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14 A magnet for talent

14 A magnet for talent from all over the world Homebase Berlin A prime example of an international team is the digital marketing startup Glispa: over 150 employees with 40 different nationalities and 24 different languages. The company provides International businesses with scalable marketing campaigns for mobile and web. Founded in 2001 in New York, the fast-growing company has meanwhile moved its headquarters to Berlin and has further offices in Beijing, San Francisco, Bangalore, Tel Aviv, and Sao Paulo. From 65 countries The Deutsche Bank, too, takes advantage of the international character of the Berlin labor market. Employees from more than 65 nations work in the Risk Center of the financial institution. Risk management is conducted worldwide for the entire group. The Deutsche Bank was founded in 1870 in Berlin, by the way. Now, with the establishment of the Risk Center, the city can hold its own in the face of competition from international finance centers such as Frankfurt, London, and New York. P eople from more than 196 different nations live and work in Germany‘s capital. And around a quarter of the 180,000 companies in Berlin have an international character. These are figures that clearly indicate why Berlin is considered to be particularly cosmopolitan, tolerant, and free-spirited. The interaction between different world views, cultures, and religions also determines the self-image in politics and the economy. „Berlin is more like a part of the world than a city,“ as the writer Jean Paul put it back in 1800. Liberality and freedom have always been the historical roots of the city‘s society, which grew in strength even through the decades of division into East and West. Worldwide trading partners. The most important trading partners for the Berlin economy are in the USA, followed by France, Poland, China, and Russia. Goods worth more than ten billion euros are exported annually. International diversity in the workforce has also long been a central factor for success for companies. Only an international team of employees can optimally adapt to the customer structure abroad. Familiarity with other ways of thinking and other mentalities is decisive for sustainable commercial success. Diversity as an opportunity. Around 600,000 people with international roots have made Berlin their home. This is one reason why the capital is ever more popular with companies as a location for shared service centers. Here, national and worldwide company processes such as controlling, IT services, personnel administration, or telephone switchboards are pooled together. Large operators in the capital include Axel Springer, BASF, Coca-Cola, Daimler, E.ON and Amazon. Companies find very well-qualified employees from all over the world in Berlin. Openness as an asset. Both politics and business actively promote the potential of heterogeneity in the workforce. Government-backed and private initiatives advocate diversity in all areas of life. 283 companies have signed the „diversity charter“ (Charta der Vielfalt). The initiative wants to promote diversity in companies and institutions: ethnic background, age, gender, sexual orientation, and handicaps – an equal interaction between all people is part of a modern and successful business philosophy. Mixed teams often achieve better working results and have long been an everyday occurrence in the research branch. Large firms such as Deutsche Telekom confirm that such teams work more creatively and achieve more, especially in the area of innovation. For all companies who are competing for skilled workers in the „War for Talent“ on the international labor market, Berlin offers a huge advantage as a magnet for young and well-trained people. The key to success. Many employers in Berlin

Business metropolis – talent 15 Photos: gettyimages | Courtney Keating, companies have long recognized that cultural diversity is an important key to success and new customer contacts. Regional business associations such as the Chamber of Commerce and Industry (IHK) and the Chamber of Crafts (Handwerkskammer) want to make Berlin into „DiversCity“ in Europe with their own projects and collaboration. Public utility companies are paving the way as good examples: Berliner Wasserbetriebe, Berliner Stadtreinigung (BSR), Berliner Bäderbetriebe as well as Berliner Verkehrsbetriebe (BVG) and the state‘s own housing companies have committed themselves to sustainable city development that will be suitable for the growing number of diverse lifestyles. „Our international team with employees from more than 50 different nations provides controlling, finance, and HR services in 21 languages for BASF companies in 68 countries: Cultural diversity is our recipe for success!“ Dr. Daniel Dornbusch, Senior Vice President, BASF Service Europe GmbH

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