Debriefing - Final · Debriefing!*!IKEA!! !! Debriefing!$!IKEA! 25$09$2012! 4! Goal!&Problem!Statement!! According!tothe!data!of!several!surveys,!IKEA’s!consumer!brand!isknown!for!almost

Debriefing -‐ IKEA 25-‐09-‐2012

Debriefing -‐ IKEA

Debriefing -‐ IKEA 25-‐09-‐2012 2

Index – Debriefing -‐ IKEA Introduction 3

Goal & Problem Statement 4

Success factors 4

Mission 5

Vision 5

Culture 6

Organization 6

Design Method 7

Target group 8

Boundaries 9

Research 10

Labour market 10

IKEA’s recruitment campaigns 10

Recruitment methods 11

Ways of using gamification 11

(Digital) Storytelling 11

Planning 12

Planning week 37 12

Planning week 38 13

Contacts & Stakeholders 14

Contact information IKEA (client: Colinda Dijkstra) 14

Contact information MediaLAB Amsterdam 15

Solve-‐ation members 15



Introduction From the 3rd of September 2012 to the 31st of January 2013, MediaLAB students will be working on a solution for a specific problem stated by our client, IKEA. This document is to confirm what we have discussed on the introduction meeting on the 11th of September 2012. The meeting took place in the IKEA’s Service Office Netherlands. -‐ Solve-‐ation -‐ Mario, Nadia, Rick and Jeroen. An Italian member and an Indian member will be joining our project group on the 1st of October.



Goal & Problem Statement According to the data of several surveys, IKEA’s consumer brand is known for almost a 100% and it drops below 30% when is comes to their reputation as an employer. This means that IKEA needs to increase the awareness of their employer brand. Therefore the challenge we have to overcome is to find these methods in order to change IKEA’s image as an employer as well as to open the world of career opportunities, especially in the field of logistics. According to Mandy Kouwenhoven, recruiter of logistical talent in the Netherlands; the issue is that other companies have a larger network in the logistics department. It would be a success for IKEA if we could enlarge their network for the logistics department and if we have shown the target group ‘The logistic world of IKEA’ so they see the work processes and understand what kind of work and jobs are involved.

IKEA would be satisfied if we could reach a thousand people. From those thousand people IKEA would like to have sixty applicants that maybe fit for the job. The age group we’re targeting is from 20 to 28 years old.

Success factors Here we’ll list a few success factors that we think are necessary to achieve the goals we previously stated. We need to generate attention and familiarity. Get the word out that IKEA is recruiting for a specific kind of profile within the logistics department and make it possible for the target group to get an insight in what the logistic processes are within IKEA. As soon as the message is out and people start paying attention we can work on the interest of the people. This we can do by showing the target group the advantages of working at IKEA. These can show them benefits that competitors don’t have which may hold a lot more weight than salary or function titles.

To turn an interest into a desire it needs value, if IKEA is going to use their employee value proposition they can add value to an interest to turn into a desire. There are 4 parts that make up the employer value proposition. These are:

• Interesting job offers within IKEA. • Career diversity and opportunities. • Open and Involving culture. • Entrepreneurship and innovation.

Once the applicant has a desire to work for IKEA the only step he/she would have to take is action. Showing the applicants the work process and the area where they’d work would be the extra push to convince an applicant to take the job. The AIDA-‐model describes in four steps a course, which a person could undertake. Those steps are as follows: Attention, Interest, Desire and Action. If the people reach the desire state, than we think we have been successful with creating the awareness and the interest, which the IKEA employer brand needs.



Mission IKEA's mission is to offer a wide range of home furnishing items of good design and function, excellent quality and durability. Next to this the prices need to be as low as possible so the majority of people can afford to buy them.

Vision IKEA’s vision is quite simple. “We want to create a better everyday life for as much people as possible”. This idea is part of a triangle because there is a human resource and a business idea as well.

IKEA’s business concept goes as follows: “We shall offer a wide range of well-‐designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

This is IKEA’s human resource concept: “To give down-‐to-‐earth, straight-‐forward people the possibility to grow, both as individuals and in their professional roles, so that together we are strongly committed to creating a better everyday life for ourselves and our customers.”



Culture Culture is quite an important role in IKEA, that’s why they prefer people that fit in. If you are looking for status or only applying to make money then IKEA is not the place you’re looking for because they believe in stimulating and coaching people to achieve their goals and to develop themselves. IKEA defines themselves as a cost-‐conscious company. They are constantly trying to overcome their financial challenges and also try to meet the needs and improve the production methods on the factory floor.

Organization In the Netherlands there are 5,500 people working for IKEA and there are about 20 million visitors every year. For a company of this magnitude there are quite a lot of things to take care of. To make sure everything runs smoothly IKEA needs the right people, at the right place, in the right time. This is why they take the screening of job applicants very seriously. This is what the IKEA store structure looks like:



Design Method We are going to use the Generic Work Process method, which consists of five phases (Research & Analysis, Concepting, Designing, Development and Implementation). This cascading way of working helps us keep track of the process and deadlines. We’ll be working for four weeks on each phase which totals 20 weeks for the whole project. This produces the following documents, as listed below:

Phase I: Research and Analysis Project Plan Research plan Research and Analysis plan Research Presentation Research rapport (final decisions) Research summary Phase II: Concept Project concept plan Concept Presentation Concept product rapport (final decisions) Research summary Phase III: Design Project design plan with designs. Design Presentation Design product rapport (final decisions) Design summary Visual design Phase IV: Development Project Development plan (suggestions) Development Presentation Development rapport (final decisions) Showing product visuals Development summary Phase V: Implementation Project Implementation plan (suggestions) Final product Final product presentation



Target group The target group consists of people who are in the third or fourth grade of a university or have just finished graduating and are new to the working field. The ideal candidate would range from twenty to twenty eight years old. The target groups IKEA wants to invest in are from different backgrounds, which are usually managers and specialists in different sectors. These groups are from the departments of logistics, sales and communication & interior designers. We will primarily focus on the logistics target group because IKEA has the most trouble reaching this particular target group. It will be a great opportunity if we could apply our concept to multiple target groups, although this is not a necessity we think this should be researched thoroughly.

IKEA wants to show the people of this target group that there is a whole network of job opportunities behind the scenes. This is why we have to develop a good strategy to make the employer branding stand out a bit more. There are four messages that IKEA wants to send out to their target group. These are: 1. Interesting jobs that are diverse in their field. Meaning you can have multiple positions within the company. 2. Career opportunities in different ways. This means vertical and horizontal promotions are possible within IKEA. 3. Inspiring and team-‐oriented culture is what it is all about in IKEA. 4. Entrepreneurship and innovation are actively encouraged within IKEA. To define our target group more, we will be having close contact with Mandy Kouwenhoven, she is vital for our research in the target group because she works as a recruiter in the logistics department. She experienced the issues of not getting recruits first hand. Besides having close contact to Mandy, we will be interviewing students and people active in the logistics sector to better define our target group. Find out about their needs and wants.



Boundaries We included this so we could make a list of things that would limit the scope of the project. This is to know what would be viable to produce but also to create a scope where we can work in.

• The social media presence of IKEA is small. • Consumer brand is overpowering employer brand. • Cost-‐conscious solutions are preferred. • Flexible concepts are preferred so IKEA can apply them internationally. • IKEA’s culture and concept has to be present in all communication with their target

group. • We will focus on the logistics sector.



Research During the past two weeks we have been conducting a research in order to understand and to clarify the field of actions. The fields we think are really important and relevant to our research are: the labour market in the Netherlands within the specified careers (sales, logistics, communication, interior design), recruitment methods, exciting and IKEA’s previous recruitment campaigns within the Dutch market, digital storytelling and ways of using gamification for recruiting.

Labour market The figures of the present year show that the percentage of unemployed is rather low, but there are three sectors in which there will be room for quite a rise in the number of jobs in the next few years: in ICT, in the health sector and within the ‘green’ economy. The statistical data relating to logistics (as the primary IKEA’s target group) in the Netherlands is limited. The problem is that only a limited amount of statistics follows the rationale of a classification in occupations. The public employment service is the process of reorganization, which means that the development of these types of data has low priority.

IKEA’s recruitment campaigns What IKEA wanted to achieve with this campaign is to promote themselves as an employer with the help of different types of media such as radio commercials, online branding, etc. The campaign was general and not addressed to a specific target group. Because of the crisis the decision was made after the first round of exposure to stop the campaign to use the budget in a different way. Therefore, the effect was very small and could not be measured from the 0-‐measuring. Also as a result of the crisis, the stores had very few vacancies and many applicants. Recruitment was arranged de-‐centrally and they did want to have any promotion lead to more applications.



Recruitment methods Most of the times companies use common tools for recruitment, such as job fairs, online and offline advertising, database search on job boards (Stepstone, Monster, etc.), headhunting, internal recruitment. However there are a few more tools on which companies could rely on. Contract staffing (a company buys a staffing contract from HR outsourcing), recruitment by Campus (recruitment at universities), internal recruitment (searching candidates within the company) are a few examples. Besides the ‘controlled by the company’ recruitment, referral recruitment could be also helpful. This method is often referred to as ‘word of mouth’ and can be a recommendation from a colleague at work, friend or a family member.

Ways of using gamification Gamification is the use of game design elements, game thinking and game mechanics to enhance non-‐game contexts 1. The popularity of the Internet grows nowadays and more and more companies use it as a recruitment tool. According to the Pew Research Center’s Internet & American Life Project and Elon University’s Imagining the Internet Center, 53% of opponents agreed that gamification would be widespread in the near future. Gamification is not only entertaining, but it helps users to get acquainted with the industry. It can attract potential customers via social games on platforms such as Facebook, LinkedIn and even job boards like Monster. Gamification also offers the chance to bring real-‐world situations to life in a controlled environment, which can predict the employee’s attitude to work and his/her future actions in different situations.

(Digital) Storytelling Digital Storytelling is a new form of telling your story by the means of digital media. Digital storytelling is almost the same as ancient storytelling; the difference is that with digital storytelling you can make use of photographs, animations, sounds, music and text. This makes the experience much richer and often gives users a better understanding of what the story means. If used effectively the story will build more engagements with its audience and if you combine it with social networking, it will also increase global participation. It has a very broad use as well. If you look in the education sector there are a lot of schools using this technique to get the message across to students. The same goes for the public health industry, it helps the audience understand their message better because it has more tools to support specific pieces of information.

1 Anderson, J.Q. Gamification: Experts expect ‘game layers’ to expand in the future, with positive and negative results. (2012). http://www.pewinternet.org/~/media//Files/Reports/2012/PIP_Future_of_Internet_2012_Gamification.pdf (Consulted on 13-‐09-‐2012).



Planning

Planning week 37 Maandag 10/09

Dinsdag 11/09

Introduction Meeting with Assigner

Woensdag 12/09

Finished Transcription of Introduction Meeting

Donderdag 13/09

Make a Persona of a Logistics employee

Write Debriefing

Start Phase Documentation

Finish questions for interview with Recruiter IKEA

Vrijdag 14/09

10:00 Meeting with Recruiter Manager IKEA

Make appointments for Logistics employee interviews

Start Phase Documentation



Planning week 38 Maandag 17/09

Research: Logistics studies and students

Dinsdag 18/09

09:30 Prototyping Workshop on a Boat (EYE)

15:00 Official Opening Studio HvA Send invite to assigner

Woensdag 19/09

09:30 – 12:00 Finish debriefing.

Donderdag 20/09

09:30 – 10:30 User testing NOS app @MediaLAB

Vrijdag 21/09



Contacts & Stakeholders The project involves the following people:

Contact information IKEA (client: Colinda Dijkstra) Labor Market & Recruitment Colinda Dijkstra

E-‐mail [email protected]

Telephone number +31 (0)20 564 6716

Mobile number +31 (0)6 49 35 71 94 People Development Manager Jan van Helvoort


Telephone number +31 (0)20 564 3888

Mobile number +31 (0)6 4318 9992 Recruiter IKEA Netherlands Mandy Kouwenhoven


Telephone number N/A

Mobile number +31 (0)6 42 29 45 24 (Not on Wednesday)



Contact information MediaLAB Amsterdam Project manager Margreet Riphagen


Mobile number +31 (0)6 4151 2070

Solve-‐ation members

Rick Genemans


Mobile number +31 (0)6 1910 5291

Mario Elgazzar

Email [email protected]

Mobile number +31 (0)6 29 12 43 81

Nadia Vakhrusheva


Mobile number +31 (0)6 33 42 04 59

Jeroen Feenstra


Mobile number +31 (0)6 2858 7412

Documents

Debriefing - Final · Debriefing!*!IKEA!! !! Debriefing!$!IKEA! 25$09$2012! 4! Goal!&Problem!Statement!! According!tothe!data!of!several!surveys,!IKEA’s!consumer!brand!isknown!for!almost