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Warstein statt Berlin:Wie bekommen wir die Talente erfolgreich zu uns in die „Provinz“?

Martin KönigManager Talent AttractionInfineon Technologies AG

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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 AttractionInfineon Technologies AG

22019-09-27 restricted Copyright © Infineon Technologies AG 2019. All rights reserved.

Infineon at a glance

Financials Market Position

Business Segments Employees

620 897 982 1,208 1,353

FY 14 FY 15 FY 16 FY 17 FY 18

[EUR m]

Europe17,400

40,100 employees worldwide(as of Sept. 2018)

Americas3,900

Asia/Pacific18,800

35 R&D locations17 manufacturing locations

Revenue Segment Result Segment Result margin

17.1%15.2%15.5%14.4%

4,320

5,7956,473

7,063

# 2 # 1

Automotive Power Security ICs

# 1

7,599

17.8%

43%

9%

17%

31%

Automotive (ATV)

Industrial Power Control (IPC)

Digital SecuritySolutions (DSS)

Power Manage-ment & Multi-market (PMM)

Revenue FY 2018

Strategy Analytics,April 2019

IHS Markit,Technology Group,

September 2018

ABI ResearchOctober 2018

Further information in the Annual Report 2018


Worldwide manufacturing sites frontend and backend

Frontend Backend Stand: 30. September 2018

San José Leominster

Mesa

Temecula

Warstein

BatamMelakaCeglédVillachRegensburgTijuana

Kulim Beijing

Wuxi

Cheonan

Singapore

Dresden


Standort Warstein ~2 000 Mitarbeiter/innen


Infineon Warstein –Alle Abteilungen an einem Standort

Production

Development

Sales/ Logistics

Quality Management

MarketingPurchase

InfineonWarstein


Impressionen aus dem Sauerland


Warstein? Warstein!

Erklärungsbedürftiger

Standortvorteil !!!


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

Since then a lot had happened…

State-of-the-art career website:Attractive job ads

with relevant content:

90 second application:

Alignment Meetings:

37.000 fans on facebook

Measuring cost & KPIs

TRM, ienewsletters


Standort Warstein + 300 neue MINT-MA (2014-2019)

23%

28%

49%

Berufserfahrung

Absolvent

Young Professional

Professional

4%4%12%

32%23%

24%

1%

Abschluss

Geselle

Staatlich geprüft

Bachelor

Master

Diplom

Promotion

Andere

83%

17%

Geschlecht

männlich

Weiblich


Standort Warstein + 300 neue MINT-MA (2014-2019)

8

1

8

2

1

21

2

14

5

8

17

1

7

6

3

6

14

5

21

1

6

0 5 10 15 20 25

CHEMIE

ELEKTROTECHNIK/ ENERGIETECHNIK

INGENIEURWESEN

MASCHINENBAU

PHYSIK

WIRTSCHAFTSINGENIEURWESEN/ INGENIEURWESEN

Studiengang

Andere Promotion Diplom Master Bachelor


Guideline for successful recruiting…

A fast recruiting process that focuses on thecandidate 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 rightmix out of many activities leads to success

Know and understand your target group(s) and beauthentic in your communication


Das Ziel: Verbessern der Kandidatenerfahrung - Candidate Experience

Source: Candidate Experience Studie 2014 |stellenanzeigen.de | meta HR

Schlüssel für eine positive Kandidatenerfahrung:

Speed

Der Recruiting Prozess ist so gestaltet, dass die Kandidaten jeden Kontakt zu Infineon positiv wahrnehmen.

Warum wollen wir eine positive Kandidatenerfahrung?

• 80% aller Kandidaten sprechen über mit Freunden und Verwandten ihre Erfahrungen

• Eine negative Erfahrung schadet der Employer Brand


Das Ziel: Verbessern der Kandidatenerfahrung - Candidate Experience

Der Recruiting Prozess ist so gestaltet, dass die Kandidaten jeden Kontakt zu Infineon positiv wahrnehmen.


Wir arbeiten eng mit Hiring Managern zusammen – für schnellen Erfolg

Hiring Manager aktivieren ihr Netzwerk

… in XING & LinkedIn, mit Unterstützung durch TAMs und dem Handbuch „How To Contribute“

Auftragsklärung vor jedem Job

… um Stellenkriterien, Kandidatenanforderung und Sourcing Strategie zu diskutieren und Erwartungen abzugleichen

TAM Hiring Manager


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

Mindset-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

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!


Integrierte Videos in den Stellenanzeigen:Hier stellt sich der Chef & sein Team vor!

Job Ad Video produced in-house

Um den Kandidaten/innen einen realistischen und authentischen Eindruck ihres zukünftigen Arbeitsplatzes zu vermitteln

=> Recruiting auf „Augenhöhe“


Facebook- & Twitterkampagne


XING- & LinkedIn-Aktivitäten (IFX Corporate Channel & diverse Postings)


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


What did we do…






InternalInternal

Employee ProfileEmployee Profile

Infineon Campeon Top Student Pool

… so far 40% hiring rate

Infineon Campeon Top Student Pool

… so far 40% hiring rate

Business Lunch

Internal female talentsmeet hiring managers

Business Lunch

Internal female talentsmeet hiring managers

Hire4IFXHire4IFX

Internal posting & job alertInternal posting & job alert

Candidate Relationship Management

Exclusive programsNewsletters, Job Blasts, Birthday Mails

2nd bestcandidates

Infineon Alumnis

NurturingRelations

CRM Programm

Online

SEO & SEM80% of jobsearches start at…

Job boards

Social Media

Business Networks

How we generate hires: A talent attraction portfolio

Face-to-Face

Job Bags forindustry fairs

Career Fairs

High-Tech After-Workscandidates meet hiring managers

… so far 32% hire rate

Our Hub: Career Website70.000 unique visitors / month

90 second application#1 channel for applications &

hires

Hires


Wie 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


Die wichtigsten Rekrutierungskanäle

Recruiting-Kanäle

No 1:Mitarbeiterempfehlungen

No 2: Karriere-Website

No 3: Intranet


Hire4Infineon Kampagne


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


High-Tech After-Work in Warstein: Impressionen


Fünf gute Gründe für Infineon in Warstein


We needed to make the next quality step

From having the same measures for every

target group

To focused activitiesbased on target group

preferences


Execution

OverarchingStrategy

Sourcing & Marketing:Network Filling

Based on the marketing personas we created targeted messages, marketing and sourcing activities to attract candidates.

4

Candidate Persona:Understand the target group

For each key function, we designed a hypothetical candidate profile to understand needs and preferences of the target group.

3

Candidate RelationshipManagement

Based on the marketing personas, we maintain relationships with candidates through relevant measures.

5

Products & Roles:Transparency & expertise

We moved from a one-fits-all approach to a three-fold talent attraction product portfolioBased on which we reworked our Talent Attraction Manager function.

2

Target Group Segmentation:Key Functions as our focus

We segmentedour positions to define 12 keyfunctions withstrategicrelevance to ourbusiness and lowavailability on thetalent market.

1

HOW: 5 Elements of our Strategy


• The artwork and slogans have been aligned with the target group (Software Engineers working at Infineon)

+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 times more unique visits on

the Software Engineering website hub after the campaign start

3 month campaignfrom Nov 2017 to Jan 2018:

Programmatic Advertising targeting Software Engineers:

4 | Sourcing & MarketingOur activities are based on the persona findings

10,8 million impressions


4 | Sourcing & MarketingOur activities are based on the persona findings

Channels targeting keyfunction candidates

Constant active searchin relevant media

Print: ads, brochures, flyers…… to use at Career or Industry Fairs, meet-ups, thinktanks etc

SEO & SEM Campaigns

80% of all job searchesstart at Google

Mailings to 2nd Best & other top talentsvia our sales-like CRM system

Link to open positionsalways in view

3 Calls to Action:1 Landing Page per key function:

Programmaticadvertising & campaigns

Matching open positions –and unsolicited applicationif none of those isinteresting

Contact to responsibleeTAM for questions


Welche Argumente überzeugen Kandidaten/innen von Infineon in Warstein

1. Vergütung = Hygienefaktor

2. Sicherheit & Perspektive

3. Positives Arbeitsklima / Corporate Culture

4. Sinnhaftigkeit


Corporate Social ResponsibilityWe create a net ecological benefit

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 CO₂footprint calculations are subject to imprecision due to the complex issues involved, the results are nevertheless clear.

CO2 savings2)

around56.1

million tonsCO2 equivalents

CO2 burden1)

around1.46

million tonsCO2 equivalents

Ratio around 1:38

Emission Reduction enabled by our products and solutions


Vielen Dank für Ihre Aufmerksamkeit !


Warstein statt Berlin: Wie bekommen wir die Talente ... · Social Media Business Networks How we...

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