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Company: Deutsche Telekom Services Europe GmbH, Koeln, North Rhine-Westphalia, Germany
Nomination Category: Achievement in Employee Engagement

Entry Title: Lead to Win Award

Achievement Essay:

Strategy of the project

Deutsche Telekom launched a strategy to become leading European telecommunications provider. This ambition is manifested in Lead to Win (L2W) as leadership culture. Three leadership principles describe these challenges:

Collaborate, Innovate, Empower to Perform.

They are keystones of the leadership which will support to lead Telekom to the digital age. This new culture of leading is an integral part of the HR strategy. L2W consists of the following elements: “Short-term/Long-term Incentive Plan”, “Share Matching Plan” and “L2W Award”.

Initial situation leading to the creation of the project

Deutsche Telekom's (DT) corporate strategy is to become the leading EU Telco. CEO, Thimotheus Höttges, laid out the strategic vision: "We are a trusted companion in an increasingly complex digital world". Making life easier for people and enriching it for the long term is the very essence of what we do. To reach this goal, the "Lead to Win (L2W) management culture was established which consists of the three leadership principals stated above.

To strengthen the strategy we invented the L2W-Award with the aim to honor outstanding efforts and team results cross segment worldwide.

Objective

Our aim was to make projects and team performances visible, transparent and strengthen the international collaboration. This is exactly what DT needs and woul d like to broaden. The business is beyond borders, that is why employees work are also encouraged to think, work and act beyond borders.

Degree of innovation involved

One of the most innovative issue was that DT awarded teams in which the bold decision to terminate a project was taken jointly as a team. The first call for the award had been made by the CHRO to all potential 218.300 employees (in 2016) which shows also the importance of it. The teams were able to win up to 30,000 Euro for a team event. L2W-Award was also the first award which was presented in the Telekom Management Team Meeting (TM TM), which is the annual meeting for top managers of DT with more than 1,000 participants from all DT-countries.

Impact

355 teams from 123 subsidiaries out of 14 countries took part. In total, 194 project teams were in the running for the second L2W-Award. The "collaboration category" received 102 submissions, while 63 teams entered in the "innovation category" and 29 tried their luck in "taking responsibility and acting boldly".

In each category, the first three places were rewarded with the prize money for a team event (30,000 Euro - 1st prize, 22,500 Euro - 2nd prize and 15,000 Euro - 3rd prize).
-The respective winning teams were free to choose the type of event.

-A panel of 48 experts from all over the group have been busily assessing the submissions for the L2W Awards.
-The awards ceremony had been broadcasted live in all participating countries with great acceptance.
-Winner in the category innovation - Fraud Detection System Team: This is the first-of-its-kind system of corporate fraud detection, analysis and alerts using Big Data technology. It is a unique solution not only within DT-Group.
-Winner in the category collaboration - PAN IP: Pan IP bundles the network infrastructure and operations across all European national companies - from a decentralized to a transnational, integrated infrastructure based on Cloud Services.
-Winner in the Category Taking Responsibility and Acting Boldly - Guides Project Team: First place went to the Social Media Business area at Telekom Germany. The Guides' idea was to connect colleagues who already have experience with the international social network, you and me (yam), with other colleagues from all areas worldwide to help them use you and me their daily work. 220 motivated colleagues served as pioneers.
-Costs of the L2W-Award strategy: Opex: 70,000 Euro (1 FTE) plus 302,500 Euro for prizes.

Achievement Summary

-With the L2W Award we have breathed life into our strategy, to become the leading EU Telco.
-We implemented the L2W Award, to make employee engagement (projects and team perform ances) visible, transparent and strengthen the international collaboration.
-Three leadership principles describe these challenges: "Collaborate, Innovate, Empower to Perform. They are keystones of the leadership which will support to lead Telekom to the digital age.
-355 teams from 123 subsidiaries out of 14 countries took part.
-194 project teams were in the running for the award.
-A panel of 48 experts from all over the group judged all entries
-The prize in each category was a team event of free choice - each worth 30,000 Euro - 1st prize, 22,500 Euro -2nd prize and 15,000 Euro - 3rd prize.
-Live ceremony broadcast in all participating countries

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