Following the implementation of our new employer brand strategy and campaign #IWILLNOTSTOP, the absolute focus in 2020 was on our digital presence as an employer in the market and keeping in touch with IT talents. Due to the outbreak of COVID-19, people's need for a sense of purpose, belonging and security has increased. We have integrated this change in values for our target group in our employer brand strategy and translated it into specific messages on the "New Normal", e.g. with communication content on agile ways of working, flexible working and home office, digital learning, sense of belonging to DT. The campaign #IWILLNOTSTOP stands for meaningful work and impact - especially in times of Corona, this message has gained even more impact and strengthened us as an employer. For us, distance instead of face-to-face also meant rethinking employer communication and developing new digital formats. In recruiting, the virtual recruiting process became more important than ever. We believe that transparency, clear messages, and personal contact between recruiters and candidates are all part of the virtual recruiting process as well based on a great candidate experience. In addition, strengthening our talent pool management and building talent pipelines was one of our main recruiting topics this year.
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.
Due to the Corona situation, the CR Manager Network focused 2020 solely on virtual meetings. Starting point in February was the supplement "Act responsibly" to the Groups strategy and the implications for CR-Managers. The virtual meeting in May had a special section on the Corona activities in the respective national companies and focused otherwise mostly on the progress made in the "We care for our planet" program, followed by several national workshops to foster international roll-out of the program. At the autmn-meeting, members of the network learned among other things about the current status of the climate targets, digital inclusion and continued with information on "we care for our planet".
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.
Conflict-free Sourcing Initiative
ICT products can contain processed minerals, some of which are mined under inhumane, illegal conditions. The proceeds are often used to finance civil wars in Africa. Telekom is committed to ensuring that the devices it trades do not contain any raw materials produced under critical conditions. It supports the efforts of the Responsible Minerals Initiative, which is committed to responsible raw material extraction and procurement. Their central instrument is the Conflict-Free Smelter Program and the corresponding Smelter Database, which is used to control the metalworking and smelting plants (Smelter). Independent auditors check whether the raw materials obtained come from responsible sources and create publicly available audit reports for each processed metal. To make it easier to report abuses, there are contact addresses where whistleblowers can submit their information anonymously.