Hunkemöller is going through a period of incredible growth with ambitious plans to expand globally and people will play a crucial role in making these plans come to life. So, what better way to find our more than by talking to Anne Jaakke, Global HR Director (2016 CHRO of the year in The Netherlands and 2017 HR Director of the year in Germany) to find out about these exciting plans and the person behind the people.
Anne, you’ve been at Hunkemöller for 4 years now and in that time, you’ve introduced some really big changes to how the HR team functions. But the question we’d love you to answer is, why Hunkemöller?
Anne: There are so many reasons. My love of lingerie started the day I bought my first bra and has never faded. Taking on a role in retail not only gave me the chance to venture into a completely new industry, but also to work in a product area that I already loved. I knew that with my background in customer-focused hospitality there was a lot I could bring to this role. Alongside this, I saw an innovative, international brand with exciting expansion plans, a fun passionate team; all led by Philip Mountford, a great CEO.
You’ve introduced a number of new initiatives to the business since you started. Can you tell us why they were so important and what difference they’ve made?
Anne: Everything we’ve done over the past few years has really had the same goal. We wanted to become a much-loved social and global brand. We always believed that this needed to start from the inside, so we focused on building a culture that was based on our values and had our Shero, our target customer, at its heart.
You’re a working mum, so you understand how difficult it can be to strike a balance. How do you do it?
Anne: (laughs) I ask myself that question all the time. I think you need to be really structured and for me it’s all about planning, planning, planning. I’m also fortunate to have great support from my parents, my partner and good after-school care.
At the moment, there’s a lot of discussion in the media about the role of women in the workplace and the drive to achieve equality. A huge number of Hunkemöller employees are women, so in your opinion what does the future look like and how can change happen?
Anne: At Hunkemöller, we’re in a great place from a female point of view. Women are truly amazing and I’m proud to be one myself. I think there’s an understanding that everybody is trying to balance it all. Combining looking after kids and commitments at home whilst at the same time coming to work to be your own person, develop your career and fulfil your ambitions, is no mean feat and I think we all recognise that in each other.
Tell us about the big plans Hunkemöller has in store over the next 5 years and how will you approach this from a people point of view?
Anne: It’s going to be a busy but very exciting time for us. Expanding rapidly, particularly into new countries, means learning about new cultures but at the same time, sharing ours. We want to be known and recognised as a great place to work, where people can develop, progress and really thrive.
The HR landscape is changing rapidly and the days of classroom training, conventional face-to-face interviews and sorting by hand through applications are going to be enhanced by technology. At Hunkemöller, we make a point of seeking out and evaluating the latest trends and innovations and we’re not scared to try new things out. We’re committed to really embracing new technology and will explore innovations such as VR training, robots, algorithms and much more. At the same time, we recognise that people are the foundation of our brand and we need to strike the right balance between humanity and technology.
What advice would you give to anyone thinking of applying to Hunkemöller?
Anne: Be Passionate. Be Inspired. Be Amazing. Be You. We’re now considered a top employer, we have a great brand reputation as a fun employer and in the next five years, we want to further build on this and truly become a much-loved global and social brand.
Finally, what advice would you give to your younger self?
Anne: I’d tell myself to slow down once in a while and take stock. Look at what’s working, what’s not working and ask myself why? And finally, I’d tell myself to have fun, don’t take life so seriously!
