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EMPLOYER BRANDING
METRO CASH & CARRY
WORLD TALENT FORUM
MUNICH, SEPTEMBER25TH, 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.
Date/Status/Title | Member of METRO GROUP 2
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
PURPOSE
Why?
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
Date/Status/Title | Member of METRO GROUP 3
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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
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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 m total sales area
More than 119,000 employees**
Sales of 23 billion in 9M 2013
764 stores in 28 countries*
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0 PURPOSE
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DELIVERING OUR CUSTOMER BRAND PURPOSE DEPENDS
HEAVILY ON THE QUALITY OF OUR PEOPLE
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The War for
Capabilities
Deloitte, 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 Talent
McKinsey, 1997
BECAUSE
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IN OTHER WORDS WE NEED TO BECOME A
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BUT WE COMPETE WITH LOTS OF PEOPLE FOR OUR SORT OF
TALENT
Retailers
Other industries
FMCG
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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
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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
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AND FINANCIAL IMPACT OF AN EFFECTIVE EMPLOYER BRAND
Right EVP messages
building a strong
EB reputation
Consistent
creative
expression
Cost for
uncoordinated
ad-hoc adverts
and campaigns
Media 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
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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
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INSIGHTS - PURPOSE
MAKE REASONS WHY RELEVANT FOR THE
BUSINESS
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1 ALIGN ON A GLOBAL EVP
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CORPORATE BRAND AND VALUE PROPOSITIONS
Corporate
Brands &
Values
Customer Value
Proposition
Investor Value
Proposition
Employee Value
Proposition
Supplier Value
Proposition
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CORPORATE BRAND AND VALUE PROPOSITIONS
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?
Whats expected of
them?
Why should they stay?
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CORPORATE BRAND AND VALUE PROPOSITIONS
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?
Whats expected of
them?
Why should they stay?
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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?
Whats expected of them?
Why should they stay?
BUY
APPLY
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TWO SIDES OF THE SAME COIN
Employer Brand
Customer Brand
Deliver the
promise
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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
EDUCATE AND COMMUNICATE
BRANDING IS NOT MARKETING AND 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?
Employer Brand
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 deal
and 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
EMPLOYER VALUE PROPOSITION
PILLARS = GLOBAL EMPLOYMENT DEALS & COMMUNICATION
THEMES
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In business
together
EMPLOYER VALUE PROPOSITION
MESSAGING = FOR TARGETED AND LOCAL COMMUNICATION
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TARGET GROUPS
ARCHETYPE OF EMPLOYEES
Date/Status/Title | Member of METRO GROUP 34
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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Page 38
I DO NOT
CARE
I AM THE NEW EVP
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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
Date/Status/Title | Member of METRO GROUP 42
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INTERNAL ACTIVATION: YOU & METRO MICROSITE
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INTERNAL ACTIVATION: KICK OFF INTERVIEW WITH MEMBER OF
THE BOARD
Date/Status/Title | Member of METRO GROUP 44
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INTERNAL ACTIVATION: INTEGRATION INTO OTHER (EXTERNAL)
COMMUNICATION MEASURES
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INTERNAL ACTIVATION INTERNATIONAL EXCHANGE
PROGRAMME
Date/Status/Title | Member of METRO GROUP 46
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INTERNAL ACTIVATION INTERNATIONAL GRADUATE
PROGRAMME
Date/Status/Title | Member of METRO GROUP 47
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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
Date/Status/Title | Member of METRO GROUP 48
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LOCAL ACTION PLANS AND ADAPTATIONS
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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
Date/Status/Title | Member of METRO GROUP 50
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AS OF SEPTEMBER 2014..
Date/Status/Title | Member of METRO GROUP 51
Train-the-trainer sessions
Additional templates for further image building and
recruiting activities
Testimonial Videos
Dedicated Toolbox for 2
nd
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
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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
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.
YOU & METRO. In Business together.