Wu Yanhong: Be The Most Influential Person.

Maybe it's the PR industry and human resources.

Anecdote public relations performance management is the best in the industry, Wu Yanhong heard a little surprised, and then showed a gratifying smile: "we have been in the best efforts."

So, as a very difficult measure of public relations performance appraisal, how did Edelman do it? And how did Wu Yanhong, as HRD, influence her colleagues and even her superiors in the company culture?

Examination: from number to behavior

Public relations profession is similar to many service industries, and its performance is not good.

How did Edelman achieve justice and incentive effect?

Wu Yanhong: indeed, the performance of PR is not easy to measure, especially for junior staff.

Companies have no financial data requirements for them, and their performance is even harder to assess.

In ED man, we have a competency model that evaluates employee performance through behavioral considerations.

This model includes both business capability and teamwork.

I am glad that since 2011, "performance indicators" will account for 30% of the performance in the top performance appraisal, not just through financial data.

Is "behavioral indicators" important? Is the most important goal of executives not to achieve financial goals?

Wu Yanhong: financial figures are very important. But if an executive cares only about his achievements, he doesn't care about team building and management, neither does he share his experience with others, nor does he care about the development of employees in the company, which will probably lead to brain drain in the coming year.

Over time, it is the damage to the interests of the company.

From the point of view of human resources management, we can see that this kind of behavior index is very much appreciated. On the one hand, it can promote the retention of talents, and on the other hand, we are particularly willing to see that every person we are attracted to grow up in the company.

HR should be the most "cultural" person.

You mentioned that HR should be the group that best embodies the corporate culture in the enterprise. Can you explain it in detail?

Wu Yanhong: the construction of culture has something to do with HR, because HR deals with people.

What kind of person HR is, especially affects the morale of the company.

If he is a particularly optimistic person, he can make his big boss more positive and optimistic in the long run.

I even think that the most important ability of HR to achieve high level is influence.

Sometimes employees are depressed. HR communication may change his perspective.

A manager may not want to be close to his team and think that he is good at doing a good job. HR's long-term influence will make him realize that the success of the whole team is his success.

Many things are subtle.

How does this influence manifest itself? How can employees feel it?

Wu Yanhong: actually in daily work.

For instance, we met a candidate the other day.

We sat down for 5 minutes to know that he was not the person we wanted, but we did not simply refuse him. Instead, we spent some time giving him some professional advice.

When the candidate left, he said, "I will come to ED later."

What we want to convey is the company's respect for each candidate.

It also lets our employees know the attitude of the employer to their employees.

Also, when employees leave, in fact, employees are disadvantaged at that time. I hope HR will not just stand in the company's perspective, but protect the rights of employees in a fair position.

So how can HR exert its influence on management, without causing displeasure in other departments?

Wu Yanhong: indeed, in many organizations, HR is not popular.

They are seen as always checking people and restricting people.

But in ED, HR is a business partner of other departments.

How to measure it? That is, people in the business department are willing to have a meeting with you and are willing to ask for your opinion before something happens.

For example, I will attend our management meeting in China, and there will be HR time at every meeting.

HR is also very concerned about the development of the business. For example, now that the new media is getting hotter and hotter, we have to make a series of preparations for this, such as talent reserve, training and so on.

HR in order to do this role, we must have a deep understanding of business.

What customers are we very clear now? We even know what customers do specifically.

Only when you are sensitive to your business, can you talk to the business department and become the person they want to see everyday.

They will only trust HR and be willing to seek advice from you in team building, appointment and so on.

Details determine management advantages and disadvantages.

Edelman is very concerned about employees' feelings.

But we know that "feeling" is hard to gauge. How did Edelman do it?

Wu Yanhong: we have a dedicated survey in the Asia Pacific region.

In fact, it is also a survey of satisfaction.

After the results of the survey are released, we will send out staff to brainstorm some improvement measures.

We also have a staff committee club, which will collect your opinions and put them into practice.

We also have a suggestion box. The main purpose is to collect suggestions for the company. Some people suggest that we need a coffee machine, then we buy a coffee machine. Others want a massage therapist. We really invite a massage master to the office to relax the neck and shoulders.

Feeling is a comprehensive thing. Every aspect will have a good sense of doing well, including the relationship between upper and lower class, career development space, training, welfare and so on.

What role does HR play in it?

Wu Yanhong: in fact, HR is a bit of detail work. For example, on the first day of the employee's entry, he feels considerate and kindly - the office and office supplies are arranged properly, and all his questions are answered.

These are small tasks, but the feeling of employees is very different if they are done in every detail.

In addition, he has done a lot of things to give back to society.

For example, in Jinghong, Yunnan, a water tower was installed for a primary school so that children could drink pure water.

When we were training in Thailand, our employees went to an orphanage to repaint the playroom.

Through surveys, we find that these will greatly enhance the satisfaction of employees, especially those after 80.