最佳雇主品牌实践奖

2022雇主品牌创意大赛最佳雇主品牌实践奖作品展映

New Balance

雇主品牌实践项目简介：

围绕New Belance的EVP，创作并运营了一整套关于雇主品牌体验的线上线下体验。

项目创意与内容：

      EVP的价值主张：

       NB通行，绽放自己 尊重个性/关注成长与幸福/助你实现自我/邀你驱动世界

       雇主品牌实践策略：

       将品牌理念与雇主品牌理念深度结合，彼此借力，提升员工的雇主品牌忠诚度

       创意阐述：

       将品牌理念与雇主品牌理念深度结合，彼此借力，提升员工的雇主品牌忠诚度

营销传播：

       实践传播的对象：

       内部员工与潜在候选人

       推广方式及手段：

       O2O结合

百特中国

雇主品牌实践项目简介：

项目名称：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 “living, 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

项目创意与内容：

      EVP的价值主张

Our Employer Value Proposition (EVP) touches every moment of the Employee Lifecycle,and it is the “living, 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.

       雇主品牌实践策略

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.

        雇主品牌实践背景

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.

        创意阐述

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国贸股份

雇主品牌实践项目简介：

       该项目具有两个方面的核心内容。其一，国贸股份持续创造新价值，以“大企业”的定位不断提升核心竞争力，同时强化企业内部员工的凝聚力与向心力。其二，国贸股份以“大舞台、大学校、大家园”定义自身的组织角色，以与员工“共享事业发展机遇、持续高速同向成长、享受优质美好生活”为出发点，通过充分的员工激励、完善的培训体系与全面的关怀保障，持续传播雇主价值主张、落实雇主品牌实践，为员工打造卓越的职场体验。

项目创意与内容：

       EVP的价值主张

       打造企业与员工彼此成就的优质职场

       雇主品牌实践策略

       国贸股份雇主品牌的实践策略主要包含以下四个方面：

（1）大企业：公司聚焦两大核心主业，积极拓展战略新兴业务，通过创新与变革实现持续性发展；

（2）大舞台：通过打造科学的管理系统，并搭建完善的职业发展路径，让员工拥有多样化的表现空间，能更好的实现个人价值和事业理想；

（3）大学校：以无界数字化为支撑，构建纵向阶梯式“锐”计划与横向多维度“菁”相结合的培训体系，促进员工快速成长；

（4）大家园：公司致力于营造温馨健康的工作氛围，为员工提供食、住、行、医等全方面的生活保障。

      雇主品牌实践背景

       厦门国贸集团股份有限公司现已成长为《财富》世界500强国贸控股集团的核心成员企业，公司连续多年上榜全球上市公司2000强、中国上市公司50强、亚洲品牌500强，公司业绩持续稳健增长。为不断推进公司可持续发展，本项目致力于打造成就员工非凡事业的大舞台、促进员工持续成长的大学校与引领员工优质生活的大家园。

       创意阐述

       国贸股份雇主品牌实践具有两大创新点，即理念创新与措施创新。理念创新主要体现在，项目强调公司与员工的共同成长与彼此成就，共享事业发展机遇，实现互利共赢。措施创新主要呈现于具体措施的日常性与细致性，公司通过“爱的十平方”母婴室、健康驿站与绿色就医通道等设施与服务，关注女性员工权益、员工亚健康问题、员工就医权益等，展现“大家园”的关怀与友爱，增强公司员工认同感与凝聚力。