最佳雇主品牌實踐獎

2022雇主品牌創(chuàng)意大賽最佳雇主品牌實踐獎作品展映

New Balance

雇主品牌實踐項目簡介：

圍繞New Belance的EVP，創(chuàng)作并運營了一整套關于雇主品牌體驗的線上線下體驗。

項目創(chuàng)意與內(nèi)容：

      EVP的價值主張：

       NB通行，綻放自己 尊重個性/關注成長與幸福/助你實現(xiàn)自我/邀你驅(qū)動世界

       雇主品牌實踐策略：

       將品牌理念與雇主品牌理念深度結(jié)合，彼此借力，提升員工的雇主品牌忠誠度

       創(chuàng)意闡述：

       將品牌理念與雇主品牌理念深度結(jié)合，彼此借力，提升員工的雇主品牌忠誠度

營銷傳播：

       實踐傳播的對象：

       內(nèi)部員工與潛在候選人

       推廣方式及手段：

       O2O結(jié)合

百特中國

雇主品牌實踐項目簡介：

項目名稱：This is Where You Matters!

      Our employer brand have Creative Expression ：“THIS IS WHERE…”.The headline structure is designed to provide consistency with the opportunity to tailor messages for different audiences. Our Employer Value Proposition (EVP) touches every moment of the Employee Lifecycle, and it is the “l(fā)iving, breathing experience” of #LifeAtBaxter. Meanwhile, there is clear differentiation between Employer Brand and Corporate Brand. And it’s based on the sentiment, feedback, and real experiences of our colleagues from around the globe.There is three goals in our Employer Brand:1. Build a holistic employer brand to support talent   attraction strategy2. Develop differentiated messaging and creative to bring   the brand to life3. Increase awareness of who Baxter is and what the company doesTo achieve the above three goals, we deliver a more human deal both to candidates and employees from three EVP Levers:

       1. Attract

       2. Engage

       3. Convert

項目創(chuàng)意與內(nèi)容：

      EVP的價值主張

Our Employer Value Proposition (EVP) touches every moment of the Employee Lifecycle,and it is the “l(fā)iving, breathing experience” of #LifeAtBaxter. We have clear EVP definitions: 1. Our employer brand is our reputation as an employer, both internally and externally. 2. Employer branding is the process of connecting withemployees and candidates on an emotional level to attract, engage, and retain diverse talent. 3. Our EVP (Employer Value Proposition) is the promise we make topeople who work here in exchange for their talent, energy and time.

       雇主品牌實踐策略

we have clear Employer Brand Goals to guide our implementation : 1. Build a holistic employer brand to support talent attraction strategy 2. Develop differentiated messaging and creative to bring the brand to life 3. Increase awareness of who Baxter is and what the company does To achieve the above goals, deliver clearEVP with more human deal both to candidates and employees from three EVP Levers:Attract,Engage and Convert.

        雇主品牌實踐背景

Make our employer brand "THIS IS WHERE..."reach more people, Increase awareness of who Baxter is and what the company does through diversified employerbrand expression.

        創(chuàng)意闡述

To deliver a more human deal both to candidates and employees from 3 levers:Attract, Engage and Convert to achieve the 3 goals as below:

Build a holistic employer brand to support talent attraction strategy

Develop differentiated messaging and creative to bring the brand to life

Increase awareness of who Baxteris and what the company does.

ITG國貿(mào)股份

雇主品牌實踐項目簡介：

       該項目具有兩個方面的核心內(nèi)容。其一，國貿(mào)股份持續(xù)創(chuàng)造新價值，以“大企業(yè)”的定位不斷提升核心競爭力，同時強化企業(yè)內(nèi)部員工的凝聚力與向心力。其二，國貿(mào)股份以“大舞臺、大學校、大家園”定義自身的組織角色，以與員工“共享事業(yè)發(fā)展機遇、持續(xù)高速同向成長、享受優(yōu)質(zhì)美好生活”為出發(fā)點，通過充分的員工激勵、完善的培訓體系與全面的關懷保障，持續(xù)傳播雇主價值主張、落實雇主品牌實踐，為員工打造卓越的職場體驗。

項目創(chuàng)意與內(nèi)容：

       EVP的價值主張

       打造企業(yè)與員工彼此成就的優(yōu)質(zhì)職場

       雇主品牌實踐策略

       國貿(mào)股份雇主品牌的實踐策略主要包含以下四個方面：

（1）大企業(yè)：公司聚焦兩大核心主業(yè)，積極拓展戰(zhàn)略新興業(yè)務，通過創(chuàng)新與變革實現(xiàn)持續(xù)性發(fā)展；

（2）大舞臺：通過打造科學的管理系統(tǒng)，并搭建完善的職業(yè)發(fā)展路徑，讓員工擁有多樣化的表現(xiàn)空間，能更好的實現(xiàn)個人價值和事業(yè)理想；

（3）大學校：以無界數(shù)字化為支撐，構(gòu)建縱向階梯式“銳”計劃與橫向多維度“菁”相結(jié)合的培訓體系，促進員工快速成長；

（4）大家園：公司致力于營造溫馨健康的工作氛圍，為員工提供食、住、行、醫(yī)等全方面的生活保障。

      雇主品牌實踐背景

       廈門國貿(mào)集團股份有限公司現(xiàn)已成長為《財富》世界500強國貿(mào)控股集團的核心成員企業(yè)，公司連續(xù)多年上榜全球上市公司2000強、中國上市公司50強、亞洲品牌500強，公司業(yè)績持續(xù)穩(wěn)健增長。為不斷推進公司可持續(xù)發(fā)展，本項目致力于打造成就員工非凡事業(yè)的大舞臺、促進員工持續(xù)成長的大學校與引領員工優(yōu)質(zhì)生活的大家園。

       創(chuàng)意闡述

       國貿(mào)股份雇主品牌實踐具有兩大創(chuàng)新點，即理念創(chuàng)新與措施創(chuàng)新。理念創(chuàng)新主要體現(xiàn)在，項目強調(diào)公司與員工的共同成長與彼此成就，共享事業(yè)發(fā)展機遇，實現(xiàn)互利共贏。措施創(chuàng)新主要呈現(xiàn)于具體措施的日常性與細致性，公司通過“愛的十平方”母嬰室、健康驛站與綠色就醫(yī)通道等設施與服務，關注女性員工權(quán)益、員工亞健康問題、員工就醫(yī)權(quán)益等，展現(xiàn)“大家園”的關懷與友愛，增強公司員工認同感與凝聚力。