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Work Factories at BASF Integration Event
The SemiNarren supported a BASF employee event with four very different, very creative stations. The results were presented during the plenary session. Horst Doenicke, Head of Global Communications Care Chemicals & Formulators, and responsible for the organisation and running of the event, found a few minutes for a SemiNews interview.
SemiNews: Hello Mr. Doenicke, how are you?
Horst Doenicke: Very well now – the SemiNarrians have been able to meet our expectations.
SemiNews: How did you come to know of SemiNarren, and what was the reason for choosing this method to present the fusion of two BASF departments?
Horst Doenicke: Those who work in old-economy companies and HR development must get to know the service providers in the marketplace. This is where references play a greater role than sales presentations. We wanted to do a unique event, because only then can everything be truly different. As management we wanted to show that, now, the existing group of nice people has been augmented by another group of nice people. The empoyees really didn’t want to see their 25th PowerPoint-slide and Metaplan-wall workshop. And management wanted to assign challenges that could only be met through teamwork with ‘new’ colleagues.
SemiNews: What expectations did you have prior to the event, and what were the SemiNarren expected bring to the table?
Horst Doenicke: The SemiNarren with their fresh outsider approach were brought in to motivate, moderate, clarify intentions, remove inhibitions, create a playful atmosphere, awaken sleeping talents and present results with direct relation to the task at hand. This is possible neither with internal company trainers nor with semi-professionals.
SemiNews: Looking back, what was the greatest benefit? How do you assess the results achieved in the Work Factories?
Horst Doenicke: This is where the 200 employees of the two merged BASF units actually came together. In the Work Factories they were able to experience, feel and comprehend what specific skills the others must have in order to do their job well. Similarities and synergies were worked out – the true goal of an integration workshop.
SemiNews: So, you’re satisfied with the progress and results? Do you have any criticism you can share with us?
Horst Doenicke: Everything ran along with our high levels of expectations; very professional. Schedules were also kept in a timely manner.
SemiNews: How was the feedback of the participants?
Horst Doenicke: 95% of the participants gave positive feedback; they experienced the entire event in a relaxed manner, they met people from their own departments whose names they didn’t previously know, and they could even learn what makes these people tick. 5% had more negative feedback – these were the people who wanted to work in a traditional environment instead of channeling their craziness into creativity.
SemiNews: Will you recommend us further?
Horst Doenicke: Different events fulfill different purposes. When people need to be brought together, to get to know each other, to get out of their own rut, and to blaze new trails with other human beings in a trusting, entertaining and constructive way – the SemiNarren are the ones I’m going to call. The cost/benefit ratio is just right; and the SemiNarren certainly have a few more aces up their sleeves!
SemiNews: Thank you very much for taking time for this interview, Herr Doenicke!