13hrcollege-招募系统模块一-人才吸引跟雇主品牌讲资料.pptVIP

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 consideration 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 Brand 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 current 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 : China 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 Value Proposition (EVP) defines the Distinctive Brand Benefits a company offer to employees and potential  candidate 定