Ranking and whitepaper of TOP100 HR Services Brands in Greater China 2012 by HRoot

ContentsSummaryOpportunities in the HR Services Market in ChinaSeek New Profit in Creative New Business ModelsBrand Marketing of Human Resources Services Providers

Case StudyADP: From Brand Shaping to Value CreationKenexa: A Racing ElephantLumesse: A New Brand Sets SailBEISEN: From Talent Assessment to Talent ManagementSHL: A Forerunner in the Niche Market

Top 100 Brands ListCompany Profile About the ListAssessment Mode and ProcedureIntroduction of Evaluation Model of the List

Acknowledgement About ResearchPublishing InstitutionDisclaimerCopyright Statement

Summary

Top 100 Human Resources Services Brands in Greater China

003Top 100 Human Resources Services Brands in Greater China 2012

Emerging Markets Become The Industry’s New Engine of Profit

The performance of global HR resources and recruitment services industry relies heavily on the economic condition and fluid effect that demand for workforces. Commercial investments, fluctuation in employment growth, and new function outsourcing produce

direct impact on the global HR and recruitment services industry. In 2009, many regions felt the pang of economic recession and rising unemployment, while emerging economies performed robust in this round of recession. Regardless of their relative small markets of recruitment services, emerging economies show stronger growth momentum than developed ones. The liberalization of labor market has played a critical role in the rise of the HR and recruitment services industry in developed countries. With the labor markets in emerging economies becoming increasingly liberalized, their business growth will further expand, bringing robust revenue increase in the HR and recruitment services industry in these countries, notably East Europe, China and India.

According to the estimation of IBISWorld, a renowned research company in the US, in 2011 the global HR and recruitment services industry posted USD513.2 billion in revenue, showing a 2% decrease from the previous year. However, the rebound of the global economy will fuel the increase of the revenue of this industry. As it estimates, in

Opportunities in The HR Services Market in ChinaDeloitte, a world’s leading professional service institution, points out in its report, the “Human Capital Trends 2012”, that development is the top priority of many CEOs, while the three key strategies, i.e., emerging markets, mergers and innovations, pose myriads of HR-related challenges. Compared with their developed counterparts, burgeoning economies are growing faster and posting more opportunities, making these countries major sources of revenue, profit and talent. In the last decade, China has stunned the world scene with its steady torrid economic growth, which translates into tremendous growth potential in her HR services market.

Source: “Global HR and Recruitment Services Industry Report” 2011

Global HR and Recruitment Services Industry Revenue

%ch

ange

SOURCE：IBISWorld

Serviceindustries Manufacturing industriesConstruction industriesOther Public administration industriesAgriculture industries

51.3%

24%9.5%7.8%6.2%

1.2%

Source: “Global HR and Recruitment Services Industry Report” 2011

Major Markets

004 Top 100 Human Resources Services Brands in Greater China 2012

2012-16, the global HR and recruitment services industry will achieve an annual growth rate of 3.5% and hit USD610.3 billion in five years, while two-thirds of the growth will due from temporary placement. In developed economies, recent business increase in their HR and recruitment services industry mostly came from their services sectors. During the recession, the HR departments of enterprises outsourced part of their functions to professional HR management services.

Although professionals in the industry anticipates a steady increase back to the global HR and recruitment services in the next five years, this new round of increase will be different from the pre-recession scenario in its nature. The emerging markets will be the major driving force while major sophisticated markets will lag behind due to their flagged economies and slow increase. In the next five years, many mega providers of HR services will seek opportunities in emerging markets and they will push forward their businesses in developing countries, e.g., China, India, South America, Southeast Asia, Africa and Middle East regions. In some countries, however, the development in this field relies on the reforms in labor markets and government legislations.

IBISWorld estimates that due to the increase in the demand that once gave way to cost-cutting in the recession era, the profit margin of the HR and recruitment services industry will start to rebound. However, premier-level competitions based on pricing will ultimately curb the expansion of the profit margin and make the growth a steady one. In five years, the profitability of the industry will return to the pre-recession level. Emerging markets will see major breakthrough in their revenue and profit increase, fueling the continuous globalization of businesses of the major players and their exploration and search of emerging markets. At the same time, major clients of service providers will also globalize their demand. The mergers in the industry will intensify, particularly in those countries and regions that are complementary to the current major markets.


China Become The Engine of World EconomyOn June 1, 2012, the financial markets in Shanghai and Tokyo kicked off the direct transactions between the RMB Yuan and the Japanese yen. The rapid rise of the economy of China and of her influence provides solid foundation for the globalization of the RMB. According to the data of the State Statistics Bureau, from 2003 to 2011, China posts an annual economy growth of 10.7%, versus the average rate of 3.9% worldwide. The 12th Five-Year Plan of China stresses on the restructuring of her economy and focuses more on the upgrading of industries and “green growth”, to guarantee the steady and sustainable development of her economy.

The World’s No. 2 Economy Maintains Rapid and Steady Growth

According to the data of the State Statistics Bureau, the economic volume of China occupies an ever-increasing proportion in the gross volume of the world, from 4.4% in 2002 to some 10% in 2011. In 2010 China was ranked the second largest economy in terms of volume, and it maintained this position in 2011. In the composition of the economy of China, state-owned enterprises occupy a lion’s share. Among the Top 500 companies of China in 2011, 316 were state-owned enterprises, topping over 60% of the total. The National Institute of Economic and Social Research claims in one of its papers that the total GDP of China will overtake that of the US and it reaches the conclusion that, based on the annual growth rate of 8% of China and 3% of the US, the emulation will occur in only nine years.

The tertiary industry occupies an ever-increasing proportion in the national economy of China. The 12th Five-Year Plan proposes the gross added value of the tertiary industry account for 47% of the GDP volume by the end of 2015, while the ratio in Shanghai already topped 57.9% in 2011. In Q1 of 2012 the added value of the tertiary industry reached RMB4,962.2 billion, or an increase of 7.5%. Lu Zhongyuan, Deputy Director of the Development and Research Center of the State Council has revealed that by 2020, the tertiary industry will occupy a dominating 51% among the three industries, almost 10% higher than the second industry. As a branch of the tertiary industry, the HR services industry will certainly benefit from the trend.

With the upgrading of the industries in China and its shift of focus to the west, the “migration” of labor force from the west to the east will gradually fade out. A survey by Roland Berger, a world’s leading strategy management consulting firm, shows that the long-running, large scale enterprises tend to further increase its investment in China; many overseas enterprises voice their intention to move their investments to the middle and west regions of China. Statistics of the Ministry of Commerce of China suggests that the amount of foreign capital actually used in Jan.-Apr. 2012 was registered USD37.881 billion, and among it the middle regions took USD3.05 billion, an increase of 12.6% compared with the same period of last year. Nowadays, not only the domestic HR services institutions but also their overseas peers have extended their network to the middle and west regions of China. For instance, Manpower Group, a global pioneer of HR resolutions, has established its office in Chengdu, and Kenexa, a comprehensive HR resolution provider of international renown, has also set up its regional headquarters in west China.

Expanding Enterprises Crave for Upgrading and Transformation

In 2011, the gross revenue of the Top 500 enterprises of China hit RMB36.31 trillion, showing an increase of 31.6% over the previous year; while the gross profit scrambled RMB2, 083.9 billion, overtaking the growth


amount of revenue and capital increase. In 2011, the gross revenue of China’s Top 500 was only 44.8% of that of the US Top 500; the number of Fortune Global 500 companies has jumped from 11 to 58, ranking China as the third in the world.

Compared with first-rate companies in the world, Chinese companies lag behind on many aspects. It is found that 80% of the world R﹠D investment fund, 70% of the innovations, and 60% of the technology transfers are done by Global 500 companies. However, the 58 enterprises from mainland China on the list, spanning 23 industries, are characterized by their monopoly on resources, scale of economy and advantage in labor cost. With the development of global industrial specialization, the competitions between enterprises mainly assume the forms of competitions for both supply chains and industry chains. It is definitely necessary for growth-seeking Chinese enterprises to expand overseas. Transnationality index of 500 enterprises in China reached only about 10%.In 2011, the increase rate of gross revenue of

the overseas branches of China’s Top 500 hit 53.55%, while the increase rate of gross overseas capital reached 38.9%, while the total overseas staff has expanded by 35.48%. The economy of China is now at the critical turning point of shifting its focus from quantity to quality, from manufacturing of low added value to innovation of high added value.

Waves of Mergers Surge High

Mergers are basically the fastest way of business expansion, but they are not mere games of numbers. Enterprises are facing challenges of how to effectively use the cultures, leadership and talent, and how to improve their return on investment (ROI). In 2011, the dynamics and transaction volumes of mergers hit a

Development trend of the merger market in China, 2006-2011

Source: zdbchina.com

Gross amount of mergers(USSM) Number of merger cases

record high on the Chinese market, which saw 110 overseas mergers, an increase of 93.0% compared with the previous year. In the 2006-2010 period, the number of merger-exercising enterprises among China’s Top 500 increased from some 130 to 182, while the number of enterprises that underwent scale recombination rose from 408 to 1,112.

A survey of Grant Thornton, a renowned accounting firm, shows that in 2012, 33% of mainland Chinese enterprises hope to expand through mergers in the next three years. A survey of the global accounting firm Ernst ﹠ Young shows that China remains the most attractive country of investment. Many Chinese enterprises are considering merger opportunities in the crisis-stricken euro-zone. Among the interviewed enterprises, 42% of them are considering mergers, almost twice the rate of 22% among global interviewees.


Multi-National Companies Make China A Testing Ground for Operating Model Shift

The research of Deloitte suggests that, with the rise of status of emerging and developing economies as consumption markets and talent sources, companies worldwide, in order to continue their cost-cutting effort, are gradually accepting new, global operating model With this in fashion, enterprises should reflect on all aspects of their operations,

e.g., their work methodology, staff and their positions, and organization patterns. Enterprises need professional HR services institutions to help them cope with their challenges. As a leading player among emerging markets, China will be a testing ground for global operating model of multi-national companies, where a new round of demand for HR services is slated to erupt.

China’s HR Sector Undergoes Continuous Legal AdjustmentsThe HR services industry in China is a highly open market that sees ever-strengthening management. This is an important guarantee for the sustainable, healthy development of the HR services market. At the same time, the policies and regulations that govern the labor force market are strengthening, giving better protection to employees and increasing the risk and cost of violations, hence enterprises need more professional assistance from HR services institutions.

HR Services Industry Highly Open in China

In 2006, the Ministry of Personnel of China sanctioned the absolute control by foreign-invested companies over the Shanghai Pudong Talent Agency, lifting the percentage ceiling of 49% previously imposed on the equity ratio. So far, the world’s Top 10 HR services companies have already entered China, and the domestic HR services providers are also growing strong in fierce competitions.

HR Industry Standardizes Management

Specifications for Executive Search Services, the first national standard of the HR services industry in China, was officially approved and promulgated by the State General Administration of Quality Supervision, Inspection and Quarantine, and it started to take effect on January 1, 2011. The Specifications regulates on the qualifications, conditions, flow, requirements and quality control of executive search services, applicable to institutions of all kinds at all levels

1

2

3

4

5

6

7

8

9

10

Company

24821.71

22006

21185

9879.50

5096

4950.3

4471.46

3782

3776.98

3259

17.09%

16.6%

14.4%

10.6%

22.6%

12.13%

35.15%

8.7%

19%

36.5%

887.44

524.2

317.77

1930.30

118.2

47.7

/

/

250.22

313.16

3.58%

2.38%

1.5%

19.58%

2.3%

0.86%

/

/

6.6%

1.5%

Source:<Global 50 HR Services Providers>

Annual revenue

Ranking YoY increase rate

Operation profit

Profit margin

（$million）（$million）

Operating Models of Companies Doing

Business outside Parent Countries

Creative Model (International Model): markets in

the rest of the world are subject to the market in the

parent country;

United Model (Multi-National Model): each region

runs its business independently;

Global Operating Model: global integration of the

operation of major businesses (including front and

back stage functions), and the parent country is just

one of the various markets global-wide.


that are doing HR services and executive search, and to management consultancy firms that perform relevant business.

Amendments of the Law on Labor Contracts, proposed by the NPC Financial and Economic Committee, regulate labor dispatch in a strict manner. Experts say that China may introduce industry licensing, access audit, and risk margin systems to increase the threshold of the industry, and the anti-risk ability and legal liability of relevant companies. SASAC will further regulate the management of dispatched personnel in enterprises directly under the control of the central government, and it will take measures to include the cost of dispatched personnel in the total salary budget. The revised version of the Regulations on Labor Contracts of Jiangsu Province stipulates that dispatched personnel shall not exceed 30% of the total number of employees, and the ceiling ratio is 50%.

Regulations On Labor Market Improve

China is improving its laws on human resources, and many public welfare issues have been interpreted in the form of laws. In 2011, China formulated its 12th Five Year Plan for Economic and Social Development of the PRC, and revised her Individual Income Tax Law. On July 1, 2011, the Social Insurance Law of the People’s Republic of China, the first comprehensive law in the field of social security, was implemented, and it has established a broad coverage of social security system. In 2012, the Special Rules on the Protection of Female Employees were promulgated and implemented, and the revision to the Law on the Protection and Control of Occupational Diseases and the Law on the Negotiation and Conciliation of Enterprise Labor Disputes are already put on the agenda.

China will establish the normal growth mechanism of the minimum wages, and the minimum salary will refer to the local minimum living cost of employees and their dependents, consumer price index and other factors. The 2011-2013 Working Plan on the Promotion of Collective Wage Consultation of the All-China Federation of Trade Unions requires that, among the Global 500 companies that have trade unions, 80% of them should establish their collective wage negotiation mechanisms.

The Era of Cheap Labor Has GoneResearchers estimate that in 2012 over half of the imports will be bought by emerging markets, which are widely considered main engines that power the future development, profit and talent. Emerging markets in developing economies have long been considered the source of cheap labor. And now, emerging markets are also providing high-value skills such as R ﹠ D, knowledge processing and advanced analysis.

Corporate Talent Pools Keep Globalizing

In the past decade, talent pools of enterprises maintain their globalization trend, and enterprises no longer limit their business to overseas manufacturing, transactions and call centers. Now enterprises have started to use local talent in their R ﹠ D, advanced analysis and other high-value activities. In recent years, China has promulgated various policies to encourage overseas companies to establish their R ﹠ D centers in China. The support of policies and reasonable payment for native R ﹠D personnel have prompted more and more foreign-funded companies to establish R ﹠ D centers in China. For instance, the world’s leading electronics and electric company Siemens has established 16 R ﹠ D centers in China.

Demographic Dividend Is Disappearing

The demographic dividend that once powered China’s rapid economic growth may be disappearing. A report by the China Social Science Academy suggests that the country’s working age population will undergo negative growth in 2017-18, and as a result, China’s labor force demand and supply relationship will be further reversed, and the wages of ordinary laborers, especially migrant workers, will see a rapid increase. As of April 26, 2012, 32 cities and provinces across the country have raised their minimum wage standards, the highest being up to RMB1,500 per month. The era of cheap labor in China is gone and will never come back.

The Quality and Performance of Talent See Significant Increase

The survey of 2010 National Human Resources shows that the building of all types of personnel has achieved remarkable success, and personnel have contributed to


26.6% of the economic growth. By the end of 2010, the country had boasted a talent pool of 120 million people, or 11.1% of the total human resources. Among them, executive personnel have reached 29.798 million, and the percentage of R ﹠ D personnel per 10,000 laborers has reached 33.6%. The highly skilled personnel have accounted for 25.6% of the skilled laborers, and 12.5% of the prime working age population have received higher education.

Technological Innovation Is Inevitable To The HR Services IndustryThe profit due from technological innovation is largely determined by social opinions, hence it is necessary to do detailed market segmentation with new methods and skills that target a certain proportion of the population. The business models that have proved successful should be modified before their application to underdeveloped countries can also succeed. Technological innovations can dramatically restructure an industry, to such a degree of weakening or even eliminating the competitive edge of a company.

Social media and cloud service have become a necessary part of our daily lives, as they not only change the operating models of enterprises but also make their impact on the delivery method of HR services and the direction in which HR shift is heading for. Currently, most HR services institutions start to use mobile app to deliver information and do market distribution, and cloud computing and SaaS (Software as a Service) are becoming increasingly popular.

Technological innovations are dramatically restructuring the industry, to such a degree of weakening or even wiping out the competitive edge of a company. However the ultimate impact of technology and the profit that innovations can bring are largely decided by social opinions. In the Chinese market, cloud recruitment system, the mobile learning platform has emerged. The impact of new technology for human resources services market has been showing up.

Deloitte points out in its “Human Capital Trends 2012” that the human resources industry faces two key tasks, e.g., the fulfillment of overall development goals and the improvement of the work efficiency of human resources. Enterprises expect to realize the improvement of work efficiency of human resources and strengthen the control of HR risks with the benefit of professional HR services structure. In China, thanks to the rapid and steady economic development and better environment of human resources services, the huge potential of demand will be gradually released, a trend that will make China the largest HR services market global-wide in the next 10 years.

● Economic restructuring and industry upgrading will bring tremendous challenge and opportunities to HR services institutions.

● Multi-national companies’ shift in operating models will bring a new wave of opportunities to HR services companies.

● SOEs and private companies will increasingly become an important customer base of the HR services market.

● Corporate mergers and acquisitions, the HR support of the “going-global” strategy will create new demand for services.

● With the industrial focus shifting to west China, the focus of HR services institutions’ business will also move westward.


Seek New Profit in Creative New Business Models

With its iconic iPod and iTune online store, Apple has created a brand new business model and established itself as a dominant player in the market of online music. With its subscription policy, Zipcar, an American online car-sharing company, provides on-demand vehicle rentals on hourly or daily basis, liberating urban dwellers from the costly private ownership of cars. In recent years, creative business models are reshaping the landscapes of various industries on unprecedented scales and at unimaginable speed. So is the HR services industry, as a new array of products and service models are popping up on the market.

Creation of business model is the most essential innovation of an enterprise, without which it is impossible for any managerial or technological innovation to sustain its development or make profit. Any business model is a 3-D one formed by customer value, enterprise resources and abilities and profit-making method. Accenture, a global leading management consulting and outsourcing company, believes that a successful business model has three characteristics: they are inimitable in its unique value, down-to-earth, and cost-savvy.

Total Solutions: A Mixed Model Pursued by Industry LeadersIn recent years, the service model of integrated solutions is gaining increasing recognition by many leading companies in the HR services industry. The model, dubbed as “vertical stack” in the IT industry, provides everything clients need—from hardware to apps—so that the stratification can allow service providers to squeeze more efficiency: server, operating system, database, middleware, and application software. Fundamentally, the HR market has three resources in total, i.e., outsourcing, consulting and IT, which used to be independent and separate from each other but share the same client resources. At present enterprises’ existing HR systems are usually based on different hardware and operation platforms, so that the modules of the same business system or different business systems cannot share information or flow smoothly, leaving a divided operation process that requires extra human engagement and lower efficiency. Enterprises should formulate a consistent basic business information system and an effectively running hierarchical information system, smoothly integrating the separately built business application systems into an organic whole. Therefore, for HR services providers, they can only mobilize their client resources and create the barrier for counterparts when they integrate the resources of outsourcing, consulting and IT.

手工处理Manual

Processes

点(单一)解决方案

PointSolutions

整合解决方案IntegratedSolutions

统一解决方案Unified

Solutions


Total solutions not only improve the barriers to competition, but also achieve a synergistic effect between businesses, thus significantly improving the overall competitiveness of the enterprise. This all-inclusive value chain is not only reasonable in terms of business model, but also driven by the demand of clients. Provision of a single service is usually only piecemeal and stop-gap but cannot fundamentally fix the problem. Another profound reason is that the business models of HR services industry also requires of internal integration. If the recruitment process outsourcing (RPO) is handled by manual processes rather than a strong management system of recruitment process, it is impossible

The China International Intellectech Corporation (CIIC), China’s largest HR services company, has completed its layout of total solutions, spanning its businesses from HR BPO, consulting, assessment, software, training, to head-hunting. Through internal integration, it has entered the phase of integrated solutions and is heading for united solutions. Among overseas companies, Kenexa is a trailblazer of this business model. Through mergers and acquisitions, it has proved to be one of the few enterprises in the HR services industry that can provide all-chain solutions. Now many companies in this industry are aware of the value of diversified services, and they are taking urgent measures to expand their business areas in an effort to achieve their business mix. For instance, ADP has emerged from a payroll and benefits outsourcing company to a comprehensive solution provider of process outsourcing and integrated talent solutions. Korn/Ferry International, a head-hunter of international renown, has extended its services from head-hunting to assessment and consulting, among others, while Randstad, a world-renowned talent dispatch service agency, can already provide executive search, dispatch and RPO services.

● ADP realizes diversified services

In 2012, ADP announces its acquisition of The RightThing, the largest American RPO company.

In 2012, ADP introduces its critically acclaimed small enterprise payroll management platform on iPhone and Android smartphones.

In 2012, ADP announces that it has over 150,000 small enterprises are using its cloud-based creative online payroll management solutions.

In May 2012, ADP announces its launch of talent management system services, and unveils its total solutions, a trailblazing package in the industry that includes talent recruitment, performance management, payroll management, succession management and learning management module.

● Korn/Ferrry International’s Mutual Complementary Model

The internationally renowned head-hunter Korn/Ferry International has recently announced its milestone accomplishment of the completion of its1, 000,000th executive assessment. The company is now providing assessment of Decision Styles Assessment, via EDGE, Choices Architect, LFT, Voices, Prospective Assessment, SIE, Coaching Effectiveness Survey and other products and services related to reviews and researches.

to keep the standardized process, work flow, information flow and delivery at a relative high level. When the business expands its scale, the added manpower will reduce the profit margin close to zero. If a company can provide total solutions that group RPO, recruitment process management software, recruitment management consulting and employer brand communication, it will create more value for its clients. For HR services providers, integrated solutions can improve the synergy between different businesses, share the resources of customers and products, and increase profit margins. Those who can make every effort to bring down the cost of customers and maximize their value can achieve the best benefits.


Solutions

Talent Search

Dispatch

RPO

Talent Demand

Middle/Senior Level Managerial Talent

Junior Level Talent

Middle/ Junior Level Talent

Basis of Charging

Commission

Project Fee

Commission, Annual Salary or mixed basis

● The services that Korn/Ferry International provides include:

• CEO and executive search

• Executive coaching

• Talent management and leadership consulting

• Managerial talent assessment

● Randstad’s Total Solutions

Randstad has evolved from a professional agency of talent dispatch to the world’s largest comprehensive HR services company; it seeks to provide enterprises with one-stop HR solutions: from short-term employment to recruitment of long-term employers, from HR outsourcing to position and business outsourcing, from single services to comprehensive HR solutions.

Cloud Computing Has Far Reaching Impact On HR Services IndustryWith the wide spread of the cloud computing concept, almost all the info-technology companies, those of hardware, software or platform technology, are all trying to embrace it. Forrester Research Inc. estimates the market volume of cloud computing to top $241 billion by 2020. The entire HR services market is enveloped by “clouds” of all kinds: cloud recruitment, cloud training, cloud assessment, among others.

What is cloud computing? It is an Internet-based super computing model through which thousands of computers and servers form a computer cloud in the distant data center. This enables enterprises to switch resources to their apps, and visit computers and storage system on demand. It is a product of the development and integration of traditional computers and web technologies, such as grid computing, distributed computing, parallel computing, utility computing, network storage technologies, virtualization and load balances.

Cloud computing serves several consumers through a multi-user model, comparable to the way of using electricity: it is no

longer necessary for people to buy power generators themselves, but just buy the power that a large power plant produces and channels to the grid. It means that computing power can be circulate like gas, water or electricity, which can be retrieved easily and at low prices. The only difference lies in its net-based transmission.

The resources in the “cloud” can be infinitely extended from the customer’s end, and they can be retrieved any moment, used on-demand, extended when necessary, and paid on the basis of the amount of use. Its contents mainly include: Infrastructure as a Service (IaaS), Data-storage as a Service (DaaS), Platform as a Service (PaaS), Software as a Service (SaaS), cloud safety and virtualization, etc.


2.Cheaper

Cloud computing also boasts more flexible payment methods, and it usually is charged on the basis of actual use. Annual rental paid by installment replaces one-off purchases at high prices lower the risk in decision-making and risk-binding and enhance the transparency of the cost.

Through long-distance visit via the net, enterprises can save complicated process of software implementation; they don’t have to update and maintain systems themselves, but can use flexibly without the expenses of maintenance and upgrading.

3.Better

Using traditional software models, 70% of the IT budget is devoted to the maintenance of the existing system. Every one dollar of investment in IT necessitates 6-8 dollars in the maintenance, upgrading and customization. The room for innovation in an enterprise is eroded by the maintenance of the existing system. With cloud computing, enterprises can focus the greatest benefit of limited resources on their core businesses, and support their quick innovation in their businesses.

Cloud computing can help with the exploration of new business. Their flexible expansion can help enterprises shorten their development cycles without much investment.

4.Safer

The safety of software is based on various dimensions, systems, personnel, hardware, software and the Internet. Although based on the Internet, cloud computing also transmits data through the net in the process of using, but these transmissions are based on highly strengthened encryption measures, certificates, SSL, etc., to guarantee the absolute safety in the transfer process.

Cloud computing boasts strict internal control systems that involve policies, personnel, legal affairs, and internal data risks, compounded by hardware security facilities like powerful firewalls, all combine to guarantee the safety of the system in terms of hardware. Under the traditional model, servers running HR software are on Internal LAN. The latter is mostly connected with the Internet and the likelihood of being attacked is no lower than that of the facilities of the cloud computing providers, while their security measures are far inferior. Just consider that in the past people buried the gold bar they had bought under the ground of their homes, while now it is common knowledge that the safety deposit boxes in the banks are even safer. Similarly, in most cases, the data are safer when stored in the data bases of cloud computing providers than stored on the servers of Internal LAN.

Cloud apps have been widely used in daily lives; for instance, the iCloud of Apple can automatically back up the most important data on iOS5. In the future, more and more data will be moved to the cloud.

Why Cloud Computing Rules?

1.Faster

Cloud computing pools computing resources together, making the use of cloud apps comparable to owning a much-enhanced mega-computing power supported by thousands of computers.

Users do not have to prepare complex hardware infrastructure and application software, rather, they can access the resources of cloud computing via the Internet or the Intranet in the enterprise. The data of cloud computing is distributed to various data centers across the world and they can be available anytime and anywhere, making it unnecessary for enterprises to verify the data and minimizing the redundancy.

Cloud computing can speed up the response to business and delivers higher flexibility. For example, when an enterprise needs to use more storage space or more powerful computing capability, just like at the peak hours of electricity use, users can conveniently apply, allocate, and obtain on the net according to their actual needs.


SaaS Reshapes HR Software Industry

On the information superhighway of the Internet, software is comparable to vehicles on the highway, which carry the “goods” that an enterprise really needs, i.e., contents, expert knowledge, and services. It should be understood that the cloud only improves the condition of the highway, but cannot make the vehicles better. The process of cloud computing only moves the software from an ordinary server to a virtual server in the cloud, but brings no change to the functions, logic layer, presentation layer or the data structure.

However, the software based on the SaaS of cloud computing is absolutely reshaping the HR-related software industry, as it provides a brand-new business model, that is, service on demand, and thus overthrows the permit-centered traditional business model of software.

Compared with the “firm sale” model typical of the infrastructure of C/S (Client/Server) or B/S (Browser/Server), SaaS only needs users to pay service fees as per the use amount on monthly basis, thus enjoying obvious advantage in cost, speed of upgrading and compatibility.

Traditionally, the cost of using software includes that of the intellectual property, a variety of software runtime program and the environment that support the whole software, such as plenty of infrastructure and development tools used by developers. In most cases, in addition to the cost of intellectual property, each piece of software of the user is duplication of investment. Differently, users of SaaS only needs to pay for the intellectual property but leave all the others to the expense of SaaS providers, that is, they don’t have to spend much on hardware pieces, operating systems, database or licenses of software.

Way of purchase

Requirements on

hardware

Requirements on

software

Self-maintenance

Upgrading and flexibility

Cost

Requirements on IT

capability

Licensing, one-ff purchase

High-capacity server, net equipment, storage equipment

Server operating system, database

Yes

N/A or paid upgrading

Software licensing fee;

Software maintenance fee

Technical support fees

Human cost (system maintenance personnel)

Software and hardware cost

Upgrading cost

Risk cost (in case of failed selection)

Yes

On-demand rental

Internet only

Browser

No

Zero cost, smooth, frequent upgrading

Service charge

No. Enterprises can focus on

their core businesses

C/S、B/S SaaS

The Difference Between SaaS and C/S,B/S

Another profit-making way of the corporate software industry is the provision of updates after years of development and an annual maintenance charge for fixing bugs. With the adoption of the SaaS rental model, enterprises do not have to have technical maintenance personnel, as technology upgrade is left to SaaS providers. Users can focus on their businesses assuredly.

Salesforce.com, a leader in the customer relations solutions, is exemplary of SaaS providers. Founded in 1999, the company is the earliest champion of online rental model, and is dubbed a


HR Software Giants Are Embracing SaaS and Talent Management

To cope with the looming threats from the SaaS providers, traditional software giants are also trying to catch up in recent years. SAP and Oracle are switching to cloud computing by providing software, storage and other remote services (including remote data center, etc) via the Internet, and even spend heavily on acquisitions.

In December 2011, with $3.4 billion, SAP completed its acquisition of SuccessFactors, a trailblazer of the SaaS model in the HR software industry with 40 years’ successes and expertise in on-demand and prefabricated solutions. SuccessFactors has over 3,500 clients and 15 million users of its online performance management software.

After the acquisition, SAP put over 5,000 employees in charge of the design, construction and implementation of perfect cloud solutions. Its newly established cloud computing department services over 17 million users. In May 2012, SAP announced its brand-new cloud computing strategy, which introduces cloud computing solutions related to four business lines, e.g., personnel, capital, clients and supplier

“software terminator” due to its motto “terminating software.” Benefiting from its multi-renter model, freely payment model and powerful system flexibility, it went public at the New York Stock Exchange in 2004, turning a profit in the same year. In the 2011 fiscal year, Salesforce.com posted a sales volume of $2.3 billion, an increase of 37% over the previous year. Now Salesforce.com is managing customer information for over 100,000 companies on different scales, and it processes 36 billion deals each day for its clients. In 2012, the company scheduled to increase its sales by 32% to $3 billion. It is prohibitively difficult for a traditional software company to maintain 2-digit growth.

Workday, another subversive company in the HR software industry, helps enterprises manage human resources and finances with the software deployment model of cloud. Now, Workday is servicing some 300 enterprises, with its annual growth in user base close to 100%. Around half of its clients come from its rivals like Oracle or SAP. In the 2011 fiscal year, Workday posted $300 million in revenue, twice the amount in 2010, and it is expected to go public at the end of 2012.


management. Among them the Employee Central, the core HR solution of SuccessFactors, is incorporated into the cloud computing solutions that face personnel and capital.

At the same time, SAP also internally uses the SuccessFactor BizX kit as its new human resources management system. The kit can simplify the HR management process of SAP employees and management, helping managers integrate their daily work into the corporate strategy and providing staff with more control over their career development tools.

Oracle, a competitor of SAP, is also strengthening its layout and has established advantages in the cloud computing market through acquisitions. In February 2012, Oracle bought Taleo, a talent management cloud computing company, at a purchase price of $1.9 billion. Taleo’s solutions can enhance the ability of assessment, recruitment, training and employee deployment of enterprises of all sizes, and thus increases the efficiency of business. Now over 3,600 enterprises across the world are using Taleo’s products to handle recruitment and performance assessment. Taleo’s talent management platform is celebrated for its strong configurability and usability, achieving a whopping 99.9% efficiency rate when running on world-class infrastructure.

Oracle’s acquisition of Taleo is considered a responsive move to SAP’s acquisition of SuccessFactors. However, the explosive growth of the talent management software market is another reason for Oracle to buy Taleo. As Bersin ﹠ Associates investigates, the market for online recruitment management software increased by over 15% in 2010. Through the acquisition of Taleo, Oracle has filled in the gap of its own product line.

The full range cloud computing solutions that Oracle provides include sales automation, HR, talent management, social networking, database, and Java, all being part of the public cloud of Oracle. On June 7, 2012, Oracle issues a cloud-based package that includes some 100 auto-service applications and platform services, which charges according to subscribers’ use amount.

The acquisitions of SAP and Oracle also highlight another trend in the HR software industry: Talent Management System (TMS) rules. Different from HR management system software that is based on HR management and centered on data, talent management software is based on industrial and organizational psychology and cares more about the people and the processes. A complete Talent Management System should include modules like talent planning, recruitment, payroll, performance appraisal, succession, and

Talent Management System


At the same time, the paper also points out that the features, cost and service of HRMS are the major incentives for enterprises to implement them. The rental model of SaaS can flexibly configure the features, cost and service requirements that enterprises need, and thus tremendously shrink their cost. In the HR market of China, providers of cloud-based SaaS have great prospect and huge development potential.

Social Media Reshapes the Recruitment MarketAny human activity is fundamentally information activity; the difference in the delivery media and management method of information flow means the difference in the information you receive. From the agrarian age carved by agricultural equipment to the industrial age made by machines to the net era created by computer technology, each important technology revolution is coupled with media revolution. The entire history of human civilization is arguably the history of the evolution of the way humans use tools.

The Three Waves of Business Models of the Internet

In 1993, the US government announced to build the National Information Infrastructure, a project that heralded the birth of the Internet. Portal sites were the earliest business model of the Internet. In terms of creation time, the trailblazer was Yahoo!. With the passage of time, however, the nature of portal sites also underwent gradual changes. They grew to be larger and all-inclusive, but their gauge also underwent dramatic changes in the later stage. Previously they were gauged by the number of registered subscribers and click-through rates, but are now measured by the average time subscribers spend on them.

With the Internet became faster, more popular, personalized and compatible to mobile devices, new apps emerged in a rapid succession. The technology of Web2.0 brings the business model of the Internet to an era of search engine model. The essential customer behavior of a search engine is “to obtain”: obtain materials, pictures, music and more. Through search, the act of “obtaining” is fulfilled. Therefore, the value of search engine itself is the value of media. To maximize the value, the act of obtaining should be continuously fulfilled. In this stage, Google is indisputably a representative of the search engine model.

training. Representative companies of the previous kind are Oracle, SAP, yonyou, Kingdee, while those of the latter kind include Kenexa, Taleo, Peopleclick, Pageup People and Beisen.

The talent management software industry has no lack of mergers and acquisitions. But given their scales they cannot subvert the entire industry. This time, however, the entry of Oracle and SAP may incur a major share-out to the industry. Through mergers and acquisitions, Oracle and SAP have established their competitive edge in cloud computing services, e.g., better understanding of the market and expertise in implementation. For the acquired enterprises, they can tap into the huge user base, capital, branding of Oracle and SAP and increase their own strengths.

Not clear

C/S

B/S

SaaS

Composition of Corporate Use of HRMS

Acquirer

SuccessFactors

Taleo

Lumesse (formerly Stepstone)

SumTotal

Time of Acquisition

March 2011

April 2011

September 2010

August 2010

January 2011

Acquiree

Jambok

Plateau

Learn.com

Mr. Ted

GeoLearning

Acquisitions in the HR Management Software Industry

China’s HR Market Calls for HRMS

Information technology is the prime driving force of the development of HR management, as it l iberates HR professionals from tedious affairs and thus allows them to focus on the strategic affairs of their companies. However, China still lags behind developed countries in human capital management systems. In “Retrospect and Lookout of the HRMS in China 2011”, a paper jointly issued by ADP and HRoot, only less than half of Chinese enterprises are using HR management systems, and among them 30% of the HR management systems they use fall into the category of C/S infrastructure and need to be upgraded.


The most significant discovery in social networking is its congeniality, i.e., the tendency of mutual relation between people of similar temperaments. Such similarity not only determines the frequency of mutual relating and the discussed topics, but also determines what information they seek as an individual in the network. Congeniality suggests frequently relating people are similar to each other, and they may consume a larger quantity of identical information. The less-relating individuals are more likely to have differences and consume a larger quantity of different information. The information is spread through the network. Strong ties are similar to each other and more likely to visit the same sites, while weak ties are more different and tend to visit different websites.

With the development of the web technology, social networking sites appeared and developed by leaps and bounds. The IPO of Facebook suggests that social networking services (SNS) model has become the third business model of global Internet following those of portal sites and search engines.

Influences of Social Media On Interpersonal Relationships

Prior to the emergence of social media, the distribution of information followed an end-to-end pattern, but after that it gave way to the fission pattern.

In the 1970s, sociologist Granovetter first proposed the concept of strong / weak ties in interpersonal relationships. He has discovered that in a highly developed commercial society, people within communities/organizations interacts frequently and exchanges often and thus forge typical strong ties, while the ties that transcend communities/organizations are far weaker and apt to be neglected. However, studies have found that in either job hunting or other social activities, the information obtained through strong ties is invariably repetitive, while weak ties can better transcend the social limit to obtain differentiated information and other resources.

Granovetter illustrates how social network inter-connects with information obtaining. When one person interacts with two close friends, the latter may also strike up mutual communication. So when people tend to forge closely-knit compact groups, all those in the group may relate with each other. We all relate to the core group forged by strong ties and frequently communicate with the people in the group, while the less-related weak ties also exist.

The network effect is apparent n the distribution of information. Although a person is more likely to share a single message from a close friend, the collection of weak ties shoulders most of the responsibilities of information distribution. It is more likely for people to share information from strong ties, but one o f the who le , most of the influences still come from weak ties.


Six Degrees of Separation Theory

In the field of mathematics there is a “Six Degree of Separation” theory, also known as the “Small World” theory. It refers to the idea that there are not more than six people between you and a stranger, or in other words, you can get to know a stranger with no more than six people.

This phenomenon does not mean that any person-to-person relationship has to be set up with six layers, rather, it telegraphs such an important idea: any two strangers can relate to each other with certain connections. Obviously, given the difference in the way and ability of networking, opportunities to realize personal expectations may also vary significantly.

Social networking websites are tellingly on the rise. Recent studies show that one can connect with another person with 4.74 persons or fewer. The advent of social networks obviously makes person-to-person relationship closer than ever.

Social Media Undergos Explosive Growth

In the US, social media represented by Twitter and Facebook have gradually evolved into a basic application on a par with search engines, portal websites, and e-commerce. The third-party applications stemming from social media platforms have led to a brand-new social business changes. In China, since 2009, social media has been presenting a growth spurt. New media of this kind not only penetrate strongly, but also give rise to a brand new revolution in distribution. A recent survey on 5,700 Chinese Internet users find that the residents in first-, second-, and third-tier cities in China boast a 95% registration rate of social media. In addition, China also has the most active user group of the world, as 91% of the interviewees say that they have logged on social media in the past six months, a rate much higher than the 30% rate in Japan, the 67% rate in the US, or the 70% rate in Korea. At the same time, the expansion speed of Chinese Internet users is also unrivalled in the world. By December 2011, there were 513 million Internet users in China, while the number was 67 million in Germany, 121 million in India, and 245 million in the US.

China already has the world’s largest population of Internet

users.

Total Internet users1in December 2011 Million

Internet penetration, %

Global China US India Japan Germany UK France Korea Australia2

1 Including people accessing the Internet via personal computer and mobile phone; data as of the end of 2011.2Percentage of overall China population over age 6.Source: Internet World Status, December 2011

In addition, what dominate the landscape of social media in China is native Chinese websites. Chinese consumers’ favorite social media websites are: Qzone.com (over 44% of the interviewees say Qzone of QQ is their most frequently used website), Sina Weibo and Renren.com (19% each), T.qq.com (8%) and Kaixin001.com (7%).


Chinese social media websites are very similar to their European and American counterparts, but they also have their own unique features.

● Qzone.com: Similar to MySpace, it allows users to establish their own web pages to issue their updated information, photos, and video clippings.

● Sina Weibo and T.qq.com: they provide many features similar to Twitter, such as distribution of messages within 140 Chinese characters, of uploaded photos and videos, and exchange of messages between friends.

● Renren.com: a website similar to Facebook that originally restricted its circulation among college students. Although it is open to the public, its user base is still largely constituted by college students and new graduates.

● Kaixin001.com: a website similar to Facebook that specializes in online games at the beginning, and it focuses on office workers.

● Ushi.com: similar to business social networking sites like LinkedIn and XING; it has similar peers like dajie.com and jingwei.com.

Social Networking Recruitment Poses Challenge To Traditional Recruitment

Social networking websites are changing the marketing model of recruitment and head-hunting, leading to dramatic changes to the business model and product model.

For a long time, online recruitment has been the first choice of enterprises. In China, traditional recruitment websites have long been the major channels used by enterprises. Companies make payment to the websites and run advertisements on them, and then collect the resumes submitted by applicants. For applicants, they can only passively wait for the interview calls after they submit their resumes. Under such conditions, both companies and applicants are in a “passive” state, albeit they need direct, interactive communications. The interpersonal functions of social networking websites provide a much-needed platform for companies and applicants.

The rise of social networking websites has established a new channel for recruitment. By means of networking, it weaves the thread of interpersonal relationships into the fabric of recruitment process, and builds the ties between enterprises and candidates. Based on relationship, the data mining capability of social network sites can make the information in the recruitment process more accurate. The educational background, employment history, professional advantage, interpersonal reputation of a candidate can be learnt at a quick glance, greatly reducing the cost of talent search and background check. On the other hand, for those social network websites, their result-oriented advertising model proves attractive to many users, and provides justification for their service charges.

In 2002, the business social networking website LinkedIn was established in the US. It seeks to provide a platform for users to build and maintain their networks, and to provide recruitment solutions and the service of customer information. With its user number snowballs, it has become a major channel for American enterprises to recruit. Official statistics of LinkedIn reveals that the Global 500 companies all use LinkedIn to recruit, which means that 100% of them are recruiting on it. Now LinkedIn has over 2.24 million

Source: McKinsey﹠Company <China’s social-media boom>

Qzone.com Sina Weibo Renren.com t.qq.com Kaixin001.com

The most popular social media in China


registered users in China, while the number in the US is nearly 65 million.

In November 2011, a latest report issued by the American recruitment website Jobvite suggests that 89% of American enterprises will recruit with social networking websites, and among them 55% will increase their budget for recruitment on social networking websites; while recommendations, recruitment on the company websites, and direct channels will be their other major channels; only 16% of the enterprises will increase their expenditure on recruitment fairs, one-third of them will cut their expenditure in recruitment fairs, third-party recruiters and head-hunters; some 64% of the enterprises will adopt two or more channels of recruitment; among the enterprises that plan to drive their expenditure in recruitment, 95% of them are using or will use social networking websites. In China, nearly one-third of Chinese enterprises are using social networking websites in their recruitments.

The rise of social networking websites is posing tremendous challenges to traditional recruitment websites. Compared with the latter, social networking sites enjoy a much higher traffic than traditional ones. Facebook has the second largest traffic in the world, while LinkedIn ranks the 12th, Renren.com of China is in the 102th place.

By comparison, traditional website recruitment is declining and urgently in needs of transformation. Pitted against the robust rise of social networking sites, traditional sites suffer from such problems as single mode of profitability and congeniality that have weakened their effects, and they have lost a lion’s share of their clients.

According to iResearch, 51job.com, Zhaopin.com, and ChinaHR.com combine to occupy a 70%-plus share of the online recruitment market in China. However, the performances of the three companies are utterly different. Only 51job is still turning a profit while the other two recruitment giants are deep in

The Structure of Online Recruitment Market of China

Website Traffic Ranking Major Investor

Social Networking Sites are Shoveling Away Traditional Recruitment Sites

Recruitment website Traffic Ranking SNS website Traffic Ranking


Annual revenue

Profit

YoY increaseFiscal year Fiscal year

Annual revenue

Profit


Annual revenue

Profit


the red. Zhaopin.com has been losing for three consecutive years, while ChinaHR.com, after it was wholly owned by Monster, still reported a loss of RMB175 million in its earnings. According to the earnings of 2011 fiscal year recently released by 51job, its annual revenue reached $205.5 million, an increase of 26% over the previous year, and its net profit increased by an impressive 56.6%. Although 51job’s performance is gratifying, it still cannot reverse the decline of the entire traditional online recruitment market.

By sharp contrast, LinkedIn is rising sharply in the recruitment field. LinkedIn is essentially an SNS-packaged professional recruitment site, whose added value services in the recruitment field have created a sizable stream of revenue, in which “Premium Subscriptions”, “Hiring Solutions” and “Marketing Solutions” are three major income sources. In the 2011 fiscal year, LinkedIn pulled in $522.2 million in revenue, up 114% from the previous year, while its profit rose by 32% over the previous year. According to the newest fiscal report, LinkedIn earned $102.6 million in revenue from “hiring solutions” in Q1 of 2012, showing an increase of 121.6% over the previous year and accounting for 54% of its gross revenue.

Hiring SolutionsMarketing SolutionsPremium Subscriptions

In the face of the tremendous challenges from business-oriented social networking sites, traditional recruitment enterprises should ride on the rising tide, to change business directions and perpetuate reforms and attempt in social networking recruitments, so that they can break the limitation of homogenization, attract committed users and embrace the era of social networking recruitment.

Software Platform-Style Process Outsourcing Model Presents A Major OpportunityThe HR outsourcing of “Chinese characteristics” is originally dominated by its “personnel agency” model that primarily based its income on the monthly service fees. Some senior experts deem zero service fee a general trend. However, in


ADP’s Service Model

Payroll 0utsourcing

+ Social Security Outsourcing

+ System Platform Rental

Payroll Outsourcing +

System Platform Rental

Social Security 0utsourcing

+ System Platform Rental

Business

Models

ADP’s Acquisitions and Mergers Strategic

Global talent management

solutions

Leading comprehensive HR

BPO provider

Commitment to the market of small

enterprises

Clients, Talent, Technology,

Channels

Multi-lingual & multi-currency

service

Entry in large, growing market

Strengthening its position in payroll

and welfare management

spite of lower unit prices of services, giants like the CIIC, SFSC and FESCO still maintain robust 30-50% increase in their annual sales and profits, a phenomenon attributable to the fast expansion of the market for HR resources in China, which translate into quick expansion of staff in overseas enterprises and soaring profit margin from the economy of scale. Another underlying reason is that the profit from personnel agency has given way to welfare outsourcing, which has become the No. 1 source of profit (welfare outsourcing accounts for over 50% of the overall profit). Therefore, even zero service fee will not make the profits of these enterprises run dry.

Overseas HR outsourcing model is significantly different from the “personnel agency” model of China, as the former uses more process outsourcing than the latter. ADP, an adopter of this model, is the most profitable enterprises in the HR services industry, boasting in a profit rate of 26% and a revenue volume of $1.93 billion, an amount equivalent to half of the total of the other 49 enterprises among the Global 50 HR servicers providers worldwide. Its market value is up to $25 billion, a volume unrivalled in the global HR services industry. In 2011, the profit margin of ADP ranked the fifth in the global HR services industry. On May 22, the market value of ADP was reported $25.775 million.

ADP’s big profit comes from its unique business model: software platform-style process outsourcing model. Clients can use the software platform it provides to exercise some self-service operations, a function that lowers the personnel cost, increase the accuracy and the speed of information delivery. At the same time, the model is one of the few technology-intensive, capital-light, and high cash flow businesses, promising very high return on investment.

In spite of its inherent advantages in business model, the aggressive ADP is still not satisfied. In the recent four years, ADP carried out 13 mergers and acquisitions. In the second half of 2011, ADP announced its acquisition of the world’s leading RPO company, the RightThing, a move that secured its status as the largest RPO company globally and extended its business from payroll outsourcing to recruitment outsourcing. RPO is highly favored by HR services giant, not only because of the huge and rapid increase in demand, but also have very high potential gross profits and profit margins.

The competitiveness of HR outsourcing is determined by information technology, but commercial information technology is undergoing massive shift and upgrading. HR process outsourcing promises high profits but also has higher barriers to entry, such as:

Various kinds of HR Process Outsourcing include:

● HR information system outsourcing● Payroll outsourcing● Talent management outsourcing● Learning outsourcing● Recruitment process outsourcing (RPO)

In China, the Manpower Group, Randstad, Career International, 51job.com, CIIC, SFSC and FESCO are bracing for competitive edges in these new models of process outsourcing.


1.Cloud Computing

Cloud computing borrows the idea of “electron cloud” in quantum physics to highlight the diffuse, ubiquitous distribution and social characteristics of computing. Through scattering the computing to a large number of distributed computers rather than local computers or remote servers, the operation of corporate centers is more similar to that of the Internet, which enables enterprises to shift resources to needed applications, and visit computers and storage systems on-demand. HR process outsourcing involves a large amount of data storage and application requirements. There are two advantages of cloud applications: 1) when the application reaches a certain scale, the economy of scale brought by the operation providers can lower the unit application cost and lower maintenance cost; 2) cloud service is charged on the basis of user number and the time of use, and it is characterized by its low cost and real-time update of the data.

2.Big Data

Amazon Web Services (AWS) and the big data scientist John Laoze define big data as a huge amount of data beyond the processing capability of any single computer. There are four aspects of big data: volume, variety, velocity, and value. Each organization or company can consider the concept of big data from different aspects. The function of big data is a strategic one that can create value from long-term collection and analysis of data. Enterprises in emerging markets, especially a country like China, must have such resources if they grow continuously. It is particularly indispensible in the field of process outsourcing. Big data can provide enterprises with various values, not only in terms of lower cost but also more opportunities. Big data will challenge the storage structure and data center infrastructure, and also provoke chain reactions in applications, such as data warehouse, data mining, business intelligence, and cloud computing. In 2011 enterprises used more TB data (1TB=1,000 GB) in business intelligence and business analysis. By 2020, global data usage is expected to surge 44-fold, reaching 35.2ZB (1ZB =1 billion TB).

3.Web Services

Web services refer to some web-based, service-oriented, separately programmed software module. They use general standards of the Internet, such as Http and Xml and enables people in different places to access data on the webs through different terminal devices. In the field of HR outsourcing services, the traditional service model is already homogenized, and the market has already shown an increase in volume and a drop in prices. Given the increasing demand for online service, the 3-D model that combines online and offline services will be the major trend of HR services in the future. The online service model has two features: 1) Lower prices. The platform rental model of SaaS greatly reduces the delivery cost of enterprises. The emergence of SaaS should be understood not only as progress in technology but also an essential innovation in business models. 2) Higher profits. The information delivery service based on the Internet can provide the services of those call centers via the Internet and in the form of self service. As the platform model assumes the “self-service” model, the number of corporate users will increase rapidly but the staff of the providers will not increase, leading to big leaps in profits.

4.Mobile Services

With the rapid development of mobile Internet, the increase in mobile devices and the employment groups becoming younger, the demand for mobile applications in HR outsourcing services is surging rapidly. Mobile applications have the advantages of helping clients obtain information from multiple devices at anytime and anywhere, and taking full advantage of fragmented time while traveling or queuing. In 2012, ADP introduced its small enterprises payroll

The Development and Trends of HR Outsourcing Business Model

Development Trends

Offline Services

Traditional Agency ﹠ Dispatching Services

3-D Online and Offline Services

Online Services

Business Process Outsourcing


management platform on iPhone and Andriod. Judging from the development speed of the mobile Internet and the trend of increasing demand, it is easy to see that the demand for mobile services in HR outsourcing services will gradually loom large.

Develop New Business Based On Core Competence in AssessmentPerhaps in an era of ever-occurring changes, explosive growth in core business means tangible safety, and thus it is necessary to further explore the potential of good business models. In the current scenario when HR services market speeds up its industry chain integration, enterprises in some segments go the other way round by developing the depth of their business.

Currently the assessment companies in China’s HR services companies fall into four categories: 1) Providers of talent assessment products and services only, e.g., the British firm SHL; 2) Providers that combine upstream and downstream business, with two classes that extend downstream (training and development) and upstream (recruitment management); 3) some comprehensive HR companies, e.g., Towers Waston and Aon Hewitt, who respond to the demand of their existing clients and extend their business to talent assessment; and 4) internationally renowned head-hunters that have already extended their services to assessment and executive coaching.

As a global authoritative provider of talent assessment services, SHL focuses on assessment and explores new ways to apply its core competence. As a leader in the talent assessment industry, an industry known for its relatively high barriers, SHL has advantages on the below aspects:

SHL’s assessment results are highly accurate

In March 2009, in its research on global major talent assessment tool, Aberdeen Group found that SHL’s tools are the most accurate in their forecast of the future performance of potential employees.

● SHL has the largest team of assessment experts.

SHL has teams working in over 50 countries that include over 300 psychologists, making it the company with the largest number of psychologists. Each testing point is backed by tremendous amount of research.

5.Sub-Finance

Sub-finance refers to the fact that outsourcing gradually picks up the characteristics of the financial industry. Consider payroll outsourcing, a capital-intensive industry that involves many cash flow issues such as settlement, payment and transfer. It does not only raise very high requirement on the financial strengths of the providers, but also requires the security and accuracy be bolstered to the financial level. Therefore, providers should have very high credit status. In the case of ADP, it is one of the four non-financial enterprises that have been rated as AAA by both Standard ﹠ Poor’s and Moody’s. In addition, the employment environment is increasingly complex in China, and the payroll-related policies are different from region to region. At the same time, given the changes in employment patterns and higher requirement on cost optimization, outsourcing service providers must have a strong geographic coverage to meet the different needs of enterprises.

Index of Mobile Outsourcing Demand and the Increase in Budget in Recent Three Years

Source: Report on Mobile Application Outsourcing Market 2011

2009年 2010年 2011年

113.09

984.07

4533.36

Annual increase in project demand

Annual increase in project budget(RMB 10K)


● SHL has accumulated a large amount of reference data

Over the years, SHL has accumulated a large amount of assessment data collected from various countries and regions, companies and positions of different kinds. Through analysis on huge amount of data, experts can clearly understand the competence of excellence employees, and define the competence model of each position.

● SHL has the most comprehensive and extensive product line.

● SHL’s products cover the cognitive ability and aptitude, personality and behavior, knowledge and skills, Situational Judgment Test, reliability and security, motivations, written assessments, 360-degree feedback, and interview tool.

Contents

Objective

Effectiveness

Cost

Personality

Highly effective

Low (products can

be used repeatedly)

Test

Behavior

Advantage

Exceptionally effective

Between test and

assessment center

Situation Judgment Test

Behavior

Execution

Exceptionally effective

Assessment Center

SHL has established very strong barriers in the field of assessment, but now the question is how to apply its core advantage/competence to increase their number of clients and profit margin. The current business model of SHL is highly profitable. After a product is successfully developed, SHL’s increased cost is very limited; no matter there are one or one hundred people attending the assessment. Now in the assessment market, there are two categories, i.e., product-based assessment and assessment based on assessment centers; each has its pros and cons. SHL has rolled out its Situation Judgment Test, a product that comes to the middle ground of the two categories.

Even the clients of head-hunters, training companies, personnel deployment companies have demand for talent assessment, but these HR services companies have neither tools nor R﹠D teams. The barriers to entry are so high that clients tend to choose a widely accepted professional assessment company. SHL focuses on assessment and has created new business models based on its core competence. While providing assessment services, it also positions itself as a strategic partner with other service providers in the whole HR industry chain.

Advantages (concerned with future performances)

High (labor cost is high, brain drain

in the expert team can weaken the

company’s competence)


Training Products and Business Models Undergo Dramatic ChangesWith the advent of more and more mobile devices and the employment group becoming younger, an era of mobile learning is coming to satisfy learners’ need to learn anytime and anywhere. While collaborative learning and social learning are enabling learners to connect with each other and continuously learn in the process through the division of labor and in a spider web manner. The application of these new technologies and ideas bring about tremendous changes in the way of learning: from a static manner oriented to lecturers and classroom teaching to a manner oriented to learners who can experience anytime and anywhere.

Researches reveal that corporate training will undergo significant changes in 2014, as 71% of the interviewees believe that “Blended Learning”, a brand new model that combines e-learning, virtual classroom learning and mobile learning will be the top choice of enterprises. Meanwhile, the proportion of traditional classroom teaching will fall from 44% to 17%. Statistics show that one-fifth of the enterprises expect “Social Learning”, the unofficial learning can pay a more important role in employee training. Adoption of blended learning means that the contents of the training can be delivered to employees through more channels. HR services institutions should make adjustments to their training products and business models.

Business Model Analysis

Course commission 15%

Agency fee or special promotion fee

Value-added service

Product forms of Skillshare

Pre-launch:

Official courses

Launch of a course

Launch of a one-off course

serial courses

Online application and online payment

Learners’ reviews and

recommendationsOffline teaching

Confirmation of the time and place to make it an official one

Interested people pay

attention

personal finance. Although this service is open to all Americans, skillshare.com mainly bases its active user groups in New York, Boston, San Francesco and Los Angeles.

At Skillshare, teachers will receive 85% of the amount that students pay, and the website takes the remaining 15%. Some of the tuition fees will be used to support public welfare undertakings. For instance, designers from Kickstarter, Twitter and Quora will support Project H Design, a non-profit program, with the money they have earned. On the webpage of each course, users can evaluate in the“trust and reputation”column. The “profile” page of each teacher shows the class hours. Without users Skillshare will be anything but valuable; this can explain why it attaches so much importance to the students’ recommendations and makes itself student-oriented.

An Online Market for Learning and Teaching

Skillshare.com is a website that performs the namesake function of sharing skills with others. It can turn everyone into a teacher or a student. This innovative website provides a platform of applying to be teacher or a student. So long as you wish, or you have a certain skill, you can create a classroom solely or with your friends and then allow the users to participate. Learners attend a real classroom rather than a virtual training. Skillshare.com offers courses in five categories, i.e., creative arts, culinary arts, entrepreneurship, lifestyle and technology. In each category students can also decide specific subjects, such as programming, business development, cocktail production, brand operation, and

So far, Skillshare has featured some 500 courses, and witnessed a soaring traffic. Online education and training in the like of Skillshare is one of the 20 hottest startup programs globally. This company received a seed investment of $550,000 in its early stage, and it is about to get nearly $10 million in the “A” Round Financing.

Impact of the Skillshare model on the training industry:● It builds a platform for the transaction of knowledge.


● Everyone can provide training resources.● Trainers can work at home, and are not subject to any companies.● The business model gives impetus to the socialization of training services, and it stresses the “word-of-mouth” marketing.A few of websites have already emerged in China, such as Dijiuke, Xuejineng, and Skillshare.com.cn. However, as each business model requires its unique environment, the business model of Skillshare may face some new challenges.● Internet users’ payment habitsSubjects like bakery, coffee-making, management and programming do not have rigid demand, and free online classes that teach such subjects are ubiquitous. It is difficult to persuade users to open their wallets for a purchase.● The restraints of training locations, venue and timeAs the subjects are taught offline, venue and time put restraints not only on the students but also the teachers. It is relatively easy for the subject initiators to give classes, but it is no easy to find a cheap venue. Chinese websites of this kind can introduce supporting services. ● Build confidence in users and dispel their concerns

A potential student may well ask, “Why do I have to pay RMB100 to a stranger and attend a lecture at a place I have never been to?” Therefore it is also a difficult point for us to persuade students to place trust in the teacher. Of course this is also a challenge to the American website itself. It is important to break the deadlock, and in this process the demonstration effect and “word-of-mouth” marketing will produce far-reaching impact.

The American online brain-improving company Lumosity.com was established by neuroscientists from Stanford University. From the new perspective of cognitive neuroscience, it

provides online training of behavior model development similar to that of Development Dimensions International (DDI). Lumosity.com mainly develops brain-improving games for cognitive enhancement to help users think faster and remember more, thus improving their work and study performances. The company seeks to build an online learning and training platform that enhances the cognitive ability of one’s brain. Statistics show that after playing the games provided by Lumosity.com, users can enhance their memory by 10% and their attention by 20%.

To newly registered users, Lumosity.com provide over 35 brain games and exercises based on extensive research, and then they can enter personalized training sessions, which charge on monthly or annual basis. Each game is designed to improve one certain ability, such as problem solving, memory training, or numerical reasoning. Some training programs are tailored for special diseases, such as traumatic brain injury. When users improve their proficiency, Lumosity.com can automatically increase the difficulty to pose new challenges to their brains. All the games of Lumosity.com are grounded in scientific research.

Lumosity.com was established in 2005 and was officially launched online in 2007, receiving a venture capital of $36 million. So far over 20 million users are using the service Lumosity.com provides, and several thousand new members sign in every month. The reason they join is because Lumosity.com provides the most comprehensive and effective training programs. Subscribers to Lumosity.com are from over 180 countries worldwide. Since its launch in 2007, the quarter-to-quarter increase rate has reached 25%. The global authoritative IT research and consultancy firm Gartner estimates in a report issued in December 2011 that some 70% of the Top 2,000 companies are using game technologies as a behavior-improving tool in their recruitment and training of their employees. Application of

Speed

Attention

Memory

Problem Solving

Flexibility

Online Brain-Improving Training Program game technologies can also help realize other goals, e.g., encouraging innovations, improving the health conditions of employees, and building customer loyalty.

Each revolution of business models can bring competitive edge in a certain period, but with the changes to the environment, though, companies have to re-consider their business strategies. The make-or-break of a company ultimately depends on whether its commercial maneuvering can meet the priority needs of its consumers.


Social Networking Marketing: A Marketing Force Involving Everyone

In the digital era, Web2.0 and the mobile Internet have created a new eco-system of communications and marketing unrivalled by traditional media or even traditional Internet media. Users can not only obtain info from the contact points across the socials but also act as consumption sources themselves to issue info and share with friends.

In an era of mobile Internet, user behavior and consumption path in this eco-system are a multi-dimensional process of interaction rather than a unidirectional progressive process. Enterprises can also use technical means to sense users and respond to their demand across the entire network. Consumption path and behavioral models corresponding to the new eco-system is taking shape, which is known as the SICAS model: Sense, Interest and Interactive, Connect and Communication, Action and Share.

The value of social media lies in a continuous cycle of social traffic. When Internet users see some contents, some of them will share them with social media and relay to other users. The latter will also see some contents and share with still others, giving rise to a complete and

Brand Marketing of Human Resources Services ProvidersIn the Web2.0 era, classic marketing models are undergoing unnoticed changes. In this era, a piece of info can bring consumers worldwide together, and each enterprise joins in a new revolution of marketing. Only when enterprises follow new development trends and create new marketing models can they realize the potentials of new media, and create further great value for enterprises.

Source: DCCI Internet Data Center: “China's Internet Blue Book Series”


cyclic social communication process that snowballs. From a marketing point of view, the social media are natural marketing and promotion channels. Every day Internet users spend a long time on social networking platforms, such as social networking sites (SNS), video websites, which are irresistible channel of transmission. At the same time, the communication via social media needs a relatively small investment, but can achieve an effect that traditional advertising cannot match. Iresearch believes that social networking sites are growing mature in their operating model, and has a stable group of users. It is customary for users to turn to social networking sites when they share information and news; the growing number of websites brings increasing contents to share with, which also help boost the amount of sharing. Just consider weibo; its length requirement on the message has prompted an explosive growth of original contents. A sense of freshness and participation fuels the robust increase of traffic. Meanwhile, celebrities have extremely large fan groups, which increase the likelihood of “broadcast-to-share". Each fan an enterprise’s weibo is actually a business opportunity. Each transfer or comment may bring unexpected impact.

Thanks to the benefit of Sina Weibo, enterprises can check out in the application bar the dynamics, influence, coverage of their official weibos, to view the activity of the enterprise official weibo, power of influence, and coverage.● Activeness: Such practices as publishing high-quality blogs to attract fans, active forwarding of comments, and sending private letters to chat with your friends can rapidly boost the dynamics.● Power of influence: The more times that a blog has been forwarded, the more comments it receives, and the higher the number of people who give comments, the stronger your

influence is. ● Coverage: The larger the number of fans who log in that day and interact with you, the higher the coverage is.

Under the attack of social media, the traditional integrated marketing concept, or 4 P’s, is undergoing unnoticed changes. Social marketing is more dependent on the marketing concept of 4 C’s, i .e., Context, Content, Connection, and Community. Social marketing refers to the filtering, integration, and release of plenty of relevant, informative contents in a context; users use the contents to build ties with their favorite mates, products and brands, and thus to establish contact and form relevant communities. This community is a spontaneously formed social circle. The re-spread reputation due from the secondary transmission of the social circle and the positive brand image from the user point of view can help an enterprises increase the loyalty and awareness of its brand: such is the greatest value that social media brings to an enterprise.

In the era of social networks, opinion leaders exert a critical impact on the speed and scope of the brand communication. Whether a brand can quickly and effectively sell their products depends on whether it can successfully engage important opinion leaders in the circle and lead them to discuss: This is a critical part of branding. These opinion leaders can in turn lead the influential groups in the social media to spread the info: this will be more effective and timely in obtaining the buzz from Internet users. McKinsey‘s research has found that Chinese consumers are likely to consider buying the products mentioned in the social media. They are more likely to buy the products and services recommended by friends or acquaintances in the social media. The reason is partly due to cultural differences: Chinese consumers do not believe formal providers, so they pay special attention to the recommendations of their relatives and friends. In general, Chinese consumers have doubts about the information provided by some news media and advertisements,so they often refer to the comments of their relatives and friends and opinion leaders, while such information is usually transmitted via social media.

The revolution of new technologies represented by the Internet is reshaping the entire business environment. The rise of social media is bringing new inspirations and vigor to


the marketing and branding. Most enterprises have started to use social media as an important tool of marketing strategies. Starbucks is a prime example of success and the earliest practitioner of social media marketing, and, with over six millions fans, it is also the only brand on the Top 10 list on Facebook. In March 2008, the company launched its first social media website, “My Starbucks Idea”, where consumers could raise suggestions to the products and services, and also vote and comment on suggestions by others. Meanwhile Starbucks announced its feedback and acceptation of suggestions. In six months, Starbucks’ MSI website harvested a total of 75,000 suggestions, and tens of millions of comments and votes. Thanks to social media, Starbucks has garnered highly valuable innovations and suggestions, thus improved service experience and its overall operation. At the same time, Starbucks’ direct interaction with consumers and its respect of consumers’ initiative strengthened its ties with consumers and their sense of belonging.

At the same time, more and more HR services providers are creating their accounts to interact with consumers. By creating official weibo and groups on LinkedIn, they are making continuous effort to increase their brand awareness.


The Irresistible Mobile MarketingThe surging popularity of smartphones and tablets has led to the rapid and diversified development of mobile apps. According to the Ministry of Industry and Information of China, in 2011 the number of mobile phone users topped 1 billion in China, and the market value of the China Mobile hit 2.42 billion yuan. In addition, statistics of IDC shows that there were over 863 million downloads of mobile phone apps in China in 2010, and it is estimated that the figure will jump to over 20 billion in 2013. There were some 585,000 apps available in the app store of Apple, 450,000 in the Android app store, and 82,234 in the Windows store of Microsoft. The app store of Apple boasted over 250 billion downloads; the figures of Android and Microsoft were 10 billion and 217 million respectively. In 2011, mobile apps had the gross revenue of $7.3 billion, while this amount will reach $36.7 billion in 2015. From June 2010 to December 2011, the average time that each user spent a day in app stores rose from 43 minutes to 72 minutes.

Mobile technology is developing each passing day, while the human capital management is also faced with new choices and changes. For the human resources industry, mobile marketing will greatly change traditional marketing models. The so-called mobile marketing uses mobile phone as a major platform, sharply targets audiences and accurately delivers personalized real-time information, so as to reach the communication goal by exchanging ideas of consumers. Mobile marketing is also known as mobile interactive marketing or wireless marketing. Mobile marketing means that a company uses mobile phones to accurately and efficiently delivers personalized instant information through a wireless advertisement to individual consumers, and to realize the one-to-one interactive marketing purpose.

Through mobile marketing, enterprises can establish brand new communication mode for marketing. At the same time, as users can receive updated info from their mobile phones and can register and apply, mobile marketing will also change the traditional mode of exhibitions and trainings. For managers of HR managers, by sending messages to accurately targeted recipients, mobile marketing mitigates the information asymmetry that traditional communication suffers from. HR services providers can conduct real-time communications with clients, a move that greatly enhances its own brand awareness. Now most HR services providers are starting to set up mobile apps to handle info delivery. For example, CIIC, Kenexa, Lumesse, Randstad, Towers Watson have set up their mobile application client ends, providing customers with service anytime and anywhere.

Zhidiantong, a mobile delivery platform for HR services developed by the CIIC Shanghai, uses the mobile Internet terminal application as a carrier to integrate the rich features and practical information. Zhidiantong supports multi-platform, multi-system operations, and available for free download to users worldwide. Zhidiantong has both professional and non-professional versions, tailored for the corporate human resources professionals and individual white-collar users respectively. It provides HR services data, human resources laws and regulations, useful financial statements, industry news; personal service data check, personnel services guide, event information sharing and other services. With the social insurance calculator in


the “Think Tank” feature, one can clearly understand and calculate the coefficient and the social insurance amount paid by individuals and their employers. The tax calculator can immediately work out the "pre-tax" or "after-tax" amounts, and delivers the sum of actual income.

Towers Watson released its iPad app, TWGlobal50, and its Android application, TW LIFE TIME to provide quick access to essential global human capital data to human resources and benefits management professionals. These apps provide dynamic, searchable HR data from as many as 57 countries. Use the touch interface, users can conveniently obtain and compare the info on the current situation and the trends. These areas include: ● Expected payment raise;● Commitment of the employees;● Personnel turnover rate;● Health and welfare costs.


Users can use the screenshot function of the program to quickly share via e-mail with their colleagues

ADP has launched “RUN powered by ADP”, a mobile app client ends available from the App Store of Apple and the Google Play of Android. The ADP mobile payroll management system can update itself based on the feedbacks from users. Business managers can run the mobile payroll management system within three seconds.With RUN, users can: ● Enter the system to check out the details of the payroll management of employees and contract workers, and cost of the contractors;● Pay salary by checks or direct deposit;● Calculate federal, state and local taxes and expenditures● Assess working hours before payment to ensure the accuracy of the payroll management● Check out the salary liability and cash needs, to make sure the balance of payments● Check out current and recent pay management report

The aggregation function of the mobile platform can pool together scattered resources on the net, and realize more efficient info collection and transmission via mobile apps. Consider HRoot’s mobile app of conferences and exhibitions: This iPhone program integrates the salons, trainings, conference and exhibitions into a whole and provides real-time updates. After users install this app, they can know the past, undergoing and upcoming events of HRoot; all the contents can be read at a glance, reducing the time for searching information.


Social media and mobile apps have not only changed the way enterprises deliver human resource management services, but also enhance the value of human resource management in the enterprises. Deloitte pointed out in its report, “#Social #Mobile @Work”, that in 2012, social media and mobile devices will be two driving forces of improving HR management services. The popularity of social media and mobile devices are affecting the delivery of corporate human resource services,

and will be the direction of the transformation of human resource management. Enterprises’ human resources department can take advantage of social media tools to create knowledge-sharing community, in which they can service their employees in a direct and unofficial way of communication. The mobile devices and apps can enables employees to retrieve online HR services anytime and anywhere. Employees can discuss with HR personnel on the mobile phone—raise questions and get knowledge—thus enhance their degree of involvement.

As social media and mobile apps are winning increasing favor by enterprises, HR services providers should take advantage of this trend; they should better understand the characteristics of the new mobile apps and social media marketing channels, integrate them into the overall marketing plan of the brand, so as to establish a new brand marketing model of SoLoMo, i.e., social+local+mobile.

Integrated Brand Marketing Communications Enhances the Return On InvestmentIntegrated Marketing Communications Professor Don Schultz, the father of the Marketing, has pointed out that, in the environment of fierce competition, only circulation and communication can create differentiated competitive edge, and only communication can create brand loyalty of higher interest and keep the enterprise’s profit growing.


However, with the homogeneity of products/services, high degree of differentiation of the user groups, personalization of user demand, media becoming increasingly fragmented, traditional unidirectional marketing is no longer effective, and brand impression is difficult to continue to push target customers and enhance customer brand stickiness. These, compounded by the surging cost of brand communication, have posed tremendous challenges to the brand marketing of HR services providers.

Just as Professor Schultz observes, marketing personnel are no longer dominating everything, as the power is now in the hands of consumers. In an era of attention economy, those who can garner customers’ attention and discover more of their hidden needs can remain invincible on the market. Single way of brand marketing is now unable to allow enterprises to gain more competitive edge; construction of integral, multi-channel, all-encompassing integrated brand marketing and communication will be a good way for HR services to break away from the heated competition. In the future a growing number of HR services providers will resort to this brand strategy.

Integrated marketing communication, or IMC, means using all the contact points of the brands and the enterprises as communication channel, so as to directly influence the purchase action of consumers; it is a process of attaching attention to consumers and mobilizing all means to achieve strong communications. It is not a simple superposition of a variety of marketing methods, but a continuous and consistent marketing communication process based on the awareness of customer needs; it is part of the corporate management strategy.


Understanding the various forms of communication media can help companies optimize the portfolio of brand marketing, and increase their ROI. In addition to the above means of social marketing and mobile marketing, the following marketing methods and channels are what HR services providers often use, but their effects vary from one to another.

The platform of the Internet

The Internet is developing at a very high speed, according to a report by KPCB,By the end of 2011, there were nearly 2.3 billion Internet users, an increase of 8% over the previous year. Among them, China boasts 510 million users, the largest number in the world. Searching products they need has become a customer behavior. Particularly, when making the first purchase, consumers will search and select before they cut a deal. The websites of enterprises are their best sources of information. Almost all HR services providers have their official websites, or they carry out their market on a third-party’s website.

However, not all the enterprises can create value for brand marketing. The capacity of the website largely determines the browse experience of users, while the latter may trigger purchase actions. Therefore, the design and construction of the website of an enterprise should consider the needs and experience of customers.

First of all, a stable space and adequate speed make for users’ first impression on the website. No matter how stunning the design is, a slow-running website will make the consumers impatient and close the webpage. Thus an enterprise should choose a stable and fast server.

Next, the feelings a webpage brings to surfers come from strong sensory stimulus, such as the color mix, page layout, pictures, videos, and dynamic effects. Pictures and videos give surfers more intense sensory stimulation; lengthy textural presentation may even less persuasive than


a good picture. Take the official Chinese website of Kenexa launched in 2012 as an example: The home page presents a slide show of the pictures of each product line, and the picture of each product line uses different colors; the effect is simple but not monotonous. If users want to know more about the products in the pictures, a gentle click will reveal the introduction to the product and the contact information.

Although some HR services providers are aware of the importance of pictures and videos in brand marketing, and have optimized the web interface, the browsing experiences of many enterprises are still to be bettered.

In the third place, contents are the soul of each website. No matter how beautiful a website is, they should not be weaned from the support of contents. The purpose for surfing a website is to search relevant information. If the website does not feature essential contents, end users will give them up. Therefore, HR services providers should upload quality contents, and update them on a regular basis. In this way clients can constantly receive updated info, and increase their stickiness to the website. Updating the website with original information can also secure the ranking status in

search engines. Users always turn to the assistance of search engines when they collect info before the purchase.

In the fourth place, clear navigation can also make browsing more effective. Navigation is another face of the website, and it can help surfers quickly get the needed info. After the user finds relevant information, they will check out more info out of curiosity. At this time, the search engine will wield its function. A good variety of search results can facilitate users to select the info they need.

In order to help visitors find the needed info faster, some service providers will compile the frequently asked questions (FAQs) as a convenience feature.


免费的网站评估工具

Free tools help the marketing personnel master the data of the web, and provide scientific data support to the decision-making in brand marketing.

1 AlexaA lexa can p rov ide

free website traff ic info. Type in ht tp: / /cn.a lexa.com/siteinfo, and enter its site info page, where you can input the name of the website to check out. Click on “Detailed info”, you can find the relevant data of the website, including its traffic ranking, number of users, page views, page views per person, website access time and other data. With Alexa you can check out the data in the recent seven days, one month, three months, six months and all the time.

2 China Website RankingEnterprises can evaluate websites with the China Website Ranking, which

provides relevant data of the website traffic, among others. Click on “Ranking by Category” and you can know the info on different categories; click on “Competition Ana lys i s ” and you can get the data of visitors to competitive websites.

The tools introduced above are different in their channels of data collection and statist ical methods, and it is l ikely that their statistics are not ideally comprehensive or accurate. But enterprises can use two tools to retrieve effective in fo as re ferences and assistance to their website optimization and advertisement release.

Free website evaluation tools

In the fifth place, with the development of open platforms and SNS, opening and sharing have become the mainstream ideology of websites. Many HR services providers have introduced RSS, blogs, SNS technology to their website to provide more interactive, original and personalized service. Users can share their articles and pictures on weibo and blogs, a move that greatly facilitates reproduction and sharing.

As a channel of brand marketing, the Internet platform serves the ultimate purpose of expanding the marketing reach and influence. The traffic of visitors reflects how large the audience is. Unfortunately, except some recruitment websites, there are very few HR services institutes that rank in the forefront.

Indicators Of Website Evaluation

Whether the evaluation of official websites or the transmission on third-party communications, mastery of user attributes, behaviors, relationships, and impact before making release strategies, and follow-up scientific assessment will help achieve a more precisely positioned display, arrival and interaction in marketing.

Global traffic ranking: the ranking can best reflect the popularity of the site, and has become the most important indicator to measure the performance of commercial websites. This indicator is related to the independent IP’s daily traffic at the site and the daily page views, an indicator of the number of views in 24 hours.


"Backward links": they refer to the links from other web-based documents. The more backward links a web-based document has, the higher its “visibility” or “support rate” is.

Data of index amount of search engines: the data can be obtained with the webmaster tools of Google, and they also reflect the popularity of the website.

“Average page residence time”: it refers to the time that a user stays on a webpage; the longer it is, the stickier the website is to the users, and the more likely the website can provide contents and services to users.

Printed Media

As traditional channels, printed media are still active on the stage of brand marketing. Enterprises should understand their characteristics, and take suitable measures to do precision release.

The Manpower Group produces its “Employment Outlook Survey”in PDF format each quarter, and uploads the report on its website for free download. In addition, Manpower also actively cooperates with third-party media to communicate survey results with a larger audience.

With the benefit of original contents, through the provision of excellent, valuable information, these companies drive the recognition and purchase actions of their clients, and they can retain them and enhance their brand loyalty.

Newspaper

Magazine

●Short lead-in time

●Communicate info in a certain area

●Flexibility in size

●High reception and reading rates

●Able to receive free aid

●Highly specific

●High reception rate

●Easy to attract attention

●Low cost

●Relative high quality

Pros● Being read hastily

●Too many ads and too many kinds

●Not specific

●Low-quality

●Long lead-in time

●Low circulation

ConsItem

Pros and cons of printed media

Traditional printed media marketing seeks to interrupt the thinking process of users to relay product info visually. But now, this media is far less effective, especially in the HR services industry. As audiences are choosier nowadays, simple “hard advertisements” or “advertorials” on major printed media may lead to resentment of the human resources managers, who may even resist any info related to that enterprise.

Some benchmark companies in the HR services industry have started to provide targeted and practical professional articles with reference to the characteristics, positioning and demands of the media, to help reader understand the philosophy and research results more deeply and directly.

Some HR services providers will communicate their latest viewpoints, forefront theories and practices with recipients. For example, the Deloitte Human Capital Consultancy Quarterly publishes the latest ideas in the field of human capital consulting, and forefront theories and practices in human capital management. In order to share the cutting-edge info with a larger audience, Deloitte also prepares an e-version of the Quarterly for free download.


Email Direct Marketing

Email direct marketing, or EDM, is gaining increasing recognition of HR services providers due to its scale, real-time, interactive, and economic and other prominent features. They are widely used in various stages of the life cycle for such purposes as new customer acquisition, increase in customer value, maintenance of customer loyalty and others.

However, email direct marketing should not be simply reduced to the mode of “database + sending”; rather, enterprises should carefully plan and control its implementation. High-quality planning, precise audiences and appropriate frequency of distribution are three indispensable elements.

High-Quality Content Planning

The creativeness of the contents of EDM is all the more important, while the delivery of the contents should be based on the understanding of its recipients. Normally, if recipients can receive the info they need or the info with added value, they will post a higher feedback rate. For example, while distributing EDM in the form of an e-magazine, if the publisher offers added values such as cutting-edge info and research result, readers are more likely to click open it and read it, and in turn more likely to click open the links to the events and product info that the enterprise provides, and thus foster the opportunities of sales. On the contrary, if the delivered contents lack value, they are more likely to be considered synonyms of spam, and be discarded. They will not only lose marketing opportunities, but also tarnish the brand image of the enterprise.

Precise Audiences

The target audiences of an HR service provider’s EDM are mainly professional HR mangers; the audience mainly comes from the existing and potential clients of the enterprise. When there is limitation to the resources of current clients, enterprises will buy external data. However, publicly available data is not only difficult to guarantee the quality, and moreover, repeated sales may lead to the failure of a large proportion of the data. In this stage, choosing a third-party platform with a good reputation and a large database of HR managers will be an effective way. Such cooperation model is generally charged on the basis of effect; it ensures precise delivery while significantly reduces the cost.


Reasonable Frequency of Transmissions

It is advisable to keep the frequency at a reasonable low. Promotional EDM are suggested to be distributed less than four times a month. Frequent distributions may lead annoyed clients to unsubscribe. In particular, many HR managers are pretty busy, and they need to handle large volumes of emails every day.

Generally, EDMs distributed in the morning enjoy the highest clicking and opening rate of recipients.

Indicators Of the Effect of EDM

There are three major metrics of the effectiveness of the EDM: Effectiveness, reading and click rates

1.Effectiveness rate

Formula: efficiency = the number of successful transmissions/ the total number of transmissions

The number of total distributions: the volume of the email database

The number of successful distribution: the number of emails that reach successfully, or the effective volume of the email database

Function: Measure the effectiveness of the available database, or in other words, to confirm whether the addresses actually exist.

2.Reading rate

Formula: the number of openings/the number of successful transmissions

The number of openings: The numbers of openings of the EDMs after recipients receive them. As a client may open the EDM more than once, some counting systems will count the number of openings and the number of recipients who open the EDM.

Function: Evaluate the degree how users are interested in the email.

3.Click rate

Formula: click rate = the number of clicks / the number of openings

The number of clicks refers to how many times clients trigger on the links. If there are several links, it is advisable to count separately, so that you can know how interested your clients are and adjust and optimize the contents of EDM accordingly.

Function: Evaluate the degree how users are interested in the contents. If the reading rate is high but the click rate is not, it is necessary to adjust the contents of the EDM.

EDM Software

The effective distribution of EDM depends on effective tools, and below are some effective EDM software items:


http://www.icontact.com/

http://www.constantcontact.com/

http://www.benchmarkemail.com/

http://www.tarate.com/

http://www.interecm.com/

Conferences and EXPO

HR services providers lay emphasis on precision marketing and word-of-mouth marketing. They expect to directly transmit the info to new clients and key clients and timely collect feedbacks so that they can understand accurately the needs of the clients. For some world’s cutting-edge services and technologies, some HR services providers are willing to invest a lot of manpower, physical and financial resources to cultivate the market; they would share with clients the latest research results and the expertise in projects, and do precision marketing to win the clients’ loyalty. Just consider the “Kenexa World Conference – Shanghai” held in China.

Some enterprises steer a different path by launching high-profile conferences with a third-party platform. By tapping into the client resources of a third-party platform, they also launch precision marketing of their products, services and globally advanced practices towards HR managers. For instance, SHL has joined HRoot in launching the LINK conference, a top international event in the field of talent management that has invited HR executives from Philips, Hilti, McDonald's and other well-known enterprises to share expertise with attendees.

ADP repl ied on st i l l another approach of brand promotion; i t joined HRoot in a research on HR management systems, and issued “The Future of HR is in the Clouds: Retrospect and Outlook of the IT Application of China’s Human Resources 2011”, a paper that increase the awareness and coverage of the brand. ADP also joined HRoot in the launch of lecture tours in Suzhou, Shanghai, Guangzhou, Shenzhen and Beijing, in an effort to discuss the HR management system of the SaaS infrastructure.


In addition to events and lectures, making speeches at HR conferences or sponsoring such events also help increase the exposure of the brand. Such occasions can not only help brands and product recommendations achieve intensive exposures, but also provide good opportunities to obtain client resources and communicate with clients and peers. The acquisition of business opportunities of HR services providers is not just limited to HR managers; there are numerous cases of forging alliances in this industry; alliance between quality brands can produce extraordinary effectiveness.

HR EXPO is one of the best ways of marketing of HR services providers, as 1) enterprises can obtain a huge amount of client resources given the large number of attendees; 2) attendees come with a clear purpose of buying, and this may lead to deals on the site; even if they cannot cut a deal, they have a strong intention to buy, and will easily convert into customers; 3) the participating providers can ride on the rising tide of the mega-publicity done by the organizer and achieve the best effect of brand communication, a move that will translate into the highest ROI. Take the HR Services Expo as an example, participating providers can achieve below commercial benefits: * Positive reward on the site, where forefront HR industry intelligence is available,* PR professionals visit the scene over 3,000 person-times, creating good opportunities of active communications;* The display areas provide good exposure and rewarding publicity for participating enterprises;* Brainstorming at forums can help communicate the products, services and values of HR service providers; * On-site discount stores provide a sales platform for participating providers. * Strong media campaign can help participating organizations build a first-class platform for communication:* Picture and text advertisement on the home page of HRoot.com;* Advertisement in Human Capital Management, a magazine published by HRoot in three consecutive issues; * Several rounds of info transmission on the official weibo of HRoot to over 50,000 professionals;* Extensive advertising campaign on new media platforms such as iPad;* Precision advertisement of the Expo via LinkedIn;*Transmission of over 1 million e-newsletters that include the logos of the participating organizations;* Investment in myriads of keyword advertisements on Google;* Advertisement in various renowned media, e.g., cn.wsj.com, cn.reuters.com, forbeschina.com, etc.;* Ifeng, Sohu, Netease, Tencent, First Financial Daily, and Morning News and other first-tier media will file in-depth and extensive reports after the event;Painstaking planning on the contents promote the exchanges in the industry* Strengths of myriads of service providers garner extensive attention;


* Comprehensive talent management systems garner attention of Chinese enterprises and cater to their needs in the current stage.

However, as the HR EXPO varies in their levels, HR services providers should choose the platforms that can really promote the brand image of the enterprises to maximize the benefit of their investment.

Currently, in the HR services industry, marketing talent with strategic visions is in short supply. While improving the performance of marketing personnel, more and more HR services providers are seeking assistance from professionals; they outsource part of the brand and marketing business to PR companies, or choose a third-party platform that provides one-stop service to help reduce the routine work of their marketing personnel so that they can focus on the most valuable strategic work.

The concept of brand integrated marketing will never be outmoded. In the process of brand integration marketing, HR services organizations should determine the priorities of the various means of communication and methods according to their characteristics and the status quo. They should manage the process with plans, adjustments and control, integrate various communications in an effective and step-by-step manner, and keep the communications going on. In the future, with the progress of technologies, an endless variety of marketing approaches will come to the scene.

Creative Approaches of Brand Marketing

In carrying out brand marketing and promotions, HR services providers have presented many new and creative approaches, such as the use of two-dimensional codes, videos, Google Alerts, competitive intelligence system applications. All of these bring new vigor and inspiration to brand marketing.

Two-Dimensional Code

The two-dimensional code, or 2D barcodes, is a black-and-white graphic record of the data symbols distributed on the plane according to certain rules, usually assuming a particular geometry. It comes from a readable bar code developed on the basis of one-dimensional bar code. By scanning or taking pictures, the binary data recorded by the device can be identified, allowing users to read the information contained therein. The rapid development of smartphones and 3G network has given impetus to the rise of the application of two-dimensional codes.

By scanning two-dimensional codes, smartphones can resolve website IP automatically and link to the corresponding WAP site, enabling users to browse commodities, download discount coupons, and make payment with smartphones. They can also experience ringtones, games, videos and other streaming information.


When they releases reports on industry research or other materials, they can make use of two-dimensional code apps by setting up a special two-dimensional code for important reports, so that by scanning the codes, professionals can access the links and read them on the way to office or in their spare time. Through reading, they can save time for searching and increase the amount of reading of the downloaded reports.

When it released its 2011 Annual Report, Adecco set up a two-dimensional code for visitors to quickly access the relevant webpages by scanning with their smartphones.

Companies can not only use the two-dimensional code in the publicity of their annual reports, white papers, and industry reports, etc., they can attach two-dimensional codes to their websites’ promotional page or the promotional page of their printed materials for clients to quickly get more info. For instance, in its first Greater China User Meeting, Kronos, the largest labor management solutions provider in the world, used the two-dimensional code to check in, and the move greatly enhanced the efficiency of the event.

Now the two-dimensional code is widely used in the retail consumer market, while HR services providers can also use it in their publicity efforts. The code not only saves space, but also contains very large data that can help improve the clients’ understanding of the enterprises’ info.

Video Sharing

It is estimated that by 2014, video will account for over 50% of the traffic on the Internet. Many decision makers in enterprises have become the most frequent users of social media. In 2011, with the cooperation of many video media, the new

media marketing organization Vivaki issued a report, showing that compared with TV advertisements, online video advertisements only enhance brand awareness, but also claim increasing proportion in the overall media portfolio, thus creating positive influence on the effectiveness. Video media are advantageous in their precise targeting of the audience, wide coverage, and they are also cost-saving, and have a greater brand publicity value. While formulating brand promotion strategies, using video can

deepen customers’ impression of the enterprise, and improve the cost-effectiveness of brand communication.

Corporate Brand Promotion

Most HR services providers use videos in the promotion of their products, images, and other events. Normally in the homepage, the special media room or video highlights, users can see


the videos of the updates, product info and cultural events of the enterprise. On its home page, Adecco makes its videos and other enterprise profile into a small icon, a click of which can allow users to read it and see its unique cultural events in the videos.

More and more HR services providers are using videos on their official websites to figuratively interpret their business philosophies. For example, Manpower is promoting the idea of “The Human Age” in its videos.

Weibo Video

HR services providers have started to use weibo to do its local market promotion. On its Sina Weibo, ADP China shows “ADP’s Vision Today and Tomorrow”, a video that introduces its product info. In spite of a lack of dialogue, its Chinese subtitles perfectly interpret what the products are about. The video offers perfect viewing experience.

On its official Sina Weibo in China, Kenexa prepares videos of corporate profile of different lengths, one minute, five minutes, and ten minutes. Viewers can even see the interesting snapshots taken during the shooting sessions.

Its official weibo also uploads the clipping of a televised interview with one of its human resources consultants. All these can help clients know more about the info on the enterprise.

On its Sina Weibo, Beisen provides a video that not only including the history, product and future outlook of the industry, but also integrate them into an impressive whole.

As corporate video production requires considerable investment, there are not many videos on the websites of HR services providers, and the update cycle is longer. While doing video marketing, the script, overall planning, visual clarity, and communication channels of the video will affect its quality. Now some videos have problems when they are clicked open. While doing video marketing, enterprises should also strengthen their channel promotion and regularly update the video so as to make their competitive edge apparent.

Brand Monitoring and Management

Brand building takes tremendous time and energy, but destruction of a brand can take place in just a second. In the Internet era, the speedy transmission of Messages challenges the responding capabilities of HR services providers. The marketing departments of HR services providers should conduct continuous monitoring and management of the brand. At the same time, comprehensive understanding of the overall environment and the rivals can enable corporate managers to make quick, rational decisions and to respond flexibly to market changes.


Google Alerts

Google Alert is an e-mail that provides customers with real-time search results of Google web, news, etc. On the alert page, just enter the info you want to search, and the system will display a preview of the types of search results. Below are some common functions of Google Alerts:● Monitoring the progress of a news report;● Tracking the updates on a competitor or industry;● Understanding the latest news of a celebrity or an event.

In Google Alerts, you can obtain independent news, blogs, videos, books and other search results, and you can also set the search type as “alert” that integrates all search results so that you can get richer contents. Or, you can also adjust the frequency to once a day or once a week.

In fact, it is a bit outmoded to deliver intelligence via email. Although Google Alert can create RSS subscription to webpage search results, the URL cannot be automatically generated but have to be retrieved from Google Alerts. If you type in “Apple Company” in the search column of Google, you can see the display of below information:

For HR services providers, the function can keep them updated on the latest news and monitor the enterprise’s own negative info. When bad news about the enterprise appears, it will tarnish the image of the enterprise and consumers will become resistant to its product. Keeping a close eye on the negative info on an enterprise can maintain the smooth flow of information, speed up wise decision-making and establish a positive brand image.

Company Intelligence System

The company intelligence system is a sub-system that combines the official and unofficial operating processes. Its main functions are to evaluate for the organization the key trends of development, to track the emerging discontinuous changes, to analyze the capability and trends of existing and potential competitors so as to help companies maintain and develop their competitive edge. Through this system, enterprises can keep them informed on the industry.


Now some HR services providers have established their CIS systems to monitor their competitors. But the limited channels of obtaining competitor info, the inadequate indicators, and an inability to cover all the issues prevent marketing departments from obtaining info and responding in the early stage. Many enterprises are aware of this problem and have turned to the assistance from a third-party organization.

Although there is no lack of intelligence collection and marketing organizations in China, in the segmented market of HR services the inadequate coverage is a critical problem that makes the system unable to meet the needs of an increasingly segmented market. To address this problem, the CIS set up by HRoot covers the 19 segments of the human resources industry; customers can type in the company name to find relevant info. In addition to company profile, the CIS also provides such info as policies and regulations, research papers, company news, advertisement release, media report, contract information, recruitment information, marketing campaigns and market analysis, making it easier for users to know the updates on the industry and to make quick and better decisions. Users can also prescribe the key words to increase the accuracy of the competitive intelligence.

In an era of diversified communications, traditional marketing approaches are losing their effectiveness. Rising new media have subverted traditional mode of communications, bringing numerous opportunities and unlimited development potentials. In the information age, brand proves to be an intangible force that communicates values and philosophies. The corporate image that an enterprise communicates determines the value of the brand. Therefore, it is necessary to change the way of brand communication and marketing and to introduce a marketing model that integrates all channels: This will help HR services providers increase their communication efficiency, promote the brand, inject new vitalities into the development of the enterprise, and consequently, improve the competence of the entire HR services industry.


Cases


From Brand Shaping to Value Creation

ADP (NYSE: ADP), one of the global largest outsourcing

solutions provider with annual earnings of near $10 billion, has a

customer base of about 585,000. With over 60 years’ profound

experience in the field, ADP provides the most comprehensive

solutions covering human resources, payroll, tax and benefits

management, which constitutes talent solutions in full range.

These simple and easy solutions have created high values for

company of various types and scales. In the meantime, APD also

provides to global auto dealers with worldwide leading solutions

in integrated computing information.


Simultaneous Advance in Branding Shaping Build-up and Industry Cultivation

After overseas companies entered China, they faced major challenges in discovering customer needs and brand promotion. As a pioneer of localized MNCs, ADP, proud of its global brand influence, started its brand building and industry education right from its entry into China, establishing its leadership in the HR outsourcing market in China.

Market CultivationIn 2006 when ADP initially entered the China market, there are wide knowledge gaps between international and domestic markets in terms of the concept of outsourcing. The Chinese characteristic HR outsourcing mainly includes “HR agency” and “Talent Dispatch” while foreign HR outsourcing is more of the process outsourcing mode. The outsourcing service provided by ADP is both technology-driven and process-oriented. Therefore, ADP required a market understanding and acceptance of the concept of payroll outsourcing in “end to end process”. To cultivate this market, ADP has maintained a close relationship with relevant policy makers to track the policy guidance and provide suggestions accordingly, actively appeared in forums and seminars to exchange ideas with the market leaders in the field so as to contribute to the development of the industry.

360 Degree Communications Based on the cultivation of the payroll outsourcing market, APD has elaborated its branding connotation to all the interest-related parties via multiple media and channels. ADP entered the China market in 2006 while its comprehensive marketing and brand promotion started in the second half of 2007. ADP took part in seminars to contact with clients, government and media, and integrated both online and offline marketing activities on local HR platforms. In recent years, as the adoptions of new media like search-engines and Weibo has become regular. ADP has formed a full-angle and integrated brand promotion mode.

Demand CreationIn the beginning of ADP’s operation in China, its business was mainly focused on providing support to those multinational companies. In April 2009, ADP has quickened the pace of localization of HR outsourcing service in the China market by merging local HR companies. ADP shifted the focus to exploring market opportunities after launching its local products. At this moment, the key to ADP’s brand promotion was no longer on “Who is ADP” or education of payroll outsourcing knowledge, instead, but the creation of the demands for ADP solutions.

The branding strategy has won not only its reputation but also deep and direct market acceptance of ADP company culture and core branding value by market insiders and prospective clients. With optimization of its product and service in the China market, ADP has been trusted and accepted by local clients with its international practice.

Market Cultivation

360 Degree Communications Demand Creation


The Integration of Brand Shaping and Value Creation

With its foresights in brand building, APD recorded a striking growth in revenues. In 2011, APD was ranked the first in market value and fifth in profit margin among global HR service organizations. Ever since its entry into the market in 2006, the business growth of ADP in HR outsourcing is rapid and robust.

The increase of customer value is the key to the enhancement to the ADP brand, which echoes to the company slogan “In the Business of Your Success.” The mission of ADP is to create high value for the clients’ business by providing top, critical and high cost-effective transaction processing service and information-based business solutions in the specific market.

ADP Product Solutions

As an external professional HR service organization, ADP, with its products and solutions, has helped various kinds of clients re-engineer and optimize their internal process, and cared about client’s development of market competiveness and increase of value. For those MNCs with business all over the world, ADP has provided “GlobalView”, a global standardized technology platform based on SAP’HCM

Multinational Company HR 0utsourcing Solutions

Localized HR Outsourcing Solutions

● GlobalView®-for large sized multinational companies● Streamline-for small and medium sized multinational companies

● OneHR

platform. For companies with branches outside homeland, ADP provides “Steamline” service that implements simultaneously multinational payroll and HR management solutions by mono service provider. For native Chinese companies, ADP provides “OneHR”, a service based on the company’s unique local technology platform that provides localized HR process outsourcing solutions including payroll, benefits and “HRIS.”

In recent years, the diversification strategy and frequent global M﹠A has contributed to APD’s powerful products in hiring and talent management which fashions the overall talent management solutions to react client’s needs. ADP’s services are increasingly diversified, and its brand connotations has extended. The worldwide high growth is mostly benefited from the timely and efficient feedback to clients’ demands and the recognitions to ADP’s brand connotations and core values.

In terms of internal management, ADP also pays attentions to the combination of brand building and value creation. Take an example of the performance valuation of marketing department, the key performance indicator focuses on the creation of client demands. All details are tracked and measured from initial pitching to the final closing of deals. From this information, the company can have a clear picture how the marketing department contributed to the brand building and business development of the company. In the meantime, if the campaign results are not satisfactory, the company may track down the details to make improvement in time.

ADP dashboard● 1st in market value among global HR service organizations

● 4th in “Global 50 Human Resources Services Providers 2011”

● 1st in profit among global listed HR services providers

● “AAA” grading by both S﹠P’s and Moody’s, as one of the four global

non-financial institutions

Clue

Opportunity

Demand

Deal

● How many clues are explored?

● How many potential opportunities?

●

● How many deals are closed?

How many petential opportunities have changed to concrete demands?


What HR service providers offer are knowledge-based and professional products which are also based on experience and trustworthy in terms of its product nature. Therefore, brand is a crucial signal for clients’ discretion of the product quality and characteristics. However it is each employee or even external supplier or repeated client who conveys the brand values to new clients.

ADP believes that the three key elements to the success of a service organization are leading products, first-class service in the world and best employers. The product, as the carrier of the brand, is one of the most important competences of a steady and stable solution provider to lead the market. It is required for every employee to regard each occasion of customer communication as an opportunity to promote the ADP brand, throughout the process of agreement drafting, product quality control, clients’ demand packaging, and customer experience evaluation. Employees are the first ones to experience a company’s brand, thus, good employers’ profile and employee trust is the key to service improvement and effective brand value communication. ADP strengthens brand building and improves the employee satisfaction by creating a diversified and equal working environment so as to improve the employee service quality and better promotion of branding.

Customer loyalty has enhanced customer recognition and experience of the corporate brand, which makes consumer repeated buyers, and then brand spokesperson. ADP holds a high brand loyalty, with over 10 years as average contract period worldwide. The data in the China market is not available due to limited market experience. The retention rate is the key indicator for ADP (China) while the current retention rate has topped 90%, a success that has benefited from the below efforts:● Timely customer survey and follow-ups of customer feedbacks●One-on-one service personnel, direct contact to service personnel who arranges internal coordination●Internal service culture, multi-dimensional training●Non-stop product investment in China, localized OneHR products, mobile platforms of payroll management, cloud-based uniformed HR management systems, among others.

International brands have their competitive edge in the China market development due to their long-established experience, rich brand resources and stable customer base worldwide while the HR market in China is also special in its development background. MNCs should conquer the culture shock, geographical and linguistic limitations to respond to customer needs timely and accurately. ADP has set a fine example for MNCs in overseas brand building. Even since its market entry in 2006, the ADP branding image has been rising in the HR outsourcing market in China; On March 20, 2006, the establishment of ADP’s Beijing branch testified to the company’s quick expansion in China.

Everyone Is A Branding Ambassador


A Racing ElephantFounded in Philadelphia in 1987, Kenexa is the only provider of unified HR solutions that perfectly

integrate technology, services, science, and information technology products. In, Kenaxa netted $290

million in revenue in the 2011 fiscal year. It is operating in over 26 countries and regions, impacting

on the lives of some 150 million people. Founded in September 2008, the Shanghai Kenexa

HR Services Co. Ltd has a staff of over 400 employees and a total of seven offices in Shanghai,

Guangzhou, Beijing, Suzhou, Shenzhen, Chengdu, and Hong Kong.


Speed, speed, speed! This is a keyword that garners extensive attention in

the fast developing market of China. As a global leader in comprehensive

total HR solutions, Kenexa set up its office in Chengdu and launched its

Chinese website in just four years of its operation in China. All these moves

are conveying a message: Kenexa is a giant elephant that is racing ahead at

an increasing speed.

A Solid Foundation

The advance of total solutions has changed the dilemma of stop-gap measures of single services, and the synergy between different businesses has also increased the barrier to competitors. The all-inclusive model is increasingly recognized and adopted by HR services providers.

Awards ● Top Five Global RPO Vendor● 10th on Forbes Fastest Growing Technology Companies, 2008● Human Resources Magazine, Top Product of the Year, 2008● Deloitte Technology Fast 500, 2007-2009● SIIA Codie Award Finalist, 2006, 2009, 2010● Forbes Best of the Web Fall, 2003-2008● Software Magazine’s Software 500, 2005-2010

● Trustworthy HR Agency in Shanghai , 2002 -2011 ● Vice President Unit of Shanghai Human Resource Consulting Association, 2006 ● Manager of Kenexa China Mr. David Shen nominated as an Excellent Executive in HR Services Industry, and a Top 100 HR Expert, 2009 ● “Best Headhunter” of Leading HR Services Provider Awards, 2010● Best Talent Study Services Organization in Greater China, 2011● Best Management Training Provider in Greater China, 2011-2012


Telecom, the barrier between these two operators proved to devastating to operators of cloud computing. Nevertheless, Kenexa spent over RMB10 million realizing the smooth exchange of Internet visits between north and south China.

Kenexa makes every effort in technology improvement. In 2010, Kenexa acquired SunRiver Information Technology (Shanghai) Co., Ltd, and made the latter its R﹠D center in Shanghai. The center has two main teams, respectively in charge of technical R﹠D and data operations. Both are committed to the R﹠D of software products and the collection and cleaning of core information on payroll management, competency models, among others. The center has over 100 employees, accounting for 26% of Kenexa’s staff in China.

In addition to consistently strengthening its R﹠D force, Kenexa also recruited an army of HR experts to interlink all the products it has to offer. These experts are not only experienced in all the modules of “selection, deployment, development and retention”, but also have profound understanding of the products of Kenexa.

As the only provider of unified HR solutions that perfectly integrate technology, services, science, and information technology products, Kenexa supports the entire employment period with its unified HR products. Thanks to its four years’ painstaking effort, Kenexa China’s six business units are delivering services in the four key areas, i.e., talent selection, deployment, development and retention.

Although each of its products is different in its phase in China, its competitors, competition scenarios and market opportunities, Kenexa is rest assured. With its philosophy of ‘Exclusive Services’, Kenexa believes that its quality products can win the approval of its customers.

In its four years of operating in China, Kenexa maintains its strategy of steady progress. Kenexa does not push customers to buy all its solutions, but silently influencing customers by convincing them with the success from one product to another. Kenexa’s quality service has earned it a fine reputation and translated into a 98% renewal rate.

For a new brand, steady progress is risky to a certain degree for a new comer to the fast growing China market. Kenexa faces a great challenge of balancing speed with stableness. While steadily exploring the market, Kenexa is also reinforcing its foundation. The concept of cloud computing is being adopted by an increasing number of HR services providers, and the recruitment management software of Kenexa is also based on cloud computing. The platform requires a powerful cluster of servers, but after the split of China Netcom from China

RPO

Engagement Survey ﹠ 360 Degree Feedback Survey

Leadership Solutions

Compensation Survey ﹠ Compensation Analysis System

Executive Search Assessment

Public Training Course

Talent Selection

Talent Developmen

In-house Training Course

Assessment

Leadership Solutions

HR Strategic Consulting

Recruitment Management System

Talent Deploym

ent

Talent R

etention


Building a High-profile BrandAlthough Kenexa has established strong presence in Shanghai, Suzhou and Chengdu, it is still building its brand awareness in other cities. Customers are not familiar with all its product lines and expertise in varying degrees. The company needs to take urgent measures to arouse brand awareness of the public.

With the help from its global marketing department, Kenexa employed excellent marketing personnel to stage its high-profile appearance in China.

March to the WestIn May 2012, Kenexa set up its west China headquarters in Chengdu, and was appointed by the Chengdu Bureau of Commerce as its investment consulting firm. In this capacity, Kenexa helped introduce Tata, Infosys and other Global 500 companies. According to Kenexa, its west China headquarters will have 200-300 employees, meaning that it will expand its scale by ten-fold.

Kenexa’s move to establish its west China headquarters is in line with its expansion strategy in China. Although HR management is not highly developed in west China as in the east, an increasing number of enterprises are feeling the needs to reform their HR management and calling for global leading philosophies, process and methodologies. For Kenexa, there is a great deal of opportunities in west China. Meanwhile, the well digested HR management philosophies in east China are still new to the west, making it easy for Kenexa to apply its leading ideas and products to its customers.

In addition to improving its products and customer service, Kenexa is also strengthening its ties with various governments. It aims to build positive working relationship with all the governments along the Yangtze River and to help them improve their competence in terms of human capital. Kenexa has reaped very high praises in many cities; the Shanghai municipal government has named it Regional Headquarters by Foreign Multinational Corporations, making it one of the two companies that have been granted this title.

In May 2012, Kenexa launched its official Chinese website. In line with its principle of simplicity and pragmatism, Kenexa presents its products and services to customers in a simplest and most direct way. The introduction to its products and services appear in the form of rotational slide show, and each of its product line is presented in a different color, making the visual effort simple but not monotonous. As the explanatory power of pictures and video is much larger than that of text, its website greatly enhances the user's browsing experience.

In addition to providing product info, Kenexa also shows the results of its research on the website. Its High Performance Research Institute regularly publishes its latest results of research, including the research on the China market, and this move proves helpful for Chinese customers to know more about the global leading methodologies and practices.


In addition to strengthening its online promotions, Kenexa has also made frequent appearances in many off-line events. Its experts and advisors are regular guest speakers at large forums held by itself or third-parties, and their active sharing and interactions with HR professionals help people remember the brand of Kenexa.The trendy social networking marketing is subverting traditional ways of brand marketing. Given its advantages of timeliness, flexibility, ability to control, monitor the result, and be quantified, a large number of HR services providers are using it for brand promotion. Kenexa has introduced SNS technologies, such as Weibo, blog, podcast into websites, and has created higher brand transparency and exposure.

In social networking marketing, in addition to setting up official Weibo and group on Weibo and LinkedIn, Kenexa has also drawn on many well-known products and business, and created multiple accounts. The move has given Kenexa the synergy effect of brand matrix, and increased its brand awareness and recognition.


A New Brand Sets Sail

Lumesse is specialized in the provision of talent management software, formerly

known as the StepStone software. It has ten years’ expertise in the development

of such products, providing professional service to nearly 1,900 customers in 70

countries in the world, in some 50 languages. Since its inception in March 2009,

Lumesse has been making steady progress, reaping great success on many

aspects, i.e., revenue, market share, company scale, number of customers and

premium customers, project quality, and customer satisfaction.


Unique Brand Reflects Corporate Personality

When the StepStone software was officially renamed Lumesse Talent Management software in May 2011, Lumesse brought a new wealth of meaning and significance to its brand image. Its new logo uses four warm colors, in the hope to convey a flexible, innovative and people-oriented corporate culture, and a philosophy of flexible, tailor-made and diversified products and services.

The name Lumesse comes from two independent Roman words, illumination and essence, and its Chinese name--a homonym of the English one--also has an association with its service philosophy. “Inspiring Talent”, a report the company has issued, suggests that most companies have a long way to go in motivating and developing human resources, while the development momentum of human resources is directly related to the future of the enterprise. In such a new era, human resources are the foundation of the development of an enterprise. While focusing on the development of the HR management industry, it also pays serious attention to the motivation and development of talent. Just as CEO Matthew Parker puts it, “A change to the name and image of an enterprise is just the first step of Lumesse in realizing its sustainable growth and globalization blueprint in the fast developing field of talent management. In the future, Lumesse will develop into a company of unique philosophy and of high-profile HR management. We need not only to innovate and use technology, but to pay more attention to talented people and their future development potential.”

After it changed the name and image of its brand, Lumesse geared to a new path of brand marketing and development, aiming to be a funny, humanized, and professional HR management software company, and to realize its local operation: use local talent to provide customers with truly localized services. In short, Lumesse seeks not only to provide customers with the highest quality, personalized service, but also to pay more attention to talent development in order to achieve the mutual progress of the enterprise and the people.

Sustainable Creative Products

and ServicesLumesse is the only global company that provides

localized talent management solutions, with its products and services spanning from recruitment to talent management. Tailored for the unique ways of work on individual or teamwork basis, it has developed relevant recruitment solutions. Software-based recruitment process will greatly enhance the efficiency in recruitment, shorten recruiting time, reduce the cost of recruitment, and help enterprises filter out the most appropriate talent. As to its flagship recruitment

product TalentLink, it kept improving its functions and rolled out its 12.0 version, which enhanced the

customer experience and network services to help companies effectively combine the

employer brand and recruitment management.

Integrated Talent Management

HR Analytics

Learning

Career ﹠ Succession Planning

Skills ﹠ Competency Management

Compensation Management

Performance Management

HR Core

Onboarding

Recruiting

360 Degree Feedback


New Modes of Brand Promotion

New marketing strategies of corporate brands have become a major driving force for the development of HR services organizations. Lumesse has been attaching serious attention to the promotion of its corporate brand. It has been increasing its investment in this regard and introducing innovative modes of marketing to enhance the core competence of the brand. It is a trailblazer in the use of new media and new channels; it has set up its own customer group and its LinkedIn platform, and has formed a special team of advisors to communicate and interact with customers, in an effort to get their feedback.

As an international level provider of HR management solutions, Lumesse has been learning the current scenario of talent recruitment and HR management solutions in China through surveys. In three consecutive years, Lumesse has hosted in greater China the “candidate experience” event, a recruitment-related activity that helps it under the general scenario and misunderstanding of online recruitment and testifies to the importance of information technology in talent management and recruitment. The “candidate experience” event compares the data of recruitment managers and job candidates to analyze the gap between them, so as to find the reason for the difficulty in recruitment. Each year the result of its research will be shared with recruitment managers for free, to expand their views and to help them identify talented employees with less time but higher efficiency.

At the same time, Lumesse a l s o p r o v i d e s c o m p r e h e n s i v e

HR management solutions, including HR management, performance assessment, successor

plan, payroll management, learning management and HR analysis, etc. After its professional HR management

software ETWeb was upgraded in January 2012, the 11.0 version combines functionality, user experience and management

effectiveness into a whole. Capable of over 30 languages, the software lays emphasis on the user-friendly interface, strong system structure, and compatibility with different webpage browsers and office software. These are just some of the new benefits of an enhanced cloud system. Lumesse ETWeb11.0 heralds the enhancement of more products of Lumesse in 2012, including the introduction of further features of its recruitment software and the expansion of its learning management products. At the end of 2011, Lumesse acquired Edvantage, a learning management software company, and added new features to the products of Leaning Gateway and Course Builder, which helped

broadened the product spectrum. As a leader in the field of talent management software, it is constantly innovating and

upgrading the features and services of its products; it can provide a full range of SaaS, hosted or on-

site solutions, giving customers choices to choose the products that suit their

needs.


The new brand image of Lumesse highlights a youthful and vibrant corporate culture, and its underlying spirit is being communicated through a galaxy of cultural and sports events. Lumesse has launched “Protect Children’s Right to Play”, a worldwide charity event that manifests the notion that children should not be deprived of their rights to study and to play. The event calls on all walks of live, especially its internal

staff, social dignitaries, and sports professionals, to attend. The fund raised in the event will

be channeled to earn equal right to life for children living in misery

and poverty.

R e c e n t l y, four internal staff members,

including CEO Matthew Parker, formed a team to start a week-long cycling

rally from Liege, Belgium all the way to London, the host city of the 2012 Olympics, covering a

distance of 350 miles. They sought to raise public awareness to charity events through this rally and to earn equal rights for more children. The event helped promote interaction between the corporate staff from top to bottom, and also contributed to the society.

Moreover, it can achieve worldwide publicity of its corporate brand, and establish a positive

corporate image.

Lumesse also takes advantage of web technologies to launch online seminars on a regular basis. The subject of the seminar is announced beforehand, with practical contents ranging from the presentation of the latest products to talent training courses. The promotion via online seminars not only saves a lot of human and material resources, but also proves to be friendly to the environment.

Care for Children and Enhance Its Influence


Established in 2002, BEISEN is a talent management solution provider that brings together HR management technologies, consulting services and software platforms. BEISEN provides not only talent management software services but also assessment models and professional technical contents such as talent assessment and 360-degree assessment feedback, which is an aid to turn technology into reality through consulting and realize real implementation through software. As a trailblazer in the research on talent assessment application, BEISEN is committed to the research on assessment tools and HR decision-making consulting. With its solid business development, it keeps expanding, with over 500 employees, and offices in Shanghai, Nanjing, Xiamen, Guangzhou, Shenzhen and Chengdu in addition to its headquarters in Beijing. The BEISEN Assessment Research Institute established in 2004 is striving to develop assessment software based on the business environment in China. Since its inception, it has rolled out some 50 products with its own intellectual property.

From Talent Assessment to Talent Management


Shift in BrandingWhen it started from scratch in 2002, BEISEN was a provider of assessment, and reaped extensive recognition in the market. In September 2010, it officially launched iTalent, a cloud-based HR management platform that changed i t f rom a prov ider o f assessment solutions to a provider of total Talent management solutions. BEISEN has six product series, i.e., talent assessment, recruitment system, successor and development system, performance assessment system, 360 assessment

Talent Assessment

360 Degree Feedback

Employee Survey System

Recruitment System

Performance Assessment

System

Succession and Development System

BEISEN

Obtained the first RMB10 million-class VC in HR industry, heralding an era

of explosive-growth of Talent management

Established Talent management Consulting Dept. to provide talent

assessment and total solutions of talent management

List in Forbes China’s Potential Company Top 100

Established branches in Shanghai and Guangzhou to break new grounds

in talent assessment

Newly minted its first assessment product based on “Competence Model”,

emerging as an innovator in the talent assessment industry

Established the first company-based assessment research institute to fuel

the localization move of talent assessment and started it R﹠D

Unveiled its first app-based assessment product to lower the threshold of

talent assessment

R﹠D of the first career planning assessment tool for college students

succeeded and won popularity

2010

2009

2008

2007

2006

2003

2003

2002

2009 till now

2005-2008

2002-2004

Built the first cloud-based Talent management platform in China in 2010, emerged as a Talent management company.

Exceeded many peers to be an industry leader

The drams started

of total Talent management solutions. It has also enhanced its brand awareness, recognition and brand image. There are three reasons underlying its transition: spreading the brand at all points of contact with customers, actual needs of overall talent management by customers, a trustworthy brand it has established in assessment.

● BEISEN is actively exploring its direction of business development after its transformation.. It is seeking a fulcrum that can maximize the function of the brand and put it into the service of business development. After BEISEN determined its brand strategy and all the information to be disseminated, it went on to locate the contact points and integrate various channels together to convey a unified message.

● As more and more customers have realized that, given the limitation of individual products, it is necessary to develop an unified HR management system to address to the dilemma enterprises face at a strategic level. Since it unveiled its iTalent, over 95% of its old

and employee survey system. And still, BEISEN has launched its talent management consulting service department, a division that provides iCare HR management service.

The shift from talent assessment to talent management posed a tremendous challenge to BEISEN, as it is even more difficult to change the brand image and extend its connotations than to establish a new brand. With unremitting efforts for two years, BEISEN has succeeded in its brand transformation, emerging from a provider of assessment solutions to a provider


customers have moved to this cloud platform of HR management. It proves that the provision of the first cloud-based Talent management platform is based on the needs of customers and has received their recognition.

● BEISEN has over 3,000 customers, with a leading market share far greater than its rivals. It also boasts a renewal rate of over 90%; the trust of the customers has forged the biggest advantage of its brand extension. The company believes that the trust of its customers will enhance its brand equity.

Brand loyalty of customers relies on the quality of the products and services. As BEISEN provides rental service of software, it is acutely aware that customers may drop it in case of non-performance. BEISEN knows how important customer loyalty, it has fostered a renewal rate of 90%. Its resounding success can be attributed to its perfect, well-performing products, effective, personalized pre-sales and after-sales services, and its flexibility to change with the market.The brand of an enterprise is directly related to its products. With the diversification of its products, BEISEN hammers conviction into their customers, and this is a move supported by the core values of the brand that is conveyed at all the points of contact with its customers, such as its products and consulting services.

Speak with One VoiceThe core values of BEISEN’s brand can be summed in three points, pursuit of success, fast move and value innovation, or, by another account, start from the needs and aim at their value. Its brand positioning is to be the No.1 brand of talent management and pioneer of talent management software in China.

No.1 brand of talent management and pioneer of talent management software in China

With a growing number of branches, BEISEN has also encountered certain challenges to the unity of its brand and the publicity of brand image, a problem that necessitated joint efforts of all its branches. In addition to its head office in Beijing, it has branch offices in Shanghai, Nanjing, Xiamen, Guangzhou, Shenzhen and Chengdu. In 2012 BEISEN set up its No. 2 R﹠D center in Nanjing in an effort to strengthen its research. With over 300 employees, the BEISEN Talent Assessment Research Institute is the only of its kind in China.

The unity of a brand in different geographic areas is a challenge not only to BEISEN but also to many fast companies. The practice of BEISEN suggests that “Speak with One Voice” can effectively unifies its brand image and convey consistent brand value. To realize this, BEISEN has implemented a three-step strategy: right strategy, effective communication and perfect execution. As the market scenario is different from city to city, BEISEN insists the consistency of major information but allows room for adjustment in the management of its branches.

Coordination of the communication of its brand in various areas and related matters cannot be made possible without the support of its senior leadership. The senior leaders of BEISEN frequently work with employees at different regional offices, and visit customers with them when necessary. The decision makers collect detailed information from various branches to make sure the decisions are pragmatic, feasible and effective.

To succeed: Explore approaches to success, never find excuse for failure

To be fast: Quick to respond and act

Value innovation: Innovations should be thrown into dust bin if it brings no value to customers


Value Communication

A special feature in the B2B industries is the rationality of the customers. Knowing this, BEISEN focuses on the communication with its customers on the value of its products. Through on-site communications from the standing point of customers, BEISEN has communicated and established its brand image and enhanced its brand value. BEISEN believes that the experiences of its customers are real enough and word-of-mouth publicity is powerful. Such is its basic understanding of brand image communication of the enterprise and its products.

● A focus on Customers ExperienceBEISEN encourages its customers to try its products themselves, and this is an initiative that is more attractive than any fabulous publicity material. In 2011 BEISEN provides a free trial version to help customers understand it directly, winning enthusiastic responses from customers and improving their recognition of its product and brand.

● A focus on Sharing with CustomersIn the wake of the development of the industry and customer needs, BEISEN has held many seminars to introduce reforms and invited customers to speak for its products and to share their experience of them. This mode has proved more valuable and convincing. Since its launch, iTalent has pooled more resources in its seminars. In 2012, BEISEN held the seminars five times than it did in 2010. The effect of communications also relies on how enterprises communicate. In some communication events, BEISEN has taken the form of drama play rather than mere presentation.

● A Focus on Customer Feeling In 2012, BEISEN launched its customer success management, a program that seeks to


help customers to implement talent management internally. The service dispels customers’ concern in decision making and lowers the risks in this process. To build a highly efficient team, BEISEN requires its staff reply to customers within the specified timeframe.

● A focus on the Reward to the SocietyBEISEN has not only established scholarships in universities, but also exemplified its commitment to the society by providing financial support to the earthquake-stricken areas in Wenchuan and poverty-stricken students. In the second half of 2012, BEISEN will kick-start its lecture series of career planning as a move of welfare. An enterprise with a strong commitment to the society is surely committed to its customers and its business exploration, and such an enterprise is worthy of trust.

BEISEN catches the trend and makes use of new media and technology in its brand building. In March 2011, BEISEN registered its official Weibo, and harvested over 50,000 fans. BEISEN focuses on the integration of its online and off-line services, and increases its interactions with customers. In 2011, BEISEN launched a self-developed SNS product, tita, the very first corporate social networking site in China. It can integrate seamlessly with BEISEN’s talent management software, making internal communication and collaboration smoother, and enhancing the effect of talent management.

Apart from all this, BEISEN also worked with first-rank PR companies to shoulder the responsibility of an educator in the industry. It introduces familiar HR management expertise to China, and the move that has let more people get the benefit and speed up the development of HR management in China. From 2011 onwards, BEISEN has been spending heavily on the brand research by leading international research firms. The Detailed and comprehensive interpretation of its brand is helping BEISEN develop a more accurate brand strategy.


A Forerunner In the Niche Market

Founded in 1977, headquartered in Britain, SHL People Performance (SHL) is a leading workplace talent assessment solution provider in the world. Currently, over 120 of the world’s Top 500 companies in China are using SHL tests in their recruitment tests and post evaluations. SHL is providing personality test service in 30 languages for over 10,000 enterprise users in more than 50 countries in the world. For the past three decades, SHL has been devoted to providing objective assessment tools for customers and is the world’s largest and most professional personality test provider for. By providing ability and personality tests and the objective assessment, enterprises can make decisions on recruitment and employee development based upon the true ability and potentials of the testees. SHL supports more than 10,000 clients, including over 80 percent of the Financial Times Stock Exchange (FTSE) and over 50 percent of the Fortune Global 500.


As a global authoritative provider of talent assessment contents, SHL has been providing objective assessment tools to its customers in the past three decades. Meanwhile, SHL collects quality research data of talent intelligence and assessment data to help enterprises mine their personnel/talent data so that they can make benchmark comparisons by area, industry and function. In addition, SHL also helps enterprises gain important insight in future performance assessment, employee management and leadership potential, etc., so that they can increase their performances and strengthen their overall competence.

Build Unrivalled Brand Advantage in AssessmentTalent assessment is a mix of professional knowledge in various areas, such as psychology, management, and human resources, and hence the industry forms a relative high barrier to entry. As a leading player in this area, SHL has been constantly improving its products and services, building its unrivalled brand advantage in this field.

Building on a foundation of 50 years’ market leadership, innovation and expertise, SHL delivers more than 25 million scientifically proven selection and development assessments per year in 30+ languages. Offering the broadest global footprint in the industry, SHL deploys solutions in more than 150 countries and maintains a local presence in more than 50 countries. Now it is serving over 10,000 customers in over 150 countries, including over 50 percent of the Global Fortune 500, over 40 percent of the Fortune 500, over 80 percent of the Financial Times Stock Exchange (FTSE) and over 50 percent of the Australian Stock Exchange., making itself an undisputed “outlier” in the field of assessment.

SHL’s Solutions and Services

●　Tools that support smart people decisions throughout

the employment lifecycle, from Talent Acquisition (Volume

Recruitment, Graduate Recruitment, and Managerial and

Professional Hire) to Talent Mobility (Talent Audit, Employee

Development and Succession Planning)

●　The largest portfolio of 1,000+ off-the-shelf assessments

that precisely measure skills, behavior and performance, and

accurately predict potential for all major job categories and levels

in every sector

●　World-class Consulting Services and a 24-hour global

customer service centre

●　A sophisticated, yet easy-to-use technology platform

that seamlessly integrates with 83 Talent Management Systems

Assessment tools could help enterprises achieve their commercial objectives, but first and foremost, enterprises should apply assessment tools effectively to its needs and performance. When conducting assessment, the reliability and validity of the evaluation are the essential concerns. The obvious advantage of SHL lies in its very high accuracy. In early 2010, Aberdeen Group examined 300 enterprises worldwide and their feedbacks of talent assessment solutions, and the result shows that SHL tops in accuracy in the prediction of future performance of the candidates. The accuracy means that companies can lower the risk in recruitment so long as they have clearly defined recruitment standards. Studies also find that the assessment solutions of SHL can elevate the performance by 15%-150%. With it unrivalled advantage in assessment, SHL was awarded the “Best HR Assessment Company in Greater China 2011-2012” by Human Capital Management magazine.Another advantage of SHL lies in the rich experience it has


obtained from multiple industries, big projects, successes and failures, and diversification. Either in consulting, training, or different solutions, SHL has rich experience in customer service and project execution. SHL has an army of over 300 advisors from psychological background, making it the company with the largest expert base. Over the years, SHL has accumulated a huge database that contains the assessment data of different countries and regions, companies and positions of different types. Through extensive data analysis, employers can clearly understand the competences of excellent employees so as to define the competency models. SHL also boasts the most comprehensive and extensive product line in the field of talent assessment, covering the cognitive ability and aptitude, personality and behavior, knowledge and skills, Simulations and Situational Judgment, motivation, dependability and safety, interview tools, paper and pencil assessments, 360 multi-rater feedbacks, interview tools, etc.

Implement Brand Strategy In the Local MarketSHL has set up branches in more than 50 countries around the world to plant its roots in local market. In China, SHL’s China team draws on the strength of the parent company, and further strengthens the breadth and depth of experience and knowledge to adapt to an ever-expanding China market with upscale services.

Until now 60% of the Fortune Global 500 companies and 80% of the FTSE 100 companies are SHL’s customers. With these companies expanding their business to China, SHL mainly provided convenient and efficient services for these multinational companies in its early years in China. While servicing an increasing number of local customers, SHL was also thinking about the localization of talent management. Now SHL has three kinds of customers in China: traditional foreign multinationals, Chinese multinational corporations and the enterprises directly under the central government or state-owned enterprises and government departments. SHL applies different localization strategies for different customers.

In August 2011, SHL announced that the Shi Hong (Shanghai) Management Consulting Services Ltd. , a wholly owned business unit, officially started its operation. Shi Hong provides products and services settled in RMB in the China market. These latest changes have confirmed SHL's commitment to the China market; they have formed a more powerful platform for SHL to provide localized service to customers in China. SHL has also reportedly repositioned its brand to better reflect its global commitment to HR information projects.

In product development and team operations, SHL considers localization as its top priority. Now many products of SHL have their Chinese versions. SHL also timely spots new demands in China, and integrates new trends in the industry into the changing local market. Secondly, based on the feedbacks from users of products and services, SHL constantly makes improvements to enhance user experience. SHL provides customized solutions to meet the needs of customers at different levels. By providing unparalleled assessment science and data, assessment skills and consultancy, SHL has helped its Chinese customers achieve personnel intelligence, and thus they can better acquire and develop the talents.


For its traditional customers, SHL has achieved vertical growth; for different market segments, SHL has taken a different marketing strategy to achieve horizontal growth. Different customers or even enterprises of different forms have different needs in talent management. In the wake of this, SHL has launched a full range of solutions, covering recruitment, talent motivation, human resources data and structural analysis. Among them, the recruitment products cover large-scale recruitment, graduate recruitment, management personnel and professional recruitment; while the talent motivation covers the audit of personnel, staff development, and successor planning. In addition, SHL also analyzed the data and structure of its personnel database. SHL’s analysis of personnel data and structure would compare the personnel potential with global benchmarks, and it also provided data of empirical, scientific studies to prepare enterprises with insight and full realization of their talent strategies and help them make effective decision on talent management. SHL provided seamless solutions to help companies with self-diagnosis, helping them improve the effectiveness of their talent plans and compare its own performance with that of its rivals.

SHL mainly relies on word-of-mouth marketing in its brand shaping. When customers truly experience the value of its products, they will naturally be ambassadors of the brand. In addition to traditional word-of-mouth marketing, SHL also promoted its products and services through different channels. Through the integration of the different marketing approaches, SHL provided customers with ultimate service to seek mutual growth. For example, it launched the LINK conference jointly with HRoot to apply precision marketing to HR managers, winning critical acclaim in the industry.

Precision Marketing Enhances Brand ValueAfter it came to China, SHL repositioned its brand; it adopted the precise marketing strategy in its brand promotion. On the basis of precise positioning, it relied on modern information technology to build personalized customer communication and service system, which proved to be a measurable low-cost approach of its expansion. For example, while introducing new products into the market, SHL first developed a specific concept through interviews and group discussion with its customers. And then it formed reports on the interviews, and sent their summaries to its UK headquarters to consult with professional advisers before the development of new products. Finally it divided its customer base into different groups before the launch of new products.Meanwhile, the China team of SHL used the Persona Principle in its marketing: they outlined the real character of target groups to find out real users prototypes. It studied the goals, behavior, and views of the product users, and integrated these elements into a set of descriptions of typical product users to help with the decision making and the design of products. SHL classified its customers into different groups as per their positions and habits, and then sketched out the image of the users and catered to them with tailored products and services. In the product development process it brought its blind spots to a minimum, so as to further realize precision marketing. SHL has been providing customers with customized services, in an effort to improve their return on investment (ROI) and return on expectation (ROE).


Make Bold Innovations and Customer-FirstSHL upheld the customer-first principle, and attached great importance to customer relationship management. SHL created “chief customer officer”, a position in the company specifically responsible for maintaining customer relationships. The person was also in charge of spotting potential demand of customers and helping them march to success.

In addition, SHL is quick at capturing opportunities in a burgeoning market to support its own fast growth. In the brand shaping process, it also keeps a close eye on innovation. To meet the diversified needs of customers, global-wide think-tanks and local experts delivered different reports, e.g., sales reports, and leadership reports; and it also tailored concrete development action plans for customers.

Talent assessment is an industry heavily dependent on technologies, and requires strong support of technologies in the development, innovation, the construction of competence models, and tailor-making in many basic procedures. In its 30-year practice in the industry, SHL has been constantly upgrading its technology with the progress of time to provide customers with the best possible technologies.

Organic Growth Vs. Wild GrowthIn spite of a precarious global economy, SHL accurately grasped the direction of the market; its powerful data accumulation and overall-grasp concept fueled its success. Meanwhile, SHL continuously expanded its size by seeking organic growth and merger and acquisition.

Aware of its responsibility to the society, SHL has made serious efforts in creating value for clients and providing insights to the market rather than just making profits. With this in mind, the company is observing the principle of organic growth.

After the financial crisis, many companies were tightening their budgets in cautious market expansion. Meanwhile, more and more high-end customers were paying attention to the role that talent assessment played in talent management and development. More effective and credible assessment tools could help clients with their decision making, identification of potential talents and learn its strengths and weaknesses, thus minimizing their risks in human capital. Many enterprises use SHL’s products not only in one part of the talent life cycle, but in various other parts such as recruitment, appointment, training and development, giving impetus to the organic growth of SHL.

Meanwhile, SHL has also been using mergers and acquisitions to expand its business territory. In January 2011, two of the world's leading talent assessment companies, SHL and PreVisor, merged into a new SHL, making it an unparalleled leader worldwide in talent assessment. In the United States, SHL maintains an annual growth rate of 12 percent, in Britain the rate is an impressive 15%, while the rate stunningly topped 100% in China.

As a commercial academic institution, SHL provides tailor-made products and services on the basis of SaaS. Over 300 psychologists were devoted to the R﹠D, evaluation and optimizing of SHL’s products globally. SHL has established a world-class data center in China, which has conducted tens of thousands of tests in just a few months. In addition, SHL has also unveiled a range of assessment apps to improve user experience with the latest technologies and platforms. SHL is the world’s first assessment company to launch iPQ, an online app that allows users to conduct job compatibility test on iPad. Backed by its world-class consulting service and 24-hour support center, SHL provides over 1,000 kinds of assessment to the customers with a simple and convenient technology platform.

Different enterprises face with talent management problems of all kinds in their different phases of growth. People are different in their personalities, knowledge, and competences, while enterprises have different requirements for different positions. All these pose tremendous challenges to the exploring of the potential of talented people and changing it into their competitive edges. As a forerunner in the field of talent assessment, SHL will draw on its expertise to help Chinese enterprises to explore people intelligence to increase the performance and guide the Chinese assessment industry in its transformation.


Top 100 Brands List


1

2

3

4

5

6

7

8

9

9

11

12

13

14

15

16

17

18

19

20

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25

2

1

4

3

7

7

9

18

13

11

6

12

5

14

10

17

21

19

19

22

55

16

23

32

27

1948

1960

1987

1956

1999

1979

2010

1972

1988

1984

2010

1996

1970

1997

1937

1987

1989

2004

1997

1911

1867

1993

1996

1991

1894

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e-HR

√

√

√

√

√

√

√

Yes

Yes

No

Yes

Yes

No

Yes

Yes

Yes

No

Yes

No

No

No

Yes

Yes

Yes

No

No

Yes

Yes

Yes

No

Yes

No

8.20

8.11

8.05

8.03

7.70

7.45

7.44

7.43

7.40

7.40

7.37

7.15

7.05

7.04

7.02

7.01

6.99

6.83

6.78

6.75

6.73

6.72

6.65

6.62

6.55

ADP

Randstad

CIIC

Manpower Group

51Job

FESCO

Towers Watson

SAP

yonyou

SFSC

Aon Hewitt

Career International

DDI

Zhaopin

Mercer

Kenexa

Accenture

KeyLogic

ChinaHR.com

Hays

Kingdee

Lumesse

Neusoft

Ernst & Young

IBM Global Business Services

2012大中华区人力资源服务机构品牌100强Top 100 HR Services Brands in Greater China

Business ScopeLOGORanking

2012Ranking

2011Company

NameCountry Established

YearMain

Business Talent AssessmentHeadhuntingHR Outsourcing and

Dispatch RecruitingTraining

Coaching and e-Learning

HR Consulting

Listed Company

Stock Exchange ScoreOthers

HR Outsourcing and Dispatch



Recruiting


HR Consulting

e-HR

e-HR


HR Consulting、Talent Assessment

Recruiting

HR Consulting

e-HR

HR Consulting

Recruiting

HR Consulting

Headhunting

e-HR

e-HR

e-HR

HR Consulting

HR Outsourcing and Dispatch、Headhunting

HR Outsourcing and Dispatch、HR Consulting

Headhunting、HR Outsourcing and Dispatch

HR Consulting、Training Coaching and e-Learning

New York

Amsterdam

/

New York

NASDAQ

/

New York

Frankfurt、New York

Shanghai

/

New York

/

/

/

New York

NASDAQ

New York

/

/

New York

London

Hong Kong

/

Shanghai

/

√

√

√

√

√

076 Top 100 Human Resources Services Brands in Greater China 2012 077Top 100 Human Resources Services Brands in Greater China 2012

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

46

48

49

50

38

26

30

32

41

35

14

46

47

52

43

64

31

44

27

37

53

40

41

44

68

/

29

56

23

1999

1868

1977

2002

1957

1998

1977

1977

1946

1981

2002

1969

1997

1962

1943

1848

1996

2008

1991

2003

2005

1995

1897

1995

1999

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e-HR

√

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√

No

No

No

No

Yes

No

Yes

No

Yes

No

No

Yes

Yes

Yes

No

No

Yes

No

No

No

No

Yes

No

No

Yes

/

/

/

/

New York、Paris、Zurich

/

NASDAQ

/

NASDAQ

/

/

NASDAQ

NASDAQ

Paris

/

/

Taiwan in China

/

/

/

/

London

/

/

NASDAQ

6.35

6.33

6.26

6.25

6.24

6.21

6.20

6.05

5.99

5.95

5.90

5.85

5.82

5.79

5.78

5.75

5.74

5.70

5.63

5.55

5.50

5.50

5.48

5.45

5.40

2012大中华区人力资源服务机构品牌100强Top 100 HR Service Brands in Greater China

Business Scope

Talent AssessmentHeadhuntingHR Outsourcing and



HR Consulting

Listed Company


LOGORanking 2012

Ranking 2011

Company Name

Country Established Year

Main Business

Beisen

KRONOS

TaiHe Consulting

Adecco

NormStar

ORACLE

SHL

Kelly Services

Thomas International

Engma

Korn/Ferry International

CDC Corporation

Edenred

HayGroup

104 Job Bank

Jobkoo

de Bono

CTG

YingJieSheng

Robert Walters

KPMG Consulting

Kayang

ATA

PricewaterhouseCoopers Human Resource Consulting

Deloitte Human Capital Consulting


HR Consulting

e-HR

HR Consulting



e-HR

Talent Assessment



Headhunting

e-HR

Prepaid Corporate Services


HR Consulting

Recruiting

e-HR

Training Coaching and e-Learning


Recruiting

Headhunting

HR Consulting

e-HR

Talent Assessment

Training Coaching and e-Learning、HR Consulting、Talent Assessment

Prepaid CorporateServices

√

√

√

√

√

√

√


51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

71

72

73

74

75

35

60

47

59

68

57

50

53

81

61

58

49

70

73

65

82

70

91

76

93

90

/

82

95

/

Wolters Kluwer-CCH

Cegos

Heidrick&Struggles

ECEIBS

Hirede

Hudson

TACK International

Vistage

PROWAY

CDP Group

JobsDB

Right Management

SAS

Cyberwisdom

CareerBuider

China Star

Sage

HR-Channel

MRI Network Worldwide

ALLEGIS-BN

HJSoft

1878

1926

1953

2009

2008

1967

1948

1957

1999

2004

1998

1980

1976

1986

1995

1986

1981

2001

1965

1976

1964

1983

1969

1990

1998

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√

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e-HR

√

√

√

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Yes

No

Yes

No

No

Yes

No

No

No

No

No

Yes

No

No

No

No

No

No

Yes

Yes

No

No

No

No

No

Amsterdam

/

NASDAQ

/

/

NASDAQ

/

/

/

/

/

NASDAQ

/

/

/

/

/

/

New York

London

/

/

/

/

/

5.38

5.35

5.33

5.32

5.31

5.30

5.20

5.17

5.11

5.09

5.05

5.03

4.85

4.82

4.78

4.75

4.56

4.55

4.53

4.51

4.45

4.43

4.41

4.40

4.37

Michael Page International

Egon Zehnder International

Russell Reynolds Associates

Beijing Golden Yikang Group


Business Scope




HR Consulting

Listed Company


LOGORanking 2012

Ranking 2011

Company Name


Main Business

HR Media


Headhunting


e-HR

Headhunting



HR Consulting、Training Coaching and e-Learning


Recruiting

Training Coaching and e-Learning、HR Consulting

e-HR


Recruiting


e-HR


Headhunting

Headhunting、Recruiting

Headhunting


Headhunting、Talent Assessment

e-HR

e-HR

HR Information Publication


76

77

78

79

80

81

82

83

84

85

86

86

88

89

90

91

92

93

94

95

96

97

97

99

100

99

78

85

/

/

/

/

/

/

/

/

/

/

32

/

/

/

/

/

/

/

/

/

/

/

1999

1981

1993

2010

1997

1977

2009

1953

1948

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2006

1995

2002

2000

2007

2002

2009

1997

1999

2006

1987

2003

2010

/

2010

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√

√

√

√

√

e-HR

√

√

√

√

√

√

√

√

√

√

√

Yes

No

No

No

No

No

No

No

Yes

No

No

No

No

No

No

No

No

No

No

No

No

Yes

No

No

No

London

/

/

/

/

/

/

/

New York

/

/

/

/

/

/

/

/

/

/

/

/

Australia

/

/

/

4.36

4.33

4.30

4.25

4.22

4.20

4.15

4.13

4.10

4.03

4.00

3.95

3.93

3.90

3.83

3.75

3.74

3.65

3.58

3.55

3.45

3.40

3.40

3.35

3.20

KeyPerformance Consulting


LOGORanking 2012

Ranking 2011

Company Name


Main Business

Business Scope




HR Consulting

Listed Company


NetDimensions

Infor Global Solutions

Antal International

Timer

SilkRoad

Amrop Group

WebHr

First Advantage

Robert Half

Assess Systems

China Select

China Team

Tale Base

Weaver

NorthgateArinso

Insupro

CoreCapital

PageUp People

Powerplus

Orisoft

Talent2 International

IDReal

KAWSH

CloudRecruit


e-HR



e-HR

Headhunting

e-HR

Backgroud Screening


Talent Assessment、HR Consulting

Talent Assessment

Headhunting


e-HR




e-HR


HR Consulting

e-HR


Background Screening


e-HR

√

√

√

√

√

√

√

√

√

√

√ Background Screening

Background Screening


1

2

3

4

6

9

11

12

30

34

36

45

60

66

68

72

78

84

90

91

92

97

2

1

4

3

7

11

6

12

41

47

43

44

61

82

91

/

85

/

/

/

/

/

ADP

Randstad

CIIC

Manpower Group

FESCO

SFSC

Aon Hewitt


Adecco

Kelly Services

Engma

CTG

CDP Group

China Star

HR-Channel

ALLEGIS-BN

Antal International

Robert Half

NorthgateArinso

Insupro

CoreCapital

Talent2 International

1948

1960

1987

1956

1979

1984

1982

1996

1957

1946

2002

2003

2004

1986

2001

1983

1993

1948

2007

2002

2009

2003























√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

e-HR

√

√

√

Yes

Yes

No

Yes

No

No

Yes

No

Yes

Yes

No

No

No

No

No

No

No

Yes

No

No

No

Yes

8.20

8.11

8.05

8.03

7.45

7.40

7.03

7.15

6.24

5.99

5.90

5.55

5.09

4.75

4.55

4.43

4.30

4.10

3.83

3.75

3.74

3.40


Training, Coaching and

e-Learning

Business ScopeLOGORanking

2012Ranking

2011Company


YearMain

Business HR Outsourcing and Dispatch

Headhunting Recruiting OthersHR Consulting

Talent Assessment

Listed Company

Stock Exchange Score

√

√

New York

Amsterdam

/

New York

/

/

New York

/

NASDAQ

/

/

/

/

/

/

/

New York

/

/

/

Australia



4

12

21

30

34

37

46

53

56

69

70

71

73

78

81

87

3

12

55

41

47

64

/

47

57

76

93

90

82

85

/

/

Manpower Group


Hays

Adecco

Kelly Services

Korn/Ferry International

Robert Walters

Heidrick&Struggles

Hudson

MRI Network Worldwide


Egon Zehnder International


Antal International

Amrop Group

China Team

1956

1996

1867

1957

1946

1969

1995

1953

1967

1965

1976

1964

1969

1993

1977

1995



Headhunting



Headhunting

Headhunting

Headhunting

Headhunting

Headhunting


Headhunting



Headhunting

Headhunting

Headhunting

LOGORanking 2012

Ranking 2011

Company Name


Main Business

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

e-HR

Yes

No

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

No

No

No

No

No

New York

/

London


NASDAQ

NASDAQ

London

NASDAQ

NASDAQ

New York

London

/

/

/

/

/

8.03

7.15

6.73

6.24

5.99

5.85

5.50

5.33

5.30

4.53

4.51

4.45

4.41

4.30

4.20

3.95


e-Learning

Business Scope



Talent Assessment

Listed Company


√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√


5

14

19

42

46

61

65

70

78

7

14

19

53

68

58

65

93

85

51Job

zhaopin

ChinaHR.com

104 Job Bank

YingJieSheng

JobsDB

CareerBuider


Antal International

1999

1997

1997

1996

2005

1998

1995

1976

1993

Recruiting

Recruiting

Recruiting

Recruiting

Recruiting

Recruiting

Recruiting



√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√ √

√

√

Yes

No

No

Yes

No

No

No

Yes

No

NASDAQ

/

/

Taiwan in China

/

/

/

London

/

7.70

7.04

6.78

5.74

5.50

5.05

4.78

4.51

4.30

Recruiting


e-Learning

Business Scope



Talent Assessment

Listed Company

Stock Exchange ScoreLOGORanking

2012Ranking

2011Company


YearMain

Business e-HR


18

35

44

52

54

57

58

59

62

64

76

93

99

19

52

41

60

59

50

53

81

49

73

99

/

/

2004

1981

1991

1926

2009

1948

1957

1999

1980

1986

1999

1999

/

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

No

No

No

No

No

No

No

No

Yes

No

Yes

No

No

/

/

/

/

/

/

/

/

NASDAQ

/

London

/

/

6.83

5.95

5.63

5.35

5.32

5.20

5.17

5.11

5.03

4.82

4.36

3.58

3.35

Training, Coaching and e-Learning


e-Learning

Business Scope


Headhunting Recruiting Otherse-HRHR Consulting

Talent Assessment

Listed Company

Stock Exchange ScoreLOGORanking

2012Ranking

2011Company


YearMain

Business

KeyLogic


de Bono

Cegos

ECEIBS

TACK International

Vistage

PROWAY

Right Management

Cyberwisdom

NetDimensions

Powerplus

KSWSH

HR Consulting、Training, Coaching and e-Learning







Training, Coaching and e-Learning、HR Consulting





Training, Coaching and e-Learning、HR Consulting、Talent Assessment


7

11

13

15

17

18

20

25

26

27

29

31

35

40

41

48

59

62

79

85

88

95

9

6

5

10

21

19

22

27

38

26

32

35

52

27

37

29

81

49

/

/

/

/

Towers Watson

Aon Hewitt

DDI

Mercer

Accenture

KeyLogic

Ernst & Young

Beisen

TaiHe Consulting

NormStar


HayGroup

KPMG Consulting

PROWAY

Right Management

Timer

Assess Systems

2010

2010

1970

1937

1989

2004

1911

1894

1999

1868

2002

1998

1981

1943

1848

1897

1999

1980

2010

1987

2002

2006

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

e-HR

√

Yes

Yes

No

Yes

Yes

No

Yes

No

No

No

No

No

No

No

No

No

No

Yes

No

No

No

No

New York

New York

/

New York

New York

/

New York

/

/

/

/

/

/

/

/

/

/

NASDAQ

/

/

/

/

7.44

7.37

7.05

7.02

6.99

6.83

6.75

6.55

6.35

6.33

6.25

6.21

5.95

5.78

5.75

5.48

5.11

5.03

4.25

4.03

3.93

3.55

HR Consulting

IBM Global Business Services

Tale Base

KeyPerformance Consulting

Deloitte Human Capital Consulting

PricewaterhouseCoopers Human Resource Consulting

LOGORanking 2012

Ranking 2011

Company Name


Main Business

HR Consulting



HR Consulting

HR Consulting


HR Consulting

HR Consulting


HR Consulting

HR Consulting



HR Consulting

HR Consulting


Training, Coaching and e-Learning、HR Consulting




HR Consulting

Training, Coaching and e-Learning、HR Consulting、Talent Assessment


e-LearningHR Outsourcing and

DispatchHeadhunting Recruiting OthersHR

ConsultingTalent

Assessment

Listed Company


Business Scope


13

26

31

33

35

40

50

73

79

85

86

88

5

38

35

46

52

27

23

82

/

/

/

/

1970

1999

1998

1977

1981

1943

1999

1969

2010

1987

2006

2002




Talent Assessment


Talent Assessment




Talent Assessment


√

√

√

√

√

√

√

No

No

No

No

No

No

Yes

No

No

No

No

No

/

/

/

/

/

/

NASDAQ

/

/

/

/

/

7.05

6.35

6.21

6.05

5.95

5.78

5.40

4.41

4.25

4.03

4.00

3.93

Talent Assessment

√

√

√

√

√

√

√

√

√

√

√

√

√

√

LOGORanking 2012

Ranking 2011

Company Name


Main Business Training,




Talent Assessment

Listed Company


Business Scope

e-HR

DDI

Beisen

NormStar

SHL


HayGroup

ATA


Timer

Assess Systems

China Select

Tale Base

Traning, Coaching and e-Learning、HR Consulting、Talent Assessment

√

√

√

√

√

√

√

√

√


8

9

16

22

23

24

28

32

38

43

49

55

63

67

74

75

77

80

82

89

93

96

100

18

13

17

16

23

32

30

14

31

40

56

68

70

70

95

/

78

/

/

32

/

/

/

SAP

yonyou

Kenexa

Kingdee

Lumesse

Neusoft

KRONOS

ORACLE

CDC Corporation

Jobkoo

Kayang

Hirede

SAS

Sage

Beijing Golden Yikang Group

HJSoft

Infor Global Solutions

SilkRoad

WebHr

Weaver

PageUp People

Orisoft

CloudRecruit

1972

1988

1987

1993

1996

1991

1977

1977

1997

2008

1995

2008

1976

1981

1990

1998

1981

1997

2009

2000

1997

1987

2010

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

e-HR

√ √ √

√

√

√

√ √

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

√

Yes

Yes

Yes

Yes

No

Yes

No

Yes

Yes

No

No

No

No

No

No

No

No

No

No

No

No

No

No

Frankfurt、New York

Shanghai

NASDAQ

Hong Kong

/

Shanghai

/

NASDAQ

NASDAQ

/

/

/

/

/

/

/

/

/

/

/

/

/

/

7.43

7.40

7.01

6.72

6.65

6.62

6.26

6.20

5.82

5.70

5.45

5.31

4.85

4.56

4.40

4.37

4.33

4.22

4.15

3.90

3.65

3.45

3.20

e-HR

LOGORanking 2012

Ranking 2011

Company Name





Headhunting Recruiting OthersTalent Assessment

Listed Company


Business Scope

e-HRHR Consulting


39

51

83

97

44

35

/

/

Edenred

Wolters Kluwer-CCH

First Advantage

IDReal

1962

1878

1953

2010 √

e-HR

Yes

Yes

No

No

Paris

Amsterdam

/

/

5.79

5.38

4.13

3.40

Others

法国

荷兰

美国

中国

LOGORanking 2012

Ranking 2011

Company Name





Headhunting Recruiting OthersTalent Assessment

Listed Company


Business Scope

HR Consulting


HR Media

Background screening



HR Information Publication




Company Profile(Companies with the same ranking are arranged in order according to the initial letter of their English names.)


01 02ADPADP (NASDAQ:ADP), founded in 1949, with annual income of nearly 10 billion USD and 570, 000 customers all over the world, is one of the world largest outsourcing solution providers. With nearly 60 years’ senior experience in the industry, ADP provides the most comprehensive human resources, remuneration, taxes and welfare management solutions in the industry. ADP also provides world’s leading integrated computer information solutions to global sedan, truck, motorcycle, ship and recreational vehicle dealers. In 2006, ADP entered Chinese market and began to provide world first-class human resources services and dealer services to companies in China through products of GlobalView® and Autoline®. In 2009, ADP successfully purchased China Link with an aim to bring more comprehensive localized human resources outsourcing solutions to Chinese market.

03

04 05

Randstad GroupRandstad Group (AMS: RAND), founded in 1960 and headquartered in Amsterdam, the Netherlands, is a listed company in New York Stock Exchange. Starting as a talent dispatch company in the 1960s, Randstad Group has been developed into a human resources service transnational company that covers over 40 countries worldwide and over 4,100 branches. The core business of the group includes: the services of recruitment of professional staff, flexible recruitment, dispatch of professional staff, resident services and integrated human resources service solutions. Randstad Group entered Chinese market in 2006, and currently it has branches in Beijing, Shanghai, Guangzhou, Shenzhen, Suzhou and other cities. Each year it successfully recruited more than thousands of senior management personnel for the Chinese enterprises, and manage tens of thousands of dispatched and outsourced employees. In 2010, Randstad had an operating revenue of 14.2billion Euros, ranking in Fortune Global 500 in 2010. In 2011, operating revenue of 16.2billion Euros, up 14%.

China International Intellectech Corporation (CIIC)Founded in 1987, China International Intellectech Corporation (CIIC) is one of the state-owned backbone enterprises under the direct management of the Chinese Central Government. Headquartered in Beijing, it has 87 subsidiaries and branches focusing on international cooperation in the fields of economy, technology and talent in China and other 76 countries and regions around the world. Keeping abreast of the latest development of knowledge-powered productivity amid the global economic integration, the mega trends of structural change and transfer of worldwide service sector as well as complete outsourcing especially offshore arrangements, and catering for China’s demands for restructuring of service industry and growing of new economic paradigms, CIIC has been building its core competence in the field of intellectual services, standing out as the leading HR service provider which demonstrates proven competitiveness and influence in talents, resources, networks, scale and experience. Furthermore, it is extending its expertise to new fields like investment and trading services. CIIC has becoming a newly exploring enterprise with its high competence and leading advantages. In 2011, CIIC’s operating income was 22.2 billion RMB and ranked the No.336 in Top 500 enterprises in China in 2011, up 11.

Manpower Group Manpower Group (NYSE:MAN), founded in 1948, is a world leader in global pioneering human resources solutions, creates and delivers services to help customers to achieve their goals on business and human resources objectives and meanwhile enhances customers’ competitiveness. With annual turnover of 22 billion USD, Manpower provides a series of services covering the whole employment life cycle and business cycle to employers, including talents searching and selecting, temporary and contractual dispatch services, employee assessment and selection, training service, outplacement service, as well as outsourcing and consulting services. Manpower has the largest service network in global human resources service industry, and its worldwide network of nearly 3,900 offices in 80 countries and territories enables the company to meet the needs of its 400,000 clients per year. In 1994, for the first time Manpower developed its business to Great China, and presently it has over 500 professional recruiters in 22 main cities in Chinese Mainland. In Chinese mainland, it has customers of over 3,500 transnational companies and local companies and has over 500,000 medium-and-high-level urgently-needed talents.

51job“51job” (Nasdaq:JOBS), established in 1999, is national leading professional human resources service organization with many media resources advantages. Integrating traditional media, network media and advanced information technology and having a experienced professional consulting team, it provides full-range professional human resources service including recruiting headhunters, personnel training and assessment and HR outsourcing and has offices in Hong Kong and other 25 cities all over the country. In Sep., 2004, 51job became the first and the only human resources service enterprise in China that was listed in NASDAQ with financing of over 80 million USD. In 2010, benefiting from considerable growth of network recruitment service income, 51job’s operating income, profit rate and profit of 51job hit a record high, whose annual income was 1.09 billion RMB (about 0.165 billion USD) and for the first time it became “the brand enterprise with 1 billion RMB”.


06 07FESCOBeijing Foreign Enterprise Human Resources Service Co., Ltd(FESCO), founded in 1979, takes the lead in providing professional human resources services to foreign representative offices in China, foreign financial institutes and economic organization, and it provides services to over 8,000 customers in nearly one hundred countries and territories and has nearly 400,000 Chinese and foreign staff. FESCO’s human resources service system depends on technical means of network and call center and covers many fields of recruitment, dispatching, staff welfare outsourcing, IT staff outsourcing, finance outsourcing and foreigners service. It has 11 offices in Beijing and over 60 investment companies and branch offices in China with service network that is centered on Beijing and Shanghai and covers over 280 cities in 31 provincial areas in China. At the end of 2010, FESCO joined hands with Adecco to establish FESCO Adecco, a joint venture in Shanghai. The joint venture is a new starting point on its way to the international arena. In 2011, FESCO’s operating income was 18 billion RMB and ranked the No.408 in Top 500 enterprises in China in 2011.

08

09

SAPHeadquartered in Voldovo of German, SAP Company was founded in 1972, and it is the biggest enterprise management and business application solution provider and the third biggest independent software provider. SAP set up sales and development sites in more than 50 countries. SAP application program and service helps more than 109,000 clients to realize their profitable operation, helps them to adapt constantly new emerging changes and helps them to realize the substantial growth. Currently, over 120 countries, adding up to 172,000 clients are using SAP software. Around 80% of Fortune 500 companies benefit from SAP management project. SAP was listed in Frankfurt and New York Stock Exchange.

SFSCShanghai Foreign Service Co., ltd(SFSC), founded in 1984 and subordinate to World Expo Group, provides one-stop services of talents dispatching, talents recruitment, remuneration management, welfare management, staff relationship, talents training and business consultation to Chinese and foreign companies and foreign representative offices in China. It provides services to 85% of world top 500 companies in China and provides comprehensive package of effective human resources services to 22,000 companies in China, and provides elaborate services to nearly 540,000 staff in companies. SFSC has branches in Beijing, Guangzhou, Shenzhen, Nanjing, Hangzhou, Suzhou, Dalian, Qingdao, Xiamen, Kunshan, Chengdu and Xi’an, with services covering all provincial capitals and municipalities as well as 200 prefecture-level cities. Shanghai World Expo (Group) Co.ltd had operating income of over 41.2 billion RMB and was ranked No.200 in Top 500 companies in China in 2011.

Towers WatsonTowers Watson(NYSE:TW)was established through equal merger of Towers Perrin and Watson Wyatt Worldwide in Jan.2010. Towers Watson is a leading worldwide professional consulting service company and it helps improve companies’ operation performance by efficient management of staff, finance and risks. Towers Watson is headquartered in New York, America with 14,000 staff in 34 countries all over the world and it is specified in enterprise solutions and assists enterprises in improving their operation performance, and it has formed professional advantages in fields of staff benefit plans, talents management, remuneration and incentive plan, risks and investment management. Towers Watson currently has 7 offices in Great China, which are respectively in Shanghai, Beijing, Shenzhen, Guangzhou, Hong Kong, Taipei and Wuhan.

09

yonyouyonyou was founded in 1988, and it is Chinese largest provider for management software, ERP software, group management software, human resources management software, customers relationship management software, small business management software, financial and administrative public institutions management software, automobile industry management industry, tobacco industry management software, internal audit software and services, and it is also Chinese leading enterprise cloud service, medical and health software, management consulting and management information talents training provider. yonyou has Chinese largest enterprise application software R&D system including headquarters R&D center, Nanjing manufacturing R&D base, Shanghai advanced application research center, and has a research and development team with over 3,500 people. With over 100 subsidiaries, 60 customer service centers, 150 training and education centers and over 3000 service experts, yonyou has the largest service network in Chinese management software industry. yonyou has established subsidiaries or representative offices in Asian areas such as Japan, Thailand and Singapore. On May 18th, 2001, yonyou Software Co.,ltd was successfully listed in Shanghai Stock Exchange.SAP began to cooperate with china stated-owned enterprises in the early 1980’s. In 1995, SAP China was formally founded in Beijing, and established Shanghai, Guangzhou, Dalian Branches in succession.


11 12Aon Hewitt In 2010, Aon Consulting mergered Hewitt Associates in order to establish Aon Hewitt. Aon Hewitt is the world largest comprehensive human resources outsourcing and human resources management consulting company, which carries out business in 90 countries and territories with 29,000 employees and which had 4.3 billion joint income in 2010. Aon Hewitt provides consulting, remuneration and welfare management services to more than half of world top 500 companies. Aon Hewitt’s headquarter in China is located in Shanghai, and it has 6 offices and over 300 staff in Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu and Hong Kong in Great China, which plays a leading role in human resources management consulting field in China.

13

14 15

Career InternationalCareer International Human Resources Co.,ltd was founded in 1996. As Chinese largest recruitment and consulting company and Asian leading overall recruitment solution provider, it has 11 subsidiaries and 34 branches in key cities in Great China with over 700 professional recruiters. Since the establishment of the company, Career International has been engaged in 17 relevant industries and fields to provide best services to customers, so as to meet recruitment needs of customers in all levels. 80% of Career International’s customers are from world famous group, and 20% of its customers are from listed companies, companies with rapid growth and non-profit organizations in China. In the past year, Career International has successfully recommended over 10,000 long-term staff and dispatching staff to companies, among which 4,500 are for medium-and-high professional positions and management positions.

DDIDevelopment Dimension International(DDI), founded in 1970 and headquartered in America, is a global leading human resources consulting company with over 1,200 consultants and support staff in 78 offices in 26 countries all over the world. DDI has unique and systematic innovative methods to assist companies in rapidly enhancing abilities of existing talents and to cultivate these talents into backbone who can successfully carry out company’s future business strategy. Two specialties of DDI include: design and implement talents selection system to help companies recruit excellent talents rapidly; discover and develop outstanding leaders to construct high-performance work team. Over 2,000 organizations in 60 countries worldwide use DDI’s systems and services to build efficient and dedicated work team. DDI has 3 offices in Hong Kong, Shanghai and Beijing.

Zhaopin.comZhaopin.com was founded in 1997 and it is one of Chinese earliest and most professional human resources service providers, whose predecessor is Alliance Company which was a headhunting company established in 1994. zhaopin.com is targeted to large-scale companies and medium-and-small companies with rapid development, provides one-stop professional human resources services, including network recruitment, newspaper recruitment, campus recruitment, headhunting service, recruitment outsourcing, enterprise training and talents assessment, is the first to launch Chief Human Officer, human resources high-end magazine, and is a professional service organization that has Talent Service Permit and Labor Dispatch Permit issued by government. Zhaopin.com is headquartered in Beijing with services covering over 50 cities all over the country. By Jan.2011, Zhaopin.com’s average daily page view is 68 million and average daily online positions are 2.55 million, and there are over 38 million resumes in the resume database with an increase of over 30,000 new resumes each day.

MercerMercer, founded in 1937 and headquartered in America, is a world leading consulting outsourcing and investment service provider, and is world largest human resources management consulting company and world largest benefits outsourcing provider with 25,000 customers. Mercer helps its customers to maximally enhance performance of their staff’s health, benefits and retirement plan, and optimize labor force performance while managing costs. Mercer also provides customized management, technical and overall benefits outsourcing solutions. The investment services of Mercer include world leading design and management of investment, consulting and retirement as well as investment management of multiple managers. Mercer has over 20,000 employees in over 40 countries. As wholly-owned subsidiaries of MMC, Mercer together with Marsh, Kroll and Guy Carpenter provides overall services to customers. Mercer entered Chinese market in 1995, and currently it has 7 branches in Beijing, Shanghai, Guangzhou, Shenzhen, Dalian, Hong Kong and Taiwan with over 600 consultants and over 3,000 customers in China.


16 17KenexaKenexa ( NASDAQ: KNXA) was founded in 1987 with i ts headquarter in America. In 2005, it was listed in the Nasdaq and it is the only one Human Resource outsourcing provider of the industry which has the capability of perfect combining its informational products with technology, service and science. After that, Kenexa became the leading human resource solution provider in the world by rapid development and constantly merger and acquisition. It stepped up its business in more than 26 countries and regions. In comprehensive service area of human resource, Kenexa became the NO. 1 service provider worldwide referring to business revenue and client scale. Its core product including Talent Assessment, recruitment process outsourcing (RPO), KRB and research service took the leading place in respective subdivided marketing. Shanghai Kenexa Human Resourcing Service Company was established in September, 2008. And it grew out of Shanghai RunJie Consulting Service Limited Company. Currently, Kenexa possess over 300 employees in China.

AccentureFounded in 1989 and headquartered in the USA, Accenture is a global management consulting, technology services and outsourcing company. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. There are more than 246,000 people serving clients in more than 120 countries. In July 2001, it was listed in the NYSE. It ranked among the Fortune Top 500 for eight years and awarded by Fortune as the most respectful enterprise in the USA. It ranked 45 among Global Human Resources Brand by Business Week in 2009. The company generated net revenues of US$25.5 billion for the fiscal year ended Aug. 31, 2011.

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KeyLogic GroupFounded in 2004, KeyLogic Group is a leading turn-key solution provider for talent cultivation in China. It promotes staff’s capability and organization skills through systematic cultivation and helps organization leaders to turn their organization strategy into reality. From management consultation, training courses to e-learning, KeyLogic Group’s all-rounded talent cultivation solutions can satisfy all types and levels of talent cultivation needs of its customers. As a strategic partner for the corporate learning business of Harvard Business School and the only one online Chinese partner of Harvard Business School, KeyLogic Group is an innovator and promoter of the best practices of Corporate University, Total Learning Solutions, and Training Process Outsourcing. Ever since its establishment, KeyLogic Group has won the awards of “Top 10 Fastest Growing Companies in China” (2007), “Top 10 Chinese Innovative Pioneers” (2008), and “Public Welfare Charity Enterprise in China” (by China Children and Teenagers’ Fund). Currently, KeyLogic Group has offices in Beijing, Shanghai, Guangzhou and Shenzhen.

ChinaHR.comFounded in 1997, ChinaHR.com was one of the leading recruitment website in China. In 2008, it established strategy cooperation in depth with Monster Worldwide, a leading global online recruitment service provider, and then it became a member of Monster Worldwide global team. China HR provided online recruitment service and all-round recruitment solution for their employers, and provided suitable candidates for all industry in China and worldwide. The headquartered in Beijing, China HR had set up 4 separately Service districts in China North, China East, China South and China West, and set up several branches in Beijing,Shanghai,Guangzhou,Chengdu,Shenzhen,Suzhou,Hangzhou,Nanjing, Wuhan, Changsha, Xi’an, Tianjin, Dalian and Qingdao. Through Monster network, China HR covered major markets in North America, Europe, South America, adding up to more than 50 countries and regions, possessing the largest resume stock of around 8,000 applicants worldwide and more than 200 thousand clients.

IBM Global Business ServicesFounded in 1911 in the USA, International Business Machine (IBM) (NYSE:IBM) is the world’s biggest information technology and business solutions company, with its business covering over 160 countries and regions. IBM Global Business Services is the world’s biggest consulting agency in the world, with its business covering over 160 countries and regions, offering sophisticated business consulting and system integration service for customers in 17 industries. In China, IBM Global Business Services has over 1,000 professional consultants. It has offices in 22 cities in China and has set up branches in Beijing, Shanghai, Guangzhou, Chengdu, Hong Kong, and Taiwan. IBM’s human capital management business helps enterprises solve talent management problems and improve their labor efficiency through a set of integrated, innovative human capital management solutions.


21 22HaysAs a professional human resources consulting service provider, Hays(LON:HAS), headquartered in Great Britain, is the largest headhunting company in Great Britain. Hays has 7,620 staff operating from 255 offices in 31 countries. Hays has market-leading positions in the UK, Asia Pacific, Continental Europe and Latin America. Hays is the largest professional recruitment consulting company in Asia Pacific and it has set up 45 branches in Asia Pacific. In 2010, Hays declared the strategic measures of entering Chinese market which aims to become Chinese largest recruitment and consulting company, expects to rapidly expand its scale on the basis of its existing three subsidiaries in China in the next five years, and increase its headhunting consults to 300 from the current number of 80.

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KingdeeHeadquartered in Shenzhen, Kingdee International Software Group Company Limited was founded in August, 1993. It has listed on Growth Enterprise Market of the Stock Exchange of Hong Kong on 15th, February 2001, and it changed to main board of the Stock Exchange of Hong Kong on 20th,July 2005,the stock code is 0268. Kingdee is the leader in the China software industry and it is a distinguish enterprise in the area of management software of Asia-Pacific region. It is a renowned international middleware provider and online management and e-business application solution service provider. Kingdee has set up three software parks in Shenzhen, Shanghai and Beijing, and it has also established research centers in Shenzhen, Shanghai, Beijing, Chengdu, Guangzhou and Singapore.

LumesseIn May 2011, StepStone (LSE:STPS) was renamed Lumesse. Established in 1996 in Norway, Lumesse is the world’s leading human capital management software provider, helping enterprises to attract, manage, and retain talents. Lumesse has 23 offices in 17 countries around the world, with a staff of over 900 people. It is the only all-rounded talent solutions provider capable of offering e-recruitment, HR analysis, skill and competency management, performance management, 360 feedback, learning management, and succession planning and management modules, as well as the only European supplier recognized as Leader in Gartner “Magic Quadrant for E-Recruitment”. Currently, over 1,600 organizations around the world, including the many leading enterprises worldwide, have been using Lumesse software and service.

NeusoftFounded in Northeastern University of China in 1991, Neusoft (SHA: 600718) is a leading IT solution and service provider in China, mainly specializing in industry solutions, product engineering solutions and related software products, platforms and services. Nowadays, Neusoft has more than 20, 000 employees, and has set up 6 software R&D bases, 8 regional headquarters, established marketing and service networks in over 40 cities, and founded Neusoft Institute of Information with campuses in Dalian, Nanhai and Chengdu and Biomedical and Information Engineering School in Shenyang. Besides, Neusoft has subsidiaries in the United States, Japan, Europe and the Middle East. Neusoft is the biggest IT solution and service provider in China.

Ernst & Young ConsultingOne of the world’s leading professional services organizations, Ernst & Young offers audit, tax, and financial transaction advisory services. It is universally recognized that Ernst & Young adds value for its customers, offers solutions based upon a thorough understanding of the business challenges of customers, and help customers across the globe to realize their goals. Ernst & Young has a dominant presence in China, with offices and branches in Ten Chinese Cities, including Beijing, Hong Kong, Shanghai, Shenzhen, Guangzhou, Dalian, Chengdu, Wuhan, Suzhou, and Macao, with approximately 6,000 professional employees. As one of the professional organizations with the largest number of consultants in the world, powered by the rich expertise of its 20,000 consultants around the globe, Ernst & Young helps companies across the globe to face all relevant challenges and identify and capitalize on business opportunities.

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26 27BEISENFounded in 2002, BEISEN is the only talent management solution provider in China that is capable of perfectly combining talent management technologies, consulting services and software platforms. BEISEN provides not only talent management software services but also assessment models and professional technical contents such as talent assessment and 360-degree assessment feedback, which is an aid to turn technology into reality through consulting and realize real implementation through software. As the first company engaged in the application and research of talent assessment in China, BEISEN has been focusing on the research of talent assessment tools and the services of personnel decision consulting. With the rapid development of business and the unceasing expansion of operation scope, BEISEN Assessment now has more than 500 assessment consultants, and has set up branch offices in Beijing, Shanghai, Guangzhou, Chengdu, Nanjing, Shenzhen, Xiamen with its business all over the country. BEISEN Research, founded in 2004, is vigorously developing the local research and development of assessment from the perspective of China, and has developed nearly 50 assessment products with intellectual property rights.

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KronosFounded in 1977 and headquartered in Chelmsford, Massachusetts, Kronos is the world’s largest workforce management solution provider. Today, it has developed into a global company, offering services, through its offices, subsidiaries, distributors, and partners, for tens of thousands of customers in over 60 countries and regions, so as to help global enterprises control their workforce cost, minimize compliance risks, and improve labor productivity. Its professional time and attendance, duty roster, staff activity and analysis solutions help global enterprises to carry out effective management of its workforce. Kronos set up its China office in 2007.

Taihe ConsultingFounded in 2002, Beijing Taihe Ruixin Enterprise Management Consulting Co., Ltd. (Taihe Consulting) is a leading human resources service provider, specializing in human resource management consulting service. With nearly 200 professional consultants who have a great deal of practical experience in various industries and 8 branch offices in Beijing, Shanghai, Nanjing, Guangzhou, Shenzhen, Chengdu, Chongqing, Hangzhou and Wuhan, Taihe Consulting develops its business all over the country. The human resources service of Taihe Consulting is an outstanding brand in domestic market, and the data consulting service of Taihe Consulting is also the leading brand in the “Salary Survey” market.

AdeccoFounded in 1957, headquartered in Switzerland, Adecco (SWX: ADEN; EURONEXT: ADE) is the world’s leading provider of HR solutions and ranks 391 among the Fortune Global 500 in 2011. Adecco has over 5,500 offices in over 60 countries, with over 33,000 employees. Every day, Adecco provides 750,000 employees and 100,000 companies headhunting services of middle and senior management positions, temporary staffing, permanent placement, outsourcing, outplacement, training and consulting. Established in China since 1995, Adecco has 17 offices in China, offering a whole set of HR services for customer companies, including talent sourcing, selection, staffing, HR outsourcing, assessment, and evaluation.

Deloitte Deloitte provides audit, tax, corporate management consulting, and financial advisory services to listed and non-listed customers of different industries. Headquartered in the USA, Deloitte has member firms in 140 countries around the world. It is one of the leading professional service institution in Mainland China, Hong Kong, and Macao, with over 13,500 employees in 21 branches such as Beijing, Hong Kong, Shanghai, Taipei, Chongqing, Dalian, Guangzhou, Hangzhou, Nanjing, Shenzhen and so on. Deloitte set up its Shanghai office back in 1917; in China, Deloitte has over 50 professional human capital consultants, ranking No. 2 in the world, offering all-rounded HR management solutions for enterprises and providing professional consulting solutions on human capital management to help customers solve their business problems.


31 32NormStarFounded in 1998, NormStar (attached to Shanghai NormStar Software Technology Co., Ltd.) is the first service provider engaged in talent assessment research in China. NormStar takes “talent assessment service and competency model building and application” as its core business and “promoting talent training and development” as its basic target, continuously providing clients with original solutions and added value for talent management. NormStar has a profound research basis and innovative strength. Headquartered in Shanghai and in the first Human Resources Industrial Park, with 12 branch companies in Beijing, Shanghai, Shenzhen, Guangzhou and Chongqing, and 200 professionals team, NormStar has provided assessment consulting services for more than 7,000 clients and built long-term and stable strategic partnership with many clients since its establishment.

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Oracle Oracle (NASDAQ:ORCL), founded in 1977 and headquartered in Redwood City, California, USA, with 84,000 staff worldwide and over 35.6 billion income in 2011 fiscal year, is the world largest enterprise software company, with business covering 145 countries and territories, 380,000 worldwide customers and 19,500 partners. Oracle entered Chinese market in 1989 with over 2,600 staff in China and carries business mainly in 13 cities. The company has over 7,000 customers in China at present.

SHL Founded in 1977, headquartered in Bri tain, SHL People Performance (SHL) is a leading workplace talent assessment solution provider in the world. Currently, over 120 of the world’s Top 500 companies in China are using SHL tests in their recruitment tests and post evaluations. SHL is providing personality test service in 30 languages for over 10,000 enterprise users in more than 50 countries in the world. For the past three decades, SHL has been devoted to providing objective assessment tools for customers and is the world’s largest and most professional personality test provider for. By providing ability and personality tests and the objective assessment, enterprises can make decisions on recruitment and employee development based upon the true ability and potentials of the testees. SHL supports more than 10,000 clients, including over 80 percent of the Financial Times Stock Exchange (FTSE) and over 50 percent of the Fortune Global 500.

Kelly Services Kelly Services (NASDAQ: KELYA) founded in 1946, headquartered in Michigan, the USA. As the world’s leading HR solutions provider and workforce management service consulting firm, Kelly Services can meet the wide range and cross-departmental HR management demands of enterprises, including office management, marketing, finance, engineering, law, science, IT, education, and outsourcing consulting. Kelly Services has 2,600 branches in 37 countries and provides job opportunities for over 550,000 people every year. It provides services for over 90% of the Fortune 500 companies. In fiscal year 2011, the revenue was $5.6 billion. It entered China since 2002. Its service network covers Beijing, Shanghai, Guangzhou, Suzhou, Chengdu, Nanchang, Tianjin, Shenzhen and Hong Kong. Kelly Services China provides all-rounded HR solutions, including middle- and senior-level talent selection, outsourcing, and third-party management, for famous enterprises.

Thomas InternationalThomas International, founded in 1981 and headquartered in Great Britain, has world leading assessment technology and the most classic talents assessment tools, and provides high-quality service to over 75,000 companies in over 60 countries and territories all over the world. In China, the company’s headquarters is based in Beijing.

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EngmaFounded in 2002, Engma is a leading blue-collar outsourcing service institution of China, providing a comprehensive range of blue-collar workers and the turn-key outsourcing services solutions to clients. Engma has high-quality students supply bases in over manager team of 200 employees, 27,000 blue-collar expatriates. Every year, it trains and transports more than 80,000 blue-collar workers. Meanwhile, it also has: Asia Human Resource Expo, China Human Resource Expo, HR elite club, lanlingwang.net and so on. Since eight years ago, Engma have trained and placed more than 400,000 blue-collar workers, with 12 national awards.

38CDC SoftwareA subsidiary wholly owned by CDC Corporation (NASDAQ:CHINA), CDC Software is a customer-oriented, leading global enterprise management software solution provider. Headquartered in Atlanta, the USA, CDC Software has over 2,000 employees in over 50 countries, offering pertinent enterprise management software solutions for over 6,000 enterprise users in the globe. CDC Software has global software R&D centers in the USA, Europe, India, and China.

EdenredThe predecessor of Edenred is Accor Services (EPA: AC). Founded in 1962, headquartered in Paris, Accor Services is one of the world’s leading solution providers for corporate staff and social citizen welfare, reward and loyalty program, and expense management. Today, Accor Services has developed into a leading, large cross-national company providing professional solutions for corporate staff welfare, citizen welfare, reward and loyalty program, expense management, and gift management. In 2000, Accor Services China was established; currently, it has two core businesses: prepaid product business and relationship marketing business, with the brands of Accor e Card and Accentiv’ Surfgold respectively. Accor Services provides services for 490,000 companies and public institutions in 40 countries in the world. By the end of June 2010, Accor Group split its two core businesses: hotel business and service business. And Accor Services was renamed Edenred, which, as a leading brand of the global prepaid product industry, becomes an independent entity group company.

Korn/Ferry International Korn/Ferry International (NYSE:KFY), founded in America in 1969 and headquartered in Los Angeles, America, has over 90 offices in 40 courtiers. Korn/Ferry International entered China in 1978, and it is the first foreign human resources consulting company to carry out business in China after China joined in WTO. It has set up four subsidiaries in China, namely, Hong Kong, Beijing, Shanghai, Guangzhou, Taipei, and it has a consulting team that is composed of 300 Chinese local staff, overseas returnees and foreign staff. Besides, as one of the world largest talents management consulting companies, Korn/Ferry International’s five branches are approved to be wholly foreign owned company. Up to now, the service system of Korn/Ferry International has covered whole-package solutions including senior executives seeking, talents management and leadership consulting, and recruitment outsourcing, middle-level talents recruitment.

39 40HayGroupFounded in 1943 and headquartered in the USA, HayGroup is a global management consulting firm that works with leaders to transform strategy into reality. It develops talent, organizes people to be more effective and motivates them to perform at their best, so as to help individuals and companies to bring their potentials into full play. HayGroup has 86 branches in 47 countries, with a total staff of over 2,600. It has established and boasts the world’s most extensively used job analysis method, which is used by over 8,000 organizations around the world.


41 42PricewaterhouseCoopers-Human Resources ConsultingTo ca te r fo r the requ i remen ts o f d i f f e ren t i ndus t r i es , PricewaterhouseCoopers provides audit, taxation and consulting services to establish public confidence and continuously promote values for clients and shareholders. More than 161,000 professionals in 154 countries and areas share their thoughts, industry experience and solutions across PricewaterhouseCoopers network to develop new visions and provide practical suggestions for clients. PricewaterhouseCoopers offices in Mainland China, Hong Kong and Singapore have been amalgamated according to local applicable laws. As a whole, over 14,000 employees work for PricewaterhouseCoopers after amalgamation, including 580-odd partners. The business team of PricewaterhouseCoopers Human Resources Consulting has 6,000 professional human resources experts, and a global network covering 154 countries. In China, PricewaterhouseCoopers Human Resources Consulting has set up offices in Beijing, Shanghai and Hong Kong to provide human resources solutions for local and multinational enterprises, and is one of biggest human resources consulting companies.

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Jobkoo.comJobkoo.com is attached to Shanghai jobkoo Information Technology Co., Ltd founded in October 2008. Going online in February 2009, Jobkoo.com is invested by the global largest professional company providing business leader search and leadership consulting services - Heidrick & Struggles International Inc., and is the partner of Heidrick & Struggles International Inc. in China. Jobkoo is an online recruitment solution services provider, which takes job search engine as its core business and incorporates enterprise online recruitment management solutions (Mr. Jobs). Jobkoo not only creates a bigger and wider recruitment information platform for job hunters, but also provides a better career development opportunity for in-service persons who expect job promotion. Meanwhile, Jobkoo provides a special channel for enterprises to post recruitment information and show their own corporate cultures and products to applicants, which makes job hunting and job promotion simpler, easier and faster.

de Bono de Bono Management Consultancy Ltd. is the exclusive and unique Authorized Distributor of de Bono Thinking Systems in Mainland China, founded in 2003 in Beijing, with 3 Offices in Beijing, Shanghai and Shenzhen now. de Bono is working with governments, corporations and educational institutions in process improvement, organizational innovation, strategic leadership, individual creativity, decision making and problem solving. And also have a special division that works on children education. The worldwide authority on the Edward de Bono educational courses: The CoRT Thinking Programme and Six Thinking Hats. de Bono Management Consultancy Ltd. is the exclusive and unique distributor of these educational courses in P. R. China on behalf of Cavendish.

CTGFounded in 2003, CTG offers personnel agency, labor dispatch, talent recruitment, HR software and applications service, salary welfare management, labor relations management, social insurance and housing fund management, employee supplementary health insurance, labor disputes, and corporate internal training services for foreign-invested enterprises, state-owned enterprises, private enterprises, institutions, and government departments. Headquartered in Beijing, CTG has set up its service network covering over 300 cities, including Shanghai, Tianjin, Dalian, Chongqing, Shenyang, Shenzhen, Guangzhou, Changsha, and Chengdu. Meanwhile, branches in Hong Kong and the US have been built up. As the only representative enterprise of human resource service industry in China, CTG has been selected in the Global Outsourcing 100 by the International Association of Outsourcing Professionals (IAOP) for 2010 and 2011 successively. Moreover, CTG is now the only human resources service provider achieving international recognition with its largest worldwide service network in China.

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104 Job Bank104 Job Bank (TPE:3130), founded in 1996 and headquartered in Taiwan, China, has been developed into No.1 brand of human resources network service platform in Taiwan. With 10 years’ efforts, 104 Job Bank officially entered Chinese Mainland in 2006. As the star product of 104 Job Bank, ‘talents network hunter ‘has seeked many talents for many companies over four years, and is well received by companies, and it’s there are over 200,000 resumes of medium-and-high-end professional talents, which provides e-recruitment management platform for companies. At the end of 2009, 104 Job Bank developed a new generation of network recruitment product called www.an9.com, which does not only reserve the function of traditional recruitment platform as information platform, but also solves the problem of information asymmetry during the joint of enterprise and talents, which have multiple functions of resumes screening, interview arrangement,


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YingJieSheng.COM YingJieSheng.com was established in Sept, 2005. It is the first job hunting website specialized for graduates and college students. It provides the latest, most complete, and most accurate recruitment information such like full-time jobs on campus, internship recruitment, part-time job, companies recruitment information, campus recruitment, job fairs, the closing date of enterprise recruitment, and it also provide employment news and counseling, such like career evaluation, vocational guidance. According to the newly index data issued by iResearch, an authoritative Internet research firm, YingJieSheng .COM ranked the NO.1 in the campus recruitment and rank the NO.4 in the entire recruitment website. It is the only one job hunting website in the top 10 recruitment website specialized for graduates and college students. The number of its covering students has already surpassed the total number of any other social recruitment website and campus recruitment channels.

48KPMGKPMG incorporated Peat Marwick International (PMI) and Klynveld Main Goerdeler (KMG), and their individual member firms in 1987. A global professional audit, tax, and advisory firm, KPMG has 145,000 employees in 152countries. KPMG works with customers in the fields of risk and compliance, performance and technology, and company investment and restructuring, to handle different challenges for customers. KPMG China has 13 branch companies in Beijing, Shanghai, Shenyang, Nanjing, Hangzhou, Chengdu, Hangzhou, Qingdao, Guangzhou, Fuzhou, Shenzhen, Hong Kong, and Macao, with over 9,000 professionals. KPMG Advisory (China) Limited is a member of the network of independent members of KPMG International.

KayangShanghai Kayang Information System Co., Ltd entered HRM field in 1995 and it has been engaged in research, development and relevant service of HRM e-commerce suite over the years, and has provided products and services with excellent performance for nearly 1,000 big companies both at home and abroad. It is a famous HRM professional solution provider in China which is specified in research, development and solution of human resources management software. Kayang has proprietary intellectual property rights on software products and it is a high-technology company that is among the first batch of companies to obtain software enterprise qualification certificate (2000) from municipal government. Kayang’s customers are distributed all over Asia, and its many of its customers are Fortune top 500 and famous enterprises from both at home and abroad. Kayang’s customer satisfaction has been in the leading position in the industry for many years. With the average implementation success rate is about 30% in e-HR industry, Kayang has maintained its project implementation success rate of over 99%.

Robert Walters Robert Walters, established in 1985 and listed on the London Stock Exchange (RWA) since 2000, is one of the world's leading professional recruitment consultancies. Robert Walters recruits across the accounting, finance, banking, IT, human resources, legal, sales and marketing, supply chain and engineering and support fields. Robert Walters has 47 offices in 23 countries and over 2,000 members of staff worldwide. Robert Walters in China has four branches: Shanghai, Suzhou, Beijing and Nanjing for the demand of Chinese enterprises recruitment and employees applying for jobs.

49 50ATAATA is the world’s leading professional services provider for testing, assessment, and related services (under ATA (Beijing)) as well as the most effective e-learning solution provider based upon advanced assessment technologies. It encompasses overseas company and multiple domestic companies. Its ATA INC has already been successfully listed in the NASDAQ Stock Market (NASDAQ: ATAI). Leveraged on its state-of-the-art technologies, operated with extensive experiences in test operations and administrations, through a delivery network of over 5,000 test centers across China, ATA has been providing professional test and assessment services for government authorities, academic institutions, corporate clients, institutional clients, and tens of millions of test candidates. ATA’s patent test technologies have been applied in different languages in 161 countries and regions in the world.


51 52Wolters KluwerFounded in 1878, Wolters Kluwer (OTC: WTKWY) is one of the biggest professional publishing groups. The CCH (Commerce Clearing House) under Wolters Kluwer is a world-leading professional information publisher, aiming at providing first-class information services for professional persons who need to always grasp the complex rules of human resources, business and laws. Wolters Kluwer has set up branches in Singapore, Kuala Lumpur, Hong Kong, Malaysia, China, Japan, Australia, New Zealand, the United States, Canada, United Kingdom and Europe.

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CEGOS CEGOS, established in 1926 and headquartered in Paris, France, establishes 25 wholly-owned subsidiaries and 13 partners all over the world. CEGOS is the largest senior management training organization in Europe. CEGOS has nearly one thousand training consultants as well as 200 professional course research personnel in the headquarter, and has over 4,000 high-level management training consultants distributed in five continents to provide training services in multiple areas to customers. At present, CEGOS provides training to over 200,000 staff of excellent companies all over the world, and provides consulting service to tens of thousands of companies. CEGOS (China) was founded in Shanghai on May, 1997 and is wholly-owned subsidiary of CEGOS Group.

Heidrick & StrugglesFounded in 1953, headquartered in the USA, Heidrick & Struggles is the world’s largest leadership advisory firm, blending executive search and leadership consulting. The professional business services of Heidrick & Struggles are divided by industry, function, and geographic region. Its powerful service knowledge support network of over 1,400 professional consultants covers 65 cities in America, Europe, Africa, and Asia Pacific. In the past 50 years, Heidrick & Struggles set up and improved its leadership capital management strategy, offering executive search and leadership consulting covering CEO, members of the Board of Directors, and senior management for global customers.

www.eceibs.comwww.eceibs.com is affiliated to China Europe International Publishing Group Co., Ltd. China Europe International Publishing Group Co., ltd is co-invested and founded by CEIBS (China Europe International Business School) and Chengwei Venture Fund. By providing enterprise online learning solutions, publishing professional management magazine and business books and establishing managers knowledge online community, presenting cutting-edge management idea and commercial discovery in the form of multimedia, and relying on powerful research efforts of China Europe International Business School, regarding creating idea and spreading knowledge as its own duties, it determines to become a cross-media platform to provide overall learning solutions for business managers. www.eceibs.com was established in 2009, and there are 220 lessons of “a whole series of general management courses”, which is the only e-Learning management and training course certified by EFMD. All courses under this series support timely shift of Chinese and English to meet needs of different audiences.

www.hirede.com ShenZhen 8aza Network Technology Co., Ltd. was established in June 2008, it shows a best practice combing advanced information technology with human resource management, it create hiring process management platform and personal job search engine, and it stands on service innovation in enterprise and individual job recruitment field. Currently, 8aza develops and operations two sites, www.hirede.com and www.8aza.com. www.hirede.com aimed at enterprises’ recruitment process management activities, serving for business employers; while the latter is for individual job seekers.

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Hudson Hudson (NASDAQ:HSON) is a world leading provider of recruitment management, talents contract signing and talents management services. From single recruitment to whole-package outsourcing services, Hudson provides various personnel solutions for customers and helps companies to have better organization performance by assessment, recruitment, training and retaining excellent talents for companies. Hudson has nearly 2,500 professionals in more than 20 countries worldwide to render services to customers and job seekers. Hudson is one of the largest recruitment companies in Asia Pacific and it has set up branches in Beijing, Shanghai, Guangzhou, Hong Kong and Singapore with vigorous support from global resources of Hudson. In Asia, Hudson has three core businesses, including professional recruitment, recruitment outsourcing service solutions and talents management.

58Vistage International Inc Vistage International Inc., founded in 1957 and headquartered in America, has established branches in 16 countries in the world and has 15,000 CEO members. According to companies’ income, it is the world largest CEO member organization. Within the global scope, enterprises led by members of Vistage have created annual income of nearly 300 billion USD and have over 1,800,000 staff. In 2007, Vistage entered Shanghai, China, and it is dedicated to providing services that is international essence and suitable for Chinese actual conditions to companies in China to share with them and world economic growth.

PROWAYProfessional Way, established in 1999, is a boutique management consulting company specializing in assessment, leadership development and organizational development. Professional Way help Asia-based companies develop visionary leaders and sustainable organizations. Professional Way has been active in Greater China since 1999. IT has offices in Shanghai, Hong Kong, Suzhou and Guangzhou. It is a high-end training and consulting institution that supplies certification training, enterprise internal training, management consulting, and guidance service.

TACK InternationalTACK International, established in 1948 and headquartered in London, Britain, is a world leading enterprise skills training company, which is dedicated to providing professional training, consulting and service for the improvement of performance of organization, team and individuals. At the moment, TACK has offices in 49 countries and territories all over the world, develops courses versions of 28 languages, and provides training services of various main languages to worldwide customers. TACK International has offices in Beijing, Guangzhou and Hong Kong.

59 60CDP CDP (CDP Group) is a company that is specialized in providing human resources outsourcing services, including providing human resources outsourcing, human resources business shared service and technical consulting service. CDP is engaged in providing first-class overall human resources solutions to transnational companies and local excellent companies, such as management/remuneration/welfare management.


www.CJOL.com www.CJOL.com is one of national earliest talents websites, which is created and cultivated by Shenzhen Western Human Resources Market and was renamed from “Western talents website” in Oct.,1997 with first charging mode of network talents market membership in China. In 2000, with its good business mode and operating performance, CJOL.com attracted capital injection from IDG in America, an international famous risk investment fund. CJOL.com is a top-level talents recruitment website in South China, and it commits itself to building a professional and efficient human resources service platform for enterprises and job seekers. Its sites cover all over China and it has branch websites in Shenzhen, Guangzhou, Beijing, Shanghai, Nanjing, Suzhou, Hangzhou, Dongguan and Zhongshan with daily page view of over 20 million, over 450,000 Chinese and foreign enterprises members and 13 million high-quality registered members.

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Right Management Right Management, founded in 1980 and headquartered in America, is a world leading human resources consulting and talents management and development service organization, which is devoted to helping customers to realize income maximization of human resources capital investment and helping individuals to realize maximum potential. Right Management provides various enterprise consulting services, including talents attraction and assessment, talents selection and cultivation, leadership development and enhancing organization’s performance. Meanwhile, it provides consulting and services on career transformation. Right Management is wholly-owned subsidiary of NYSE MAN. At present, Right Management has over 300 offices with over 3,500 staff in more than 50 countries all over the world. Right Management’s subsidiary in China was established in 1996, and currently it has subsidiaries in Beijing, Shanghai, Hong Kong, Guangzhou, Shenzhen and Taiwan.

SASSAS is one of the largest software companies in the world, established in 1976. SAS set up more than 400 offices with more than 12,701 employees in more than 50 countries in the world, supplying the local support to the global implementation projects. More than 55,000 clients in 113 countries in the world are using SAS solution, including 93 enterprises among the first 100 enterprises in FORTUNE Global Top 500 companies. In 2011, the sales income of SAS was 2.72 billion US Dollar, and 24% of the sales income was used for research and development.

Cyberwisdom Cyberwisdom (Shanghai) Co., Ltd. was established in Hong Kong with the investment by the world known investment company Morningside Group Hong Kong Limited in 1999. Theheadquarter of Cyberwisdom is located in Hong Kong, and it set up branches in Beijing, Shanghai, Guangzhou and Shenzhen of the mainland. Since its establishment, Cyber wisdom has been always ranked in the leading place among the e-Learning solution suppliers in Great China Area. It devotes itself to supplying online learning products and service to the enterprises, government and educational institutions in the whole Asia Pacific, including independent R&D wiz Bank learning management system, courseware design and making, readymade courseware, training and consultation service, the mixed study for combination of e-learning and class training and so on.

CareerBuilderCareerBuilder.com is the largest online network recruitment operator in North America, and is one of thirty websites that have the largest traffic flow in the world, and currently it sets up 18 companies in 18 countries or territories such as America, Britain, Canada, France, Switzerland, Italy, Germany, India and China with services covering 55 countries and territories. In recent years, it gradually marches toward International market and meanwhile it still continuously expands other overseas market. CareerBuilder provides large quantities of job opportunities to worldwide job seekers, and it also provides advanced recruitment channels to world top 500 companies, medium-and-small companies and government departments. There are over 1,600,000 job positions and over 23,000,000 visits each month. CareerBuilder is co-owned by Gannett, Tribune, McClatchy and Microsoft.

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China StarChina Star Corp. for International Economic & Technical Cooperation (China Star) is a major state owned enterprise, established in 1986, and it belonged to Ministry of Labor and Social Security of People’s Republic of China. Now it belongs to China Council for the Promotion of International Trade. As a comprehensive foreign-related enterprise, China Star carried out foreign affairs service, human resource and consulting, international labor cooperation and other businesses, at present it has set up more than 30 branches at home and abroad, and its footprint touched more than 70 countries and regions in the world.

68HR-ChannelShanghai HR-Channel Consulting Co., Ltd. (HR-Channel) was established in June of 2001, its original company is Shanghai International Enterprises Cooperative Company Foreign Enterprise Service Center (Established in 1995), up to now it has more than 10 years’ foreign-related human resource service experiences, and its service covers more than 100 cities and regions including the provincial capital cities and level 2 cities. HR-Channel set up an industrial example of flow standardization in the business fields of “Personnel outsourcing”, “Recruitment headhunts”, “Enterprise training”, “Business consulting”, and “Legal service” and so on.

MRI Network WorldwideMRI Network Worldwide is the subsidiary enterprise of CDI Group that is ranked among the Global Top 500, established in 1975, the current global most powerful high-level talent headhunting company, now it has more than 1,100 offices all over 35 countries. MRI China Group is the network of MRI Network Worldwide, headquartered in Hong Kong, and it is a leading company of recruitment and human resource solutions. MRI China Group has the international recruitment experience for more than 40 years. The offices of MRI China Group are all over Asia, in 2006, MRI China Group strengthened cooperation with Barkers Resourcing Company and established Tal-os Asia, supplying the recruitment flow outsourcing, the massive recruitment solutions and talent market research solutions to China and global multinational corporations.

SageSage is one of the global largest suppliers of the management software solutions, established in 1981, the headquarter is located in England, and it is the company of Financial Times Stock Exchange 100 Index (FISE 100)constituent stock (Stock code: SGE). Sage has more than 13,400 employees in the world, more than 30,000 partners concentrated on the solutions of each industry and more than 6.40 million enterprise clients, in 2009 fiscal year the sales income reached 2.1 billion US Dollar. In China, Sage supplies different industry solutions in consideration of the special demands of many industries, and it has had more than 1,500 clients. Sage devotes itself to helping Chinese enterprises to realize their management improvement with the world level excellent software.

69 70Michael Page International Michael Page International (LON:MPI) was established in London in 1976, and it is the leading recruitment consulting institution to represent the high-end employers to be engaged in the professional recruitment business for long-term, contractual and temporary posts. Michael Page International has 162 offices in 34 countries in the world. Michael Page International is listed on board of London Stock Exchange, annual turnover is over 1 billion US Dollar. And it set up the first office in Shanghai, China in 2003. At present, Michael Page International has its offices in all main commercial centers of the world, including Hong Kong, London, New York, Paris, Tokyo, Toronto, Singapore and Sydney.

71Egon Zehnder International Egon Zehnder International was established in Zurich, Switzerland in 1964, 412 consultants in 64 wholly-owned offices of 38 countries are connected to each other through the partner system of “Single profit center”. For many years, it helped the global newly established enterprises to attract the most outstanding talents, so as to obtain competitive advantages.


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ALLEGIS ALLEGIS GROUP – founded in 1983, is a multi-national search and placement organization with head offices in Baltimore, Maryland, USA, and a global reach. Ten-years later in 1993, Allegis established its first office in Europe and go to Asia Pacific in 2007. In 2011, the revenue is 8 billion dollars. Over 90% of Allegis’ clients are Fortune 500 companies and 50% of FTSE top-100 companies. In 1994, BN Management Consultants Limited established its first office in Guangzhou and became the first executive search firm to be established in China. In 2007, BN and Allegis Group joined forces to form a joint-venture partnership and now operating as Allegis-BN Human Resources Consultants Ltd. Allegis-BN’s offices in Shanghai, Beijing, Guangzhou and Chengdu.

Russell Reynolds Associates American Russell Reynolds Associates Company is a believable company in respect of the global management personnel searching and evaluation. Through its wholly-owned 40 offices, 300 professionals of Russell Reynolds Associates Company completed high level searching and evaluation tasks for the companies of various scales in each industry, Russell Reynolds Associates has single company’s culture, and deep understanding for main industries and firm promise for clients’ service, American Russell Reynolds Associates Consulting Company has the qualification to find out the leaders with the best future for clients. Russell Reynolds Associates Consulting Company has more than 40 years’ history, and in 2006 it set up office in Beijing. In 2007, Russell Reynolds Associates and Beijing Industrial Development Consulting Co., Ltd. jointly established Russell Reynolds Associates Talent Consulting Service Company, which is one of the first Sino-Foreign joint venture agencies in China.

Golden YikangGolden Yikang Company was established in 1990, and it is the earliest enterprise with the most clients in the country professionally engaged in the business of research, development, marketing and supplying whole solutions for personnel, talents, human resource management software. The “General Personnel Information Management System”(GPMS) developed together with Personnel Information Center of State Ministry of Personnel and appraised by the state in 1994 was praised by the senior experts of UN as one of the software with the strongest functions and widest use scope in the world, and the State Ministry of Personnel, State Technical Supervision Bureau, National Electronic Promotion Office jointly issued document to promote it all over the country as the basic software of national personnel information system construction. Golden Yikang takes Beijing group headquarter as its operation center, and it set up branches and offices in Beijing, Jinan, Shenyang, Shanghai, Guangzhou, Tianjin, Nanjing, Zhejiang, Changsha, Hainan and other places, developed more than 100 agencies and partners all over the country, established relatively perfect marketing and service system.

Hong Jing SoftwareBeijing Hong Jing Software Limited was founded in 1998, headquartered in Beijing, now have branches or partners in the main city. As China's professional manufactures of human resources management information promotion. Hong Jing Software will continue to study human resources management and talent management concept and the latest domestic and foreign outstanding enterprise management mode, to guide the sustainable development of products, to become the industry's most trusted human resources information management experts and talent management information services.

NetDimensions NetDimensions was established in 1999, and listed on board of London Stock Exchange (AIM: NETD). Internet Bar Maintenance Software devotes itself to becoming the leader of learning and knowledge management technology, supply solutions to global clients, help the improvement of performance. Internet Bar Maintenance Software has offices and sales channels in more than 40 countries in the world, and it has more than 900 clients, serves more than 9 million concrete clients.


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Antal International Antal International is a leading international British human resource recruitment and consulting company, headquartered in London, and it has 120 offices in 28 countries in the world. It sets up offices in Beijing, Shanghai and Hong Kong of China, and it has more than 120 professional consultants in China, which is the largest and fast-developed foreign high level talent recruitment company at present in China. Antal International is concentrated on the recruitment service for middle and high level management personnel, which is sub-divided into ten industries: medium, IT, auto, industry, quick consumption, marketing, bank, accounting, laws, logistics, supplying deep, effective and high quality services to the clients in each professional field.

TimerFounded by a group of famed HR management consultants and business Psychologists, Timer focuses on helping organizations to create a competitive edge in talent management. Specializing in design and implement competency modeling, assessment and development, Timer provides integrated solutions that achieve incomparable quality standards in China. We work with our customers to create highly customized talent management solutions that are highly supportive to their strategic initiatives and transitions.

Infor Global Solutions Infor Global Solutions was established in 1981, headquartered in USA, one of the global largest enterprise management software suppliers. Through acquisition and improvement, it supplied the software with rich functions, made them more excellent, and devoted itself to product innovation and reinforcement, made efforts to simplify and shorten the implementation time, supply flexible purchase selection.

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80SilkRoad SilkRoad is the leading provider of cloud-based social talent management solutions that develop happy employees who drive exceptional business performance and agility. Group located in Chicago, USA. Currently Group has more than 20 branches in Europe, North America and the Asia-Pacific region. Asia-Pacific SilkRoad’s headquarter is in Singapore, also the product R & D center of Asia-Pacific region. Currently more than 3,000 corporate clients in 75 countries, more than 160 customers are the world's top 500enterprises. Every day there are over 6 million users online using our solutions for recruitment, new employee orientation, performance appraisal and employee training work of HR. In Greater China, SilkRoad’s headquarter is in Shanghai, and branches such as Beijing and Wuhan.

Amrop GroupAmrop Group established in 1977, considering the demand for talent, Amrop source talent from around the world and we have the deep insight and experience within different industry sectors that is critical to the success of a search. Currently Amrop is with 90 offices in 56 countries. Amrop China started in 1988 in Hong Kong. Steady growth led to the opening of the Shanghai office in 1999 and later in Beijing. With over 20 years’ experience in China and Asia Pacific, Amrop is one of the leading executive search firms here.

WebHRWebHR is a new model benefits administrator that employs a powerful combination of Internet technology and human services. By employing the utility of the Internet and professional services, WebHR delivers a complete end-to-end employee benefits management, communication, and transaction system to help employers and brokers reduce costs, improve service. Products includes:e-HR, e-learning, eKM. Currently, WebHR has branches in Shanghai, Beijing, Nanjing, Jinan, Shenzhen, haerbing, Hefei. WebHR have provided Human Resources solutions for over 3,000 clients and 100,000 HR.


83First AdvantageFirst Advantage, the largest provider of employment background screening services in the Asia Pacific region, now provides a full spectrum of risk mitigating talent acquisition solutions. Established in Florida , The United States, with 23 branches, more than 3,300 employees andmore than 11,000 customers. Since June2006, First Advantage has brought the newest global company service platform" (CSPi ). CSPi is currently the most advanced online service platform of background survey. In Asia Pacific, First Advantage has 17 offices and over 2,100 employees in the Asia Pacific region including Australia, China (Hong Kong, Beijing, Shanghai, Zhuhai).

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84Robert HalfRobert Half International Inc. (NYSE: RHI)provides specialized staffing and risk consulting services through such divisions as Accountemps, Robert Half Finance & Accounting, Office Team, Robert Half Technology, Robert Half Management Resources, Robert Half Legal, The Creative Group, and Protiviti. Through its Accountemps, Robert Half Finance & Accounting, and Robert Half Management Resources divisions, is a provider of temporary, full-ttime, and project professionals in the fields of accounting and finance. Office Team specializes in temporary administrative support personnel. Robert Half Technology provides information technology professionals. Robert Half Legal provides temporary, project, and full-time staffing of attorneys and specialized support personnel within law firms and corporate legal departments. The Creative Group provides project staffing in the advertising, marketing, and Web design fields. Protiviti is a global business consulting and internal audit firm.

Assess SystemsAssess Systems provides state-of-the-art talent selection and people development assessment solutions to clients worldwide. Assess Systems has assessed millions of people in a broad spectrum of industries and positions spanning 42 countries and over 4,300 customers for 30 years. The company offers competence building, recruitment process, talent development system construction, industrial and organizational psychology evaluation, coaching and leadership training and other services. At present in China there are more than200 Multi-National Corporation and excellent local enterprises in the use of ASSESS system.

China SelectEstablished in 2006, as the first private company licensed to develop psychometric instruments in Shanghai, China Select collaborates with a number of leading international test companies to offer a range of high quality talent assessment tools appropriate for use in China for talent selection and development. It has a dedicated team of local and international business psychologists, based in Beijing and Shanghai, who support our clients with efficient and effective ways to get insight into people’s capabilities and potential. We also provide training in best practice assessment skills, helping empower HR specialists and line managers.

86China TeamEstablished in 1997, as a major part of our holistic service of China Team, the Leadership Academy's programs are for managers & CEO level executives. Programs are delivered for public, in-house & personalized one-to-one coaching sessions. Recipient of 'Best Training Firm of the Year in China' Award Finalist. Recipient of the 'Trustworthy HR Service Unit' Award from Shanghai HR Consulting Association.

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WeaverFounded in 2000, Weaver Shanghai Software Co, Ltd. is committed to the construction of enterprise informationization construction. Weaver not only dedicates itself to providing users with professional, all-around and customized enterprise collaborative management software and application solutions, but also actively initiates advanced operation and management ideas to lead enterprise digital revolution and promote core competitiveness.Weaver is headquartered in Shanghai, and has set up dozens of branch offices in Beijing, Guangzhou, Shenzhen, Chengdu, Hangzhou, Nanjing, etc.

Tale BaseTale Base provides human resources management consulting, evaluation, service, leadership development, and the use of IT technology integrated service. Headquartered in Guangzhou, and in 2011, set up branches in Beijing, Shanghai, Shenzhen. In 2012, Tale Base will layout in the second city to meet customer rapid development demands.

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NorthgateArinsoNorthgateArinso is a leading global Human Resources software and services provider offering innovative HR business solutions to employers of all sizes, including Global Fortune® 500 companies and many Public Sector organizations. Company want to be the world’s leading provider of global HR solutions and the trusted partner of HR decision makers. NGA help HR executives optimize their HR service delivery through smarter processes and more efficient technology, supporting key HR areas like workforce administration, payroll, benefits, recruitment, learning, and talent management. NGA’s 8,500 employees are dedicated to delivering excellence through HR consulting, HR outsourcing and HR technology. As a recognized global HR services leader, we have offices in 35 countries on five continents, supporting customers in more than 100 countries.

InsuproInsupro is a leading employees welfare integrated solutions provider, headquartered in Beijing. Since its inception in 2002, Insupro provide consulting, including staff welfare, staff welfare purchasing experience of ascension, welfare management outsourcing services to the entire process for enterprises. In recent years, Insupro has developed flexible benefits ( Flexible Benefit ) platform, a native flexible benefits system which is innovator and leader of flexible benefits. Insupro represents China to the International Welfare network organization IBN (International Benefit Network ), only representative body in China. At present, headquartered in Beijing, with service team in Shanghai and Guangzhou.

9392CoreCapitalBeing a leading HR service provider in China, we offer integrated services for clients on HR management consulting, HR management system implementation, HR business process outsourcing (HR BPO), staffing and recruitment process outsourcing (RPO). We assist enterprises improving the effectiveness of their human resources, optimizing ROI on corporate human capital investment.

PageUp PeopleSince 1997, PageUp People has helped employers worldwide attract, hire, develop, retainpeopleand improve employee performance. Our Unified Talent Management platform, along with our talent management consulting services, help you optimize your multinational workforce strategy across the whole business, maximize business impact with a balance between global efficiency and local responsiveness, and continuously improve the return on your human capital investment. SaaS-based unified talent management solutions facilitate global efficiency across all talent management functions and all geographies. PageUp People has offices in Melbourne, Sydney, London, Shanghai, New York and Atlanta.


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94PowerplusPowerplus, established in 1999, the Chinese mainland earliest e-Learning suppliers. It was the China agent and courseware localization provider of world's famous e-Learning service NETg. Powerplus has accumulated more than 11years of industry experience, as Chinese e-Learning courseware application expert, is the e-Learning software provider of applications and services as a whole body.

KeyPerformanceConsultingKeyPerformanceConsulting(KPC), is a professional institution of OM&HR management technology development and consulting services, focusing on consulting and research of operational responsibilities and human capital management. The leading and dominant position fields are salary management, business accounting, method of performance calculation, compliance of human resources management.

OrisoftSince our establishment in 1987, Orisoft has been a leading Human Capital Management Solution provider through cutting- edge products and services such as Human Resource Management System, Time Management System, Payroll System and Employee Self Service solutions for both the local and international markets. Orisoft is a part of the Exact corporation – a dedicated solutions company based at The Netherlands serving entrepreneurial businesses. Our partnership with Exact empowers us to provide real –time business insights and cutting-edge technology solutions that would transform the way businesses operate. Exact has been listed on the NYSE Euronext Amsterdam since June 1999 and serves approximately 100,000 local and international companies in more than 125 countries.

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Talent2 InternationalTalent2 was founded in 2003, established in Australia and listed on the Australian Stock Exchange ('TWO'). International Concept System is the former company of Talent2, and Morgan and Banks bought it and renamed as Talent 2. It operates from more than 40 offices in 30 countries across Asia Pacific, Middle East, UK and USA.Talent2 provides a holistic consultancy service through HR Advisory offering and specialized best-practice solutions in Payroll, Recruitment and Learning. In China, Talent2 has branches in Hong Kong, Beijing, Guangzhou and Shanghai.

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IDRealIDReal is a wholey-owned subsidiary under China GZT Technology Inc., China’s largest electronics trustworthy service provider. It is dedicated to providing the services of Pre-Employment Screening for China HR industry. IDReal has been the member of NAPBS, and has been invited to become the member of Asia-Pacific Region Association.

CloudRecruitCloudRecruit is a recruiting solution provider focusing on the online recruiting management solution - OurATS. Its founders are some young people who came from well-known MNCs like Google, Intel, Manpower, with more than 10 years in HR or IT fields. Based on the advanced idea, extensive experience in human resource management and solid information technology skills, they developed an online applicant tracking system (OurATS) which is able to apply globally.

KSWSHSuccess Enterprise Training Courseware R&D Center is a training institution of promoting and advocating indoor experiential learning. It is independent research and development institutions of American International Development Center in China. The goal is to bring the international advanced management concept into China, to provide high quality training curriculum based on experiential learning and to enhance individual, team and organizational performance.


After 5 times release in 2007-2011, HRoot started data collecting and sorting from March 10, 2012 for compiling the list of ‘Top 100 Human Resources Services Brands in Greater China 2012’. The list is in pure commonweal, without any expense for attending the selection, so as to ensure the public benefit, openness, fairness and authority of the list. The data collection put an end on May 31st, 2012.

About the List


No. First-class metric Second-class metric Project and score points Weight

1 Financial Support

1.Revenue in 2011 (unit: $100 million)

0-5 1

10%

5-10 3

10-20 5

20-50 7

50or above 10

2.Performance in the year Profit-making +1

3.Performance in each quarter Profit-making +0.5

2 Market Activity

1.No. of events

0-10 1

10%

11-20 2

21-35 3

36-50 4

50 or above 5

2.Geographic areas covered

1.First-tier cities, e.g., Beijing, Shanghai, Guangzhou, Shenzhen, Hong Kong, Macao, and those in Taiwan

2

2.Provincial capitals 1

3.Second-and third-tier cities 1

Assessment Model and Procedure

Our assessment model integrates such methods as monitored data, sampling survey, frequency of references and citations on the Internet and media, and value evaluation model, etc. In the assessments of the value of brands, we use a portfolio of 11 assessment metrics: financial support, market activity, media exposure, R & D, advertising, geographic spread, branding protection, social media marketing, mobile marketing, website competitiveness and customer evaluation. The metric system in this assessment is divided into two classes, i.e., the first class and the second class metrics, while the score of the first class is the sum of the multiplication product of each second class target times its relative weight.

In the assessment in 2012, we have made adjustments to some of the first metrics; the weight of financial support and website competitiveness have dropped from 15% to 10%, while the target of press release has been incorporated into media exposure, a first class target whose weight down from 10% to 5%, while we increase the weight of R & D from 5% to 10%. In making the adjustments, we introduce new metrics into the second class, while reducing the weight of some others.

In this assessment we have introduced two new first-class metrics, i.e., social media marketing and mobile marketing, each

accounting for a 5% weight. In the metric of social media marketing, we set four second-class metrics, i.e., social media (the establishment of accounts on Weibo, Renren, Kaixin001, and LinkedIn), Weibo (with metrics of the number of fans and activeness), video (with the metric of click rate), LinkedIn (with the target of the number of members. In mobile marketing, we set two second-class metrics, i.e., iOS app (with or without), Android app (with or without). The implementation of social media marketing and mobile marketing can reflect the development trend of marketing, as traditional and emerging methods will jointly drive the development of brand marketing.



2 Market Activity 3.No. of attendees

1-200 1

10%

201-1000 2

1001-3000 3

3001-5000 4

5000 or above 5

3 Media Exposure

1.No. of news reports

0-10 1

5%

11-30 2

31-50 3

51-100 4

100 or above 5

2.Interview, features, article published by leading media

Reported by Fortune, Harvard Business Review, Global Entrepreneur, World Executive and other leading media

5

3. No. of citing media

0-10 1

11-30 2

31-50 3

51-100 4

100 or above 5

4 Research & Development 1. No. of reports

0-5 1

10%

6-10 2

11-15 3

16-20 4

20 or above 5

5 Advertising1.Advertising Releasing advertisements 3

15%2.Sponsorship Sponsoring to 3

6 Geographic Spread

1.No. of branches and their locations


+1 for each city

5%

2.Provincial capitals +0.5 every 2 cities (Max: 5)

3.Second-and third-tier cities +0.5 every 2 cities (Max: 5)

2. Customer spread


1

2.Provincial capitals 1

3.Second-and third-tier cities 1

7 Branding Protection

1.Negative news Basic score: 3; in case of negative news -2

10%2.Trade mark protection Basic score: 3, in case of similar

trademarks or brands -1



8 Social Media Marketing

1.Social media e.g., LinkedIn, Renren, Kaixin001)

With 5

5%

Without 0

2. Weibo(Sina and T.qq.com)

1)No. of fans*

1-10000 1

10001-30000 2

30001-50000 3

50001-80000 4

80001 or above 5

2)Activeness(the number of transfers and comments)

0-10 1

11-50 2

51-100 3

101-200 4

201 or above 5

3.Video Click rate(Tudou, Youku, YouTube, etc.)

0-10000 1

10001-20000 2

20001-30 000 3

30001-50000 4

50001 or above 5

4.LinkedIn No. of members

0-10000 1

10001-30000 2

30001-50000 3

50001-100000 4

100001 or above 5

9 Mobile Marketing

1.iSO appWith 3

5%Without 0

2.Android appWith 3

Without 0

10 Website Competitiveness

1.No. of indexes on search engines (Unit: 10,000)

Under 1 0

10%

1-5 1

5-10 2

Above 10 3

2.No. of website backlinks100 or under 0

Above 101 1

3.Website traffic(Unit: 10,000 visitors)

0-5 3

5-10 2

10-20 1

20 0

4.Average time per visit per day (Unit: minute)

Under 1 0

1-3 1

Above 3 2

5.Average page load time(Unit: second)2 or above 0

Under 2 1

11 Customer Evaluation 1.Customer satisfaction Total score: 5, min.: 1, max.: 5 15%

*The total of number of fans on the V-certificated corporate Weibo accounts.


Assessment Procedures

Our assessment method integrates such methods as the monitored data, sampling survey, frequency

of references and citations on the Internet and media, and value evaluation model, etc.

1

65

Collection:

Database Building:

Analyzing & Ranking：

Publishing：

Model Building:

The collection brand data (from questionnaires issued on the Internet or other media and channels)

Setting up database for shortlisted brands (screening the top 150 enterprises by analyzing feedbacks);

Analyzing the info in the above four steps and doing the ranking.

Publishing the List and the list by the category of industry, and ultimately publishing the White Paper.

Setting up value-assessment model (including financial support, market activity, media exposure, R & D, advertising, geographic spread, branding protection, social media marketing, mobile marketing, website competitiveness, and customer evaluation.)

3Researching:

2Research on the three metrics of the brands (popularity, satisfaction and reputation)

4


Introduction to the Evaluation Models of the ‘2012 Top 100

Human Resources Services Brands in Greater

China’


Three Factors of Brand Equity EvaluationGenerally the methods of brand equity evaluation reply on three basic factors, i.e., the financial,

market and consumer factors. The financial factor mainly reflects the premium-obtaining ability and

the total value of a brand, which can be evaluated by costs, premium and added cash flows. The

market factor mainly reflect the brand’s influence on the market and its extension ability, which can

be evaluated by market performance, achievement, competitiveness and the market value of its

stock. The consumer factor reflects customers’ recognition and` loyalty to the brand, which can be

evaluated by their comments, behaviors, beliefs, cognition, awareness and purchase intension,

among others.

The well-known and familiar equity evaluation methods are based on one or two of the three

factors; the following table classifies the evaluation methods according to different factors.

Factors Essential points of the evaluation methods Representative methods

Financial factor Brand equity is part of the intangible assets

Cost methodReplacement cost methodMarket value method

Financial factor + market factor

Brand equity is the discounting of a brand’s future income, and therefore traditional financial method is adjusted and the market factor performance is taken into account

Interbrand methodFinancial world method

Financial factor + consumer factor

Brand equity refers to the extra price that consumers are willing to pay versus products without brand or competitive brands

Premium methodBrand price trade off (BPTO)Conjoint Analysis

Consumer factor + market factor

Brand equ i t y re l i es on cus tomer relationship with the brand, taking into consideration of the operating mechanism and the real driving factor of the brand equity.

Brand Asset Valuator Brand EquityTen EquiTrend Brand Equity Engine

Classification of brand equity evaluation methods


I.Evaluation Based On the Financial Factor

The financial factor method measures brand equity by

accounting principles, and there are mainly: the cost method,

the replacement cost method, and the method of market value

of its stock. The cost method estimates the brand equity by

referring to the actual investment in establishing and developing

the brand, such as the R&D cost and advertising cost. The

replacement cost method refers to the practice of estimating

brand equity by building a similar brand and calculating the

needed cost; this method introduces the concept of cost

coefficient: The more influence a brand has (such as with a high

market share), the higher the cost coefficient is.

II.Evaluation Based On the Financial and Market Factors

Two familiar methods of evaluating brand equity are the

Interbrand and the Financial World methods, which include

some factors that can reflect the brand’s performances and

competitiveness on the market.

According to the Interbrand method, the brand value, same as

the value of other assets, should also be able to be discounted

in the brand’s future earnings, so the brand equity value = brand

earnings x brand strength. This method is performed in two

steps: first, determine the cash flow of the earnings, and then

determine the discounting rate with the brand strength. The

brand earnings reflect its profitability in recent years. To calculate

the brand earnings, you can deduct the production costs,

marketing costs, fixed costs, wages, return on capital and taxes

from the brand’s sales revenue. Some other factors should also

be taken into consideration. The brand strength determines its

future ability of cash flow, and it is evaluated with seven factors,

i.e., the market leadership, stability, market characteristics,

marketing scope, development tendency, branding support and

branding protection.

The Financial World method is similar to the Interbrand method,

but different in its practice of determining the financial earnings

and other data more on the comments of experts. The method

stresses on the market performance of the brand. The profit is

first calculated according to the sales revenue of the company

and experts’ estimation of the average profit rate of the industry,

and then deduct the brand-irrelevant profit (such as net capital

gain (return on capital as experts estimate it) and taxes from the

total profit. Use the Interbrand method to work out the coefficient

of the brand strength, and get the formula of brand value = net

profit x brand strength coefficient.

III.Evaluation Based On Financial and Consumer Factors

This method defines brand equity as such: when pitted

against the prices of similar products/services without brands

or competitive brands, the extra expense that consumers will

pay for its product/service. This is an evaluation based on the

combination of two factors, with such representative methods as

the premium method, consumer preference method, brand price

trade-off, and co-joint analysis method.

The premium method determines the brand value by finding

the premium that a brand can command, or in other words, the

extra cost consumers are willing to pay for the product/service

of the brand versus those similar products or services without

brands or of competitive brands that have similar functions.

The consumer preference method and the conjoint analysis

method determine the brand value by finding out the brand’s

influence on consumer preference and choices after excluding

the physical product utility. Its basic assumption is to take into

consideration of the maximum number of properties and then

infer the brand value through the observation of consumer

choices and preferences. This method is characterized by its

simple operation but it is largely reliant on the intuitive judgement

and computer statistics process.

IV.Evaluation Based On the Consumer and the Market Factors

There are four evaluation models based on consumer

relationship, i.e., Brand Asset Valuator, EquiTrend, Brand Equity

Ten, and Brand Equity Engine.

1.Brand Asset Valuator Model

The model evaluates the performance of a brand with four

targets on customers:

1) Differentiation: The defining characteristics of the brand and


Potential brand

New entry brand

Leading brand

Declining brand

Brand status

Bran

d st

reng

th

The ten factors of the EquiTrend model

Evaluation dimensions

Evaluation of brand loyalty

Perceived quality or leadership of the brand on product trend

Evaluation of brand association or differentiation

Evaluation of awareness

Evaluation of market behavior

Factors

Friendliness of price, satisfaction or loyalty

Perceived quality, leadership on trend or popularity

Perceived value, brand personality and organizational associations

Brand awareness

Market share, market price and distribution coverage

its distinctiveness relative to competitors;

2) Relevance: The appropriateness and connection of a brand to a given

consumer;

3) Esteem: Consumers’ respect for and attraction to the brand; the grade,

perceived quality and popularity of the brand as consumers feel them;

4) Knowledge: Consumers’ awareness of the brand understanding of what it

represents.

Based on the result of consumers’evaluation, the model has established two

elements: brand strength—a product of multiplication of differentiation and

relevance; brand stature—a product of multiplication of brand position and brand

awareness, forming the brand matrix that is used to judge the development stage

of the brand.

2.EquiTrends Model

The model requires consumers to measure three attributes: 1) brand awareness, or the percentage of consumers who can recognize

the brand, including three categories, first-mention, pre-mention, and post-mention. 2) perceived quality; it is the core of the model

as consumers’ evaluation of the quality directly influences their preference, trust, price and the likelihood of recommendation. In

the study of this model, the perceived quality is proved to be proportional to the grade, use frequency or market share of the brand;

customers’ satisfaction, or the maximum length of use and the evaluated satisfaction. By taking together the performance of a brand

in the three attributes, we can work out the score of a brand asset.

3.Brand Equity Ten Model

In 1996, Professor David Aaker, a renowned brand expert in the US, highlighted five aspects to measure brand value from the

perspective of consumers, i.e., loyalty, perceived quality or leadership, brand association or differentiation, brand awareness and

market behavior. He proposed ten attributes on these five aspects as the table below:

highlow

high


The model divides the brand image attributes into two categories: 1) “hard” attributes, or the functional

benefits delivered by the brand (performance), and 2) “soft” attributes, or the emotional benefits

(affinity). Affinity refers to the customers’ trust and respect that a brand receives, including authority,

identification, and approval. Functional performance is another essential integral part of equity asset,

including the characteristics and performance in functional benefits. The emotional characteristics and

functional attributes can illustrate that the customer perception, affinity and functional performance

constitute the brand equity. Through professional statistics software, we can tell the standardized score

of a brand in affinity and functional performance and the score of each subordinate items, and thus to

understand the contribution of each factor to the total score of brand equity, the factors that contribute

most to the brand equity, and the factors that drive the brand equity.

The Evaluation Models of the ‘Top 100 Human Resources Services Brands in Greater China’

4.Equity Engine Model

The model expresses that although the realization of brand equity is realized by the purchase of

consumers, the target of purchases does not interpret the key factor that drives brand equity in the

viewpoint of consumers. Brand equity is essentially determined by the customers’ viewpoints on the

brand, or the brand image.

→→

→

Brand authority

Brand identification

Brand approval

Brand affinity

Brand performance (functional benefits)

Brand price

Brand equity

Brand value

With reference to the available methods of brand evaluation, we weigh their pros and cons, and

establish the evaluation model for the “2012 Human Resources Services Brands in Greater China” list

(Top 100 list). We evaluate the brands with the 11 factors, i.e., financial support, market activity, media

exposure, R&D, advertising, geographic spread, branding protection, social media marketing, mobile

marketing, website competitiveness, and customer evaluation; the weight of each factor is illustrated in

the below chart.


The data financial support mainly comes from the earnings of each enterprise (all listed companies). The data

of market activity, news publishes, interviews, features, contributions, media citing, the number of professional

research reports, advertising and sponsorship, geographic spread, branding protection are mainly from the

search results of official websites of the enterprises, and of search engines of Google, Baidu, WiseSearch; the

website competitiveness is mainly measured by sub-targets such as the data quantity of search engines, website

backlinks, traffic ranking, average time of visit per day, average page loading time; social media marketing is

measured by such sub-targets as social networking media, Weibo, videos, LinkedIn, while mobile marketing is

measured by two targets, i.e., iSO and Android apps.

Among the evaluation targets of the Top 100 list, we have made adjustment to some first-class targets, i.e., the

weights of financial support and website competitiveness come down from 15% to 10%,, while the weight of R&D

rises from 5% to 10%.

As it is reported that 94% of the enterprises will use mobile marketing and social media marketing in 2012, we

introduce two new first-class targets, i.e., social media marketing and mobile marketing, each accounting for a

weight of 5%. Social media and mobile are channels of two-way communications that can create opportunities for

active interactions with users and provision of rich and relevant experiences.

So far as the HR industry is concerned, the financial data for Interbrand are mainly from listed companies, but

many HR companies, however, have not gone public yet. In addition, the Interbrand evaluation model mainly

works out the figures by deductions, i.e., to deduct the production costs, marketing costs, fixed costs, wages,

return on capital and taxes from the brand’s sales revenue, while in the HR industry, these data are difficult to

obtain. Meanwhile, there are significant uncertainties in the predictions of the sales revenue and profit of future

years. The economic situations, market environments, sales volumes and cost structures may undergo dramatic

changes, making the current and past scenario of sales not necessarily sustainable in the future. In a certain

sense, brand evaluation can be done on the basis of prediction; it is rational to work out the range of fluctuation

rather than a specific and certain figure through this evaluation. Finally, it is still open to question whether the

seven targets that Interbrand considers in brand strength evaluation can cover all the important aspects.

Data Composition of The 2012 Top 100 Human Resources Services Brands List

Financial SupportMarket Activity Media ExposureR&DAdvertisingGeographic SpreadBranding ProtectionSocial Media MarketingMobile MarketingWebsite CompetitivenessCustomer Evaluation


As to the Brand Asset Valuator model, it has the advantage

of being simple and able to cover a wide range of brands

and products types, and it is relatively new in its form. But the

limitation of the model is that it is data-oriented, and cannot

explain the mechanisms of brand choice and brand loyalty. The

EquiTrend model, however, has its inadequacy in relying too

much on such targets as perceived quality. Perceived quality

can clearly explain why consumers buy these products, but

cannot explain the reason for their high quality. A missing link

in the Brand Equity Ten model lies in the fact that in the studies

of certain industries, targets need to be adjusted to adapt to the

features of the relevant industry.

The evaluation model of the Top 100 list mainly works by

summing the brand’s financial strength, its importance in driving

consumer choice, and the competitiveness of a brand. In the

measuring of the financial targets, we take estimates within error

range, and do a comprehensive evaluation with the total score

of the 11 targets, an evaluation method of basic financial data.

In addition to this, we made reasonable extension, considering

non-financial information while focusing on financial data. The

method also brings into analysis of market activity, geographic

spread of the brand, branding protection, and social media

marketing, making it a comprehensive, all-inclusive brand

evaluation method.

Analysis of the 2012 Top 100 Human Resources Services Brands in Greater China

The Top100 list shows that some new companies will make their debut on the list; they are a total

of 24 newly appear on the list, mostly in the industries of e-HR, HR Consulting, HR Outsourcing

Dispatch.

Ranking in 2012 Company Main business Country

46 Robert Walters Headhunting UK72 Allegis-BN HR Outsourcing & Dispatch USA75 HJsoft e-HR China79 Timer HR Consulting, Talent Assessment China80 SilkRoad Group e-HR USA81 Amrop Group Headhunting Belgium82 WebHR e-HR China83 First Advantage Backgroud Screening USA84 Robert Half HR Outsourcing & Dispatch USA85 Assess Systems HR Consulting, Talent Assessment USA86 China Select Talent Assessment China87 China Team Headhunting China88 Tale Base HR Consulting, Talent Assessment China90 NGA HR Outsourcing & Dispatch UK91 Insupro HR Outsourcing & Dispatch China92 CoreCapital HR Outsourcing & Dispatch China93 PageUp People e-HR Australia93 Powerplus Management Training China95 HR Consulting China96 Orisoft e-HR The Netherlands97 Talent2 International HR Outsourcing & Dispatch Australia97 IDreal Backgroud Screening China99 KSWSH Management Training USA100 CloudRecruit e-HR China

New Companies in the 2012 Top 100 HR Services Brands list

Key Performance Consulting


Native Chinese HR services providers are attaching increasing attention to brand and its market operation; they have pooled more resources in brand marketing, and attempted new media marketing channels. There are a total of 44 Chinese HR services providers on the list, a record number in the history of the list.

From the ranking of the list, the fastest rising companies are: Hays, Korn/Ferry International, and China Star, coming from the Headhunting, HR Outsourcing & Dispatch industries, showing a close relationship with the vigorous growth momentum of these segmented areas, and their greater commitments to brand and marketing operation.

The Top 3 Fastest Rising Brands

Ranking in 2012

Ranking in 2011

Rise in ranking

Company Main business Country

21 55 34 Hays Headhunting UK

37 64 27Korn/Ferry

InternationalHeadhunting USA

66 82 26 China StarHR

Outsourcing & Dispatch

China

By comparing the 11 targets of the evaluation model of the Top 100 HR Services Brands list, we have examined the brand management of HR services providers. By comparing the average score of the industry, we can find the strengths and weaknesses of the enterprises in their brand building and management process, a result that can help enterprises emulate with each other and focus their efforts in brand building.

Financial Support

Market Activity

Media Exposure

R&D

Advertising

Geographic SpreadBranding Protection

Social Media Marketing

Mobile Marketing

Website Competitiveness

Customer Evaluation

Average Score of Top 100 HR Services Brands

Average Score of HR Outsourcing and Dispatch Industry

Average Score of Headhunting Industry

Average Score of HR Consulting Industry

Average Score of e-HR Industry

By comparing the average score of different industries of the Top 100 companies, we can see that the companies in segmented areas of HR are paying similar attention to their brands, but they have differences in a few factors. For instance, the Recruitment industry has always been performing well in website competitiveness, while the HR Outsourcing and Dispatch industry leads in market activity and financial support, an indicator of the characteristic of their industries. In 2011 the China market witnessed to the explosive growth of HR demands, while the HR Outsourcing and Dispatch industries were constantly exploring emerging markets, extending from first to second- and third-tier cities, bringing advantages in their market activity and financial support.


Financial Support

Market Activity

Media Exposure

R&D

Advertising



Mobile Marketing,


Customer Evaluation


Average Score of Recruitment Industry

Average Score of Training Management Industry

Average Score of Talent Assessment Industry

The HR Outsourcing and Dispatch industry generally emphasizes on brand building, making its scores above

the average score of Top 100 in such targets as market activity, financial support and advertising. Among these

companies, ADP boasts higher scores than the average of Top 100 in almost all the targets, and it also outperforms

other enterprises in the HR Outsourcing and Dispatch industry.

Market Activity

Media Exposure

R&D

Advertising



Mobile Marketing


Customer EvaluationFinancial Support


Average Score of HR Outsourcing and Dispatch Industry

Score of ADP


The Headhunting industry, on the whole, invests less in its market activity, and turns out a score lower than

the average of Top 100 in mobile marketing and social media marketing. Among these companies, Manpower

leads the pack in brand building, and its investments in mobile marketing, social media marketing, and website

competitiveness are far higher than the industry average.


Average Score of Headhunting Industry

Score of Manpower Group

Financial SupportMarket Activity

Media Exposure

R&D

Advertising



Mobile Marketing


Customer Evaluation

The Recruitment industry wins higher scores in website competitiveness, social media marketing, and mobile

marketing than the average score of the Top 100. But they underperform to a slight degree in branding protection.

Among them 51job outperforms the industry average in R&D, media exposure, and geographic spread.

Financial Support

Market Activity

Media Exposure

R&D

Advertising



Mobile Marketing


Customer Evaluation


Average Score of Recruitment Industry

Score of 51job

The HR Consulting industry performs extremely well in market activity, media exposure and media marketing, with

its scores above the average of the industry. Among those companies Towers Watson outperforms the industry

average in its investment in market activity, media exposure, R&D, advertising, and mobile marketing; its significant

investment and emphasis greatly enhance its competitiveness in the consulting industry.


Financial Support

Market Activity

Media Exposure

R&D

Advertising



Mobile Marketing


Customer Evaluation


Average Score of HR Consulting Industry

Score of Towers Watson

The Assessment industry scores slightly above the average of the Top 100 in market activity, R&D, and branding

protection. Among the companies DDI is the No. 1 company in brand building and protection, and it outperforms

the industry average by a wide margin in terms of market activity, media exposure, advertising, R&D, and mobile

marketing.

On the whole the e-HR industry is on a par with the average of Top 100 in its investment in the brand. Among the

companies SAP far outperforms the industry average in social media marketing, mobile marketing, and website

competitiveness, but underperforms in geographic spread and branding protection.

Financial Support

Market Activity

Media Exposure

R&D

Advertising



Mobile Marketing


Customer Evaluation

Financial Support

Market Activity

Media Exposure

R&D

Advertising



Mobile Marketing


Customer Evaluation


Average Score of Talent Assessment Industry

Score of DDI


Average Score of e-HR Industry

Score of SAP


We're grateful for 5 companies below who share

data and experience with us:

Acknowledgement


We're grateful for 5 companies below who share

data and experience with us:

Acknowledgement

About Research

This research is made based on open accounting statements and the channel and data believed to be reliable by <Human Capital Management>, but not express or ensure its accuracy or completeness by explicit or implicit way. In the research, all data and statistics was latest when written, but are subject to changes without prior notice. When citing personal comment, necessary recognition and permission was obtained. But the views and opinions just belong to <Human Capital Management>, might not reflect the views and opinions of the companies and people who took part in the research. These views and opinions should not be looked as the professional suggestion, recommendation or permission provided in <Human Capital Management>, or the basis of the former. The <Human Capital Management> and its employees are not responsible for any loss due to relying on the information in the report.

1. The list is for reference only, instead of being looked as the basis or suggestion in investment and trade. <Human Capital Management>, HRoot and any independent supplier will not be responsible for any wrong information, incompleteness, delay or the decision made depending upon the information in the list.

2. All companies in the list must publish financial numbers and submit part or all of the numbers to the government. In American companies, private companies and joint-stock cooperative companies compiling 10-k financial statements are included. Operation revenues are listed according to the numbers filled out by each company, including the operation revenues of closed part filled out based on merger. Operation revenues should include the numbers from mergered subsidiaries, and no consumption tax should be deducted.

3. The numbers shown in the list is the number of the fiscal year by the end of May 31st, 2012 or the date before the day.

4. “Top 100 Human Resources Services Brands in Greater China ” refer to the brands with affiliated brand in Greater China region (mainland China, Hong Kong, Macao, Taiwan) and business involving HR (recruitment, headhunting, training, outsourcing, consulting, assessment, dispatch, e-HR and e-Learning). Therefore, even though the agencies, such as A. T. Kearney, McKinsey & Company, Bearing Point, Capgemini and etc, have set up their affiliated agency, but their businesses are not related to human resources so that they have not been listed here, and the agencies, such as Paychex, Labor Ready and etc. their businesses are related to human resources, but they have got no affiliated agency in Greater China region, so they are also not listed here.

5. List researching and distributing institute <Human Capital Management>, HRoot does not participate in the ranking in the list.

6. The fiscal year revenues in the list are from New York Stock Exchange, Paris Stock Exchange, Zurich Stock Exchange, NASDAQ Stock Exchange, Frankfurt Stock Exchange, London Stock Exchange, etc.


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