Success Breeds Success - Jebsen

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Jebsen is marketing and distribution leader of premium brands across consumer, industrial, beverage and luxury industry.
Though Jebsen represents numerous of well-known premium brands, Jebsen’s employer brand is unknown.
Maximum developed a Employer Value Proposition (EVP) and proposed an activation campaign to communicate its EVP to retain and attract good caliber candidates to meet its “doublein-five” business goal.

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Success Breeds Success - Jebsen

  1. 1. 1!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! CASE STUDY Client Jebsen & Co Region China Date 2013 Keywords Career Site Employer Brand Management EVP
  2. 2. 2!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! BACKGROUND Jebsen & Co is a trading business founded by the Jebsen and Jessen family since 1895. Jebsen is marketing and distribution leader of premium brands across consumer, industrial, beverage and luxury industry. Though Jebsen represents numerous of well-known premium brands, Jebsen’s employer brand is unknown.
  3. 3. 3!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! BRIEF Develop a Employer Value Proposition (EVP) and propose an activation campaign to communicate its EVP to retain and attract good caliber candidates to meet its “double- in-five” business goal.
  4. 4. 4!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! SOLUTION Maximum conducted the following research to come up with Jebsen’s EVP: Desk Research: Review existing material (e.g. corporate website, marketing guidelines and market research) In-depth Interviews: Structured, 1-to-1 interviews with those important in determining its reputation. Workshop: Employer branding workshop with management, marketing and human resources. Consisting of images association and attributes mapping exercises. Summary Report: Analysis of the survey findings to highlight the possible brand attributes for Jebsen. "
  5. 5. 5!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! JEBSEN’S EVP With over 100 years of history, Jebsen’s success has been made possible through our commitment to our partners, to our communities, and to our most valuable asset - our people. We offer dedicated and talented individuals the opportunity to engage with a family of premium global brands. Employees who pursue excellence are given a diverse platform that provides continuous development and career exposure. ! At Jebsen, success breeds success.!
  6. 6. 6!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! SOLUTION Creative concept options!
  7. 7. 7!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! SOLUTION Success Stories Concept! With over 100 years of history, Jebsen’s success has been made possible through our commitment to our partners, to our communities, and to our most valuable asset - our people. We offer dedicated and talented individuals the opportunity to engage with a family of premium global brands. Employees who pursue excellence are given a diverse platform that provides continuous development and career exposure. At Jebsen, success breeds success.
  8. 8. 8!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! STORYTELLERS Partners Communities People STORYLINES Brands Excellence Development SUCCESS BREEDS SUCCESS Stories are told by either: a partner, a community member or an employee.! ! Stories can be about anything but must feature one or more of the following: a brand, a pursuit of excellence, an example of development.! !
  9. 9. 9!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! INTERNAL Inclusion Recognition Autonomy EXTERNAL Authenticity Depth Relevance SUCCESS BREEDS SUCCESS
  10. 10. 10!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! The Success Stories concept was used in all communications, including the Jebsen career website. ! CAREER WEBSITE
  11. 11. 11!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! The content of careers.jebsen.co m is mainly make up of success stories. !
  12. 12. 12!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! Each story is hash tagged to help the Jebsen Career Website visitors find the stories that they are interested in. ! ! ONE hash tag is used for each of the following categories:! ! Storyteller
 # Communities! # Partners! # People ! ! Storyline! # Brands! # Development! # Excellence! ! Story Setting! # Beverages – Beers! # Beverages – Fine Wines! # Consumer! # Corporate! # Industrial! # Luxury – Marine! # Luxury – Motors! # Luxury – Watches! # Others! !
  13. 13. 13!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! Stories can be told in the form of text, images or video, and can be told in the 1st or 3rd person.!
  14. 14. 14!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! Each story can be shared via Facebook, LinkedIn, Weibo, and personal email.!
  15. 15. 15!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! Graduates opportunities page contains the graduate video, programme details and its “Apply Now” buttons.! !
  16. 16. 16!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! Experienced hire opportunities page is integrated with Jebsen’s existing Applicant Tracking System.! ! Candidates can submit an unsolicited application if they are unable to find a job of their preference. ! ! !
  17. 17. 17!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! In 2 years, we will have a compilation of all the success stories into a book to carry on the Jebsen’s Three Mackerels legacy. ! SUCCESS BREEDS SUCCESS BOOK
  18. 18. 18!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! For more information, talk to me.! ! Emile MacGillavry Managing Director! ! ! T: +86 139 1811 0043! E: emile.mac.gillavry@maximum.com! W: maximum.com/emile-mac-gillavry! NEXT STEPS
  19. 19. 19!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.! HONG KONG ROTTERDAM SHANGHAI SINGAPORE ! Room B117, B201 - B203! 570 HuaiHai Xi Lu! Shanghai 200052! People’s Republic of China! ! T: +86 21 52 305 321! ! MAXIMUM.COM! © 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly confidential and is the property of Maximum Employment Marketing Group Limited.

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