Schmitz Metro

8/11/2019 Schmitz Metro

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Classif ication level: Strictly Confidential, Confidential, For internal Use Only, Public

EMPLOYER BRANDING

METRO CASH & CARRY

WORLD TALENT FORUM

MUNICH, SEPTEMBER 25TH, 2014


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WHAT YOU CAN EXPECT

Date/Status/Title | Member of METRO GROUP 1


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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


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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

ACTIVATEHow do you activate a new Employer Brand in an organization and make it feelrelevant across the globe



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METRO CASH & CARRY A CORE BRAND OF METRO GROUP

September 2014 | Member of METRO GR OUP

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


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LEADING INTERNATIONAL PLAYER IN WHOLESALE

September 2014 | Member of METRO GR OUP

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 m total sales area

More than 119,000 employees**

Sales of23 billion in 9M 2013

764 stores in 28 countries*


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0 PURPOSE



DELIVERING OUR CUSTOMER BRAND PURPOSE DEPENDS

HEAVILY ON THE QUALITY OF OUR PEOPLE



The War for

CapabilitiesDeloitte, 2013

Highly Skilled Workers inGreat Demand

Need to Create a SteadyPipeline of Top People

61% of employers are not confident that they

can find enough applicants with the right skillsto meet business needs

Workforce demographic shifts including gender,

ethnicity, immigrants, generations, expectationson 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 mes sages

bu ilding a strong

EB reputation

Cons is tent

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 wordof mouth

Recruitment

costs

Attractive on -brand

candidate experience

Competitive

edge

Immediate

saving

Increased

awareness

Valueadded

Costs

saved



WHY METRO CASH & CARRY NEEDS EMPLOYER BRANDING

Consistent, recognizable and uniform identity & appearance asemployer 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 successNSWHY RELEVANT FOR THE BUSINESS



INSIGHTS - PURPOSE

MAKE REASONS WHY RELEVANT FOR THE

BUSINESS



1 ALIGN ON A GLOBAL EVP


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CORPORATE BRAND AND VALUE PROPOSITIONS

CorporateBrands &

Values

Customer Value

Proposition

Employee Value

Proposition

Why should

customers consideryour company?

Why should they

come back for more?

Why should talents

join your company?

Whats expected of

them?

Why should they stay?



CORPORATE BRAND AND VALUE PROPOSITIONS

Customer Value

Proposition

Employee Value

Proposition

BUY APPLY

Why should

customers consideryour company?

Why should they

come back for more?

Why should talents

join your company?Whats expected of

them?




TWO SIDES OF THE SAME COIN

Customer Value

Proposition

Employee Value

Proposition

Why should customers

consider your company?Why should they comeback for more?

Why should talents join

your company?Whats expected of them?


BUY APPLY



TWO SIDES OF THE SAME COIN

EmployerBrand

Customer Brand

Deliver the

promise



BRANDING AND MARKETING

Branding=

Strategic Positioning

Marketing

=(Creative) Execution


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EMPLOYER BRAND AND EVP

EVP=

How youd like to be seen

Employer Brand

=How people see you


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VALUES AND BENEFITS

Values=

companys expectations of

its employees

Benefits / RTBs

=whats on offer for employees


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VALUES AND BENEFITS

Values=

take

Benefits / RTBs

=give


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INSIGHTS - ALIGNMENT

CUSTOMER BRAND DRIVES EMPLOYER BRAND

EDUCATEAND COMMUNICATE

BRANDING IS NOT MARKETINGAND COMES

FIRST

VALUES ARE NOT BENEFITS

THERE ARE REASONS FOR THE ing IN

EMPLOYER BRANDING


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2 DEVELOP A GLOBAL EVP


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REMEMBER?

EmployerBrand

Customer Brand

Deliver the

promise


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DEVELOPING THE EVP AT METRO

Employer Brand Research Employer Brand Workshop(s) Global EVP


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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 dealand communication themes

Translation into local

communication

and action


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In business

together

EMPLOYER VALUE PROPOSITION

CORE POSITIONING = KEY QUALITY


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In business

together


PILLARS = GLOBAL EMPLOYMENT DEALS & COMMUNICATION

THEMES


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In business

together


MESSAGING = FOR TARGETED AND LOCAL COMMUNICATION


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TARGET GROUPS

ARCHETYPE OF EMPLOYEES


Stores

Store Manager

Department Manager

Shop Floor Sales Force

Headoffices

Category Manager/Buyer

Target Group Manager


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REMEMBER

In Business together

Champion for

independent

business

Deliver the

promise


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INSIGHTS - DEVELOPMENT

CO-INITIATE

CO- CREATE

TRUST THE PROCESS

AND LIVE WITH THE DARK SIDES


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3 ACTIVATE THE EMPLOYER BRAND


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


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ACTIVATING THE EVP AT METRO

Basics Internal Activation External Campaigning


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EMPLOYER BRANDING MASTER CAMPAIGN


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EMPLOYEE STORIES


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INTERNAL ACTIVATION: YOU & METRO DAY CAMPUS HEADQUARTER



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INTERNAL ACTIVATION: YOU & METRO MICROSITE


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INTERNAL ACTIVATION: KICK OFF INTERVIEW WITH MEMBER OF

THE BOARD



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INTERNAL ACTIVATION INTERNATIONAL EXCHANGE

PROGRAMME



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INTERNAL ACTIVATION INTERNATIONAL GRADUATE

PROGRAMME


FIRST EMP OYER BRANDING TOO KIT FOCUS ON INTERNA


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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


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LOCAL ACTION PLANS AND ADAPTATIONS

SECOND EMPLOYER BRANDING TOOLKIT FOCUS ON EXTERNAL


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Messaging Framework

Key messagesper 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


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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


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INSIGHTS - ACTIVATING

FREEDOM IN THE FRAMEWORK

INTERNAL ACTIVATION FIRST

TIME, TIME, TIME


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Classif ication level: 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


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YOU & METRO. In Business together.

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