BASF rolls out a different kind of red carpet

The red carpet is not something exclusively reserved for celebrities and VIPs, it is also the name of a program for new BASF employees. While new workers are unlikely to literally receive a red-carpet welcome on their first day at BASF, the Red Carpet Program will, however, help them understand more about the company and the requirements of their position through interactive activities.

The Red Carpet orientation program was launched in 2005. As the name suggests, the program is BASF's way of warmly welcoming every new employee, for each of whom this is a three-month learning and adaptation program integrating induction, intranet self-learning, new employee team building, team learning and presentation, among other skills. It helps new employees be integrated quickly and effectively into BASF's big family.

First day induction

On induction day, newcomers are presented with a Welcome Kit. Apart from corporate gifts carrying the BASF logo and the Employee Insurance and Benefit Handbook, it also contains a bilingual publication about corporate governance and an employee handbook. Such gifts make new members feel at home and enhance their sense of belonging.

The corporate governance handbook consists of BASF's vision, values and principles, an introduction of the BASF Group Compliance Program and a code of conduct. The relevant information is also available on the BASF intranet as a key learning area for new employees.

On-the-job training

Unlike traditional orientation, the Red Carpet Program greatly stimulates new employee initiatives. It turns traditional one-way new employee orientation training into an interactive learning process. Moreover, it encourages new employees to learn on their own.

By self-learning through intranet and learning teams, new employees can further understand crucial topics such as the BASF 2015 strategy, BASF's business in China, its history and organization, as well as responsible care and performance management system. Each learning team picks up one of the above topics for deeper learning, which they present at the group interaction.

Group interaction

After three months of self-learning combined with first hand experience at BASF, the learning teams elaborate on their understanding of the topics in the group interaction.

They share their experiences or insight with management and other new employees joining the company at the same period by linking up the topics and their conduction of daily business. One agenda, however, never changes. It is a team game, through which new employees elaborate the company's vision, values, principles and code of conduct. The management makes comments and steers deeper discussions around the topic.

The Red Carpet Program helps new employees understand the company and their job more quickly and thoroughly. It has proven successful by smoothly integrating new employees into the company, one of the major factors in the formation of the best team in industry.

(China Daily 08/25/2007 page6)