Engagement at the centre of the war for talent

Goalposts are moving from attraction to engagement and retention as economic and market conditions continue to change

The major battlefield in the ongoing war for talent now lies more in the area of employee engagement and retention instead of attraction, according to Siemens’ vice president, corporate and marketing communications, South-West Europe.

Speaking at the launch of the global Brand and Talent Network in London, Vera Janssen said that it was important to explain to Siemens’ existing 445,000 employees “better than ever what will be the focus for the [company’s] future and what will be your career opportunities” as Siemens develops new products, exits some product lines and adapts to changing market and economic conditions.

The engineering and technology group has also had to face the unenviable challenge to its brand of rebounding from a corruption scandal that surfaced in 2006, which rocked the company for several years.

Employee magazines and emails to communicate core messages to the workforce “are not enough”, she said. Among the initiatives being undertaken at Siemens to promote employee engagement were town hall meetings, staff meetings, workplace walkarounds by managers, question-and-answer opportunities and team building activities.

She also revealed that managers lose certain incentive money “if good people leave the company”. The reasons for employees’ departures will become known to Siemens through exit interviews. Janssen added: “During the exit interview, they will tell you everything.” Janssen previously worked in HR before moving into the corporate communications arena.