Localising and implementing your global EVP
Starbucks had developed a new global Employer Value Proposition (EVP) and was preparing to launch its employer branding ‘Opportunity’ campaign. However, the EVP and campaign were not localised and ready to be implemented in the China market. And that is why we were called in to help.
Solution
In order to better identify Starbucks China’s current challenges and opportunities, we organised a workshop with the Starbucks project committee to detect the critical touch points.
Based on these findings, we developed a set of store recruitment, campus recruitment, on-boarding, and partner referral toolkits to successfully localise and implement the EVP and campaign in the China market.
Results
Since localising and implementing the EVP and campaign, the results have been overwhelming and continue to increase as you read this:
- Number of stores using our toolkits: 800+
- Number of application forms ordered: 60,000
- Number of new hires: 3,000+
- Increase in referrals (compared to previous year): 9%
- Number of campus talk participants: 3,000
- Increase in resumes received for Management Trainee Programme (compare to previous year): 46%
- Number of Management Trainees hired: 274
Let’s talk
If you want to know how a strong Employer Brand can reduce the overall costs of attracting, engaging and retaining talent, or are facing a talent-related challenge that has no obvious solution, our team would be delighted to sit down with you for an obligation-free chat.