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Ray Zhou
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随着越来越多雇主奖项的揭晓,对于获奖企业来说这是一次进行内外部传播的绝佳契机,如何进行有效的传播并将员工的认可转化为行动?
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Build the strongest employer reputation
1.
打造最响亮的雇主声誉 智联招聘 雇主品牌发展中心 周宇鹏
2.
随着各大雇主奖项陆续揭晓, 获奖后做什么,你准备好了吗? 你举起的是一个奖杯, 更是一份沉甸甸的荣誉!
3.
在获奖兴奋之余,我们不应该忘记, 今天的荣誉离不开每个员工的努力, 这份荣誉属于他们每一个人。 第三方的肯定验证了我们作为雇主的优势, 这些优势,我们应该告诉每一候选人。
4.
越是在不确定的周期里,越是需要雇主响亮的声音。 员工需要你响亮的肯定,候选人需要你响亮的召唤。
5.
对内(员工):是时候与他们分享这份荣誉! 对外(候选人):是时候告诉他们我们有多卓越!
6.
6 目标候选人 认知 预期 吸引 知名度 美誉度 简历数量 简历质量 契机 特质 & 优势 雇主奖项 外部传播 分享
/ 传播 重点 传播对象 员工 / 候选人 收益 雇主收益 内部员工 自豪 成就 认同 凝聚 进取 满意度 敬业度 忠诚度 参与度 主张 & 荣誉 雇主奖项 内部分享 雇主声誉内外部传播产生的收益
7.
最佳雇主全年回顾展 与员工分享 2020年的每一个重要时刻。 启动“最佳代言人”内推活动 将员工对于雇主认可度提升的 情感动能转化为行为, 推荐与自己一样优秀的候选人。 员工留下获奖感言 让员工作为获奖代表 结合这一年的经历留下获奖感言, 分享荣誉的同时, 与员工产生情感共鸣。 开展“最佳代言人”内推活动 依据推荐候选人的数量和质量, 评选出雇主的最佳代言人。 向候选人传播员工眼里的雇主特质与优势 将员工的获奖感言延展为不同的招聘广告素材, 依据目标候选人的求职偏好,进行渠道投放。 雇主声誉内外部传播路径概览
8.
活动主题方向:2020(你+我+他) - 最佳雇主全年回顾展 创意思路:今年的上半年企业面临在防范疫情的前提下开展业务的 挑战,下半年面临的是在不确定周期里如何发展业务的挑战。作为 最佳雇主,在2020年不仅战胜了挑战,而且取得了卓越的成绩。能 够取得这样的成绩,离不开上至管理人员和下到一线员工在面临挑 战时对企业文化和人才理念的全力践行。当我们在年底与员工分享 这一年发生的事情和取得的成绩的时候,相信每个人都有一些话, 一份感动,一个瞬间,想要分享给彼此。 活动形式:线下,办公场所公共区域; 活动流程:1.
将2020年每个月(或季度)的重点事件设计为海报供 员工观看;2.在观看结束后,提供拍照区域与员工分享奖项的荣誉, 并有信箱可以留下员工的获奖感言。3.将员工的留言设计为2021年月 历,留言被采用的员工将会得到这份月历作为神秘礼物。 最响亮的肯定员工 - 与员工分享奖项荣誉的活动框架
9.
最响亮的号召员工 - 最佳代言人内推活动 活动主题方向:最佳代言人
- 内推活动 创意思路:通过与员工分享雇主奖项的荣誉,员工对于雇主的认可 度得到了相应提升,由此产生的情感动能通过启动内部推荐活动进 行转化,号召大家把最好的机会分享给和自己一样优秀的朋友。 活动形式:线上,采用内部渠道进行推广,社交化内推系统实现功 能; 活动流程:1.通过内部沟通渠道宣布活动启动,发布活动规则;2.将 雇主荣誉分享活动的素材设计为职位海报,供员工在社交媒体上传 播使用;每周依据推荐的候选人数量和质量评选周度最佳代言人; 3. 4周后依据推荐候选人总数和质量评选10大最佳代言人,并举办颁 奖活动;
10.
最响亮的召唤候选人 - 最佳雇主广告投放 广告素材:基于雇主荣誉分享产生的素材,包括视频,照片,留言 等内容设计广告素材; 内容亮点:雇主奖项,员工的真实感受,企业作为雇主的优势; 建议渠道:企业招聘官网,企业招聘公众号,企业招聘抖音等视频 平台,传统招聘网站,目标人群所聚集的其他渠道(如微信朋友圈, 垂直类行业媒体,大V等); 投放时间:春招期间; 其他:通过第三方雇主奖项评选机构出具的评审报告和员工的留言, 我们会发现自身未发现的优势与特质,将此部分更新在我们的公司 简介与职位描述中,也将会产生很好的吸引力。
11.
感谢您的观看! 智联招聘 雇主品牌发展中心 周宇鹏 欢迎扫码交流
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