Free download! Dayi's "Comprehensive Strategy for Employer Brand Operations" is released!

As early as the late Spring and Autumn Period, the prototype of the employer-employee relationship appeared in China. "Zuo Zhuan" recorded that when the Cui Rebellion broke out in the Qi State, the doctor Shen Xianyu took refuge in the Lu State. "Lease them in the wild" and work as farm laborers to support themselves. In the thousands of years that the "employment relationship" has existed, there have been many stories about emperors, generals, ministers, and virtuous corporals. In the past, Duke Zhou "washed his hair three times, vomited food three times in one meal, fearing that he would lose the best in the world", King Zhao of Qin "knelt five times to get Fan Sui", and Liu Bei "visited the thatched cottage three times to beg Zhuge to come out of the mountain". They are all excellent employers. model. Back to the present time, employers who are hungry for talents have changed from emperors to business owners. With the gradual disappearance of talent dividends and the difficulty of finding talents, companies have to start thinking about how to "attract employees" by building employer brands. Zhuge, take over Fan Sui." With this question in mind, Dayi visited more than 20 companies, combined with cutting-edge practical cases at home and abroad, sorted out the methodology for companies to build employer brands from 0-1, and compiled this book "The Second Curve of Talent Recruitment - Employer Branding" "Comprehensive Operation Guide" hopes to help companies uncover the veil of employer brand operations and better embark on the road to employer brand building. This article intercepts part of the report and you can directly download the full report at the end of the article! Explain what employer brand is. In the early 1990s, British management scientist Simon Barrow and Professor Tim Ambler of London Business School first applied "brand" to the field of human resources, defining " The concept of "employer brand". They drew on the Needscope model in marketing and proposed that employer brand also includes the functional, economic, and psychological benefits provided by employers to employees, such as functional benefits such as "working environment" and economic benefits such as "salary benefits." , also includes psychological benefits such as "corporate image". In China, since 2010, China's demographic dividend has gradually disappeared, recruitment has transitioned from a seller's market to a buyer's market, and employer branding has gradually entered the public eye. Although employer branding is mentioned more and more frequently by employers and human resources practitioners, their understanding of employer branding is quite different. In the book "Talent Magnet: Using the "MAGET" Principle to Build a Strong Employer Brand", the author believes that people's understanding of employer brands has evolved with the development of the times and can be roughly divided into three stages. In the first stage, employer branding is strongly linked to campus recruitment. Companies focus on college graduates as the group they strive to attract. Employer brand promotion is naturally targeted at this group of people. In the second stage, business managers gradually realize that employer brand building is a systematic project, and employee experience is the core of this system. It is the employees who collectively form an enterprise, and what employers directly face is the internal Employees, employee satisfaction determines the health of the employer brand. In the third stage, in the Internet era, talent flows become increasingly frequent and competition in the talent market intensifies. Enterprises encounter great challenges in talent recruitment and retention. Some enterprise managers realize that: to cope with these challenges, enterprises need to create an internal-oriented employees, and an employer brand that can attract external talent. ——"Talent Magnet: Using the "MAGNET" Principle to Build a Strong Employer Brand" It can be said that from the first stage to the third stage of evolution, companies are paying more and more comprehensive attention to employer brands. Why employer brand can move from "behind the scenes" to "on stage", and from "shy and timid" to "appearing in public", is different from "changes in the job market", "the rise of the Internet" and "the emergence of a new generation" It doesn't matter. Understand why employer branding is so important. As Charles Handy, the father of management philosophy, once said - today's talents are not looking for "jobs", but for "employers". Talent is no longer just the job itself, but the experience and expectations that the company, as an employer, can give its employees. Today's new generation of migrant workers will pay attention to "what the employer says" when applying for a job, and "what the employer does" while on the job, and these will affect the employment choices of talents. Additionally, Randstad’s 2019 Global Employer Branding Study reported that 86% of candidates would not consider applying for or working for a company with a poor employer reputation.

In 2021 alone, negative information about employers of well-known companies has been on the Weibo hot search list several times. Incidents such as "996, sudden death, sexual assault, and disrespect for women" may cause the employer image that a company has worked hard to build to collapse overnight, and a bad reputation will put the company into trouble in acquiring talents. Finally, the quality of the employer brand is not only related to the attraction of external talents and the retention of internal talents, but also closely related to the business development of the company. In fact, whether employees recognize the employer will be directly reflected in their hospitality. On the road, a good employer brand is to take good care of employees first, and then let employees take care of the company's customers. Aon Hewitt has released such a research result. They believe that the best employer = the best employee = the best performance, that is, the best employer is always easier to recruit high-quality employees, and high-quality employees can bring benefits to the company. Generous financial returns. Know how to build an employer brand by starting with sorting out EVP. EVP is the value that an organization provides to employees in exchange for the skills, abilities and experiences that employees contribute to the organization. Simply put, when you want to buy employee time, what are your leverages? What functional, economic, and psychological satisfaction you can give them so that they are willing to believe, join, stay, and pay should be included in the EVP. What is the final presentation of EVP? We found that some companies' EVP is a slogan, some companies are a few words, and some companies are dozens of key points, or even an EVP manual. In fact, EVP does not have a fixed presentation mode. Each form can be applied to different scenarios. For example, when we are doing internal training and sorting, the detailed key points are more comprehensive, but when it comes to external communication, a slogan is More eye-catching. Of course, EVP is not a sudden inspiration. Its establishment requires enterprises to examine themselves correctly and to comprehensively understand talents. EVP sorting out the idea of ??"confidant" means that enterprises need to sort out the services that employers can currently provide to employees, and restore "the true appearance of the enterprise in people's eyes" through internal and external research. To know oneself, one must also know one's enemy. Enterprises can use internal and external talent resources to conduct research, or rely on employer brand reports from authoritative organizations to understand what most talents are paying attention to and what they care about. With a thorough understanding of yourself and an accurate grasp of talent needs, you can use the survey results to "establish the core points of EVP." When "writing", employer brand practitioners can summarize the key information based on the core points, then summarize the keywords based on these key information, and finally summarize the slogan based on the keywords. Enterprises can try to write different forms of EVP to form a complete EVP system. Internal communication and external communication are communication strategies. The communication strategies of employer brand can be roughly divided into two categories. One is "to take the initiative to speak out" and the other is "to let the authority endorse us". The so-called active voice means that the employer actively outputs the employer's image in the media matrix. Enterprises can divide the employer's communication targets into internal employees, school-recruited talents, social-recruited talents, etc., and develop differentiated content strategies based on different groups. For example, when it comes to "internal employees", companies can start with employee stories, internal recommendation activities, holding employee care activities, and promoting corporate culture. In the face of "social recruitment of talents", companies can highlight the stability of the platform, salary packages, work and life balance, etc.; in the face of "school recruitment of talents", companies can recruit campus ambassadors and start campus recruitment based on the school recruitment process. , campus publicity, theme air publicity and other content planning. Self-talk is always unconvincing. Companies can also borrow words of praise from others and let authorities endorse them. For example, by participating in employer award selections, accepting exclusive interviews with authoritative organizations, and participating in professional forums, we can not only enhance authoritative recognition, but also enhance the persuasiveness of the company's employer brand. While allowing third-party authorities to endorse us, companies should also pay attention to how public opinion evaluates us. Enterprises can monitor public opinion in a timely manner on Zhihu, Maimai, Weibo and other channels, listen to external voices, and avoid the continuous fermentation of negative information. Channel Strategy In employer branding, content is the core, but a good channel strategy can make the content visible to more people.

Faced with a mixed bag of channels, companies should not "spend more money to attract the eye", but should choose channels "according to local conditions" based on their own brand tone and candidate characteristics, and formulate operational strategies that suit the channels. For example, on the official recruitment website, the company must ensure the timeliness and richness of the content, and comprehensively display company introduction, corporate culture, social welfare, corporate life, benefits, training plans, employee stories, recruitment trends, job searches, etc. In terms of form, the company's official recruitment website can vividly display its employer brand information through the use of video, VR, robots and other technologies. On the WeChat public platform, operators need to establish the positioning or goals of the public account (such as conveying employer propositions/enhancing employee happiness/attracting talent delivery, etc.). After clear positioning, the update frequency (weekly/daily updates) and content style can be established (such as relaxed and lively / professional and formal), the operator can then plan the content around the goals or EVP, accumulate their own topic pool, and push it regularly to ensure the company's continued exposure. In Maimai, companies can create their own "personality" and proactively display corporate news, employee voices, job information and other information. HR can also carry out an internal campaign of "I send my love to XX" to appeal to everyone in Maimai. Share real work experiences, gather the strength of employees, and create a more comprehensive employer image. In addition, for the talents they like in Maimai, companies can also add friends, build their own network, and then influence these waiting talents through content. The above content is excerpted from Dayi’s “The Second Curve of Talent Recruitment—A Complete Guide to Employer Brand Operations.” In the full version of the report, we will continue to share with you: nanny-level strategies for companies to write employer value propositions (EVPs). What are the major employer brand communication companies "saying"? How to operate channels well and increase communication for employers? How to measure the effectiveness of employer branding? What inspirations do the excellent practices of vivo, JD.com, Hypnochem and other companies give us? Follow the Dayi Cloud Computing official account and reply to "Employer Brand" to download the full version of the white paper for free