Thursday, March 1, 2012

Intellectual Property


Market Value: $18.69B
Book Value: $10.61B
Intellectual Capital: $8.08B

Human capital consists of attracting, developing and retaining the best employees.

"Kellogg offers opportunities to develop your career in different areas of the business...the company truly values people." Bob, Bakery Operations

Attracting: Kellogg Company does a lot of its attracting on their website. Their website is full of information! They have recruiting events four times a year, from what I can see on their website. At these events, interested potential employees can meet and talk with Kellogg’s representatives about employment opportunities. Kellogg’s gives a description of their work environment to show potential employees what it would be like once with the company. They have a friendly, high-energy culture where employees can dress business-casual. Their culture is also based around their values. Kellogg Company strives to form strong relationships with their employees. They give interview tips such as to prepare, be yourself, be specific, practice, ask questions and do a follow-up. Their website also lists off all the benefits Kellogg employees receive. I thought this was awesome because they know exactly what they will be getting before they even get an interview! It also seems from their website that they hire for attitude and train for skill. They also have a section explaining jobs for students, experienced professionals and military. All these things that Kellogg’s does helps attract potential employees because the website lists a ton of important information about the company’s history, current financials, brands, employment opportunities, etc.

Developing: The Kellogg website discusses how employees can grow within the company. They provide resources and professional support to help employees reach their full potential. They offer training programs to help employees grow in their careers and personal lives. Kellogg’s also has partnerships with many outside organizations to give women and minorities more opportunities. They have Employee Resource Groups (ERGs) that offer employees support, development opportunities and networking. A couple of the ERGs are Women of Kellogg and Young Professionals.

Retaining: Kellogg’s value-based culture influences employee’s decision to stay with the company. Their values are as follows. Integrity: show respect and value all employees. Accountability: involve multiple employees in decision-making. Passion: promote creativity and innovation and promote an energizing, positive, optimistic and fun work environment. Humility: promote admitting to mistakes and providing honest feedback. Simplicity: deal with employees directly and eliminate non-added value activities. Results: celebrate results with recognition and awards and help employees achieve their goals with feedback.

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