HR Report 2010/2011 - Deutsche Telekom AG

We draw on the best talent in all its diversity by offering attractive development opportunities and work environments as an employer.

Competitive workforceHR Big 4 and Group strategy Service culture Talent agenda HR@2012 28 Approaching talent successfully. Recruiting management for digital natives in full swing. Any company looking for new talent has to go where the talent can be found. For the ge- neration of digital natives, that means the World Wide Web or, more preci- sely, social media – with all the opportunities they provide for interactive networking, real time communication, unconventional forms of dialog, and flat hierarchies. Unlike in the past, today’s applicants expect to be able to get a direct insight into the company. They want to know what their potential new employer looks like from the inside, get to know their future colleagues, and gain an impression of the issues, fields of work and units. In short, it must be possible to experience the company. This is where social networks offer huge opportunities – unlike traditional media, they enable a direct ex- change between company and candidates and invite them to engage in a direct dialog. For this reason, Deutsche Telekom decided last year to make greater use of the social networks for recruiting. Since then, the Group has systematically used channels like Facebook, Twitter or Xing, interlinked with each other and with the company’s careers page. In this way, the Group is expanding and improving its contact management. We are leaving be- hind one-to-many communication and endeavoring to establish a real dia- log. The list of successful measures includes a job app for the iPhone with 22,000 downloads (as of February 2011) in the first year alone, as well as a well-developed company presence in a wide range of social networks: ƒ Some 5,000 subscribers take an interest in our company updates in the Xing business network. ƒ Our Facebook page has around 2,200 fans. ƒ The YouTube channel has had 7,000 hits, our videos have been viewed some 30,000 times. ƒ And we have 1,800 followers on the information service Twitter. As part of “T-Systems meets XING,” we are successfully combining online recruiting via social networks with making personal contact during after work events. Since there was a clear focus in the reporting year on approa- ching talented students and graduates, we also of course continued our un- usual dialog forum, the “Technology meets Talent” BarCamp. As another point of contact for student recruits, we also set up two intern programs in 2010, “Connect!” and “Be International!” The latter provides above-average students with the opportunity of an internship at a Telekom company in an- other country. The student network Connect! provides the opportunity for all interns to maintain contact with the Group for another six months after com- pleting their internship or to take part in seminars and workshops. We suc- cessfully continued our entry-level offers for graduates, the entry program Start up! and the direct entry program Jump in! in 2010. Yet again, some 50 outstanding university graduates took part in the high-potential program Start up!. Jump in! enabled over 250 graduates in total in 2010 to directly enter their preferred area of work at Telekom. Long-term recruiting planning – marketing to school students in print and online. The magazine for school students “Reif” has offered an initial insight into the world of work at Telekom since 2010. Its readership at 13,000 se- condary schools and editors are on an equal footing: the junior editors – supported by professionals – are scarcely older than their readers. In this way, we want to give young people who are thinking about choosing a ca- reer an exciting look behind the scenes of the Group and help them to find a career that matches their talents. In November 2010, we also launched an online marketing and recruiting campaign aimed at school students. The aim of the “Knowledge changes everything” campaign is to bolster even fur- ther Telekom’s position as an innovative and attractive employer. The cam- paign leads an interactive scavenger hunt through Telekom’s Headquar- ters in Bonn – and is a complete success. The clip on YouTube was viewed more than 500,000 times by February 2011 and more than 38,000 gamers have already visited the homepage www.wissen-veraendert-alles.de.