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Adapting global brands in china 2013 — Mark Baldwin & Phill Lane, Oxus

Adapting global brands in china 2013 — Mark Baldwin & Phill Lane, Oxus



Выступление коллег FutureToday по международной сети OneAgent, Марка Болдуина и Фила Лейна из компании Oxus, ...

Выступление коллег FutureToday по международной сети OneAgent, Марка Болдуина и Фила Лейна из компании Oxus, с замечательной презентацией про Employer branding в Китае.



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    Adapting global brands in china 2013 — Mark Baldwin & Phill Lane, Oxus Adapting global brands in china 2013 — Mark Baldwin & Phill Lane, Oxus Presentation Transcript

    • Adapting Global Employer Brands in China 6th March 2013 Mark Baldwin & Phill Laneoneagentglobal.com
    • Who is Oxus China?Full service agency based in Beijing & ShanghaiFounded in 2007 – but with over 18 years in China marketLocal and Western foundersMember of the OneAgent Global Network1. We identify and engage employer brands that engage talent • Research, EVP development & strategy1. We leverage those brands in strategic communications • Creative expression and execution – design, copy, digital, events, social media1. We facilitate better candidate journeys and recruiter efficiency • Candidate relationship management platforms, metrics-based media strategies, creative applications and screening tools oneagentglobal.com
    • Oxus China - clients
    • MNCs in China Why are MNCs starting to put such an emphasis on Employer Branding in China?
    • How MNCs treat China• Hugely important market – especially since GFC• But one size does not fit all: • China as manufacturer – made in China • China as a market – sold in China • China as innovator – made for China• Increasingly sophisticated involvement requires increasingly sophisticated approach to talent
    • Key drivers of EVP & EB in China“We’re doing a global EVP project, you need to help out in China” - HQ“We’ve re-done our marketing materials, you have to use these over there.” – HQI don’t understand why we’re struggling to hire and hold onto top talent. After all, we’re COMPANY X, everybody wants to work for us!” - HQ
    • MNCs aren’t as attractive as you think…• Career progression is limited & slow in MNCs• Major decisions are made “@ home”• The interesting work doesn’t happen in China• China is nothing more than a market for you• The GFC really rocked confidence in the West• You might make us work hard…• PS – we don’t know who you are…and nor do our parents
    • Microsoft China – 2007-2011The Challenge: To re-connect Microsoft with the younger generation, in ChinaIn 2007 Microsoft was struggling for recognition and understanding in key demographics, needing a tailored, strategic approach to graduate recruitment and campus relations at all levels to address declining attractiveness amongst the younger (campus and early career) talent sectors.EVP-based communications strategy focused on:• Career Growth and Opportunity• Cutting-Edge Technology (making an impact)• Open, Team-oriented Working environment (people / culture)
    • 2007: First “new look” campaign:‘See for yourself’• A new generation “engaged”• Real people, Real stories.• Key EVP messaging deliveredwith each local “story”•Applied consistently on campuscollateral, careers website, bbsboards, and recruitment events.
    • 2008-2011 2008 Campaign View<myworld>2009 Campaign refreshShare<mypassion>
    • 2010-2011
    • Microsoft Academy of College Hires…Elite program to attract and recruit MBA Graduates from China’s top full-time MBA schools2009 – struggled to gain applications or conversions2010 – more than 60% of all applications were qualified (500+ applications)Over-offered by 50% (18 for 12 MBA roles) - acceptance rate 100%
    • 2011-12 – “GE works” Post GFC campaign, US originated, instigated by a need to revitalise & motivate employees… …in America US need: China need: Reinvigorate flagging economy Maintain impressive growth Motivate demoralised staff Engage staff with options Focus on blue-collar roles Focus on high-tech roles Create jobs in America Create jobs in China Tell the American story Tell the China story
    • US-centric design
    • China stories – no local polish GE ChinaInternal communications Weibo #GE 中国 #External communications
    • China-specific EVP• Research• Brand development• Attributes• EVP statement• Local evidence• Stories
    • China-specific communications
    • Video, ads, ERP, L&D materials
    • GE – Employer Brand Toolkit
    • Local feedback so far“I must say that this core EVP Statement …Sharing a Belief, Making it Real… 18,000 people in China really feel it sums up what it feels like to work at this organisation.” Geoff Lee – Director of Communications, GE China Employer Brand Summit – Shanghai, Dec 2012
    • Starting with China?• Where the immediate need is• Core part of longer-term strategy• Often little local understanding or existing precedent• Established in Taiwan - starting to move the high-tech side to China• Not well-known in China• US HQ (and lead on the project)• English as the business language
    • Challenges for MNCs in hiring Chinese staff• Creative thinking & innovation• Decision making, taking responsibility, being proactive• Grey areas and ambiguity• Saving face & harmony• People who aren’t political• English language ability• Desired attributes can conflict fundamentally
    • Differences in messagesWestern messages often focus on ideas like:Empowering Individual Creative ResponsibilityAccountable Collaboration Inspiring ProactivityChinese messages converge on harmony & ‘dreams’梦想起航的地方 where dream setsoff追梦之旅,请君同行 the journey to pursue dreams awaits yourboarding我们信仰梦想 we believe indream忠于信仰,实现梦想 hold on to faith, make real(our) dreams
    • Two current (unanswered) questions in EB To what extent should global businesses change the message and adapt their culture to engage local talent? To what extent should global businesses enforce a culture that has worked elsewhere, using those messages to filter out the wrong people?
    • Mix of messages, ideas & languages Brand books: Local language Localised content Materials: Available for English-speaking managers/employees too
    • But market-specific feel – including SM
    • Daimler – Mercedes Benz• Hugely complicated talent challenges• Business structures vastly different in China - JVs• All divisions present – but not understood• Long-standing business at home, relatively new in China• Consumer brand too well-known• Developing quickly – but huge lack of experience in the market• Fixed term ex-pat contracts challenge continuity & trust• Relatively new – high reliance on Headhunters• Challenge in consistency across fragmented media channels• Few benchmarks in place
    • Measures of improvement – strong EVP20% increase in the pool of potential employees Corporate Executive Board McDonald’s UK “would consider applying or encourage application” rose by 41%10% - 20% less in compensation premiums Corporate Leadership Council EVP viewed as unattractive requires a 21% premium to attract candidates EVP viewed as attractive requires only an 11% premiumEmployees up to 20% more productive Hewitt Associates. Human Capital Foresight Research.Reduction in replacement costs (150% or more of salary) Strategic HR Management/EMA Staffing Metrics Study
    • Direct measures of improvementRatio of offers accepted - compared to competitors (Microsoft, GSK – increase from 83% - 96%)Reduction in head-hunter spend• Global pharma client reduction from 53% to 27% in 24 months following 2007 EVP launch reduced hiring costs by c. $850,000% senior roles filled locallyReferral rates• McDonald’s recommendation rate went from 51% to 86% in 12 monthsSuccessful at first sift – Consultancy increased success by 25%
    • Final thoughts• Speed of growth in emerging markets requires more than BAU• Multinational-Western-Global attitudes/perceptions are often misaligned• Early days to judge the impact of cultural clashes• A clear EVP gives clients consistency & structure• A tailored EVP gives them competitive advantage• The bigger the market the bigger the potential for success… …or for mistakes.
    • For more information please visit www.oneagentglobal.comoneagentglobal.com