best people ?Hired through agenciesMainstream PostingsT
8、argeted SourcingCollegeInternalReferral% in bottom % in top performers (two years after hire)(source: N=1500 employees hired 2006-2007, performance rating 2009, USA company)old school recruitment?Amsterdam, February 2010, Job Mensink9Program Top 5 lessons learned1. People build your business 2. Trad
9、itional recruitment no longer works 3. Be clear about your promise 4. Make it easy to do the right things right 5. Think big, act small, fail fastAmsterdam, February 2010, Job Mensinkattractive propositionAmsterdam, February 2010, Job Mensink111. Stand for something Which car will the new marketing
10、manager choose?Lease car ALease car B CD player CD player Leather upholstery DVD / Sat. Navigation iPod connection Power steering XenonAmsterdam, February 2010, Job Mensink12Amsterdam, February 2010, Job Mensink131. Stand for something which employer would be selected ?Company ACompany B Salary 35.0
11、00 25 days Extensive training programs Excellent career opportunities Salary 38.000 30 days Extensive training programs Excellent career opportunitiesAmsterdam, February 2010, Job Mensink14Work for StarbucksAll about celebrating coffee and hospitalityAmsterdam, February 2010, Job Mensink15Work for N
12、ikeAll about sport enriching everyday lifeAmsterdam, February 2010, Job Mensink16Work for Googlethe super power of the creative mindAmsterdam, February 2010, Job Mensink17the revised Employee Value Proposition approved by HRM and Marketing Amsterdam, February 2010, Job Mensink18Philips on the talent
13、 marketsBefore Not consistent, Sometimes attractive.After Employer Branding Programs More effective, more efficient After 3 years refreshed the EVP Amsterdam, February 2010, Job Mensink19Program Top 5 lessons learned1. People build your business 2. Traditional recruitment no longer works 3. Be clear
14、 about your promise 4. Make it easy to do the right things right 5. Think big, act small, fail fastAmsterdam, February 2010, Job Mensink4. Make it easy for your colleagues to do the right things rightTalent and Philips Relationship1. consider2. commit3. contribute4. commendword of mediabusiness cour
15、sesmanager on-boarding referral programuniversity events (examples)Global Brand Development EVP & toolkitCountry Brand Activation TouchpointsAmsterdam, February 2010, Job Mensink21AttractionCareer WebsiteUniversity RelationsEventsAds and PostingsReferral4. Make it easy for your colleagues to do the
16、right things rightSelectionResume Sel. & PrescreeningAbility TestsStructured InterviewsAssessment CentersAmsterdam, February 2010, Job Mensink22everything you do, must reflect EVP elementsAmsterdam, February 2010, Job MensinkExample Website (global standard, local twist) Simplicity is getting the inside story before you version (english) proven performance (200K downloads), th
