招募系列Staffing

Series

模塊一：人才吸引及雇主品牌Module

1:

Talent

Attraction

&

Employer

Branding

招募系列StaffingSeries 模塊一：人才吸引及雇1?

品牌管理基本概念?

雇主品牌?

職業(yè)價(jià)值定位?

EVP開(kāi)發(fā)過(guò)程?

溝通Branding

FundamentalsEmployer

BrandEmployee

Value

Proposition

(EVP)EVP

Development

ProcessCommunications?品牌管理基本概念BrandingFundament2品牌管理基本概念

Branding

FundamentalsBrand

communicationDrives

awareness

and

consideration品牌溝通引起品牌的認(rèn)識(shí)及消費(fèi)者的興趣品牌管理基本概念BrandingFundamentals3品牌管理基本概念

Branding

Fundamentals品牌區(qū)別引導(dǎo)選擇Promises

UPLIFT

提神

Sporty

運(yùn)動(dòng)

Energetic

活力

Male

男性Promises

CLEANSING

凈化

Healthy

健康

Calm

寧?kù)o

Female

女性Brand

differentiationDrives

choice品牌管理基本概念BrandingFundamentals4品牌管理基本概念

Branding

Fundamentals品牌穩(wěn)定性建立對(duì)品牌的信任及使用

可靠,

品牌經(jīng)驗(yàn)Reliable,

‘on-brand’

EXPERIENCEBrand

consistencyDrives

trust,

loyalty

and

advocacy品牌管理基本概念BrandingFundamentals5人才的競(jìng)爭(zhēng)與消費(fèi)者的競(jìng)爭(zhēng)沒(méi)有什么不同我們必須清楚是什么讓我們與其他雇主的”不同”

Competing

for

talent

is

no

different

from

competing

forconsumers

–

we

need

to

be

clear

about

what

makes

usDifferent

from

other

employers人才的競(jìng)爭(zhēng)與消費(fèi)者的競(jìng)爭(zhēng)沒(méi)有什么不同我們必須清楚是什么讓我們6雇主品牌

Employer

Brand從員工和候選人來(lái)說(shuō)．．．雇主品牌涵蓋了雇主給予的一系列職能上，經(jīng)濟(jì)上，心理上可獲得的價(jià)值For

a

current

or

potential

employee

“describes

the

package

of

functional,Economic

and

Psychological

Benefitsprovided

by

employment

andIdentified

with

the

employing

company”.雇主品牌EmployerBrand從員工和候選人來(lái)說(shuō)．．7公司認(rèn)識(shí)度

COMPANY

AWARENESS

熟悉度

EVPFAMILIARITY

接受度

EVPRECEPTIVITY雇主品牌

Employment

Branding

品牌強(qiáng)度EMPLOYMENT

BRAND

STRENGTH

Source

:

China

HR

Executive

Board

(CHREB)公司認(rèn)識(shí)度 熟悉度 接受度雇主品牌EmploymentB8EVP經(jīng)濟(jì)回報(bào)

Rewards單位的人員People

機(jī)會(huì)Opportunity工作及工作環(huán)境Work雇主品牌強(qiáng)度Employment

Brand

Strength

企業(yè)單位Organization

Source

:

China

HR

Executive

Board

(CHREB)EVP經(jīng)濟(jì)回報(bào)單位的人員 機(jī)會(huì)工作及工作環(huán)境雇主品牌強(qiáng)度Em9強(qiáng)大的雇主品牌

A

Strong

Employer

Brand

品牌溝通

Brand

Communication

品牌區(qū)別

Brand

Differentiation品牌一致性BrandConsistency

可引導(dǎo)候選人的優(yōu)先考慮

Drive

Awareness

and

Consideration

as

a

potential

employer

可影響選擇,偏愛(ài)與忠誠(chéng)度

Drive

Preference

&

Loyalty

vs.

potential

employer可強(qiáng)化敬業(yè)度，績(jī)效與人才保留Drive

Employee

Engagement,Performance

&

Retention

廣告

Recruitment

Advertising

清晰鮮明的承諾

Clear

&

Distinctive

Promise傳達(dá)承諾DeliveringYour

Promise強(qiáng)大的雇主品牌AStrongEmployerBra10職業(yè)價(jià)值定位

Employee

Value

Proposition

(EVP)defines

the

Distinctive

Brand

Benefitsa

company

offer

to

employees

and

potential

candidate定義為雇主提供給員工及候選人一些

獨(dú)特的品牌價(jià)值職業(yè)價(jià)值定位EmployeeValueProposit11“To

help

people

and

businesses

throughout

the

world

realize

their

full

potential”

Core

EVP

PositioningYour

Potential,

Our

PassionCore

EVP

Positioning

In

touchwith

people

and

ideas

Igniting

yourpotentialEnabling

you

tosucceed職業(yè)價(jià)值定位

Employee

Value

Proposition

(EVP)

“Touching

lives,

Improving

life”“Tohelppeopleandbusinesses12什么是成功的EVPSuccessful

EVP

elements?

可實(shí)現(xiàn)的，有雄心的?

與產(chǎn)品品牌/業(yè)務(wù)一致?

可信的?

與眾不同的?

有魅力的/有活力的?

靈活的Achievable

aspirationalBrand/Business

alignmentCredibleDistinctiveEngaging/energizingFlexible什么是成功的EVPSuccessfulEVPelemen13

品牌區(qū)別Brand

Differentiation

通過(guò)雇主提供的”價(jià)值”

實(shí)現(xiàn)品牌區(qū)別Differentiating

with

our

Employee

Value

Proposition

(EVP)可影響選擇,偏愛(ài)與忠誠(chéng)度Drive

Preference

&

Loyaltyvs.

potential

employer清晰鮮明的承諾Clear

&

DistinctivePromise 品牌區(qū)別 通過(guò)雇主提供的”價(jià)值”實(shí)現(xiàn)品牌區(qū)別可影響選擇,14EVP開(kāi)發(fā)過(guò)程

EVP

Development

Process建立品牌insight的平臺(tái)Building

A

brand

insight

platform

–

強(qiáng)大的雇主的特質(zhì)建立在強(qiáng)大的insights上

Powerful

attributes

built

on

powerful

insights

–

同時(shí)使用由內(nèi)而外，由外至內(nèi)的調(diào)研方法

Inside-out

as

well

as

outside-in

–

同時(shí)反映業(yè)務(wù)與人才兩方面的需求與雄心

Reflecting

the

needs

and

aspirations

of

both

business

and

the

talent

you

need

to

succeedEVP開(kāi)發(fā)過(guò)程EVPDevelopmentProc15組織內(nèi)部的

Insights

(inside-out)?

公司的發(fā)展策略?

產(chǎn)品品牌?

核心價(jià)值?

文化/個(gè)性?

敬業(yè)樂(lè)業(yè)的驅(qū)動(dòng)力符合公司發(fā)展風(fēng)格與品牌一致廣泛認(rèn)同獨(dú)特工作氛圍正面積極的工作體驗(yàn)公司導(dǎo)向員工導(dǎo)向組織內(nèi)部的Insights(inside-out)?16外部調(diào)研（outside-in）?

行業(yè)的形象?

雇主的形象?

競(jìng)爭(zhēng)定位?

吸引力?

人力池行業(yè)的范圍關(guān)聯(lián)知名度現(xiàn)狀誰(shuí)是基準(zhǔn)目標(biāo)目標(biāo)人群的需求人力池現(xiàn)狀雇主形象人力池外部調(diào)研（outside-in）?行業(yè)的形象行業(yè)的范圍17從招募到雇主品牌推廣From

Recruitment

to

Branding?

更關(guān)注作為雇主的特性而不只是一個(gè)工作機(jī)會(huì)?

與眾不同的品牌建設(shè)與信息傳遞而不是只招募信息?

在所有渠道中一致的傳遞?

提升職業(yè)發(fā)展網(wǎng)站地位,作為向候選人展示雇主形象的“櫥窗”?

更關(guān)注整個(gè)招募過(guò)程所有的touch

point

,而不僅僅是單向的

溝通?

與公司/產(chǎn)品的品牌保持高度一致從招募到雇主品牌推廣FromRecruitmentto18在所有渠道中一致的傳遞在所有渠道中一致的傳遞19

品牌溝通Brand

Communication可引導(dǎo)候選人的優(yōu)先考慮Drive

Awareness

and

Considerationas

a

potential

employer廣告RecruitmentAdvertising 品牌溝通可引導(dǎo)候選人的優(yōu)先考慮廣告20案例-口號(hào)

Example-Slogan案例-口號(hào)Example-Slogan21案例-主視覺(jué)創(chuàng)意

Example-Key

Visual案例-主視覺(jué)創(chuàng)意Example-KeyVisual22與眾不同

脫穎而出

Differentiation與眾不同脫穎而出Differentiation23從EVP到溝通

From

EVP

to

CommunicationDon

Tapscott–Author

of

‘Macrowikinomics’“if

you’re

going

to

be

naked,you’d

better

be

buff”從EVP到溝通FromEVPtoCommuni24強(qiáng)大的雇主品牌

A

Strong

Employer

Brand

Internal

對(duì)內(nèi)

Drive

EmployeeEngagement

員工的敬業(yè)樂(lè)業(yè)

External

對(duì)外

Drive

Employer

Attraction企業(yè)對(duì)外的吸引力強(qiáng)大的雇主品牌AStrongEmployerBran25溝通渠道—社交媒體Communication

Channel-Social

Media溝通渠道—社交媒體CommunicationChannel26職業(yè)發(fā)展網(wǎng)站

Career

Website職業(yè)發(fā)展網(wǎng)站CareerWebsite27職業(yè)發(fā)展網(wǎng)站

Career

Website職業(yè)發(fā)展網(wǎng)站CareerWebsite28典型示范

Best

Story

to

Tell典型示范BestStorytoTell29發(fā)現(xiàn)品牌的旅程

Journey

of

A

brand

discovery發(fā)現(xiàn)品牌的旅程JourneyofAbrandd30溝通的變革

廣播Broadcast

互動(dòng)Interactive

社交Social溝通的變革 廣播 互動(dòng) 社交31?

如何吸引人才？?

How

to

attracting

talent??如何吸引人才？?Howtoattracting32招募系列Staffing

Series

模塊一：人才吸引及雇主品牌Module

1:

Talent

Attraction

&

Employer

Branding

招募系列StaffingSeries 模塊一：人才吸引及雇33?

品牌管理基本概念?

雇主品牌?

職業(yè)價(jià)值定位?

EVP開(kāi)發(fā)過(guò)程?

溝通Branding

FundamentalsEmployer

BrandEmployee

Value

Proposition

(EVP)EVP

Development

ProcessCommunications?品牌管理基本概念BrandingFundament34品牌管理基本概念

Branding

FundamentalsBrand

communicationDrives

awareness

and

consideration品牌溝通引起品牌的認(rèn)識(shí)及消費(fèi)者的興趣品牌管理基本概念BrandingFundamentals35品牌管理基本概念

Branding

Fundamentals品牌區(qū)別引導(dǎo)選擇Promises

UPLIFT

提神

Sporty

運(yùn)動(dòng)

Energetic

活力

Male

男性Promises

CLEANSING

凈化

Healthy

健康

Calm

寧?kù)o

Female

女性Brand

differentiationDrives

choice品牌管理基本概念BrandingFundamentals36品牌管理基本概念

Branding

Fundamentals品牌穩(wěn)定性建立對(duì)品牌的信任及使用

可靠,

品牌經(jīng)驗(yàn)Reliable,

‘on-brand’

EXPERIENCEBrand

consistencyDrives

trust,

loyalty

and

advocacy品牌管理基本概念BrandingFundamentals37人才的競(jìng)爭(zhēng)與消費(fèi)者的競(jìng)爭(zhēng)沒(méi)有什么不同我們必須清楚是什么讓我們與其他雇主的”不同”

Competing

for

talent

is

no

different

from

competing

forconsumers

–

we

need

to

be

clear

about

what

makes

usDifferent

from

other

employers人才的競(jìng)爭(zhēng)與消費(fèi)者的競(jìng)爭(zhēng)沒(méi)有什么不同我們必須清楚是什么讓我們38雇主品牌

Employer

Brand從員工和候選人來(lái)說(shuō)．．．雇主品牌涵蓋了雇主給予的一系列職能上，經(jīng)濟(jì)上，心理上可獲得的價(jià)值For

a

current

or

potential

employee

“describes

the

package

of

functional,Economic

and

Psychological

Benefitsprovided

by

employment

andIdentified

with

the

employing

company”.雇主品牌EmployerBrand從員工和候選人來(lái)說(shuō)．．39公司認(rèn)識(shí)度

COMPANY

AWARENESS

熟悉度

EVPFAMILIARITY

接受度

EVPRECEPTIVITY雇主品牌

Employment

Branding

品牌強(qiáng)度EMPLOYMENT

BRAND

STRENGTH

Source

:

China

HR

Executive

Board

(CHREB)公司認(rèn)識(shí)度 熟悉度 接受度雇主品牌EmploymentB40EVP經(jīng)濟(jì)回報(bào)

Rewards單位的人員People

機(jī)會(huì)Opportunity工作及工作環(huán)境Work雇主品牌強(qiáng)度Employment

Brand

Strength

企業(yè)單位Organization

Source

:

China

HR

Executive

Board

(CHREB)EVP經(jīng)濟(jì)回報(bào)單位的人員 機(jī)會(huì)工作及工作環(huán)境雇主品牌強(qiáng)度Em41強(qiáng)大的雇主品牌

A

Strong

Employer

Brand

品牌溝通

Brand

Communication

品牌區(qū)別

Brand

Differentiation品牌一致性BrandConsistency

可引導(dǎo)候選人的優(yōu)先考慮

Drive

Awareness

and

Consideration

as

a

potential

employer

可影響選擇,偏愛(ài)與忠誠(chéng)度

Drive

Preference

&

Loyalty

vs.

potential

employer可強(qiáng)化敬業(yè)度，績(jī)效與人才保留Drive

Employee

Engagement,Performance

&

Retention

廣告

Recruitment

Advertising

清晰鮮明的承諾

Clear

&

Distinctive

Promise傳達(dá)承諾DeliveringYour

Promise強(qiáng)大的雇主品牌AStrongEmployerBra42職業(yè)價(jià)值定位

Employee

Value

Proposition

(EVP)defines

the

Distinctive

Brand

Benefitsa

company

offer

to

employees

and

potential

candidate定義為雇主提供給員工及候選人一些

獨(dú)特的品牌價(jià)值職業(yè)價(jià)值定位EmployeeValueProposit43“To

help

people

and

businesses

throughout

the

world

realize

their

full

potential”

Core

EVP

PositioningYour

Potential,

Our

PassionCore

EVP

Positioning

In

touchwith

people

and

ideas

Igniting

yourpotentialEnabling

you

tosucceed職業(yè)價(jià)值定位

Employee

Value

Proposition

(EVP)

“Touching

lives,

Improving

life”“Tohelppeopleandbusinesses44什么是成功的EVPSuccessful

EVP

elements?

可實(shí)現(xiàn)的，有雄心的?

與產(chǎn)品品牌/業(yè)務(wù)一致?

可信的?

與眾不同的?

有魅力的/有活力的?

靈活的Achievable

aspirationalBrand/Business

alignmentCredibleDistinctiveEngaging/energizingFlexible什么是成功的EVPSuccessfulEVPelemen45

品牌區(qū)別Brand

Differentiation

通過(guò)雇主提供的”價(jià)值”

實(shí)現(xiàn)品牌區(qū)別Differentiating

with

our

Employee

Value

Proposition

(EVP)可影響選擇,偏愛(ài)與忠誠(chéng)度Drive

Preference

&

Loyaltyvs.

potential

employer清晰鮮明的承諾Clear

&

DistinctivePromise 品牌區(qū)別 通過(guò)雇主提供的”價(jià)值”實(shí)現(xiàn)品牌區(qū)別可影響選擇,46EVP開(kāi)發(fā)過(guò)程

EVP

Development

Process建立品牌insight的平臺(tái)Building

A

brand

insight

platform

–

強(qiáng)大的雇主的特質(zhì)建立在強(qiáng)大的insights上

Powerful

attributes

built

on

powerful

insights

–

同時(shí)使用由內(nèi)而外，由外至內(nèi)的調(diào)研方法

Inside-out

as

well

as

outside-in

–

同時(shí)反映業(yè)務(wù)與人才兩方面的需求與雄心

Reflecting

the

needs

and

aspirations

of

both

business

and

the

talent

you

need

to

succeedEVP開(kāi)發(fā)過(guò)程EVPDevelopmentProc47組織內(nèi)部的

Insights

(inside-out)?

公司的發(fā)展策略?

產(chǎn)品品牌?

核心價(jià)值?

文化/個(gè)性?

敬業(yè)樂(lè)業(yè)的驅(qū)動(dòng)力符合公司發(fā)展風(fēng)格與品牌一致廣泛認(rèn)同獨(dú)特工作氛圍正面積極的工作體驗(yàn)公司導(dǎo)向員工導(dǎo)向組織內(nèi)部的Insights(inside-out)?48外部調(diào)研（outside-in）?

行業(yè)的形象?

雇主的形象?

競(jìng)爭(zhēng)定位?

吸引力?

人力池行業(yè)的范圍關(guān)聯(lián)知名度現(xiàn)狀誰(shuí)是基準(zhǔn)目標(biāo)目標(biāo)人群的需求人力池現(xiàn)狀雇主形象人力池外部調(diào)研（outside-in）?行業(yè)的形象行業(yè)的范圍49從招募到雇主品牌推廣From

Recruitment

to

Branding?

更關(guān)注作為雇主的特性而不只是一個(gè)工作機(jī)會(huì)?

與眾不同的品牌建設(shè)與信息傳遞而不是只招募信息?

在所有渠道中一致的傳遞?

提升職業(yè)發(fā)展網(wǎng)站地位,作為向候選人展示雇主形象的“櫥窗”?

更關(guān)注整個(gè)招募過(guò)程所有的touch

point

,而不僅僅是單向的

溝通?

與公司/產(chǎn)品的品牌保持高度一致從招募到雇主品牌推廣FromRecruitmentto50在所有渠道中一致的傳遞在所有渠道中一致的傳遞51

品牌溝通Brand

Communication可引導(dǎo)候選人的優(yōu)先