Komax Shanghai enthusiastically demonstrates how employer branding works

Inside Komax

January 18, 2022

Komax employer branding, originally launched at the Dierikon, Switzerland, headquarters, is now taking off worldwide, as Komax Shanghai’s numerous local efforts amply demonstrate.

Key insights

Komax launched its employer branding program throughout its Komax brand subsidiaries in 2019. Since then, many of its subsidiaries have started their own campaigns in accordance with the program’s guidelines.
Komax Shanghai, for example, named three employer brand ambassadors to represent the company’s core values: “Involvement,” “Courage,” and “Dedication.”
The Komax Shanghai employees, led by their brand ambassadors, proceeded to demonstrate what our brand stands for with a string of warmly welcomed public welfare events.

Since the start of Komax’s global employer branding program, Komax brand subsidiaries have started making it their own, while always adhering to the rules established by Komax. The following paragraphs should give you a picture of how we have tackled this challenge here in China. But first, a few words about what it all means to us.

Where employer branding starts

Komax Shanghai’s understanding of employer brand promotion is that building an employer brand starts with you and me – with us. And from there it spreads to the people around us and influences them through our words and deeds at work. Employees integrate the strengths of the employer’s brand into their work and life and pass them on to third parties through collaboration and communication with customers, suppliers, family and friends. Here at Komax Shanghai, we have started to disseminate the core message of our employer brand, both internally and to society at large, through a variety of activities.

Getting our core values across…

As a start, in April 2020, we selected three employer brand ambassadors through recommendations: Ms. Delia Cheng represents “Get involved”, Mr. Feng Zhu represents “Show courage” and Mr. Hui Zhou represents “Dedication”. We then shot a promotional video in which our three ambassadors talked about their understanding of the core values of the Komax employer brand. With social responsibility ranking high on that list, and actions speaking louder than words, we set out to prove how strong these values really are: In September 2020, the Komax employer brand ambassadors gathered colleagues as volunteers to carry out a public welfare activity – caring for autistic children. Twelve autistic children together with their parents participated in this activity. Our volunteers accompanied these children to various fun occupations, such as “paint and color”, enjoying music, and performing together.

…through programs and activities

Also, since November 2020, Komax Shanghai has redesigned a non-monetary incentive program to set clear and measurable criteria on how to align with the company’s core values. Then, in May 2021, Komax Shanghai launched a rummage sale called “Recycle the Resource, Contribute to Charity”, in which our colleagues actively participated: so far we have received a generous 59 donations from our employees, 76% of which have been sold. The proceeds from those sales, totaling RMB 2284, will be used for public welfare and to help colleagues in need. Just recently, in October 2021, our three employer brand ambassadors set sail again and convinced more of our colleagues to volunteer for our cause. For the Chongyang Festival, they organized activities of caring for senior citizens, making traditional desserts, and serving them to our colleagues’ elders as a festival gift.

And lest we forget…

Of course, Komax Shanghai also includes the employer brand key messages in its annual team building and dinner party events to further accentuate our employees’ understanding of the employer brand. We have also incorporated the keywords of the employer brand and its core values into our recruitment process.

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