BT 2011 Annual Report Download - page 22

19BT GROUP PLC ANNUAL REPORT & FORM 20-F 2011
BUSINESS REVIEW
BUSINESS REVIEW
BT’s resources include our people, physical networks and property
estate; our expertise and intellectual property; our brand and
reputation; and close relationships with people and organisations,
including major customers and suppliers. We seek to steward these
assets and relationships in a responsible and sustainable manner.
We strive to recruit and retain talented people, so that the company
can best serve its customers, build relationships, remain innovative
and reduce its impact on the physical environment. We are
investing to enhance our resources in the long-term interests of the
company and all its stakeholders. For example, as described
elsewhere in this report, we are committing £2.5bn to build a
super-fast broadband network in the UK, while expanding activities
outside the UK, with a particular focus on the Asia Pacific region.
We continue the innovation which is vital to any company in our
sector – we filed 62 patent applications over the past year.
Brand and reputation
When we develop our relationships with customers, when we
make innovative and useful products, we build our reputation. BT is
proud to be one of the UK’s most trusted brands – our latest
research shows that consumers’ engagement with our brand has
gone up 4.5% over the past year. Being a responsible and
sustainable business leader contributes to this.
Our brand values underpin how we like to get things done at BT.
They outline the behaviour our employees can expect from each
other and what our customers can expect from us.
•trustworthy: we do what we say we will
•helpful: we work as one team
•inspiring: we create new possibilities
•straightforward: we make things clear
•heart: we believe in what we do.
As the official communications partner to the London 2012
Olympic Games and Paralympic Games, we are providing the critical
communications infrastructure to power the Games. The
partnership is already delivering real benefits and it is also helping
us to engage with local communities. Six out of 10 BT people who
were surveyed as part of our annual employee survey say the
partnership makes them feel proud to work here.
As well as the Games themselves, the BT Paralympic World Cup in
Manchester in May 2011 is in its second successful year. Our ‘Road
to 2012’ project with the National Portrait Gallery celebrates those
who are collectively making the Games happen.
People
Our people are a key resource and we are proud of what they
achieve for our business. We continually work on improving the
engagement and motivation of our people as this leads to better
business performance and higher levels of customer service.
We recognise the quality of our leadership is vital to the success of
BT. We ensure leaders at all levels understand what is expected of
them in leading and developing their teams.
Part of valuing our people is to recognise our responsibility when
the requirement for various skills changes over time. We have a
successful track record of redeploying people by helping them learn
new skills and find jobs within BT’s growth areas or while seconded
to another organisation.
We have people on different types of working arrangements
including part-time, term-time and job share. Our resources at
31 March 2011 were equivalent to 75,660 full-time employees in
the UK, and around 16,940 outside the UK.
OUR RESOURCES
•Brand and reputation
•People
•Networks and platforms
•Global research capability
•Suppliers
•Property portfolio
92,600
People worldwide
(full-time equivalent employees)
c.120m km
Length of copper cable on our network
£684m
Investment in global research
and development
16,700
Suppliers
8,400
Properties worldwide
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