Starbucks hired Maximum Employment Marketing Group to localize and implement Starbucks' new employer value proposition and employer branding campaign in China. Maximum developed localized toolkits for store recruitment, campus recruitment, and new partner onboarding. These included application forms in stores, online banners, and onboarding packages for new employees with welcome letters, partner bags, and customized mugs. The goal was to better promote Starbucks' employment opportunities and culture to the China market.

1. 1© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
DO AS
THE
CHINESE
DO
CASE STUDY "
Localise and implement
new EVP and employer
branding campaign in the
China market.
Client
Starbucks
Region
China
Date
2013
Keywords
Display Advertising (banner)
EVP Development
Posters
Graduate Marketing

2. 2© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BACKGROUND
Starbucks had developed a new Employer Value Proposition
(EVP) and an employer branding ‘Opportunity’ campaign.
However, they weren’t localised and implemented in the
China market.

3. 3© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BRIEF
Localise and implement new EVP and employer branding
campaign in the China market.

4. 4© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
SOLUTION
In order to better identify Starbucks China’s current challenges
and opportunities, Maximum organised a workshop with a
Starbucks project committee to detect the critical touch points.
Based on these findings, Maximum developed a set of toolkits
to successfully localise and implement them in the China
market.
.

5. 5© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
STORE RECRUITMENT TOOLKIt
Application form: The application form is put in a mini stand in each Starbucks.

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Online banner
CAMPUS RECRUITMENT TOOLKIT

7. 7© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
NEW PARTNER ONBOARD TOOLKIT
Welcome letter: An on-boarding kit is prepared for each newcomer on their
first day at a Starbucks office or store. This letter shows a warm welcome
from the Starbucks family.
Partner bag: An on-boarding kit is
prepared for each newcomer on
their first day at a Starbucks office
or store. The partner bag is one of
the items in the kit
New Partner Mug: Mugs can have
different values for each Starbucks
partner. Partners can get different
mugs designed for different
occasions. Mugs are designed
specifically for newcomers.
Need rewrite.

8. 8© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
For more information, talk to me.
Emile Mac Gillavry
Managing Director
T: +86 139 1811 0043
E: emile.mac.gillavry@maximum.com
W: maximum.com/emile-mac-gillavry
NEXT STEPS

9. 9© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
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© 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.