2013 Annual Report
INTANGIBLE ASSETS
The brand
Santander believes that what generates brand value
is delivering the organization's beliefs and values when
doing business. In other words, creating a network
where what is said is consistent with what is done
throughout the relationship with clients and other
stakeholders. The Bank calls this the Santander Experience.
Santander
communication campaigns, in addition to decisions
involving the development of products and services
for clients and policies for supplier approval, to name
a few. They are:
Simple and Close
A user-friendly bank using a clear and easy to understand
language. It is interactive and understands the client's current
reality, providing solutions to facilitate decision-making.
Win Win
A bank which provides a healthy cost-benefit ratio because
it is concerned about its clients' needs.
Trust
A bank which is transparent with regard to all its relations
and which honors its commitments at all times.
Pride
A bank its clients and personnel are proud of.
Grupo Santander and the financial markets where it operates
have undergone significant changes in recent years. Aware
of this trend, the Group has reviewed its position as a global
employer or in other words, what attributes and experience
Santander offers to its employees.
-
I TURNOVER BY GENDER G4-LA1
Turnover (%)
2011
2012
2013
Men
14%
15%
Women
10%
9%
16%
14%
Total
11%
12%
15%
The project will revamp the Group's position, thereby
guaranteeing the employer brand maintains its integrity
and identity. This process involved a thorough analysis
of internal and market data, a survey conducted among
employees, in addition to classroom work groups with
participants from different countries.
Created in 2013, the project is due to be launched and
implemented in 2014, and aims to provide the Bank's
employees with a unique experience.
Training & Development - The main objectives
in the area of Education and Training in 2013 were
advancing on the leadership development program
and the implementation of a training strategy which
provides such leaders with support in their duties.
The Bank also promotes local and external training
programs in skills such as consultative selling,
differentiated client service, the macro-economic
scenario and strategic planning, aimed at improving
client relationship. In 2013, R$ 108 million (1) were
invested in personnel training, allocated to educational
and training activities, in addition to MBA/graduation and
language course scholarships and mandatory certificates.
Stakeholders must increasingly acknowledge this alignment
between discourse and practice in order to increase the value
of the intangible "brand".
Globally, the Bank wishes to create the Santander
Experience based on four cornerstones. These
cornerstones should guide internal and external
Relationships
People Management
In an age of growing competition for talent, organizations
are facing an increasing challenge to create a value proposition
as a means of standing out from other companies, both in
order to attract and engage their employees.
In order to manage an organization composed of
around 50,000 employees, the Bank uses the Employee
Value Proposition (EVP or Position as an Employer),
a tool which helps people make the best decision in
relation to attracting the employees that best fit in with
the organization's culture, generating a sense of pride of
working for the company and increasing the likelihood
of an employee remaining with the company on a
long-term basis.
94 Annual Report 2013
EMPLOYEES TRAINED BY TOPIC*
Number of people
Topic
2011
2012
2013
Updates on social/environmental legislation and regulations of the Central Bank of Brazil
Miscellaneous voluntary social/environmental commitments (Green Protocol, Global Compact)
Specific voluntary social/environmental commitments (the Equator Principles, PRI)
11,840
11,369
8,469
4
258
292
6
1
Institutional eco-efficiency, environmental awareness and education
Social/environmental corporate policy
204
2,553
101
30,742
10,965
7,326
Products and services with social/environmental advantages
Human rights
Personal financial education
814
27*
1,550
7,816
6,422
6,232
2,214
25,547
18,392
Client guidance on the best use of products and services offered by the Bank
Purchasing policy
17,656
16,522
30,625
60
46
Official social/environmental policies and procedures in other business lines (e.g.: third-party
asset management, private investment, stock markets and mergers and acquisitions market,
market research, treasury, foreign trade, private banking, insurance, etc.).
*An employee may have concluded more than one course on topics in relation to sustainability.
334
7,326
(1) The item Training & Development recorded the amount of R$ 140 million in the financial statements, as it also includes recruitment costs. The financial statements can be viewed
at www.santander.com.br/ri - Central de Resultados section.
95View entire presentation