加载中…
正文 字体大小:

如何找到合适的人——国际企业所面临的最大挑战

(2014-05-03 10:40:54)


The figurehead of Beijing’s fastest growing wine retailer discusses the gap between expectations and performance of the local workforce.

目前,北京葡萄酒行业发展最快的零售商代表CHEERS,就商家所期望的中国雇员的工作表现与他们实际能力的差距进行了一次讨论。

One needn't refer to official figures or growth statistics to demonstrate the explosive growth of the wine industry in China, especially in its larger metropolises. Imported and domestic labels can be found in every grocery store, on the menu of many restaurants, and even in some tiny local convenience stores. Historically, wines (especially imports) have been positioned as a product for the upper-classes, with prices to match. Generally, the growing middle class still makes this association. Many domestic producers have very low-cost products (of questionable quality) on offer, though they are mostly ignored by image-conscious consumers, who remain firmly committed to the initial positioning efforts of the early entrants. In this way, the massive purchasing power of the growing middle class has largely been ignored and untapped. But thanks to one brilliant (or crazy), energetic and plucky woman named Claudia Masueger, this is about to change.

你不需要任何官方数字或统计就可以看到葡萄酒行业在中国是如何呈爆炸式增长的,而这点在大城市尤为明显。国产葡萄酒品牌与洋品牌随处可见,比如在杂货店里,许多餐馆的菜单上,甚至在当地一些非常小的便利店里。从历史角度看,葡萄酒(尤其是进口品牌)早已被定位为一种上层人士的消费品,并且有与之相匹配的价格。一般来说,人数日益增长的中产阶级也同样认为进口葡萄酒是上层人士的选择。许多国内生产商提供的产品虽然价格很低,但同时产品质量也无法保障。注重自身面子和形象问题的消费者常常会忽略这类产品,他们仍然认为葡萄酒就是高档消费品。这样一来,正在成长中的中产阶级消费群体市场便无法开发,其购买力也被忽略。幸好还有这样一位叫Claudia Masueger的智慧(或可称之为疯狂)精力充沛且勇敢的女士注意到了这部分市场的存在。

Originally from Austria, Claudia has been in China since 2008. Before China, she was building computer schools in rural India. The entrepreneurial bug bit upon her arrival in Beijing, when she was first exposed to the scale and pace of China’s economic development. Though initially not particularly interested in the wine industry, she thought she could leverage her family’s four generations of wine distribution back in Austria, and find a way to get a piece of the action.

Claudia,奥地利人 ,2008年就来到了中国。在来华前,她在印度的乡村开办电脑学校。但创业的思想又驱使她来到北京,第一次感受到了中国济发展的步伐和规模。虽然最初她对葡萄酒行业并不是十分感兴趣,但她认为家里曾有四代人一直在做葡萄酒行业,她可以利用这一优势在中国的葡萄酒行业获得一席之地。

Five years later, she’s the head of an aggressively-expanding empire of 13 funky retail stores targeting a demographic previously ignored. The roller coaster of rapid expansion meant Claudia had to build a solid team, and fast. The following constitutes her experiences hiring, firing and training, and her insights into how young entrants to the workforce can get ahead faster.

五年后,她则成为了一位正在不断扩张的葡萄酒行业帝国的女王,她现在拥有13家分店并且瞄准了被其他公司一度忽略了的消费群体。她正在以过山车式的惊人速度不断发展,这也就意味着Claudia必须打造一支强大的团队,这成了她的当务之急。以下是她在雇佣、辞退和培训员工时的一些经验以及她对于年轻从业者如何在工作中更快成长的一些观点。

CHEERS WINES was unknown to the Beijing market in early 2011. By summer, 2013, CHEERS had 13 stores 90 staff, and was growing like crazy. To keep up with the pace of growth, Claudia has learned that quality people are the key. But early on, it became quite clear that finding the people she needed, even in a city with 20 million people, proved to be an incredibly difficult task. Her first few key staffers came through people she knew, liked and trusted. When she encountered sales clerks at other shops that seemed to have the right attitude, she’d make them an offer. When the business reached a certain scale, an HR department was created to find talent from more traditional channels, and finding good people became a struggle.

CHEERS葡萄酒业直至2011年才在北京市场初为人知。2013年夏,CHEERS己拥有13家分店,90名员工,并仍在快速扩大。Claudia意识到人员质量是扩大规模的关键。但当初,即使在一个200万人口的城市,想要找到合适的员工也变成了相当困难的事情。她的第一批员工是通过她所了解、信任的人介绍来的。当她在其它商店遇到与她持有相同观点的销售人员时,她便会主动为他们提供工作机会。生意做到一定规模时,人力资源部门也应运而生,开始从传统渠道招聘员工,而这也变成了一件非常痛苦的事。

“Book-keepers that don’t know how to use Excel”
“记账员干不了会计的活”

One of Claudia’s early observations regarding the pool of applicants was that there was a distinct lack of maturity and experience among applicants. People in their mid-twenties were applying for sales positions with absolutely no work experience whatsoever. Professionalism was virtually non-existent, especially during the interview process, when many applicants, dressed in jeans and t-shirts, couldn’t even tell her the name of her company, let alone why they wanted to work there. She was particularly annoyed with ego-filled big city kids, whom she felt expected everything but weren’t able to contribute much. “They don’t even know how to keep their desks clean.” she relates. “Everything in their life has been done for them, so they think they don’t have to do anything. Very spoiled.”

具Claudia早期观察发现,在应聘者中绝大多数思想不成熟,且缺乏经验。一个二十多岁的人在申请销售职位时却毫无工作经验,更不用提专业度了。特别是在面试过程中,许多应聘者穿着牛仔裤和T恤衫就来应聘,甚至无法说出公司名称,更不用说为什么要来这里工作了。她受够了那些来自大城市的自负的孩子,他们想得自己要的一切,但又不做任付出。“他们甚至不知道如何让自己的桌子保持整洁”她说到。“他们认为生活中的一切都己经为他们安排好了,所以他们不需要再做任何事情。他们完全被宠坏了”

Training of new recruits had to start with surprisingly basic contents- work ethic, business etiquette, career development, customer service and other skills that she expected young adults to possess were generally lacking. Language skills also fell far below expectations. Internal training was conducted very frequently, as Claudia realized many important concepts had to be repeated over and over in order to finally stick. The gap between expectations and reality grew especially clear when she hired a 28 year-old CFO from Switzerland, who proved to be a highly competent professional right from the start with minimal orientation.

新员工培训不得不从一些最基本的内容开始:职业道德,商务礼仪,职业发展,顾客服务等等,他们甚至缺乏一些成年人所应掌握的一般技能,语言技能也远远低于她的预期。她常常举行内部培训,Claudia认为一些重要的概念必须不断重复,直到他们这样去做为止。当她雇佣了一位28岁来自瑞士的首席财政官时,她发现,现实中员工与自己的期望之间的差距变得更加明显了,从一开始就已证明在任何事情上,这位瑞士姑娘都是一位非常有竞争力的专业人士。

But her tireless efforts seem to be paying off. Turnover is very low, (quite a rarity in China), productivity is ever on the rise, and those who demonstrate initiative and ambition are readily handed promotion and training opportunities. Her resident wine master, a handsome Tibetan named Angqian Niu, just returned from a long stay in France, where he was sent to complete his WSET certification. Other store managers, after a certain period of experience, are offered the chance to open a CHEERS branch in their home towns, if interested.

但是她的不懈努力得了回报,员工离职率不断降低(这样的情况在中国非常少见),工作的积极性和效率比以前提升了不少,对于那些表现出主动性和抱负的员工,公司则随时提供晋升和培训的机会。比如:公司里的品酒大师是一位刚从法国完成学业归国并获得了英国葡萄酒及烈酒教育基金会三级证书的藏族帅哥—Angqian Niu;一些分店的经理在这里工作过一段时间后,如果愿意,他们可在自己的家乡开设CHEERS葡萄酒分公司。

While interviewing potential new recruits, it was common to find young, spoiled kids with high salary expectations but no drive or ambition. But these types of people don’t necessarily represent the entire young workforce. If this were true, CHEERS wouldn’t be where they are today. It takes patience, and sorting through the by-catch to find the real prizes takes commitment and creativity.

在她面试过的年轻人当中,很大一部分人被家里宠坏了,不愿努力,不愿辛勤工作,就想获得很高的薪金。当下,有很多中国的年轻人抱有这种思想,但这并不代表所有的年轻人都这么想,否则她的店里就不会有现在这些优秀的员工了。在工作之前,Claudia对他们进行了严格的面试和挑选;在工作当中,不断地对他们进行培训并为他们提供发展的机会;像谈恋爱一样,最终我们走到了一起。

很多中国的年轻人聪明且具有智慧,有自己的理想和明确的目标,并为之不断奋斗。在工作中,他们常常加班,没有怨言,这些都是他们的优秀品质。他们需要适应国际化的工作环境,掌握可以帮助自己获得提升的技能,成为国际公司需要的人才,找到一个正确的方向去努力并发挥这些优点。
Claudia不想让大家觉得她是一个爱教导别人的人,但作为一个在国际商场中打拼多年的人,她只是想给大家一些中肯的建议,和大家分享一下她自己的经验。因为她希望这能帮助你们找到自己想要的工作,甚至实现自己的理想。

Conventional wisdom in China is that career development opportunities are rare in small businesses, especially for those without top-tier university degrees or for those without family connections. But Claudia’s approach to screening, training, team-building and management grooming demonstrates that when you find them, great people can do great work, and have rewarding careers. Great people stand out, move up, and get ahead, just like anywhere else in the world.

中国人的传统思维是这样的,对于那些既没有名牌大学学历,又没有家庭背景的人来说
其职业发展机会非常渺茫,但是Claudia 关于简历筛选、员工培训、团队建设和管理式疏导的方法证明,只要你能找到他们,出色的人就会完成出色的工作,并会得到好的职业发展机会。出色的人总是很突出,不断上升,前进,在世界任何地方都是如此。

0

阅读 评论 收藏 转载 喜欢 打印举报/Report
  • 评论加载中,请稍候...
发评论

    发评论

    以上网友发言只代表其个人观点,不代表新浪网的观点或立场。

      

    新浪BLOG意见反馈留言板 电话:4006900000 提示音后按1键(按当地市话标准计费) 欢迎批评指正

    新浪简介 | About Sina | 广告服务 | 联系我们 | 招聘信息 | 网站律师 | SINA English | 会员注册 | 产品答疑

    新浪公司 版权所有