Warstein statt Berlin: Wie bekommen wir die Talente erfolgreich zu uns in die "Provinz"? - Martin König - BVMW
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Warstein statt Berlin:
Wie bekommen wir die Talente
erfolgreich zu uns in die „Provinz“?
Martin König
Manager Talent Attraction
Infineon Technologies AG
- restricted -
Wer bin ich?
› Name: Martin König
› Alter: 38 Jahre
› Wohnort: Düsseldorf früher u.a. Münster,
Hannover, Nürnberg, Soest
› Studium: 2003 – 2007 European Business Studies (Diplom)
Hochschule Osnabrück
2011 – 2013 Kommunikationsmanagement &
Dialogmarketing (Master of Arts)
Universität Kassel
› Beruf: 2007 – 2012 Personalberater
seit 11/2013 Manager Talent Attraction
Infineon Technologies AG
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 2
Infineon at a glance
Business Segments Employees
Digital Security 40,100 employees worldwide
Automotive (as of Sept. 2018)
Solutions (DSS)
9% (ATV)
Europe
17,400
Power Manage- Americas
ment & Multi- 31% 43% 3,900
market (PMM)
Asia/Pacific
18,800
17%
Industrial Power 35 R&D locations
Control (IPC) Revenue FY 2018 17 manufacturing locations
Further information in the
Financials Annual Report 2018 Market Position
7,063 7,599 Automotive Power Security ICs
[EUR m] 6,473
5,795
4,320
15.5% 15.2% 17.1% 17.8%
14.4%
620 897 982 1,208 1,353 #2 #1 #1
FY 14 FY 15 FY 16 FY 17 FY 18 Strategy Analytics, IHS Markit, ABI Research
Segment Result April 2019 Technology Group, October 2018
Revenue Segment Result
September 2018
margin
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 3
Worldwide manufacturing sites
frontend and backend
San José Leominster Warstein Dresden Kulim Beijing
Wuxi
Cheonan
Mesa
Singapore
Temecula Tijuana Regensburg Villach Cegléd Melaka Batam
Frontend Backend Stand: 30. September 2018
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 4
Standort Warstein ~2 000 Mitarbeiter/innen 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 5
Infineon Warstein –
Alle Abteilungen an einem Standort
Production
Quality Management Development
Infineon
Warstein
Purchase Marketing
Sales/ Logistics
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 6
Impressionen aus dem Sauerland 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 7
Warstein? Warstein! Erklärungsbedürftiger Standortvorteil !!! 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 8
Where did we come from?
Situation in Germany & Austria, until January 2014
• Recruiting-Prozess has been outsourced since 2003
• Hiring Manager writes the job ad, no quality check
• 10 year old career website, no social media presence, recruiting a la post & pray
• Applying online takes applicants 30 Minutes
• No success measurement possible
State-of-the-art career website:
Attractive job ads
Since then a lot had happened… with relevant content: 37.000 fans on facebook
90 second application:
TRM, ie
Alignment Meetings: newsletters
Measuring cost & KPIs
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 9
Standort Warstein
+ 300 neue MINT-MA (2014-2019)
Abschluss
Geselle
1%
4%
4% Staatlich geprüft
24% 12%
Bachelor
Master
Berufserfahrung 32%
Diplom
23% Promotion
Andere
23%
Absolvent
49% Young Professional
Professional
28%
Geschlecht
17%
männlich
Weiblich
83%
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 10Standort Warstein
+ 300 neue MINT-MA (2014-2019)
Studiengang
WIRTSCHAFTSINGENIEURWESEN/ 1
3
INGENIEURWESEN 8
2
21
PHYSIK 6
5
5
MASCHINENBAU 7
14
8
INGENIEURWESEN 1
2
1
6
14
ELEKTROTECHNIK/ ENERGIETECHNIK 17
21
8
6
CHEMIE
1
0 5 10 15 20 25
Andere Promotion Diplom Master Bachelor
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 11Guideline for successful recruiting…
A fast recruiting process that focuses on the
candidate is the backbone of your success
The magic happens when you combine Recruiting
with Talent Marketing
There is nothing like the one perfect way, the right
mix out of many activities leads to success
Know and understand your target group(s) and be
authentic in your communication
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 12Guideline for successful recruiting…
A fast recruiting process that focuses on the
candidate is the backbone of your success
The magic happens when you combine Recruiting
with Talent Marketing
There is nothing like the one perfect way, the right
mix out of many activities leads to success
Know and understand your target group(s) and be
authentic in your communication
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 13Das Ziel: Verbessern der Kandidatenerfahrung
- Candidate Experience
Der Recruiting Prozess ist so gestaltet,
dass die Kandidaten jeden Kontakt zu
Infineon positiv wahrnehmen.
Schlüssel für eine positive
Kandidatenerfahrung:
Speed Warum wollen wir eine
positive Kandidatenerfahrung?
• 80% aller Kandidaten sprechen
über mit Freunden und Verwandten
ihre Erfahrungen
• Eine negative Erfahrung schadet
der Employer Brand
Source: Candidate Experience Studie 2014 |stellenanzeigen.de | meta HR
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 14Das Ziel: Verbessern der Kandidatenerfahrung
- Candidate Experience
Der Recruiting Prozess ist so gestaltet,
dass die Kandidaten jeden Kontakt zu
Infineon positiv wahrnehmen.
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 15Wir arbeiten eng mit Hiring Managern
zusammen – für schnellen Erfolg
TAM Hiring
Manager
Auftragsklärung vor jedem Job Hiring Manager aktivieren ihr Netzwerk
… um Stellenkriterien, Kandidatenanforderung … in XING & LinkedIn, mit Unterstützung
und Sourcing Strategie zu diskutieren und durch TAMs und dem Handbuch „How To
Erwartungen abzugleichen Contribute“
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 16Mindset-Change:
Walk Away Messages for Hiring Manager
You are the DRIVER!
› Hiring is not a sideshow, but one of your key responsibilities & priorities as
manager
› Planning is crucial, otherwise the hiring process is slow and ineffective
› Speed is everything in the ‘War for Talent’ – be responsive & quick
The candidate is KING!
› In a more and more competitive candidate market the roles are reversed
› We have to convince the candidates of us – as Brand Ambassadors
› A positive Candidate Experience throughout the whole process is a
competitive advantage
Get SUPPORT!
› The TAM is always there for you
› Involve your team and nominate a substitute if needed
› Use our information material and intranet site
Talents are everybody‘s business!
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 17Guideline for successful recruiting…
A fast recruiting process that focuses on the
candidate is the backbone of your success
The magic happens when you combine Recruiting
with Talent Marketing
There is nothing like the one perfect way, the right
mix out of many activities leads to success
Know and understand your target group(s) and be
authentic in your communication
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 18Integrierte Videos in den Stellenanzeigen:
Hier stellt sich der Chef & sein Team vor!
Um den Kandidaten/innen
einen realistischen und
authentischen Eindruck ihres
zukünftigen Arbeitsplatzes zu
vermitteln
=> Recruiting auf „Augenhöhe“
Job Ad Video produced in-house
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 19Facebook- & Twitterkampagne 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 20
XING- & LinkedIn-Aktivitäten (IFX Corporate Channel & diverse Postings) 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 21
Radio Kampagne Instandhalter
Radio Kampagne mit Fokus auf Instandhalter
• Anzahl: 40 Radiospots
• Zeitraum: Drei Wochen mit Fokus Arbeitszeitbeginn & -ende (Morgens & Nachmittags)
• Spotdauer: 24 sec. main spot + 12 sec. reminder spot
• Reichweite: Etwa 100.000 Hörer täglich
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 22What did we do…
A fast recruiting process that focuses on the
candidate is the backbone of your success
The magic happens when you combine Recruiting
with Talent Marketing
There is nothing like the one perfect way, the right
mix out of many activities leads to success
Know and understand your target group(s) and be
authentic in your communication
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 23How we generate hires:
A talent attraction portfolio
Our Hub: Career Website
Online 70.000 unique visitors / month Face-to-Face
90 second application
SEO & SEM
Job boards 80% of job
#1 channel for applications & High-Tech After-Works
hires candidates meet hiring managers
searches start at…
… so far 32% hire rate
Business
Networks
Job Bags for
industry fairs
Social Media
Career Fairs
Internal Hires Candidate Relationship Management
Internal posting & job alert Nurturing Newsletters,
Relations Exclusive programs Job Blasts,
Business Lunch Birthday Mails
2nd best
Hire4IFX Internal female talents
meet hiring managers candidates
Infineon
Infineon Campeon Alumnis
Top Student Pool
… so far 40% hiring rate CRM Programm
Employee Profile
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 24Wie werden Bewerber/innen auf unseren
Standort in Warstein aufmerksam?
Übersicht direkte Stellenanzeigen
› Infineon Homepage (extern) & Intranet Jobboard (intern)
› Online-Stellenbörsen (u.a. Stepstone, Indeed, Ingenieurkarriere)
› Regionale Stellenbörsen (Karriere-Südwestfalen)
› Infineon Facebook Career Channel, Twitter-Kanal
› XING und LinkedIn
› Weitere Plattformen wie z.B. Universitäten, Verbände (EPCE)
Weitere Recruiting-Aktivitäten
› Eigene Warstein Homepage => 5 Gute Gründe für Warstein
› Regelmäßiger Karriere-Newsletter (Professional / Students)
› (Karriere-)Messen (Bonding, VDI, PCIM, Karrieretag etc.)
› Virtuelle Karriere-Messen (MindMap; Twitter-Karriere-Messe)
› Recruiting-Events (z.B. High-Tech After Work)
› Kooperation mit dem Regionalmarketingverband Südwestfalen e.V.
› Kooperationen mit Hochschulen (z.B. Bewerbungstraining;
Gastvorlesungen; Prämierung Abschlussarbeiten)
› Standortbesichtigungen (z.B. VDE / VDI)
› Active Sourcing bzw. Poolsearch via CRM-Tool
› Teilnahme an Aktionen wie z.B. der Campus Tour
› Standort-Sammelstelle für Studentenanfragen
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 25Die wichtigsten Rekrutierungskanäle
Recruiting-Kanäle
No 1:
Mitarbeiterempfehlungen
No 2:
Karriere-Website
No 3:
Intranet
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 26Hire4Infineon Kampagne 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 27
High-Tech After-Work in Warstein
Zielgruppe & Kanäle:
› Vorrangig Professionals aus den MINT-
Fachrichtungen
› Eigene Talent Pools / VDI Mailing /
Direktansprachen / Social Media
Ergebnisse:
› 39.000 Personen insgesamt erreicht
› 15 motivierte Bewerber vor Ort
› Tolles Feedback seitens der Kandidaten
› Positives Feedback von unseren
Fachbereichen
› Gewinnung eines neuen Mitarbeiters
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 28High-Tech After-Work in Warstein: Impressionen 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 29
Fünf gute Gründe für Infineon in Warstein 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 30
Fünf gute Gründe für Infineon in Warstein 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 31
Fünf gute Gründe für Infineon in Warstein 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 32
Guideline for successful recruiting…
A fast recruiting process that focuses on the
candidate is the backbone of your success
The magic happens when you combine Recruiting
with Talent Marketing
There is nothing like the one perfect way, the right
mix out of many activities leads to success
Know and understand your target group(s) and be
authentic in your communication
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 33We needed to make the next quality step
From having the same To focused activities
measures for every based on target group
target group preferences
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 34HOW: 5 Elements of our Strategy
Overarching
Strategy Target Group Segmentation: Products & Roles:
Key Functions as our focus Transparency & expertise
We segmented We moved from
our positions to a one-fits-all
define 12 key approach to a
functions with three-fold talent
attraction
strategic product portfolio
relevance to our Based on which
business and low we reworked our
availability on the Talent Attraction
talent market. Manager function.
Execution
1 2
Candidate Persona: Sourcing & Marketing: Candidate Relationship
Understand the target group Network Filling Management
For each key Based on the Based on the
function, we marketing marketing
designed a personas we personas,
hypothetical created targeted we maintain
candidate messages, relationships
profile to marketing and with candidates
understand needs sourcing through
and preferences of activities to relevant
the target group. attract candidates. measures.
3 4 5
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 354 | Sourcing & Marketing
Our activities are based on the persona findings
Programmatic Advertising 3 month campaign
targeting Software from Nov 2017 to Jan 2018:
Engineers:
10,8 million
impressions
+39% number of applications
for Software positions from
128 to 179 (in average per month)
+34% more views
and + 31
% unique visitors
on Infineon Careers
5
• The artwork and slogans have been
aligned with the target group times more unique visits on
(Software Engineers working at the Software Engineering website
Infineon) hub after the campaign start
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 364 | Sourcing & Marketing
Our activities are based on the persona findings
Channels targeting key 1 Landing Page 3 Calls to Action:
function candidates per key function:
Constant active search
in relevant media
Link to open positions
always in view
Programmatic
advertising & campaigns
SEO & SEM Campaigns
80% of all job searches
start at Google
Matching open positions –
and unsolicited application
Mailings to 2nd Best if none of those is
& other top talents interesting
via our sales-like CRM system
Print:
ads, brochures, flyers…
… to use at Career or Industry
Fairs, meet-ups, thinktanks etc Contact to responsible
eTAM for questions
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 37Welche Argumente überzeugen
Kandidaten/innen von Infineon in Warstein
1. Vergütung = Hygienefaktor
2. Sicherheit & Perspektive
3. Positives Arbeitsklima /
Corporate Culture
4. Sinnhaftigkeit
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 38Corporate Social Responsibility
We create a net ecological benefit
Emission Reduction enabled by our products and solutions
around around
1.46 56.1
million tons million tons
CO2 equivalents CO2 equivalents
CO2 burden1) Ratio around 1:38 CO2 savings2)
Net ecological benefit:
CO2 emissions reduction of more than 54 million tons
1) This figure considers manufacturing, transportation, function cars, flights, materials, chemicals, water/wastewater, direct emissions, energy consumption, waste, etc.
and is based on internally collected data and externally available conversion factors. All data relate to the 2018 fiscal year.
2) This figure is based on internally established criteria, which are explained in the explanatory notes. The figure relates to the calendar year 2017 and considers the
following fields of application: automotive, LED, induction cookers, PC power supply, renewable energy (wind, photovoltaic), mobile phones' chargers as well as drives.
CO₂ savings are calculated on the basis of potential savings of technologies in which semiconductors are used. The CO2 savings are allocated on the basis of the
Infineon market share, semiconductor content and lifetime of technologies concerned, based on internal and external experts' estimations. Despite the fact that CO₂
footprint calculations are subject to imprecision due to the complex issues involved, the results are nevertheless clear.
2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 39Vielen Dank für Ihre Aufmerksamkeit ! 2019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved. 40
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