2014 Rankings and Whitepaper of TOP 100 HR Service Brands in Greater China by HRoot

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2014 Rankings and Whitepaper of TOP 100 HR Service Brands in Greater China by HRoot

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  • 1. ContentsO v e r v i e wThought and ActionHuman Resource ServiceMarket Review in Greater China, 2013-2014Branding and Marketing of HumanResource ServiceC a s e S t u d yCEB: Brand Practices of Close-loop LeadsManagement and Emotion MarketingLove Inside Brand Transformation of GuanaitongTale Base: Creating the Top Brand of Talent Supply Chain1 0 0 B r a n d sCompany IntroductionAbout the ranking listAssessment Model and ProcedureBrand Evaluation ModelAcknowledgementAbout the ResearchAbout the PublisherDisclaimerCopyright Statement0010130260390901071081091111122 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014

2. OverviewTop 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 1 3. 2 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 4. Currently, Korn Ferry provides executives hunting, recruitment process outsourcing services, employer branding, talent assessment and evaluation, staffmanagement, executive coaching and other services in the world. Except executives hunting, other businesses in the financial contribution increase yearby year. The new corporate brand released by Korn Ferry in 2013 shows its business changes.Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 3 5. 4 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 6. Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 5 7. 6 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 8. Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 7 9. 8 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 10. Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 9 11. 10 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 12. Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 11 13. 12 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 14. Case StudyTop 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 13 15. CEB is the leading member-based advisory com-pany.By combining the best practices of thou-sandsof member companies with our advancedresearch methodologies and human capital ana-lytics,we equip senior leaders and their teamswith insight and actionable solutions to transformoperations. The CEB member network includesmore than 16,000 executives and the majority oftop companies globally. CEB s SHL Talent Mea-surementSolutions is an important part of our In-tegratedTalent Management Services. CEB sSHL Talent Measurement Solutions offer sci-ence-based assessments, benchmark data, andtechnology and consultancy services to help or-ganizationsassess, select and develop the rightpeople for the right roles.14 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 16. CEB: Brand Practices of Close-loop LeadsManagement and Emotion MarketingInspiration of 57%Hello, CEB please?" According to the CEB's research, in today's B2B environment, 57% users when they really contact the suppliers, they havedone the research, and have a certain perception and understanding, even the CEB's customers. Moreover, these "active" clients usually havestronger cooperation. Because they are familiar with CEB insights and theories from various communication channels, and some will be silentlyassessing the products and services.Since 57% of potential customers actively seeking information. So, CEB chooses a set of inbound marketing to help potential customers discoverinformation more easily through online and offline platforms. At an early stage, to convert potential customers awareness of the CEB to brand pref-erenceand finally into sales leads.Actually, this is the new rule of marketing, and the combination of theinitiative marketing and inbound marketing falls to the ground throughthe one-piece content-centered marketing model.of tracking and locating of online users, and analyze digital bodylanguages of these potential users, to find out the user purchasingpreferences and habits, they will be more accurate to obtain salesleads or have potential customer requirements?In other words, the maximum use of tracking and identifying networkInbound Marketingnitiative Marketingwin attention from the marketSeeking known andactively potentialcustomersThroughself-considerationcluesA further chance tocommunicateuser's ability is also close-loop marketing. Close-loop concept originated from automatic control theory. Its core is building a feedback loop betweenthe input and output, through the feedback loop to obtain feedback analysis, and according to the results to adjust the input. Enterprise production isthe ultimate goal of marketing. Why B2B Marketing still do not fully realize the close-loop marketing and maximizing the effect? The key reason liesin the enterprise marketing team or decision lacks of advanced ideas; passively performs; or don't know or care about the new modern marketing.The second is the lack of a certain technology platform support.CEB close-loop leads managementIn 2012, the CEB set out to create a close-loop process. This close-loop process combines marketing and sales performance which closely cooper-ateswith the sales, and improves business performance. Close-loop leads management of CEB focuses on identifying customer buying processes,constructing a close-loop lead management with sales personnel to identify and nurture leads, sharing leads behavior, creating customer profiles forthe target objects, designing marketing pattern based on target customers purchasing content and eventually focused on metrics and return oninvestment.Process is complicated, broadly speaking, the close-loop trail attracts potential customers by publishing high quality content in all channels of mar-keting,making customers perceive the brand. CEB defines leads as customers who are interested in certain products, rather than registered partici-pantsof the conference, or groups receive a business card or download white paper. Marketing department by inbound and active marketing to gen-eratesales leads, and to grade the clues to get high scores, which will be transferred to the sales department. Leads under standard will be nurtur-ing;marketing will evaluate these clues, and failed clues will return to the market for cultivation and score to reassign once again. This is theclose-loop process leads. In this process, marketers with sales personnel to identify and foster, update and share clues of their digital and offlinebehaviors (for example, registration and phone answering).Technology is icing on the cakeCEB marketing experts not only have an advanced set of market mar-ketingcognitive concept outside, while also borrowed integrated withEloqua, the marketing monitoring analysis tool of SaaS (software as aservice) platform. Through automatically capturing customer reply ofmarket activities, sales behavior of reaction, thus, it is better to under-standpurchasing behavior and reach promoting income growth effec-tively,which can be more effective to artificial intervention of errors,having an insight into buyers reaction on marketing strategy, achievingresources optimization configuration. This is icing on the cake forclose-loop leads management of CEB.9KGXIN+TMOTK+RKIZXUTOI6XUJ[IZY3GT[GROJKU(GTTKX9UIOGR3KJOG4KZ]UXQ9KSOTGX3UHORK9OZK)[YZUS2GTJOTM6GMK3UHOROZ_'JKXZOYKSKTZ+SGOR'IZOOZ_9IUXOTMIR[KY,UYZKXOTMIR[KY9GRKY6KXIKVZOUT+GR[GZOUT6[XINGYKTop 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 15 17. CEB's marketing team will also purchase customer relationship management system Salesforce, and consists of all platforms, including socialmedia, traditional media and other channels of sales leads or potential customer demand data are integrated into the platform. In short, the sharingplatform of CEB marketing team and sales team information--the same platform of customer profiles, on this platform, marketing and sales teamsidentifying and nurturing leads, sharing the behavior of clues. Marketing and sales departments use the same language, on the same platform,regularly updates schedule. Sales team can see how market based on sales targets to have a clue, and market sales team can better understandhow to follow up on sales leads.Treating content-centric 360 degree marketing mode as natureMarketing activities of the CEB is multiple and diverse, but the essence is the same--content-centric 360 degrees model. Through high qualified withbusiness insights content and education attracting potential customers, and it translates into high qualified sales leads. These leads are everywherein search engines, electronic brochures, videos, webinars, banner ads, social media, mobile Web, email and other channels. At the early period ofsales, potential customers are always in the perception of the brand, as well as the insights. While doing these activities before, CEB has createdcustomer profiles for Persona, published content and channels are based on those account types. These archives are not achieved in an action. It isa step by step process with team cooperation. Line employees of each sector and each region on the same platform sharing their perception andunderstanding for market and customer. Summarized and refined by marketing department, after wrote the content by headquarters according tohighly refined customer insight, regional market department will accord to the regional customer archives to amend and correct, which promisescontent to trigger the pain of potential customers easily, and be more resonant and valuable.Journey from Call to ActionAfter having the content and target customers, CEB can lead potential customers to a journey through the system, as shown in figure. During thisjourney, CEB according to clues for activities reflection provides appropriate content for guidance. A variety of content, including the infographics,report summary, the full report, directly contact the company, such different content and information. At the early stage, CEB may send humanresources managers infographics which are easy to understand; send a full report to the directors of human resources; send a summary report tothe human resources manages with their responses; or invite them to participate the seminar, and after get some feedback, continue to nurture andguide the clues for this journey. During the journey, CEB through the Call to Action increases customer experience, so that customers can spend theleast amount of time to obtain the greatest value, capture customer behavior, and lead customers in time.16 Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 18. Interesting cases to assess cluesAfter the generation of sales lead, an indispensable step is to assess the quality of leads to determine what to do next. CEB Asian Marketing Direc-tor,Heidi provides an interesting example.Black part is the clue of market behavior that most companies be able to grab. Picture on the left shows disconnected sales calls, traditionally thisclue would be deemed as disqualified leads. But, through the help of technology, capturing the digital behavior of this clues, found the clues actuallyhad actively responseafter the phone message, this clue browsed website for four pages; after sent email, this clue downloaded the related whitepaper; then after the second sales phone message, clue browsed website for two pages, so it should be an qualified clues. Sales team saw the clueused to access web pages, download reports, respond emails as well as by the platform, in order to determine the priority of tracking this clue, aswell as how to talk, lead and capture business opportunities.A marketing activity will result in a lot of sales leads, may also have a sales leads which interacts with the CEB in the different activities, artificialanalysis of sales leads is good, but the effort, time and money spent are huge. Meanwhile, the clues are verified by phones several times beforegiven to the sales department which causes tiredness. Thus, the CEB's close-loop is an automatic evaluation system for clues--through the system,the system will auto-evaluate and filter a number of clues that are not compliant.CEB evaluates the clue from the explicit and implicit aspects. Explicit factors refer to position, industry, number of employees and other externalfactors. As a clue to the purchase ability or tendency, these data can be matched based on database or collected via the online form. Implicit factoris interaction and feedback of this clue and marketing activity, such as meetings, site visiting, and files downloading. According to Ms. Haijin Huang'sexperience, the grading of each company is different. Even if competitors in the same industry, difference is there, because none of the company'sbusiness operations, profits, sales tactics are the same. Meanwhile, grading standards between different industries, regions and products, you canhave several or even dozens of differences. More standard, higher maintenance costs. Maintenance costs are not real money, but in updating thesestandards, especially in the rapidly developing or quickly upgrading products markets, customers in these markets may change quickly, then thecorresponding standard scores need to be restructured.Top 100 Human Resource Service Brands Ranking and Whitepaper in Greater China 2014 17 19. Return on investmentThe vast majority of outcome measurement is the return on investment formarketing activities. The income of close-loop leads marketing contribu-tioncan automatically generate digital effects, which are accurate and intime with clear interface.Marketing from promotion to emotionalways on the roadClose-loop leads management is the application of data in the field ofmarketing, emphasizing feedback and data collection. Through analysisinteract with potential customers in a variety of channels timely and valu-ably.These channels are various, but whether it is active marketing orinbound marketing or a combination of both, what is required for all iscontent-centric. But when each institution is in the almost same channel,the channel is easier to copy, such as Weibo marketing, everyone rushingheadlong into action, then what is the next tipping point?Heidi advocated emotional marketing. A video in 2013 she illustrates,Google's search service reunited long separated India and Pakistan'sfriends and relatives, which implies emotional transmission of videos, andmakes India users of Google achieving a rapid growth of the area. Heidiargued that the spread of social media influence, not only requiring CEBmarketing content to be interesting, but also should allow enterprises tohave more emotion, in a personalized way to express opinion...