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Cultural Change as a Company Strategy

Cultural Change as a Company Strategy

Reading time for this article: 4 minutes

Here at BSH, we know that we can only ever be as good as the people who work for us. As the leading home appliances manufacturer in Europe and the second largest in the world, we’re constantly looking for the best employees worldwide. But how do we find and retain them?

This was the topic of our Head of Leadership Development, Corporate Human Resources – Brigitte Steuck’s Keynote Speech at a recent event called “Cultural Change as a Company Strategy” at the Ministry of Economic Affairs, Transport, Agriculture and Viniculture of the Federal State of Rhineland-Palatinate.

“The current environment can be quite difficult to manage,” she says. “With factors such as digitalization changing the way we work, and so many companies competing for the top employees, it can be hard to make your mark. But, our strategic talent management program seeks to help us do just that. And, at the same time, attract potential employees with passion, purpose, responsibility and business impact – all over the world! We also want to empower and help those already working with us to make an impact.”


This is where our talent program comes in, as she explains: “We believe that personal development happens when one takes on responsibility for themselves. That’s why we, for example, changed the application process for our talent program. We really want to encourage our employees to take charge of their own development. With our talent program, we assist them with an experienced talent guide, or mentor, who can help them to take the next steps, offering a different perspective and supporting them in taking on responsibility – as professionals, leaders and executives. It’s now up to our employees to apply.”


Brigitte Steuck also had her hand in creating ‘Tomorrow is our home’ – our new employer branding concept – to address our worldwide target group of extraordinary people, in diverse and individual ways. Her work is actively shaping BSH’s future and corporate culture. As a BSH colleague and leader herself, she understands the need of constructive feedback and personal growth. She and her team have implemented a 360°-feedback as a development tool, and strategically realigned the qualification based on the Guiding Principles and the BSH competence model.


BSH all over the world.

BSH Hausgeräte GmbH, with a total turnover of some EUR 15.6 billion and 62,000 employees in 2022, is a global leader in the home appliance industry. The company’s brand portfolio includes eleven well-known appliance brands like Bosch, Siemens, Gaggenau and Neff as well as the ecosystem brand Home Connect and service brands like Kitchen Stories. BSH produces at 40 factories and is represented in some 50 countries. BSH is a Bosch Group company.