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. Maximum developed a Employer Value Proposition (EVP) and proposed an activation campaign to communicate its EVP to retain and attract good caliber candidates to meet its “doublein-five” business goal.

1. 1!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
CASE STUDY
Client
Jebsen & Co
Region
China
Date
2013
Keywords
Career Site
Employer Brand
Management
EVP

2. 2!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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.

3. 3!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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.

4. 4!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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.
"

5. 5!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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.!

6. 6!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
SOLUTION
Creative concept
options!

7. 7!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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.

8. 8!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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.!
!

9. 9!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
INTERNAL
Inclusion
Recognition
Autonomy
EXTERNAL
Authenticity
Depth
Relevance
SUCCESS
BREEDS
SUCCESS

10. 10!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
The Success
Stories concept
was used in all
communications,
including the
Jebsen career
website. !
CAREER WEBSITE

11. 11!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
The content of
careers.jebsen.co
m is mainly make
up of success
stories. !

12. 12!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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!
!

13. 13!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
Stories can be
told in the form of
text, images or
video, and can be
told in the 1st or
3rd person.!

14. 14!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
Each story can be
shared via
Facebook,
LinkedIn, Weibo,
and personal
email.!

15. 15!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
Graduates
opportunities
page contains the
graduate video,
programme
details and its
“Apply Now”
buttons.!
!

16. 16!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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. !
!
!

17. 17!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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

18. 18!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
For more information, talk to me.!
!
Emile MacGillavry
Managing Director!
!
!
T: +86 139 1811 0043!
E: emile.mac.gillavry@maximum.com!
W: maximum.com/emile-mac-gillavry!
NEXT STEPS

19. 19!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.!
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Room B117, B201 - B203!
570 HuaiHai Xi Lu!
Shanghai 200052!
People’s Republic of China!
!
T: +86 21 52 305 321!
!
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© 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly confidential and is the property of Maximum Employment Marketing Group Limited.