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1、招募系列,Staffing Series,模块一：人才吸引及雇主品牌 Module 1: Talent Attraction & Employer Branding, 品牌管理基本概念 雇主品牌 职业价值定位 EVP开发过程 沟通,Branding Fundamentals Employer Brand Employee Value Proposition (EVP) EVP Development Process Communications,品牌管理基本概念 Branding Fundamentals,Brand communication Drives awareness and con
2、sideration,品牌沟通 引起品牌的认识及消费者的兴趣,品牌管理基本概念 Branding Fundamentals,品牌区别 引导选择,Promises UPLIFT 提神 Sporty 运动 Energetic 活力 Male 男性,Promises CLEANSING 净化 Healthy 健康 Calm 宁静 Female 女性,Brand differentiation Drives choice,品牌管理基本概念 Branding Fundamentals,品牌稳定性 建立对品牌的信任及使用,可靠, 品牌经验 Reliable, on-brand EXPERIENCE,Bra
3、nd consistency Drives trust, loyalty and advocacy,人才的竞争与消费者的竞争没有什么不同,我们必须清楚是什么让我们与其他雇主的”不同”,Competing for talent is no different from competing for consumers we need to be clear about what makes us,Different from other employers,雇主品牌 Employer Brand,从员工和候选人来说,雇主品牌涵盖了雇主给予的一系列职能上，,经济上，心理上可获得的价值,For a c
4、urrent or potential employee,“describes the package of functional, Economic and Psychological Benefits,provided by employment and,Identified with the employing company”.,公司认识度 COMPANY AWARENESS,熟悉度 EVP FAMILIARITY,接受度 EVP RECEPTIVITY,雇主品牌 Employment Branding,品牌强度 EMPLOYMENT BRAND STRENGTH Source : C
5、hina HR Executive Board (CHREB),EVP,经济回报 Rewards,单位的人员 People,机会 Opportunity,工作及工作环境 Work,雇主品牌强度,Employment Brand Strength,企业单位 Organization Source : China HR Executive Board (CHREB),强大的雇主品牌 A Strong Employer Brand,品牌沟通 Brand Communication 品牌区别 Brand Differentiation 品牌一致性 Brand Consistency,可引导候选人的优先
6、考虑 Drive Awareness and Consideration as a potential employer 可影响选择,偏爱与忠诚度 Drive Preference & Loyalty vs. potential employer 可强化敬业度，绩效与人才保 留Drive Employee Engagement, Performance & Retention,广告 Recruitment Advertising 清晰鲜明的承诺 Clear & Distinctive Promise 传达承诺 Delivering Your Promise,职业价值定位 Employee Va
7、lue Proposition (EVP),definestheDistinctiveBrandBenefits,acompanyoffertoemployees andpotential,candidate,定义为雇主提供给员工及候选人,一些 独特的品牌价值,“To help people and businesses throughout the world realize their full potential” Core EVP Positioning,Your Potential, Our Passion,Core EVP Positioning,In touch with peo
8、ple and ideas,Igniting your potential,Enabling you to succeed,职业价值定位 Employee Value Proposition (EVP) “Touching lives, Improving life”,什么是成功的EVP,Successful EVP elements, 可实现的，有雄心的 与产品品牌/业务一致 可信的 与众不同的 有魅力的/有活力的 灵活的,Achievable aspirational Brand/Business alignment Credible Distinctive Engaging/energi
9、zing Flexible,品牌区别 Brand Differentiation,通过雇主提供的”价值” 实现品牌区别 Differentiating with our Employee Value Proposition (EVP),可影响选择,偏爱与忠诚度 Drive Preference & Loyalty vs. potential employer,清晰鲜明的承诺 Clear & Distinctive Promise,EVP开发过程 EVP Development Process,建立品牌insight的平台 Building A brand insight platform 强大
10、的雇主的特质建立在强大的insights上 Powerful attributes built on powerful insights 同时使用由内而外，由外至内的调研方法 Inside-out as well as outside-in 同时反映业务与人才两方面的需求与雄心 Reflecting the needs and aspirations of both business and the talent you need to succeed,组织内部的 Insights (inside-out), 公司的发展策略, 产品品牌, 核心价值, 文化/个性, 敬业乐业的驱动力,符合公司发
11、展,风格与品牌一致,广泛认同,独特工作氛围,正面积极的工作体验,公司导向,员工导向,外部调研（outside-in）, 行业的形象 雇主的形象 竞争定位 吸引力 人力池,行业的范围关联 知名度现状 谁是基准目标 目标人群的需求 人力池现状,雇主形象,人力池,从招募到雇主品牌推广From Recruitment to Branding, 更关注作为雇主的特性而不只是一个工作机会 与众不同的品牌建设与信息传递而不是只招募信息 在所有渠道中一致的传递 提升职业发展网站地位,作为向候选人展示雇主形象的“橱窗” 更关注整个招募过程所有的touch point ,而不仅仅是单向的 沟通 与公司/产品的品牌
12、保持高度一致,在所有渠道中一致的传递,品牌沟通 Brand Communication,可引导候选人的优先考虑 Drive Awareness and Consideration as a potential employer,广告 Recruitment Advertising,案例-口号 Example-Slogan,案例-主视觉创意 Example-Key Visual,与众不同 脱颖而出 Differentiation,从EVP到沟通 From EVP to Communication,Don TapscottAuthor of Macrowikinomics,“if youre go
13、ing to be naked,youd better be buff”,强大的雇主品牌 A Strong Employer Brand,Internal 对内 Drive Employee Engagement 员工的敬业乐业,External 对外 Drive Employer Attraction 企业对外的吸引力,沟通渠道社交媒体,Communication Channel-Social Media,职业发展网站 Career Website,职业发展网站 Career Website,典型示范 Best Story to Tell,发现品牌的旅程 Journey of A brand discovery,沟通的变革,广播 Broadcast,互动 Interactive,社交 Social, 如何吸引人才？, How to attracting talent?,
