Metro Group sends three female executives to the Antarctic: Real teambuilding or PR-Gag brand jungle camp?


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Copyright: Pictures from the creator of the video. Picture Location: Antarctica.

Executives need to be smart and make decisions in extreme conditions, despite stress Team act and be emotionally resilient at all.


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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Young executives under extreme conditions

Overview

"Why do not budding executives stop exposing to such extreme conditions and see what happens?" Thought the Metro Group - Jungle Camp sends its regards. And just like in the popular TV format, the extreme experiences were also documented by video on Youtube. Sounds like a cool action, but is actually the purest hypocrisy!

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On the topic of outdoor training for soft skills improvement, I recently came to the attention of an employee of Deutsche Bahn AG. The DB is doing something like for example in the Bavarian town of Regensburg, to the team ability of the participants work out.

Antarctic instead of Bavaria

Overview

However, what the Metro Group has come up with is a tougher one: they selected three candidates from around 100 junior executives to compete with environmentalist Robert Swan on a two-week Antarctic expedition in a Young Talent Day competition go - including extreme camping in the ice.

The fact that three women were selected was coincidence. "This is not a women's support program," emphasizes Simone Zilgen, Head of Staffing and Sourcing / Employer Branding at Metro AG in an interview with Gero Hesse.

Advertising for the employer

Overview

What does that promise? Company from the action? Ostensibly, it's about teamwork and responsibility under extreme conditions, as Zilgen emphasizes in an interview. But she also indirectly says what matters:

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Not that the participants learn teamwork and responsibility and gain experience, but this under Evidence eg for the video diary published on YouTube. And to advertise their company, as Zilgen quite bluntly states in an interview:

It is about (media) attention

Overview

"Although only three employees go on an expedition, but on the Internet many more people follow their video diary. Through the attention within and outside our company, we make a lasting contribution to employer branding. "

Attention should be given to the Metro Group by the unusual action. And it's also the one that makes it attractive as an employer brand ("oh cool, they're sending their employees to the Antarctic!"), Not the spongy management culture of the company, which is so nicely hypocritical in the interview.

Actually, nothing changes!

Overview

At the same time, Zilgen, as her quotation shows, is quite clear that a one-time action with only three employees in the management and company culture does not really change anything. A few were allowed to travel, the rest can see everything as a video.

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Planned are further projects on the subject of corporate and leadership culture, says Zilgen in the end evasive. Whether a trip to the Antarctic will be there is questionable. Probably the company wanted to make a publicity with a costly and unique action - and in the future it will be one size smaller.

More free minds change the corporate culture

Overview

It is a pity, but the idea is not bad with the extreme situation for executives: In order to actually change the leadership culture in a company, however, a lot more young people would have to blow their heads in ice cold than just three.

Maybe that would be a bit cheaper - and probably less effective in the media - for example in the Alps. With Regensburg, the German railway may not be so wrong. But who knows: Maybe too many new ideas are not welcome in such a company?

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  1. Philipp Reinhardt

    Good article Mrs. Janson! I like the review a lot, a clever questioning.

    • Simone Janson

      Thank you. The idea is indeed very cool in itself.

  2. View Profile

    Metro Group sends three female executives to the Antarctic: Genuine team building or PR gag brand junk ...

  3. Pascal Maurer

    Metro Group sends female executives to Antarctica: Real Teambuilding or PR-Gag brand Dschungelcamp?

  4. Holger Froese

    Metro Group sends three female executives to Antarctica: real teambuilding or PR-brand #Business

  5. Liane Wolffgang

    Metro Group sends three female executives to the Antarctic: Genuine team building or PR gag brand junk ...

  6. Simone Janson

    Metro Group sends three female executives to the Antarctic: Genuine team building or PR gag brand junk ...

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