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(Ferrero 2010 Singapore Seminar)
Ferrero is one of the world’s most reputable brands and a leader in confectionary with fast growth in emerging markets. In January Metizo kicked off a major talent strategy initiative with Ferrero at their headquarters in Luxembourg followed by a seminar for Asian managers in Singapore. For Ferrero, the key is to match personal development aspirations in emerging markets with the company’s brand and unique culture to create global career opportunities.
Interview with Antonio Bogi, HR Business Partner,Ferrero Emerging Markets
(Antonio Bogi)
At Ferrero we realized that our issues in managing talent in our Emerging Markets division was how to develop talent in specific cultures that are very different from our Italian culture base. So we used the concept of cultural intelligence as a key talent indicator for our leaders. Metizo helped us link talent and cultural intelligence which was a major challenge for our business development strategy.
The second value from Metizo was their quick understanding of our own highly specific culture. On one hand, we seem to be a conservative Italian company but we are a global brand leader. Metizo helped us go from a focus on our traditional values and history to being able to leverage that to create an aspirational employer brand in emerging markets through personal development.
Metizo brought us a macro-design in how to implement our talent strategy across emerging markets. Rather than doing this through a training course, the idea was to get participants to do something, to experience talent. And then they linked this to our management reviews. The design worked well because our leaders in emerging markets are very focused on the business and now they are able to use talent as part of their day-to-day work. We did the Asian management review right after the Metizo seminar and I could see a difference in how our managers plan business development. There was a big behaviour change from focus only on sales growth and the bottom line.
