Success Breeds Success

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CASE STUDY Client Jebsen & Co Region China Date 2013 Keywords Career Site Employer Brand Management EVP


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.


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.


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. "


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.!


SOLUTION Creative concept options!


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.


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.!!


INTERNAL

Inclusion Recognition Autonomy

EXTERNAL

Authenticity Depth Relevance

SUCCESS BREEDS SUCCESS


The Success Stories concept was used in all communications, including the Jebsen career website. !

CAREER WEBSITE


The content of careers.jebsen.com is mainly make up of success stories. !


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!!


Stories can be told in the form of text, images or video, and can be told in the 1st or 3rd person.!


Each story can be shared via Facebook, LinkedIn, Weibo, and personal email.!


Graduates opportunities page contains the graduate video, programme details and its “Apply Now” buttons.!!


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. !! !


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


For more information, talk to me.!!

Emile MacGillavry Managing Director!!!

T: +86 139 1811 0043!E: [email protected]!W: maximum.com/emile-mac-gillavry!

NEXT STEPS


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!

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Success Breeds Success - Jebsen

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