How to create a unique corporate culture?

There is a type of company that has its own specific corporate culture and ambience within the company, with specific names for each other. For example, in Disneyland, all the staff members are called entertainers. At the Apple store, some of the clerks are genius. At Starbucks, from CEO Howard Schultz to the clerks, there is a weird nickname for each other: partners , Except for the store other than the corporate sector, the general term Starbucks Support Center.

At Starbucks, "partners" are seen as the key to "selling a great experience," and are becoming an integral part of Starbucks culture in an ever-strengthening process. The other component of Starbucks culture is employee compensation and benefits measures .

Starbucks has a special Bean Stock Plan, which provides employees a share of the company's share discount buy-in from 1991 (Mainland China is 1999), even if you are a part-time employee, meeting the minimum hours requirement As well as additional benefits such as health and support programs and disability insurance for employees who work more than 20 hours a week ... These employee incentives that are above the industry average are also being seen on a global scale Starbucks is an important performance in the workplace competitiveness.

Yu Hua, vice president of partner resources at Starbucks China, a human resources company usually in the company, said that each new Starbucks employee receives a series of trainings in addition to being fresh about their partner status, including In addition to the job training required by the position and the coffee knowledge and store management training each employee needs to complete. In November 2012, the establishment of the University of Starbucks (China), a training platform open to all employees within the company, combined with coffee knowledge training and store management training, formed a complete Starbucks "partner" education.

Selling a cup of coffee may not really just sell a cup of coffee, Starbucks does make the staff and many customers believe it. However, if from the workplace perspective, this work status and the effect is obviously not allow employees to each other as partners can be achieved. So what are the other ways for Starbucks and what are the specific settings of training system and welfare measures? Let's take a look at Starbucks's "Partner" rule.

First, Starbucks staff composition

As a coffee chain retailer, as you can see, the vast majority of Starbucks employees are concentrated in stores. According to Yu Hua, the total number of Starbucks employees recruited in China has been around 6,000 to 7,000 annually in recent years, and more than 90% of them will enter Starbucks as store employees. Starbucks plans to open 2,400 new stores worldwide in the next two years and plans to increase its number of stores to 1,200 in two years in mainland China - which will create more job opportunities.

Starbucks stores and support center staff are two-way flow. For example, a qualified store employee, after getting the manager's recommendation, can attend a job interview at a support center. Yu Hua said that every year Starbucks has more than 20% of store employees to enter the support center.

Second, Starbucks recruitment

1, recruitment methods

Campus Recruiting - Managing Trainee Programs In the 2013 Starbucks Management Trainee Recruitment Program for campuses, the open positions are all stores, and the number of Guan Peisheng recruits so far is about 400.

After submitting a job application, graduates also complete Starbucks online assessments and interviews. Guan Peisheng into Starbucks after the development opportunities and social recruitment staff is basically the same, but the former can usually grow in 9 to 15 months as a store assistant.

Social recruitment, internal staff recommended: For the general staff positions in stores, Starbucks or more for the public open recruitment. Of course, store employees can also recommend suitable candidates to the company - Starbucks is also much more happy to see this approach - candidates need to be interviewed to enter the store.

Managing trainees: In addition to recruiting a portion of management trainees each year for university campuses, Starbucks employees can also apply to the company to join a management trainee program.

Other Ways: Employees who enter Starbucks via other social media channels may have more options, such as skipping stores and applying directly to support centers. Yu Hua said that the support centers include the Department of Store Development and Design, Marketing and Product Division, Public Affairs Department, Partners Human Resources Department, R & D and Quality Control Logistics Department, and Supply Chain Department.

2, the principle of election

Good cooperation with others: Behind the Starbucks counter is a coffee-making pipeline that is sold, and employee sentiment and co-operation skills are also visible to customers.

Customer First: Customers come into contact with their employees before they come into contact with their products. The attitude of the employees directly affects the customer's impression of the company's brand.

Excellent learning ability: Maybe you have to start from a store barista, but as long as you have excellent learning ability, you will have a better chance of development.

The ability to influence others: This ability is important, especially when you want to lead a team in the future, such as leading your store's employees or even leading a regional store.

Third, career development path

1, store vertical promotion path

For employees who work in stores, the path they promoted at Starbucks operations is shown below. Yu Hua said that there is no strict time interval between every two positions. Whether employees can quickly ascend depends mainly on their business capabilities and whether there is a rapid development of knowledge reserve. Each year, about 20% of employees receive various types of jobs Post

2, cross-sectoral development path

Employees at any level have access to support centers or stores, changing departments. After interviewing through inter-departmental candidates, the company will give corresponding positions according to the specific needs of the employees according to their specific abilities. Yu Hua said every year, 20% of employees from the retail outlets to enter the support center.

3, promotion and cross-sectoral conditions

Is the individual's ability to meet the promotion standards: It is a precondition for doing well in the original job.

Business knowledge (also including coffee knowledge) is accumulated to the standard: When the conditions are not ripe, the staff can apply for training to make up for the disadvantaged.

Whether there is a vacancy: the company's position is generally a nuisance, and only if there are vacancies associated with the vacancies employees have the opportunity to successfully promoted and inter-departmental appointments. Timing and personal ability are just as important.

Fourth, Starbucks training system

At Starbucks, all newly-recruited employees, in addition to receiving business training from the relevant departments, must also participate in a period of store apprenticeship and assessment, while receiving training in coffee knowledge.

1, store management training

All new employees should start internship at the beginning of their entry. For new employees entering the support center, store training lasts for about two to three weeks. During this period, newcomers will be under the guidance of the old staff from how to bubble out of different flavors of coffee to start the whole training will mainly involve retail courses, job training, store counseling and so on.

Compared with hiring outsiders, Starbucks is more likely to hire staff from the grassroots level for hiring managers. For the employees themselves, an understanding of the company's front-line business can also help future career growth.

2, coffee knowledge training

Staff access to coffee knowledge mainly through employee sharing and self-learning two ways. Beginning of employment, new employees will receive training from the company's coffee knowledge, mainly related to some basic knowledge such as the origin of coffee beans, baking methods, etc., after the training, new people often also need to pass a test. After the basic training, employees can learn more about coffee by means of in-company information dissemination, employee sharing activities and more.

Starbucks China has set up certification channels for "Coffee Master" and "Coffee Butter" for all its employees. During the annual Star Coffee Knowledge Competition, the company will select employees who have a good knowledge of coffee and give them both Title, and then re-certification in the following year, through the assessment of the staff can continue to have this honor.

"There are about 1,800 partners in the country who have the title of Master Coffee and less than 20. There are fewer than 20 Coffee Ambassadors." Yu Hua said that employees with honorary titles are eligible to apply for part-time jobs for companies other than their positions, for example, lecturers who can apply for a Starbucks (China) University position.

3, Starbucks (China) University

This is Starbucks China in November 2012 launched a staff-oriented enterprise university training platform. In addition to receiving training related to induction, employees can also sign up for admission to receive more systematic training so as to further enhance their knowledge and skills reserves for the future.

Like all business universities, the courses they offer are mainly:

New Employee Courses: Includes courses on getting a Star Barista credential, company experience, coffee exchange, and more.

Staff recommended courses: This training project is directly under the staff by the staff based on personal characteristics and development needs to be personalized recommendations, such as coffee master certification program, project management, negotiation skills. When an employee wants to enter a support center from a store, they are required to receive this type of training before they qualify for the job interview.

Excellent Employee Advanced Course: This type of training is targeted at those potential managers. For example, specifically for the store manager set Starlight training programs. This project will be held once a year, but the training time will be divided into several parts, so that the purpose is to enable employees to combine training and work.

Five, Starbucks welfare measures

Different companies design different welfare policies for their employees, but the purpose is to increase their motivation. A good welfare policy may not necessarily be a welfare policy with high financial input. By emphasizing the focus on every employee, Starbucks hopes its welfare policies appear fair and human.

1, the stock

Yu Hua revealed that every employee at Starbucks can enjoy the company's stock, including temporary employees who work part-time at Starbucks. "Part-time employees who work more than 20 hours a week can enjoy the same year of stock for 360 hours a year, and the stock can be redeemed the following year."

Of course, there is a standard system for issuing this stock. Each year, Starbucks headquarters distributes different numbers of shares to different markets, and employees get their own shares based on performance, performance and salary levels. The proportion of stocks that the company puts on each year keeps above 10%.

2, insurance

In addition to state-specific insurance, the company also purchased supplementary medical and accident insurance for all employees, including part-time employees in stores. Yu Hua said Starbucks hopes to make employees feel more at work.

3, Star Fund

This is a spontaneous Starbucks employees a mutual aid program, the company will also regularly fund into the funds. If employees experience an accident, they can apply to the committee and have access to help. Even if this support fund does not cover all the needs. Star Fund is also open to part-time employees.