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.
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.
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.