When Steve Jobs hired Joel Podolny in 2008 to create Apple
University, the marching orders were to help the company do something
it had never spent much time doing: Study itself.
Jobs
had run the company much like a gigantic startup, enabling him to
imprint his management philosophy on everything from product design to
advertising. But with his cancer worsening, Jobs wanted Podolny, the
well-known, youthful dean of the Yale School of Management, to create a
program to distill his approach so Apple's executives would be able to
reinforce it after he was gone.
Working
closely with Jobs, Podolny quickly built up a curriculum of courses,
including one called "What Makes Apple Apple." Some courses were taught
by top Apple executives such as Cook, according to Adam Lashinsky,
author of "Inside Apple." Other courses were built around case studies
written by a faculty that includes Richard Tedlow, a Harvard University
business historian.
Soon after Podolny
arrived, he was promoted to vice president of Apple's entire human
resources department to fill a void left by Danielle Lambert, who
resigned along with her husband Tony Fadell in late 2008. Apple
University remained Podolny's main focus and passion, and he talked
about his desire to be released from the larger HR job, said Bob
Borchers, a former iPhone marketing executive.
Now
with the promotion of Denise Young Smith to vice president of human
resources this week, Podolny got his wish. And it comes at a crucial
time if Apple is to maintain Jobs's posthumous impact on the company.
People who worked closely with Apple's co-founder have left for other
jobs, such as Johnson, who left to become CEO of JC Penney months before
Jobs died in 2011. Others are retiring, such as Rita Lane, an
operations executive who oversaw development of Mac, iPhone and iPad
accessories. And plenty of newcomers are arriving. Apple's total
headcount, including its legions of in-store "Geniuses", has grown from
60,400 in September 2011 to more than 80,000 two years later.
Keeping
its best people will become harder for Apple, said Jon Bischke, CEO of
Entelo, an online-recruiting service. Part of the problem is
unavoidable: As Apple downshifts from a hyper-growth company to
slower-growing behemoth, talented employees are more easily lured to
startups that promise bigger monetary rewards. If Apple doesn't prove it
can bring out world-changing products like the iPhone and iPad, as it
routinely did during Jobs's tenure, some of its engineers will keep an
eye out for other hot companies that can, he said.
As
with everything around Apple, the company keeps details of the program
secret. According to Lashinsky, there was a course on Apple's decision
to consolidate all of its iPhone manufacturing to one factory in China,
and another on the decline of A&P, once the dominant grocery chain
in the U.S.
Apple spokeswoman Kristin Huguet
declined to make Podolny available for an interview or comment on
whether there would be any changes in Apple University as a result of
the shake-up.
Fulfilling Jobs's vision for Apple University won't be easy.
"Joel
is a very creative guy, but it's hard to create instant Steve Jobs,"
said Jeffrey Sonnenfeld, another Yale professor who worked with Podolny
last decade.
"The essence of genius is that it's a misfit quality. Misfits don't fit well into institutionalized assembly lines."
Also,
Podolny is swimming against the tide in trying to increase the role of
human resources within Apple's no-nonsense culture, said Borchers, the
former marketing executive. Unlike many companies that proactively
develop executives' capabilities by moving through many jobs, Apple has
historically hired specialists in a given field and kept them there to
fully exploit their expertise.