13HRCollege-招募系统模块一-人才吸引及雇主品牌讲.ppt

招募系列,StaffingSeries,模块一：人才吸引及雇主品牌Module1:TalentAttraction&EmployerBranding,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,BrandingFundamentalsEmployerBrandEmployeeValueProposition(EVP)EVPDevelopmentProcessCommunications,品牌管理基本概念BrandingFundamentals,BrandcommunicationDrivesawarenessandconsideration,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BrandingFundamentals,品牌区别引导选择,PromisesUPLIFT提神Sporty运动Energetic活力Male男性,PromisesCLEANSING净化Healthy健康Calm宁静Female女性,BranddifferentiationDriveschoice,品牌管理基本概念BrandingFundamentals,品牌稳定性建立对品牌的信任及使用,可靠,品牌经验Reliable,on-brandEXPERIENCE,BrandconsistencyDrivestrust,loyaltyandadvocacy,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”,Competingfortalentisnodifferentfromcompetingforconsumersweneedtobeclearaboutwhatmakesus,Differentfromotheremployers,雇主品牌EmployerBrand,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,Foracurrentorpotentialemployee,“describesthepackageoffunctional,EconomicandPsychologicalBenefits,providedbyemploymentand,Identifiedwiththeemployingcompany”.,公司认识度COMPANYAWARENESS,熟悉度EVPFAMILIARITY,接受度EVPRECEPTIVITY,雇主品牌EmploymentBranding,品牌强度EMPLOYMENTBRANDSTRENGTHSource:ChinaHRExecutiveBoard(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,EmploymentBrandStrength,企业单位OrganizationSource:ChinaHRExecutiveBoard(CHREB),强大的雇主品牌AStrongEmployerBrand,品牌沟通BrandCommunication品牌区别BrandDifferentiation品牌一致性BrandConsistency,可引导候选人的优先考虑DriveAwarenessandConsiderationasapotentialemployer可影响选择,偏爱与忠诚度DrivePreference&Loyaltyvs.potentialemployer可强化敬业度，绩效与人才保留DriveEmployeeEngagement,Performance&Retention,广告RecruitmentAdvertising清晰鲜明的承诺Clear&DistinctivePromise传达承诺DeliveringYourPromise,职业价值定位EmployeeValueProposition(EVP),definestheDistinctiveBrandBenefits,acompanyoffertoemployeesandpotential,candidate,定义为雇主提供给员工及候选人,一些独特的品牌价值,“Tohelppeopleandbusinessesthroughouttheworldrealizetheirfullpotential”CoreEVPPositioning,YourPotential,OurPassion,CoreEVPPositioning,Intouchwithpeopleandideas,Ignitingyourpotential,Enablingyoutosucceed,职业价值定位EmployeeValueProposition(EVP)“Touchinglives,Improvinglife”,什么是成功的EVP,SuccessfulEVPelements,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,AchievableaspirationalBrand/BusinessalignmentCredibleDistinctiveEngaging/energizingFlexible,品牌区别BrandDifferentiation,通过雇主提供的”价值”实现品牌区别DifferentiatingwithourEmployeeValueProposition(EVP),可影响选择,偏爱与忠诚度DrivePreference&Loyaltyvs.potentialemployer,清晰鲜明的承诺Clear&DistinctivePromise,EVP开发过程EVPDevelopmentProcess,建立品牌insight的平台BuildingAbrandinsightplatform强大的雇主的特质建立在强大的insights上Powerfulattributesbuiltonpowerfulinsights同时使用由内而外，由外至内的调研方法Inside-outaswellasoutside-in同时反映业务与人才两方面的需求与雄心Reflectingtheneedsandaspirationsofbothbusinessandthetalentyouneedtosucceed,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FromRecruitmenttoBranding,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touchpoint,而不仅仅是单向的沟通与公司/产品的品牌保持高度一致,在所有渠道中一致的传递,品牌沟通BrandCommunication,可引导候选人的优先考虑DriveAwarenessandConsiderationasapotentialemployer,广告RecruitmentAdvertising,案例-口号Example-Slogan,案例-主视觉创意Example-KeyVisual,与众不同脱颖而出Differentiation,从EVP到沟通FromEVPtoCommunication,DonTapscottAuthorofMacrowikinomics,“ifyouregoingtobenaked,youdbetterbebuff”,强大的雇主品牌AStrongEmployerBrand,Internal对内DriveEmployeeEngagement员工的敬业乐业,External对外DriveEmployerAttraction企业对外的吸引力,沟通渠道社交媒体,CommunicationChann