社交化招聘和雇主品牌营销主题课件二

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/HOW06、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！Research CreativeResearchCreative CommunicationCommunication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创意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传播推广内部/外部社招人群校招人群内部推广方面Engagement surveyEmployee Referral ProgramOnboarding Program外部推广方面Social Media FootprintJob Board (包括行业网站等）AdsEB Sales ToolkitCampus 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）EB和EVP以及EVP Message的获取逻辑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Employee Focus Groups + ViewpointSurveyCurrent experience Needs and aspirationsCompetitive AnalysisIndustry Competitor mappingEmployment market view Leadership InterviewsAspirationsBusiness contextExternal Focus GroupsAttraction driversExternal Ford reputationTarget BU Target Levels Target FunctionsFMC福特亚太总部•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewFCO福特汽车（中国）有限公司•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewFMRE福特汽车工程研究（南京）有限公司•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewFORDCREDIT福特汽车金融（中国）有限公司•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewCFMA长安福特汽车有限公司•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewCFME长安福特马自达发动机有限公司•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewJIANGLING江铃汽车股份有限公司•Senior Executives•General Employees•Sales &Marketing•R&DLeadership viewEmployee ViewEVP Internal ResearchLeadership 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 ResearchCandidate 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 ResearchCompetitor EVP Message MappingFor competitor EVP messageFor example: mapping, we will help to chose3-5 employers in Ford industry,To observe each employersbased on the externalmanifestation, take research indesign, content, voice,consistency this four dimension.And analysis during Careerdevelopment, Compensation&Rewards, Leadership, Training,Corporate Social Responsibility,Culture, People theseinformation, We will come to aconclusion for Ford employerbrand’s selling point.EVP Slogan ProposalA 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 exampleEVP 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 partnersEVP 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 participantCompetitor EVP Message MappingEVP 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 EVPFord EVP Communication Visual ToolkitEmployer Brand Soft Launch/Design EngageDistracting Conservative AdventurousFronts are typical, images tendto be inset as rectangles A distinct hierarchy of visual andcopy elements exists.No hierarchy of content exists. Just long paragraphs of text. resulting in message confusion.Concept-based approach.Type and images areintegrated based on objective.Information-based approach,heavily grid-oriented, relyingprimarily on vertical and horizontalalignment.Consistency Strategic TacticalUnifiedDisconnectedVariety of mediums points tothe same set of beliefs,creative concepts and textualthemes.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 varietyof attributes, creative conceptsand textual themes Consistently connected less tothe whole big picture.Content Candidate focus Company focus About the workAbout the success Speaks to the focus of the organization froma 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 opportunityAddresses professional advancement, financial security, and policies and programs designed to affect employees success Speaks to the type of work done and the way inwhich it is accomplished including companyculture influence Addresses achievements of theorganization such as size, scope andhistory.Concept impression -Ford VS CompetitorVoiceEmotiveRationalActivePassiveClaim Being a good choice of employer without proof points. Brief introduction without data or functional supportsProvide 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 interrogatoriesthat 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 cleardiagram helps people to better understand career path. Psychological and self-expressive information that allows the market to relate and become motivatedConcept impression -Ford VS CompetitorDesign Consistency Content Voice★★★☆☆★★★☆☆★★☆☆☆★★☆☆☆★★★☆☆★★★★☆★★★☆☆★★★☆☆★★★☆☆★★★★☆★☆☆☆☆★☆☆☆☆★☆☆☆☆★☆☆☆☆★★☆☆☆★★★☆☆★★★★☆★★★☆☆★★★★☆★★★★☆★★★★★★★★★☆★★★★☆★★★★☆★★★★★CareerdevelopmentTraining Culture PeopleCareer development Compensation&RewardsLeadership Culture PeopleLeadership CultureCareer development Compensation&RewardsLeadership TrainingCorporate SocialResponsibilityCultureCareer development Compensation&Rewards Leadership TrainingCorporate SocialResponsibility Culture PeopleInternal communicationExternal communicationObjectivesChallengesApproaches•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 marketApproach 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.AwarenessConsiderationConversionAcceptanceOn-boardingGeneral Internal & External Communication ApproachMain 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 T emplate •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/HRAwarenessConsiderationConversionAcceptanceOn-boardingCreative/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)案例说明EVP：The Power Of Big, And Small——大与小的力量Mondelēz International supports bigthinking,in all its forms. One way tocelebrate that belief could be to invitesome seriously big thinkers on collegecampuses to a unique event. The floorcould be opened up for anyone with anidea —big, small, or otherwise —toshare it with the audience.However, each of our speakers wouldhave just 60 seconds to explain their ideain full. People could build on each other’sideas, or propose an original idea of theirown. The event would become a collage ofbig, innovative thinking —all moving at theintense, hyper-speed of small. So bring thebest idea you’ve got, because it just mightbe your ticket to a new career.默沙东(MSD)案例说明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。