社交化招聘和雇主品牌营销主题课件二

@欧阳泽林2014年6月

一、主题概念导入、雇主品牌的WHAT/WHY/HOW

06、雇主品牌的项目立项和建设的常见流程（Research、Creative、Communication）07、雇主品牌项目切入和推动的7个维度08、EB和EVP以及EVP Message的获取逻辑（Qualitative Research & Quantitative Research）09、Research/雇主品牌调研的方法论和模型（Interview & Focus Group）10、Creative/雇主品牌创意和案例分享（Concept & Visual）11、插播四家雇主的雇主品牌概念创意和视觉创意

现状：EB-Employer Brand-雇主品牌，即你期待被人理解成什么样一家雇主？

目标：EVP-Employer Value Proposition-雇主品牌价值主张，即你期待被人理解成什么样一家雇主？

调研雇主品牌现状，通过视觉创意和概念创意策划出具体的线上线下活动，针对客户的目标人才进行内部和外部的传播沟通！

雇主品牌的项目立项和建设的常见流程

Research Creative

Research

Creative

Communication

Communication

雇主品牌的项目立项和建设的常见流程

调研雇主品牌现状

领导层访谈（面对面形式)

按照Function(职能)来划分

按照Legal Entity（部门/BU/事业部）来划分

按照Location来划分

内部员工访谈 (线上线下问卷或面对面形式)

近3个月表现特别好的在职员工

在职时间特别长的员工

新入职不到1个月的员工

外部候选人访谈 (电话或面对面形式,了解市场上的候选人如何评估职业机会及对客户公司的认知等)

指定的同行业竞争对手员工

拒绝OFFER的一批人

离职3个月以上的一批人

近期3个月内被开除的员工

竞争对手分析(帮助客户了解其人才竞争对手所使用的招聘渠道, 招聘内容, 核心卖点等)

客户现有材料的分析(比如Global的雇主品牌价值主张等)

提炼雇主品牌价值主张

公司品牌层面的愿景／价值观／使命

雇主品牌受众 (内部员工? 外部候选人? 是否有职能或者地域的细分?)

公司作为雇主可以提供的核心价值

公司作为雇主对于员工的期望

公司让受众确信其可以提供核心价值的理由及补充

雇主品牌的项目立项和建设的常见流程

创意

基于雇主品牌价值主张的宣传主视觉及创意概念设计

视觉创意方面

概念创意方面

招聘渠道的建议与优化(包括传统的招聘渠道及创新性媒体与渠道)

传统的招聘渠道

创新性媒体与渠道

基于沟通渠道所使用的宣传工具的创意设计

雇主品牌的项目立项和建设的常见流程

传播推广

内部/外部社招人群校招人群

内部推广方面Engagement survey

Employee Referral Program

Onboarding Program

外部推广方面Social Media Footprint

Job Board (包括行业网站等）Ads

EB Sales Toolkit

Campus Recruiting

校园招聘及相应的UR Campaign

更清晰的目标人群定位及细分

适用于人群特点的新媒体及工具的使用 (微博,人人,优酷,微信,二维码等)

基于社交属性的热门话题推广, 活动, 线上游戏

更有趣味或价值的校园宣讲会策划,组织

其他资源的应用: 比如非盈利机构,海外招聘等

如何更好提升学生的求职体验

如何提升学生的engagement level, 从而降低候选人turn down offer rate

企业员工推荐计划

深度-将内部员工推荐计划作为产品. 进行产品化的包装, 创意, 设计,推广

广度-除了内部员工, 推荐人的广度可以延展到离职员工, 面试过的候选人等

范围-除了传统的邮件及海报, 可以融入更多的宣传方式, 包括线下活动

社会化媒体营销／媒体整合（主动求职者、被动求职者）

全面梳理目标候选人的社交特征和偏好 ；

掌控覆盖社交网络／媒体是目标人才储量分布；

最大化使用SNS的Feature来和候选人Maintain关系

国内主流社交网络／媒体的的网站结构和人才储量分布（城市、行业、职能、工作年限等）

国内创新型招聘渠道（基于社交/用户技能/用户兴趣/垂直/用户层次/移动互联网/悬赏/其他)

雇主品牌项目切入和推动的7个维度

•For Recruiting Result Driven & For Employer Branding Driven•按项目宏观目标（招聘结果导向或雇主品牌沟通导向）来

•For Active Candidates & For Passive Candidates•按目标人群属性1（主动求职者或被动求职者）来

•For Campus Audience & Professional Audience•按目标人群属性2（校园招聘或社会招聘）来

•Online Campaign& Offline Events•按项目实施方式（线上方式实施或线下方式实施）来

•Talent Attraction\Employee Engagement\Talent Retention•按项目范畴（潜在人才吸引或在职员工关系或在职人才保留）

•On boarding\Probation\Referral\ Demission\ Post-Retirement•按人力资源管理（入职环节、试用期转正环节、内部推荐计划、员工解聘、员工返聘）

•For Former Employee\Workmate\Alumni\ Returnee•按员工属性方式（已离职员工校友会或现在职员工校友会或在职人才保留）

Qualitative Research

定性研究 行为、及其理由（为什么加入我们公司）

Quantitative Research

定量研究 获取数据和样本量（有多少因为这个原因加入我们公司）

思科的EVP 获取视频分享

EB和EVP以及EVP Message的获取逻辑

Employee Focus Groups + Viewpoint

Survey

Current experience Needs and aspirations

Competitive Analysis

Industry Competitor mapping

Employment market view

Leadership Interviews

Aspirations

Business context

External Focus Groups

Attraction drivers

External Ford reputation

Research/雇主品牌调研的方法论和模型

Target BU Target Levels Target Functions

FMC

福特亚太总部•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

FCO

福特汽车（中国）有限公司•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

FMRE

福特汽车工程研究（南京）有限公司•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

FORDCREDIT

福特汽车金融（中国）有限公司•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

CFMA

长安福特汽车有限公司•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

CFME

长安福特马自达发动机有限公司•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

JIANGLING

江铃汽车股份有限公司•Senior Executives

•General Employees

•Sales &Marketing

•R&D

Leadership view

Employee View

EVP Internal Research

Research/雇主品牌调研的方法论和模型

Leadership view（ Senior

Executives Interviews ）

We will conduct up to 20 one-on-one interviews with

key stakeholders representing your target segments

and locations, lasting 30-45 minutes, either in person

or via telephone. The goal of these interviews is to

gather buy-in from senior leadership and develop an

aspirational view of your Employer Brand. An

interview discussion guide will be designed and

approved by your team in advance.

Typically, the key topic areas include:

•Company business objectives

•Leadership perceptions of employment experience

and aspirations for same

•Critical talent pools and desired employee profile

Employee View (Internal

Focus Groups)

We will conduct fifteen 90-minute focus groups

with a cross section of employees from your

target segments and locations.

The aim of these focus groups will be to review

current strengths and weaknesses of the

employment experience, and identify potential

points of employer brand differentiation. We will

develop a discussion guide for your approval,

moderate the focus groups and conduct the

analysis of the output.

EVP Internal Research

Research/雇主品牌调研的方法论和模型

Candidate View（External

Focus Groups）

We will conduct four 90-minute professionally

moderated sessions at an off-site research facility

with 6 to 8 individuals who match your candidate

profile, addressing your current reputation and

appeal as a potential employer, the relative

importance of different employment attributes, key

competitors, and preferred message channels.

We will develop a discussion guide and screening

guide for your approval, recruit participants, and

moderate the focus groups and conduct the analysis

of the output. We assume these focus groups will be

conducted in English.

Market View （Search

Agency Partner Interviews）

We will conduct five 30-minute interviews with

your search agency partners in key markets. We

assume that ITW would determine appropriate

search agency partners in each market and

provide contact information and introductions.

EVP External Research

Research/雇主品牌调研的方法论和模型

Competitor EVP Message Mapping

For competitor EVP message

mapping, we will help to chose

3-5 employers in Ford industry,

To observe each employers

based on the external

manifestation, take research in

design, content, voice,

consistency this four dimension.

And analysis during Career

development, Compensation

&Rewards, Leadership, Training,

Corporate Social Responsibility,

Culture, People these

information, We will come to a

conclusion for Ford employer

brand’s selling point.

For example:

Research/雇主品牌调研的方法论和模型

EVP Slogan Proposal

A compelling Core Positioning

– The one thing you most want to be famous for as an employer

• The anchor point for your employer brand messaging

• Under global branding statement “Go Further”

For example

Research/雇主品牌调研的方法论和模型

EVP Activation Guidelines

Activation Guidelines

• Developed as an internal document for HR Directors

and their teams to provide guidance on:

– The FORD employee value proposition

– Messaging and localization

– Target value proposition

– Briefing recruitment partners

Research/雇主品牌调研的方法论和模型

EVP internal & external research

Senior Executives Interviews

—12 individual Senior Executives Interviews

—each Interview 30-45 mins each(face to face or by phone )

Internal View

—8 Internal Focus Groups

—6-8 participants each(each Interview 90 mins each)

External View

—4 External Focus Groups

—6-8 participants each(each Interview 90 mins each)

—inculudes recruitment of each participant

Competitor EVP Message Mapping

EVP Concept & Visual Development

Ford'S EVP Development Workshop

—inculudes facilitation of one day workshop

—inculudes preparation and finalizing EVP

One Insight Report of Ford'S EVP

Ford EVP Communication Visual Toolkit

Employer Brand Soft Launch /

Research/雇主品牌调研的方法论和模型

Visual impression -Ford VS Competitor

Design EngageDistracting

Conservative

Adventurous

Fronts are typical, images tend

to be inset as rectangles

A distinct hierarchy of visual and

copy elements exists.

No hierarchy of content exists. Just long paragraphs of text.

resulting in message confusion.

Concept-based approach.

Type and images are

integrated based on objective.

Information-based approach,

heavily grid-oriented, relying

primarily on vertical and horizontal

alignment.

Consistency Strategic Tactical

Unified

Disconnected

Variety of mediums points to

the same set of beliefs,

creative concepts and textual

themes.

Consistently connected to the big picture.

Task oriented, short sighted, little or no

connection to other functions or broad goals

within the organization.

Mediums point to a wide variety

of attributes, creative concepts

and textual themes

Visual impression -Ford VS Competitor

Consistently connected less to

the whole big picture.

Content Candidate focus

Company focus

About the work

About the success

Speaks to the focus of the organization from

a product, service and mission perspective

Clear introduction about works at

compensation, career path etc.more

oriented starting from candidate

perspective with employee story,

employee newsfeed, touch

opportunity

Addresses professional advancement, financial security,

and policies and programs designed to affect employees

success

Speaks to the type of work done and the way in

which it is accomplished including company

culture influence

Addresses achievements of the

organization such as size, scope and

history.

Concept impression -Ford VS Competitor

Voice EmotiveRational

Active

Passive

Claim Being a good choice

of employer without proof

points. Brief introduction

without data or functional

supports

Provide sufficient reports to as proof points to

Being a responsible employer of choice,

statement driven approach.

Statement-based information laden with clichés.

requires the market to be interested already. Rarely

use numbers to prove the facts.

Built with imperatives and interrogatories

that are action-oriented and thought-

provoking. creates interest in the markets.

Build up active impression by no strong data supported

except company introduction part but some clear

diagram helps people to better understand career path.

Psychological and self-expressive information that

allows the market to relate and become motivated

Concept impression -Ford VS Competitor

Analysis and Ideal State Description

Design Consistency Content Voice

★★★☆☆ ★★★☆☆ ★★☆☆☆ ★★☆☆☆ ★★★☆☆

★★★★☆ ★★★☆☆ ★★★☆☆ ★★★☆☆ ★★★★☆

★☆☆☆☆ ★☆☆☆☆ ★☆☆☆☆ ★☆☆☆☆ ★★☆☆☆

★★★☆☆ ★★★★☆ ★★★☆☆ ★★★★☆ ★★★★☆

★★★★★ ★★★★☆ ★★★★☆ ★★★★☆ ★★★★★

Career

developmentTraining Culture People

Career

development

Compensation

&RewardsLeadership Culture People

Leadership Culture

Career

development

Compensation

&RewardsLeadership Training

Corporate Social

ResponsibilityCulture

Career

development

Compensation

&Rewards Leadership Training

Corporate Social

Responsibility Culture People

Analysis and Ideal State Description

Internal communication External communication

Objectives

Challenges

Approaches

• Position the employer brand proposition in the company

• Employees should understand, accept and buy in to the employer brand

• Employees pass the band values on

• Employer brand must be positioned long-term, not just once

• Should be designed to address target audience

• Employment brand proposition must be credible

• Consistency of communications (layout, content)

• Clear and regular communication

• Involving employees in communication initiatives

• Definition of communication channels

• Gradual launch of employer brand

• Emphasis on USP, not just functional benefits

• Consistency of consumer and employer brand communication

• Raise awareness of employer brand

• Position employment brand proposition in the market

Approach to communication roll out:• Start with internal communications and cascade downward and outward, enhancing positive mouth of word as well as credibility of Ford communicated messages.

• Customize messages, activities and channels to key segment preference while maintaining consistency with overall regional EVP design and core message.

Awareness

Consideration

Conversion

Acceptance

On-boarding

General Internal & External Communication Approach

Main communication medium to utilize for communicating employer brand externally

• Newspaper Recruitment Advert • Magazine Recruitment Advert• Employer Branding Advert

• Graduate brochure • Posters

• Online Banner• Job Posting Template• HTML Email

• Career e-newsletter• e-Post Card• Employer Video• Graduate Video• Social Media

• Referral cards• Brochures (professionals version)• Head Hunter Comm. Pack

• Event invitations• Post cards

• Job Fair Pack• Pull up banners and display system

• HTML email• Social Media

• Recruiter card

• Offer Pack for middle management hires

• HTML email

• On Boarding Welcome Kit – graduate and professional version

• HTML email• Post card from CEO/HR

Awareness

Consideration

Conversion

Acceptance

On-boarding

Research/雇主品牌调研的方法论和模型

Research/雇主品牌调研的方法论和模型

Research/雇主品牌调研的方法论和模型

Research/雇主品牌调研的方法论和模型

Creative/雇主品牌创意和案例分享（Concept & Visual）

EVP：The Power Of Big, And Small

——大与小的力量

EVP：Room To Be Yourself

——尽炫自我

EVP: Together We Move The World

——让我们共同推动世界

亿滋(Mondelez)EVP：The Power Of Big, And Small——大与小的力量

Mondelēz International supports big

thinking,in all its forms. One way to

celebrate that belief could be to invite

some seriously big thinkers on college

campuses to a unique event. The floor

could be opened up for anyone with an

idea — big, small, or otherwise — to

share it with the audience.

However, each of our speakers would

have just 60 seconds to explain their idea

in full. People could build on each other’s

ideas, or propose an original idea of their

own. The event would become a collage of

big, innovative thinking — all moving at the

intense, hyper-speed of small. So bring the

best idea you’ve got, because it just might

be your ticket to a new career.

案例说明

默沙东(MSD)EVP：Grow As We Grow, Help The World Be Well——与默俱进,福天下

人才发展体系与工作绩效管理系统犹如硬币的两面，缺一不可。默沙东拥有一套完善的工作绩效管理系统，用于有效地培养和发展人才，帮助员工客观准确地评估自身职业水平，了解在工作中的发展空间，进而在公司的支持下不断学习和发展。

当员工的职业发展通过绩效管理系统得以明确时，人才发展体系也同时启动。我们运用多种途径来提高员工的专业能力和职业素养。

案例说明

洲际酒店集团(IHG)EVP：Room To Be Yourself——尽炫自我

在2020年中国要建成小康社会，大幅提高城镇化率、人均出游率从目前的人均2次上升到3-4次……这些对酒店的需求不言而喻，中国酒店行业已经成为发展 速度最快的第三产业之一，每年都以两位数的数字保持增长。然而，酒店行业人才流失沉疴仍存，尤其是管理人才的频繁跳槽，若要在激烈的市场竞争中获得良好发 展，酒店企业急需打造个性化的人才管理之道，洲际酒店集团立足本土，不断培养和储备合格的人力资源，打造专业化人才，为员工提供多样化的发展机会，并为人才提供开放创新的企业文化，鼓励员工劲炫自我，让员工与企业一起开启未来的梦想之旅。

洲际酒店HR团队为公司打造关键岗位人才库；同时加强企业雇主价值主张的推广，增强洲际酒店集团的雇主品牌吸引力和社会影响力。

http://www.ihgjobs.cn/http://e.weibo.com/210104066http://www.linkedin.com/company/3549http://i.youku.com/u/UNTUyMDMxMjY0

案例说明

案例说明EVP: Together We Move The World——让我们共同推动世界

舍弗勒 (Schaeffler)

它是世界商最大的轴承制造商。例如，全世界60％的汽车，都装配舍弗勒开发和 生产的轴承。从印度的塔塔汽车到德国的奥迪，从中国的比亚迪到英国的宾利。大品牌？然而所有这些大品牌的产品最重要的组成部分之一就是轴承，它们却无人问津。真没天理！因为轴承的贡献是发动机显著改善。

事实上，轴承是一切运行的重要部件，若轴承故障，机器就停止了！ 由于轴承是如此重要，人们正在开发最先进的技术，没多少，大约70,000个左右，是的没错，你还在吗？⋯⋯ 舍弗勒的开发和生产主要集中在德国和亚洲地区，尤其是在亚洲，舍弗勒轴承的需求呈现两位数增长。当然，人才紧缺的增幅也很快。

http://www.schaefflercareers-china.com/

http://www.workatschaeffler.com/

http://e.weibo.com/u/2204369454

http://schaeffler.51job.com

http://schaeffler.zhaopin.com/

通用电气(GE)EVP：GE&ME——同道，同行

GE专注于世界至关重要的需求，以卓越人才和领先技术，致力解决最具挑战的议题，提供包括能源、医疗、家庭、交通运输和金融等广泛领域的解决方案，我们构建、驱动、载运、医治，创想为本，行重于言。GE，想到，做到。 2012年，GE中国宣布了全新的雇主价值新主张“GE&ME”，并发布新口号“同道，同行”。

与最优秀的人才同行GE人纳源百川，彰显才华，尊崇诚信，我们充满想象，致力行动。

与最伟大的公司同行一百多年来，GE为世界创造所需，今天，我们赋予创新更深内涵，打造行业领先业务，载运、医治、驱动、构建，成就一个更具生机的中国。

成就卓越的职业梦想建立终生的学习能力，成长的舞台比梦想更宽广。

案例说明

默勃林格殷格翰(BI)EVP：Growth, Excellence, Trust——GET,绽放多彩未来

勃林格殷格翰丰富、优秀的产品线以及勃林格殷格翰全球对中国这个最大新兴市场的格外重视，确保了勃林格殷格翰（中国）的巨大成长机遇。在“领先与学习”的文化理念下，我们又为团队和每一位员工度身定制了培训与发展计划，全方位支持大家在公司的职业发展及个人成长。

勃林格殷格翰希望通过了解关键领域的趋势，为应对21世纪健康准入的挑战作好充分准备，包括：卫生保健服务，整合护理，健康问题全球化，医疗保健提供者的 角色转变，以及患者在全球各种条件下的角色。我们寻求这些创新的起源，鼓励员工参与，发挥员工的专知使之成为“改变缔造者”，并连接到勃林格殷格翰的核心 业务。

勃林格殷格翰充满魅力的企业文化，和对员工一如既往的关爱，使公司与员工、同事之间积淀了如家人般彼此信赖的深厚情感。在这里，大家工作安心并充满热情，从而有很多同事选择在勃林格殷格翰（中国）长久发展自己的事业。而管理层对员工的信赖，也为大家创造了更多事业发展的机遇。

案例说明

未来五年门店数翻一倍，意味着星巴克将需要数千人才加入。如此之多的招聘数量已非常少见，更重要的是人才质量。那些选择雇主品牌，而不是仅仅选择工作的人才，就是我们想要吸引的高质量人才。

星巴克为每一个员工而骄傲，并把他们称为伙伴。“我们叫做伙伴，这不仅是一份工作，更代表了对工作的热爱和激情”。每一个伙伴的工作都是从咖啡师开始，他们满怀自豪地穿着绿色的围裙，代表着星巴克给客户的第一印象。

一个简单易于识别和记忆的概念，从与消费者沟通的角度来说，它也非常独特。在这个招聘广告中，围裙就是每一个星巴克员工，我们应用它创作了一系列的招聘广告，去和目标人才沟通星巴克所能提供的与众不同的和对职业成长的承诺。

案例说明不仅要招聘最优秀的人才， 更要抓住最优秀的人才

星巴克(Starbucks)

大都会人寿(MetLife)MetLife，Better Life——美好人生，尽在大都会人寿

就概念创意和视觉创意方面，我们proposal和localized“meet the challenge”和”power for life”两个concept大都会人寿对社交媒体作为雇主品牌沟通渠道，以及移动化、社交化的上升为抢占人才竞争先机的渠道拓展方面极具洞察力和具有前瞻性。

大都会人寿选择我们作为雇主品牌的战略合作供应商，于2013年6月率先在行业领域内对社交媒体中的微信实施和投入，大都会人寿和我们在以下方面达成共识：微信作为移动互联网时代的一个明星产品，覆盖人群广，用户使用频率高，用户体验好；微信作为一个强关系的社交工具，行业圈子，精准信息推送等特点对于内部推

荐招聘非常利好；在雇主品牌沟通，人才社区建设等方面、和CareerSite、ATS互通这一拓展性好，值得长期运营建设

http://careers.metlife.com.cn/

http://careers.metlife.com.cn/careers/camp

us/ch/index.html

http://metlife.vdresume.com/

微信：MetLife_HR

案例说明

在阿克苏诺贝尔，我们深信只有人才的成长才能带来业务的增长。没有最杰出的人才我们无法获得如此之大的影响力。我们要做最好——凭借领先的市场地位造就最杰出的表现——正是出于这样的原因，我们需要最优秀的人才。

鼓励同事发挥潜能是阿克苏诺贝尔企业文化的其中一项。我们的员工个人发展了，我们公司业务才会发展。所以，我们重视提高员工的业务水平和个人素质。我们全力挖掘员工的现有才能，培训新技能，进一步提高员工能力。通过这方面努力，我们会留住并吸引高素质员工来投身公司发展。

新媒体招聘渠道：

http://weibo.com/akzonobelrecruitment

http://www.akzonobelcampus.com

http://www.akzonobel.com/cn/careers/

微信：akzonobel-campus

Tomorrow’s answers today 今日提交明日答案

阿克苏诺贝尔(AkzoNobel)案例说明

小组1

小组2

小组2

任务：多快好省的创作一个EVP Message

小组3

小组4