Bianca Wong, Group Human Resources & Corporate Communications Director, Jebsen & Co. Ltd
Jebsen & Co. Ltd is the distributor behind the brands they represent, and as such employs a wide range of people across several sectors, including consumer products, beverages, industrial products, motors, logistics and automotive products. With such variety, Bianca Wong, Group Human Resources & Corporate Communications Director, Jebsen & Co. Ltd stated, “From the beginning we were clear we wanted one single EVP, but this was a major challenge. We wanted to define who we are as an employer to create a unique preposition.”
To make an EVP successful, Wong compared it to marriage. She noted, “This is because it must be a promise, and we have to commit as an organisation. It should not be a slogan or spiel. By committing to what we say, people have an assumption of who we are, and we save millions in getting the right people to work for us.”
Developing the EVP involved engagement internally and externally. This involved asking their own employees who Jebsen were as a company, and finding out what leaders’ ideals were. This involved visualising activities, and asking employees how they felt about these. This provided input into the employer brand of ‘success breeds success’. This not only boosts morale but attracts the right talent to the organisation.
The deliverables cannot be ‘fluffy’, Wong commented. As such, throughout the employment life cycle, employees are encouraged to reflect on ‘success breeds success’—Jebsen, for example, encouraged employees to share stories that go on the career website and even compare themselves and their aspirations to superheroes. Continuous reinforcement keeps the EVP thriving, and HR at Jebsen is an ambassador, advocate, activist and partner for it.
Paul Arkwright
Publisher
