The 2009/2010 Human Resources Report

Only a company that attracts talent like a magnet, secures its loyalty and carefully nurtures it, can be sure of a permanent supply of inventiveness, innovative strength and entrepreneurial spirit in all the areas in which it operates.

Talent 18|19 Weatherproof talent policies: Telekom stays on course. An anti-cyclical investment: Forging relationships with young academics. Deutsche Telekom’s anti-cyclical investments in winning young talent have helped to significantly improve our public profile. Unlike many companies, this has enabled us to intensify our contacts with new talent during difficult financial times. “Technology meets Talent” and “Talents in Touch”: Dialog platforms get a makeover. In September 2009 we launched the unconventional series of events “Technology meets Talent,” designed to strengthen the bonds be- tween young talent and our company. These so-called “non-conferences” break with traditional conference conventions, since participants design the program themselves, with an emphasis on the open innovation approach. The company welcomes innovative thinkers from every discipline, so that we can work with them to devise solutions for the technologies, customers and work worlds of the future. The first four events, held between September 2009 and April 2010 in Darmstadt, Munich, Berlin and Bonn, were character- ized by a “wind of change” and open-mindedness. Other events are planned for 2010. These events also give outstanding students from all disciplines (albeit with a focus on technical subjects) an opportunity to discuss their visions and projects in a highly professional environment. University teach- ers are invited to participate in the events, which serves to strengthen the company’s cooperation links with universities and professorships. Our par- allel series of events, “Talents in Touch,” which was held for the third time, invited high-achieving students of IT, economics and engineering to engage in debate. The basic idea behind the well-established “Talents in Touch” program is to offer an exclusive European networking and recruiting event that will attract highly talented students. The event is held once a year at alternating venues: after Zagreb (Croatia) and Friedrichshafen (Germany), the 2009 event was held in Barcelona. On site at universities – Telekom Campus Tour and Ambassador Program. From April to July 2009, the Telekom Truck visited some 40 universities in Germany and initiated thousands of contacts. There were also more than 100 “ambassador assignments” in 2009, when Group employees success- fully represented our company as “ambassadors” at university events. The Telekom Campus Tour and our Ambassador Program have demonstrated that a targeted mix of events and a growing number of Web 2.0 activities inspire loyalty to our company among young people, and help to nurture a growing community of international talent. For this reason, the Group is increasingly committed to social networking sites like Twitter and Facebook as a way of reaching out to future employees. Job app for the iPhone. Since March 2010 we have made active use of “Jobs&More” on the iPhone platform to establish contact with potential job applicants. The app combines the latest job opportunities with a variety of employer information, including videos, and links to social media channels. With the new “iPhone-app” we underline our claim to be an innovative talent company and a “2010 top recruiter”. Different and more than just a trainee program: Start up! and Jump in!. All too often, companies channel young graduates into rigidly structured trainee programs that leave little room for individuality, so that they are only visible to the HR experts in charge of them. Deutsche Telekom’s internation- al program for high potentials, “Start up!,” is conducted under the special patronage of the Group Board of Management. Each year, the program se- lects around 50 outstanding university graduates who have the willingness to embrace change and the entrepreneurial spirit that will help to drive the Group’s transformation forward. Service culture is one example. In 2009 alone, eight graduates joined the company’s service units under the Start up! scheme. Over a 15-month period, these Start up!s will actively help to shape change in a series of demanding and innovative projects, and put their leadership potential to the test. At the same time, an ancillary program is designed to build on their expertise and encourage personal reflection. The 30 or so Start up!s who volunteered to help renovate a number of day care centers in Bonn as part of a 2009 Social Day demonstrated particular initiative, willingness to change and social involvement. In parallel to Start up!, “Jump in!” offers university graduates, including those from our coopera- tive degree courses, excellent opportunities for getting off to a flying start at Deutsche Telekom via the direct entry route. With a personal coach to assist their entry into their preferred field and their own training budget, the new recruits focus intensively on developing their personal and technical skills. In this way, we are also supporting the development of a holistic under- standing of Deutsche Telekom’s corporate mission statement and transfor- mation. Recruiting & Talent Service: The backbone of our market presence. The central Recruiting & Talent Service, established in October 2008, helps to develop Deutsche Telekom’s employer branding, safeguarding a highly professional presence in the job market and the implementation of effective recruiting from both within and outside the Group. Its experts are available across the Group to executives and the HR unit as contacts during the entire personnel recruitment process. Internally, the standardized and transparent Group-wide recruiting process gives job-seekers access to suitably high- caliber positions and allows recruiting units to execute their talent searches efficiently. This, in turn, guarantees consistently high standards of recruitment. Contents