BEIJING, Jan. 25, 2013 /PRNewswire/ -- The grand award ceremony of "China Annual Best Employer (2012)," the "Oscar Award" of China's human resource management community, was held in Beijing on January 23. The highly anticipated "Top 30 Employers of the Year" list and winners of the individual awards were announced at the premier event of China's HR community, witnessed by more than 100 outstanding employers.
Zhaopin.com, one of the leading human resource solutions providers in China, and Peking University's Corporate Social Responsibility and Employer Brand Communication Research Center, jointly conducted the survey and selection process, which sought to recognize China's outstanding employers in every aspect of what it means to be a good employer and to promote the notion of an employer brand. Today, the "China Annual Best Employer" has become the authoritative event that advocates the concept of an employer brand in China, and offers an important reference benchmark for companies and organizations as they recruit employees, and for job seekers as they choose their career path.
The survey was conducted in 28 cities across the country over four months. More than 1,500 employers were selected during the first stage of the process. All selected firms were screened, which included a questionnaire, information research, face-to-face interview with employees, as well as a review by experts in the human resources field before the final award recipients were finally chosen. An external public survey and an in-depth internal employee investigation were combined to ensure the most accurate research results.
Following the series of selections and reviews, 30 outstanding firms across various industries and sectors, including Shanghai Volkswagen, Tencent, BMW China, China Merchants Bank, Pfizer China, DALIAN WANDA GROUP, GE, China Southern Airlines, Bosch China, SAP China, FAW, China Minmetals Corporation, Baidu, XCMG, Shell(China) Limited, DHL-Sinotrans, Oracle, China Telecom, Nokia, CGB, ZOOMLION, ifeng.com, Starbucks China, CBN, eLong.com, SHAANGU GROUP, SUNING APPLIANCE CO., LTD., Hilton Worldwide and CHINA EASTERN, were honored as the "Top 30 Employers of the Year." Meanwhile, four individual awards -- "Top 10 Employers Gaining Most Attention from Undergraduates," "Top 10 Employers Gaining Most Attention from Women," "Top 10 Employers Gaining Most Attention from Jobholders" and "Top 10 Employers Most Responsible for Society" -- were also announced.
The "China Best Employer" survey constitutes a comprehensive indexing system comprising 6 primary indices and 18 secondary indices, all of which serve to describe the characteristics best employers are expected to possess. The survey data revealed significant changes in what job seekers and holders considered their priorities during 2012, with one of the most obvious trends being that job seekers are focusing more on stability. Among the 18 secondary indices, "Best Benefits Package" topped the list, overtaking "Competitive Salary," followed by "Enterprises Having Excellent Growth Prospects," "Harmonious Internal Interpersonal Relationships," "Just and Fair Employing Principles" and "Opportunity to Improve Core Individual Abilities." These trends evidenced job seekers' heightened focus on stability rather than competitiveness. Compared to 2011, the new-generation job seekers -- those born in the 1990s -- are more willing to work in a state-owned enterprise, with 40-percent of them expressing such a desire. In addition, undergraduates now no longer prefer to work exclusively in Beijing, Shanghai and Guangzhou, with fewer than half (42.1-percent) of them expressing their willingness to work in these three cities.
More companies are focusing on talent recruitment and retention strategies, as well as on implementing a sustainable management policy, as they gain a better understanding of employer branding, according to specialists in the jury of the China Best Employer Award. At the same time, the connotation of "employer brand" is on its way to becoming a household word in the Chinese language and a generally accepted concept across China as time advances. These changes will behoove companies to manage and update their employer branding to keep pace with the times, and, most importantly, to match the branding with the characteristics of the new generation of job seekers. On the other hand, it also behooves the job seekers to educate themselves concerning the goals of each prospective employer, so as to have a definite objective in view when selecting employers and finally realize a win-win situation between themselves and the company.