Building Philips’ employer brand from the inside out
| Pages | 16-19 |
| Date | 01 May 2005 |
| Published date | 01 May 2005 |
| DOI | https://doi.org/10.1108/14754390580000801 |
| Author | Jo Pietersis,Brenda van Leeuwen,Tom Crawford |
| Subject Matter | HR & organizational behaviour |
16 Volume 4 Issue 4 May/June 2005
HE GLOBAL ECONOMY MAY have slowed
from the heady days of the late 1990s, but the
competition to attract and retain the best
employees hasn’t. One company that’s highly
active in the fight for talent is Philips, one of the
world’s biggest electronics companies and Europe’s
largest, with 161,500 employees in more than 100
countries. Indeed, with its commitment to becoming a
leading solution provider in the areas of healthcare,
lifestyle and technology, there’s a good case for arguing
that hiring and keeping the best people has never been
more important. The question, of course, is how.
Work on finding the answer began in 2002. In view of
the ongoing war for talent, recruitment was naturally one
of the key processes we investigated. Our global
recruitment redesign program had shown that the quality
of service could be improved in meeting the needs of
both candidates and the business. We also realized that
we needed to pay more attention to talent recruitment
instead of focusing on the issue only when vacancies
emerged. We wanted to manage the inflow of talented
people into the company talent pipeline more proactively.
Chasing out inconsistency
We identified early on that we’d been inconsistent in
our positioning and messaging and therefore our
communications with prospective employees. We
weren’t addressing them as “one Philips,” and we
weren’t reaching the targets we’d set ourselves to attract
and retain the best talent.
T
by Brenda van Leeuwen and Jo Pieters, Philips
and Tom Crawford, Bernard Hodes Group
Building Philips’
employer brand
from the inside out
How to create an employer brand and instill it
throughout the employment lifecycle
Your employer brand
should be a distinct and
compelling way to
express what makes you
unique as an employer,
highlighting the employee
experience you offer. Find
out how Philips
researched its position in
the employment market
to create an employer
brand that reflects its
corporate reputation.
FEATURES AT A GLANCE
,
,
,
,
BUILDING PHILIPS’ EMPLOYER
BRAND FROM THE INSIDE OUT
CREATING A WINNING
EMPLOYER REPUTATION
STRATEGIC GOAL ALIGNMENT
AT CMP TECHNOLOGIES
DEVELOPING KPISAT
SOUTHERN COMPANY
THE SIX PRINCIPLES OF
PERFORMANCE
COMMUNICATION
,
© Melcrum Publishing Ltd. 2005 For more information visit www.melcrum.com or e-mail info@melcrum.com
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