Illustration for NatCo in Romania with country flag.

Corporate Responsibility

Romanian entities rebranded under Deutsche Telekom’s "T"

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Integration remains the focus for Telekom Romania operations.

Our latest review of the Employee Relations Policy (ER Policy) took place on July 26th and 27th 2014 in Bucharest, Romania. Deutsche Telekom’s Romanian entities ex-Romtelecom and ex-Cosmote, have recently changed their names into Telekom Romania Communications and Telekom Romania Mobile Communications respectively. They have been taking another major step towards integration: the rebranding under the "T", on the 13th of September 2014, defined a new, common identity for the entities.

As this step is linked to a considerable organizational effort, the entities focused on bringing the rebranding process closer to the employees. There are many change workshops that took place, focusing on the Guiding Principle "I am T – Count on Me" and the common "T". By now, around 6400 participants have been involved so far, activating employees to embrace change. The Telecom Ambassadors program created a network of early adopters and advocates of the "T" brand and culture. These ambassadors facilitated change workshops, promoted brand and company values and were supposed to create an active network across the organization to support change initiatives proactively.

The employees perceived the rebranding as a positive experience and are enthusiastic about the changes. The management ensured that this process ran as smoothly as possible. Integration is the declared goal for the Telekom Romania operations. Leadership team meetings also focused on “Building the Bridge” to emphasize and foster this fact. The current rebranding needs to be seen in the context of the rather challenging shareholder structures of the Romanian entities (besides Deutsche Telekom, the states of Romania and Greece are major shareholders).

With regard to the ER Policy, it can be noted that all its elements have been implemented successfully.