The ABB global employer brand - AmCham Switzerland · The ABB global employer brand A better world begins with you ... employer: The sum of the ... Our creativity and innovation spring

© ABB03 December 2012 | Slide 1

Gary Steel, Head of HR, November 2012

People. Partnership. Performance.

The ABB global employer brand

A better world begins with you


“As companies mutate into global coalitions with fluidmanagement structures, shifting borders, alliances andbusiness activities, brands increasingly emerge as themost significant spiritual and cultural glue.”

Wally Olins, On Brand 2003


Why we did this

� To hire & retain the best employees, by:

� Defining - and consistently communicating - ‘the deal’: our global employee value proposition

� Developing a framework for global recruitment communications

� Providing effective recruitment marketing tools

� Ensuring alignment with the corporate brand

Discovering the ABB DNA – what makes us what we are?


EVP & Brand

Our employee value proposition (EVP) describes ‘the deal’:

� The qualities and attributes that make us attractive to both prospective and current employees, and differentiate us from our competitors for talent

� The skills and capabilities needed to be successful in ABB


EVP & Brand




Our employer brand is what people think of us as an employer:

� The sum of the perceptions of our target audience - both potential employees and current employees

� Impacted by the reality of ABB life: do we deliver the promise?


EVP & Brand




Our employer brand is what people think of us as an employer:

� The sum of the perceptions of our target audience - both potential employees and current employees

� Impacted by the reality of ABB life: do we deliver the promise?

Communicating the EVP influences the employer brand


The process

� Face to face interviews with 1300 employees in 25 countries

� Identified key success factors – the ABB DNA

� Defined the EVP

� Alignment of corporate brand and employee proposition

� Benchmarking against our competitors for talent

� Development of employer brand management toolkit


ABB as an animal India

Elephant

� Fearless and aggressive

� Big and strong

� Team centered and stable

� Intelligent, quick decisions and good memory

Horse

� Focused, steady and fast

� Strong and powerful

� Sense of pride


ABB as an animalIndia

Tiger

� Market leader

� Strong, astute, aggressive and royal

� Opportunist

Lion

� Global leader

� Majestic and charismatic

� Strong and powerful

� Sense of pride

Cheetah

� Fast

� Aggressive and determined

� Spirit of pursuit / market acquisitions

� Achiever


ABB as an animalIndia

Pigeon

� Freedom swift

Fish

� Always on the move

� No work life balance

Crow

� Adaptable to any environment

Dinosaur

� Huge and slow

Rhino

� Huge

� Astuteness

Spider

� Strong networking

Phoenix

� Rises from its own ashes

© ABB

Maruthi

� Excellent domestic market presence

� Value for money

� Good performance and quality

� Comfortable and good service network

Mercedes

� Aristocratic

� Safe

� Brand value

� Comfort and good features

ABB as a car India

03 December 2012 | Slide 11

Nano

� Value for money, customer focus

Ferrari

� Market leader, global recognition, fast, quality

© ABB

Audi

� Customer delight

� Respectful

Fiat

� In line with times

Hummer

� Manoeuvrable Adaptable

ABB as a carIndia


Honda Civic

� Luxurious

Tractor

� Multipurpose

� Adaptable

© ABB

ABB brand strong in industryCustomer focusCSR/Green credentialsTechnological leader on a global scale; reliable solutionsSolid & secure

Employee feedback


Corporate reputation & brands

Reward & recognition

Feeling valued & empoweredGood benefitsAdequate payFlexible working

strong perceptions negative perceptionsmixed perceptions

Culture & environmentPassionate, proud and intelligentSmart & open leadersMulti-cultural & team orientedTrustworthy, ethicalNetworked & non-hierarchicalCumbersome organisation structureCross business comms not great

Opportunity

Global projectsBig responsibilitiesFreedom to make decisionsCareer development opportunitiesTechnical career paths

© ABB

� ‘We’ culture

� Innovative minds

� Integrity and ethics

� Multicultural

� Solutions focused

ABB DNA


© ABB

� ‘We’ culture By working together, we set ourselves apart. We combine thetalents of an empowered 145 000 - strong global team, and in sharing skills,insight and expertise, take pride in offering our customers the benefits of ateam-based, multi-disciplinary approach

� Innovative minds We find new ways around complex problems by lookingat the familiar from unfamiliar angles. Our creativity and innovation springfrom challenging convention, overturning orthodoxy and questioningaccepted practices

� Integrity and ethics We believe in a competitive, free enterprise systemand compete openly and independently in every market, with zero tolerancefor unethical behaviour. We share a sense of responsibility for the customersand communities we serve and the world we work in

� Multicultural We encourage diversity, value difference and promoteindividuality. By proactively seeking experience of different cultures, wecreate an environment founded on inclusivity and respect, and by drawingtalent from every community around the world, we are able to bring newperspectives to every challenge we face

� Solutions focused We believe that solving customers’ problems beginswith in-depth understanding, exceptional insight and a partnership approach.We remain ahead in our thinking and that helps our customers remainahead in their sectors

ABB DNA


© ABB

� ‘We’ culture By working together we set ourselves apart. We combine thetalents of an empowered 145 000 - strong global team, and in sharing skills,insight and expertise, take pride in offering our customers the benefits of ateam-based, multi-disciplinary approach

� Innovative minds We find new ways around complex problems by lookingat the familiar from unfamiliar angles. Our creativity and innovation springfrom challenging convention, overturning orthodoxy and questioningaccepted practices

� Integrity and ethics We believe in a competitive, free enterprise systemand compete openly and independently in every market, with zero tolerancefor unethical behaviour. We share a sense of responsibility for the customersand communities we serve and the world we work in

� Multicultural We encourage diversity, value difference and promoteindividuality. By proactively seeking experience of different cultures, wecreate an environment founded on inclusivity and respect, and by drawingtalent from every community around the world, we are able to bring newperspectives to every challenge we face

� Solutions focused We believe that solving customers’ problems beginswith in-depth understanding, exceptional insight and a partnership approach.We remain ahead in our thinking and that helps our customers remainahead in their sectors

ABB DNA The ABBCs


Collaborative

Creative

Compliant

Cross-cultural

Customer-centric

© ABB

� We offer the compelling opportunity to touch lives and improve communities, by shaping projects that leave a lasting impression. There is a constant focus on your development, together with the freedom and support to make your mark on a truly multicultural, global business that combines leading technologies with the latest thinking.

The ABB employee value proposition


© ABB

� We offer the compelling opportunity to touch lives and improve communities, by shaping projects that leave a lasting impression. There is a constant focus on your development, together with the freedom and support to make your mark on a truly multicultural, global business that combines leading technologies with the latest thinking.

� The condition, of course, is that you will need the intelligence, integrity, global mobility and passion for different cultures to make that mark. We have the ability and ambition to create a better world, so you will need drive, commitment and sense of purpose. As well as having exceptional individual energy, you will realise that all great results are accomplished collaboratively.



© ABB

Distilled version:

� You will have the scope and freedom to build a legacy by helping to create a better world, so you will need to combine intelligence, integrity, mobility and energy.



© ABB

Alignment with the corporate brand

� Our corporate brand position:

Power and productivity for a better world

� Our employer brand complements and supports the corporate brand, whilst addressing a different audience:

A better world begins with you


© ABB

Our project Our solution Our business

Your legacy Your legacy Your legacy

Our vision …

Your legacy …

Supporting tags


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The ABB global employer brand - AmCham Switzerland · The ABB global employer brand A better world begins with you ... employer: The sum of the ... Our creativity and innovation spring