In China, practically all companies are at high risk of losing one out of every five employees in their race for better opportunities and a better future. Research has shown that 20% of employees in China intend to leave their employer within a year. That is twice as much as in most other countries. As multinational companies like Deloitte continue to grow in China, they have created an enormous demand for qualified graduates and experienced professionals. Unfortunately, demand is exceeding the supply, and Deloitte must fight among the other Big Four and against a rising tide of domestic Chinese competitors in the financial industry. It’s no wonder that on top of every company’s Board of Director’s agenda are the two topics: “How to recruit the best talent?” and “How to reduce employee turnover?“
Between these two topics lies a paradox. Creating a strong and distinctive employer brand not only helps a company to attract and recruit and retain high potentials; it also makes their current – well-trained and educated – employees attractive for other companies. And that is, of course, the very least what a company wants to communicate.
While many companies choose to compete for qualified talent by out-paying the competition, Deloitte has realized that compelling career paths and robust development are what retain employees.
The paradox comes into play here. Career growth, state-of-the-art training and development not only create the ‘perfect employee’ for the company, but also for its competitors, which again stimulates high turnover.
Putting out fire with gasoline?
Offering a compelling career path and profound development not only helps to enhance retention, but also fuels turnover. This might seem like a conflict of interests. But in fact, they go hand in hand. And that is exactly what Maximum has recommended Deloitte to communicate. Top talent will have a great career at Deloitte; and if at some point in their career path they decide to move on, then Deloitte was indeed a great start for the continuation of a great career. Giving top talent both options is honest, realistic and compelling.
That – let’s say brutal message – is what Maximum already recommended Deloitte Netherlands in 2010 to communicate to those ‘most-wanted’ graduates. Deloitte dares to speak out exactly what those high potentials on campus already think when they’re getting to know Deloitte: “It’s a great employer and can offer me the best working environment and most diverse industry experience one can imagine. If I work here, I’m sure that I can develop my personal career and skills for, who knows, maybe a long period of time. But if not here – because let’s be real – somewhere else thanks to the development that I acquired at Deloitte.”
Besides the main message, the way Maximum has translated this new and brutal message into a communication concept is – from both a visual and textual point of view – new and daring.
This brutal message, translated into a daring concept, which was initially developed for Deloitte Netherlands in 2010 has been modified for the Chinese market and published in an innovative media strategy. From day one, we’ve been using major Social Networks like Weibo to drive graduates to the dedicated career website developed for this campaign. On campuses, online media has (also) been supported by posters, pull-up banners and backdrop visuals.
The evidence that this strategy works was delivered from day one of the launch of the campaign, September 1st, 2011. Already from the first Weibo post, the career site has been visited by 13,107 unique visitors – and at this stage without spending a single Yuan on media. Just Imagine the traffic when it gets ‘real’.
Source: Maximum [thanks!]
In fact nothing has changed. Employers will only remain successful if they take their human capital seriously, i.e. offer long term perspective.