人才吸引及雇主品牌讲义.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 第一页，共三十三页。 ? 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 FundamentalsEmployer BrandEmployee Value Proposition (EVP)EVP Development ProcessCommunications第二页，共三十三页。 品牌管理基本概念 Branding FundamentalsBrand communicationDrives awareness and consideration品牌沟通引起品牌的认识及消费者的兴趣第三页，共三十三页。 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 differentiationDrives choice第四页，共三十三页。 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’ EXPERIENCEBrand consistencyDrives trust, loyalty and advocacy第五页，共三十三页。 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 forconsumers – we need to be clear about what makes usDifferent from other employers第六页，共三十三页。 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 Benefitsprovided by employment andIdentified with the employing company”.第七页，共三十三页。 公司认识度 COMPANY AWARENESS 熟悉度 EVPFAMILIARITY 接受度 EVPRECEPTIVITY雇主品牌 Employment Branding 品牌强度EMPLOYMENT BRAND STRENGTH Source : China HR Executive Board (CHREB)第八页，共三十三页。 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)第九页，共三十三页。 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BrandConsistency 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DeliveringYour Promise第十页，共三十三页。 职业价值定位 Employee Value Proposition (EVP)defines?the?Distinctive?Brand?Benefitsa?company?offer?to?employees and?potential?candidate定义为雇主