Define the employer value proposition of Xian-Janssen and develop strategies for internal and external communication of the EVP to raise the employees’ belief in the company’s future developments.

1. 1© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
WE
SECURE
YOUR
FUTURE
CASE STUDY
An employer branding
campaign to raise the
employees’ belief in the
company’s future
developments.
Client
Xian-Janssen
Region
China
Date
2012
Keywords
EVP Development
Career Sites

2. 2© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BACKGROUND
With 25 years of history, Xian-Janssen is the number one OTC
pharmaceutical company. Through their famous products, they
have a high brand awareness.
However, in recent years, Xian-Janssen faced the problem of
high turn-over rates.

3. 3© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BRIEF
Define the employer value proposition of Xian-Janssen and
develop strategies for internal and external communication of
the EVP to raise the employees’ belief in the company’s future
developments.

4. 4© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
SOLUTION
Maximum defined Xian-Janssen’s employer value proposition
after in-depth research among employees.
The EVP was used as base for developing key visuals to
communicate and activate the messages to an internal and
external audience.

5. 5© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
EVP
RESEARCH
EVP finalization
5 employer values were defined
after analysing the research results,
caring, learning, passion,
innovation and globalisation.

6. 6© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
T-SHIRTS
A T-shirt with key visuals from the 5
employer values were delivered to
each employee.

7. 7© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
MINI-SITE
Maximum developed a mini site for
the internal communication of the
developed EVP.
Employees were encouraged to
upload their pictures wearing EVP T-
shirts on the website and align the
heartbeat on the T-shirt with
heartbeat on the web page.
Through lucky draws employees
could win prizes.

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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