Corona has turned the world of work upside down and created new demands for employers. Digitalisation, automation, freedom, new work and self-fulfilment are at the forefront of candidates' minds and are also having an impact on their job search. The desire for job security and a flexible working environment that allows a good balance between professional and private challenges are among the top criteria when choosing an employer. Especially in the IT & Tech sector, the "war for talents" has become even more acute in 2021, and the position of the target group is stronger than ever before. To further strengthen our employer brand, we responded to the needs of our target group early on in our employer brand communication by informing them about digital application processes, agile working methods, flexible working and remote work at Telekom. Another important aspect in our communication is a personal approach to talents, as well as creating closeness in our digital world, because the topic of "Belonging" is also high on the agenda in 2021. With our new employer brand campaign "We are IT", we address this feeling precisely and thus address the people behind the jobs with their diverse interests. In a unique external and internal IT survey, we discovered what is relevant to IT professionals outside and inside Telekom and what connects them with each other. With target group-specific messages, authentic communication and a strong content strategy, we remind IT professionals what technology means to them and what opportunities they can discover at Deutsche Telekom.
Achieving more together: international collaboration
How can international corporations put sustainability strategies into practice across borders? Deutsche Telekom employs CR managers for the relevant business segments and national companies to reach this goal. They use the CR Manager Network to regularly share best practices and discuss new challenges, thereby jointly promoting essential CR issues. The central Group Corporate Responsibility (GCR) department is responsible for managing the network. In the year 2021, the CR Manager Network encompassed more than 100 CR Manager from 34 subsidiaries based in 20 countries across the globe.
The participants are regularly invited to virtual meetings and capacity building calls by Group Corporate Responsibility. In 2021, content and likely implications of the EU Green Deal were discussed as well as progress within the #GreenMagenta programs and the new strategic stream "Positive impact on society" defined by the EU segment. Furthermore, the network members could gain insights into issues like Impact measurement and the future of a greener mobility.
In a joint project Deutsche Telekom Stiftung and German Reading Foundation aim to awaken children´s interest in math and science and improve their language and reading skills by reading aloud to them. Appropriate reading materials (books, apps, e-books) are read aloud by volunteer readers to kids aged three to ten in kindergartens, primary schools and libraries. By late 2020, a total of around 3,300 volunteers engaged as volunteer readers in Germany and abroad– including 110 Deutsche Telekom employees (as of November 2020).
Skills management in the digital age: skillsUP!
There are 5,500 different job descriptions at Deutsche Telekom in Germany alone. As digitalization progresses, many of them no longer match the tasks and skills now required.
The skillsUP! program launched in 2018 aims to cut the number of job profiles to less than 1,000 and adapt them so that they last for the next three to five years. However, skillsUP! involves more than just modernizing job profiles. The new, up-to-date job descriptions are linked to the Group’s skills management so as to ensure holistic, integrated HR planning, make it easier to identify possible gaps in required skills, initiate training measures, or advertise new jobs. Deutsche Telekom is the first large German company to have such a mechanism. skillsUP! is the Group-wide implementation of several pilot projects that have been conducted since 2016.