HR Strategy of Adidas Group

Parfentyev Mikhail,
17.05.2012 Reshetnikova Darya
1
 Structure of presentation
Slides
Corporate profile2-7
Mission statement and group strategy8-9
HR-planning..10
Three-pillar HR strategy......11-20
Aspects of employee culture...21
Key Employee Statistics 2011.22
Adidas Groups HR focus...23-24
Conclusion..25-26

2
 Corporate profile
Adidas group is one of the global leaders in the sporting goods
industry, offering a broad range of footwear, apparel and
hardware for sport and lifestyle

All brands are renowned for their

innovation and heritage and include
household names such as:
adidas,
Reebok,
TaylorMade,
Rockport,
CCM,
Ashworth,
Five Ten
Headquartered in Herzogenaurach,
Germany, Group employs more than
46,000 people across the globe and
generated sales of 13.3 billion in
2011

3
Adidas Group Enjoys Strongest
Organic Growth In 5 Years

4
Sales Grow Across All Geographies
and In All Product Categories, 2011

5
Financial Highlights

6
7
 Mission Statement
The adidas Group strives to be the global leader in
the sporting goods industry with brands built on a
passion for sports and a sporting lifestyle

Guiding Principles:
1) strengthening brands and products
improve the quality, look, feel and image
2) socially and environmentally responsible
financially rewarding for employees and shareholders
match and exceed consumer expectations and to provide
them with the highest value
3) consistently delivering outstanding financial results

8
 Group Strategy
create a culture of innovation, challenging ourselves to break with
convention and embrace change
push the boundaries of products, services and processes to strengthen
competitiveness and maximise the Groups operational and financial
performance
Strategic choices under six key strategic pillars

9
 HR planning
In 2010 - SHINE, a Human Resources people strategy
to leverage existing best practices
create a single global standard for the field
organization
This ensures a set of broad and deep vertical retail and
commercial skills to develop staff globally

In 2011, the implementation

and execution of SHINE
throughout our markets has
progressed and we are more
than halfway through
completing the global roll-out
10
 Three-pillar
Human Resources
strategy
Creating a working
The adidas Group environment that stimulates
team spirit, passion,
strives to be the 1 engagement and achievement

global leader in
the sporting goods Expanding performance culture
industry with based upon strong leadership

brands built on a
2
passion for sports
and a sporting Being an employer of choice
lifestyle 3
11
1. Creating a working environment
engagement drives performance

Employee satisfaction

Commitment

Engagement
(Groups KPI)

Business performance

12
 1. Creating a working environment
internal communication
activities to Drive employee
engagement

13
2. Performance culture based upon
strong leadership
Enabling employees
to reach their
personal best: Group
Competency Model

Performance
management: PEP

14
Success Drivers for Performance

15
 2. Performance culture based
upon strong leadership
Talent management

16
 Workforce values
Believable

Experienced Inspiring

Sincere Creative

Conscientious

17
2. Performance culture based
upon strong leadership
Succession management

Performance-driven remuneration system

Global Salary Management System

Global Bonus Program

Additional compensation components

Long-Term Incentive Programs

18
 2. Performance culture based
upon strong leadership

Attractive work environment

Work-Life Integration
Diverse workforce
Increasing proportion of women in
management positions
Diverse sports activities for employees
Company sports department
19
 3. Being an employer of choice
adidas Group is one of the leading employers for school leavers and
students/graduates (2011)
Employee Referral Program (2010-2012) increasing competition in the
international labour market

business plan Route 2015

specific initiatives and

workstreams
war for talent -
backbone of HR innovative ways to incentivize
and reward employees
program
T&D, building the skills and
competencies

20
Key Employee Statistics 2011

21
Aspects of Employee Culture

There is
no end for
sports

Diversified
employees

Fair
competition
with team
spirit

22
Adidas Groups HR focus
Three-pillar
HR strategy

Creating a working
environment that stimulates
team spirit, passion,
1 engagement and achievement

Expanding performance culture

based upon strong leadership
2
Being an employer of choice
3
23
 Adidas Groups HR focus
Creating a working Financial
Non-
financial
1 environment

Motivation
Abilities
recruitment
and
selection

Opportu- Working
conditions
nities

performance
management T&D
Professional
Supportive
and personal
environment
growth

Performance and commitment 24

 Conclusion
Role of HR department in carrying out enterprise culture
HR department is like a driver
The essence of Adidas business culture and values is
fully reflected in HR strategy
The mission of the company is directly connected with
three-pillar HR strategy
Example:

Performance payment
system & equal
Spirit of fair
opportunities for
competition in Group
promotion every
strategy
employee in HR
strategy
25
 Conclusion
Successful organizational performance
depends on a close fit or alignment
between business and human resource
strategy (Allen and While, 2007)

On the maturity stage it is worth to focus

the development of HR strategy on
creating working environment, employees
performance and commitment

26
Thank You For Attention!

27