Why can't Starbucks employees dig it out?

On April 11, 2017, Starbucks Coffee Executive Chairman Howard Schultz announced that from June 1 this year, all full-time partners (employees) who have worked in Starbucks China's proprietary market for two years and whose parents are under the age of 75 will enjoy a new "parental care plan"-parental serious illness insurance provided by the company.

The plan could cost millions of dollars a year. Why would Starbucks invest so much? "We always believe that the best success is to share with each other," says Mr Schultz. I am very pleased to be able to personally announce this care program for their parents to my Chinese partners in China, which is not only a tribute to Chinese traditional family culture, but also based on Starbucks' corporate philosophy that has always cherished the value of partners. "

What is the uniqueness of Starbucks' cultural concept? Share an exclusive interview article from LinkedIn to Yu Hua, Vice President of Human Resources of Starbucks in China, for your reference and study.

Unique "partner culture", inject heart into each partner

"Why Starbucks employees can't dig up" has become a hot search term on the Internet for some time. When asked this question, Yu Hua, vice president of human resources at Starbucks in China, laughed heartily. "there are headhunters around me who often ask me that we have a crush on the Starbucks store manager downstairs from the office, but we just can't dig it out. Why are you Starbucks people so hard to dig? "

In an exclusive interview with LinkedIn, Yu Hua revealed the secret: Starbucks' unique "partner culture", which not only runs through the company's daily propaganda and appellation, but also injects the company's sincerity into the hearts of every partner through bit by bit of action.

01

"our partner."

Yu Hua believes that Starbucks'"partners" are reluctant to leave because they really love the company.

Since it opened its first store in Beijing in January 1999, Chinese mainland has opened more than 1500 stores. In just more than a decade, Starbucks has become a synonym for "fashion" in China. It marks not only a cup of coffee, but also a brand and a culture.

Starbucks likes to compare itself to what sociologist Ray Odenberg calls the "Third Place", the third place to go after home and company. They think that what they sell is never just a cup of coffee, but also an experience.

Starbucks firmly believes that if you want to be satisfied with your customers, you must first satisfy your employees. Starbucks also provides different experiences for its employees.

A new employee, who is about to join Starbucks, received a welcome email from the store manager before he joined the job. After joining the job, you will also receive a welcome package from the company. On the first day of employment, the new employee also needs to taste the coffee with the manager and let the new partner learn about the company through coffee. These meticulous details have become the norm at Starbucks, and all of these are for new employees to integrate into Starbucks as soon as possible. I'm afraid every one of Starbucks' more than 25000 employees in China has had similar treatment.

But they don't call themselves "shop assistants" or "employees", says Yu Hua. We all call ourselves "Partner".

As one of Starbucks' iconic cultures, "partner culture" has always been well received. "this relationship makes people feel respect for each other," Yu said. "our mission statement not only represents work tasks, but also a passion that encourages us to embrace diversity together and create an environment of mutual respect and tolerance."

"I believe that in the long run, if a company can share its success with its employees, society and community, it will achieve greater success, that is to say, the humanistic spirit is the cornerstone of Starbucks brand." Yu Hua said.

02

"coffee bean stock"

"We are always committed to making Starbucks a different company in China, and continuing to create the best experience for our partners is our top priority. Over the past 16 years, our salary and benefits system has demonstrated our commitment to caring for our partners and their families. " Yu Hua said.

Starbucks has also tried every means to create a good employer environment for its partners. Yu Hua said that at Starbucks, every employee can enjoy the company's stock "coffee bean stock", or even a part-time partner. It is because of this coffee bean stock program that every employee is called a "partner" within Starbucks.

The so-called "coffee bean stock" is the issuance of restricted stock (RSU) to all employees, so that every employee holds shares and becomes one of the shareholders of the company. The investment proves that while Starbucks is profitable, it always shares success with Starbucks partners and communities, and is a recognition of employees' dedication, enthusiasm and innovation.

The father of Starbucks CEO Howard Schultz died in 1988. In Schultz's corporate biography, injecting the Heart, he recalls that his father worked hard all his life but achieved nothing and was not respected by his employer. As a result, Schultz has always wanted to build a company that makes employees feel respected and trusted when he can decide the situation.

Since 1991, Starbucks has launched "Coffee Bean Stock" to all employees, with the goal of sharing success with employees. This plan is also implemented in China. Every Starbucks employee in China, including part-time partners who contribute more than 360 hours in the fiscal year, has the opportunity to own Starbucks coffee bean stock. The stock can be cashed in the following year. " Yu Hua said.

Yu Hua admitted that the initial promotion of the stock plan in China was very difficult. Many Chinese "partners" have not even bought shares, making them suddenly shareholders in an American company, which is indeed operationally and technically difficult. Starbucks China finally landed the plan in China after communicating and coordinating with relevant departments. Every year, Starbucks spends a certain amount of time teaching its partners how to use and cash coffee bean stocks. Up to now, a set of perfect system has been formed.

In addition to the coffee bean stock program, Starbucks also provides competitive insurance, medical and other benefits to all full-time or part-time partners to protect their health benefits. The Star Fund (CUP Fund) is used to provide necessary financial assistance to partners in critical situations or urgent needs. In addition, Starbucks has set up a complete development system for its partners, unswervingly focusing on their investment, sharing the company's success with them, and helping them achieve a brilliant future. "on average, 20% of Starbucks partners are promoted each year." Yu Hua introduced.

Johnny joined Starbucks in 2006 as the duty supervisor of a store in South China. Ten months after joining the company, he was promoted from the duty supervisor of one store to the regional manager of eight stores. Today, he has grown into the director of operations in southern China who is responsible for the operation and management of more than 70 Starbucks stores.

Looking back on his rapid growth at Starbucks, Johnny is very grateful for Starbucks' trust in his partner, which makes him dare to think and act, and it is this trust that gives him a broader platform to display his talents.

Johnny, who has become a management now, also passes on this trust to more partners, giving them space to grow and develop. With this trust, partners also have more responsibility and responsibility to create more amazing achievements in their work.

03

Looking for a "black apron"

At Starbucks, the most common is the "green apron". The next time you see a shop assistant wearing a black apron, you can try to ask him or her to make you a cup of coffee.

Inside Starbucks, the "black apron" represents the identity of the "coffee master". At present, there are more than 4000 such "black aprons" among more than 25000 partners in more than 1500 stores across the country.

At Starbucks, all partners can embark on the road to coffee masters. Coffee Masters are advanced learning programs about coffee knowledge and skills throughout Starbucks' system. Therefore, "black apron" means better coffee knowledge and coffee making skills. Each black apron is embroidered with the name of the partner.

In addition to the "black apron", Starbucks also has a higher-ranking "coffee apron". Yu Huapo said somewhat mysteriously that few people can see such "companions" because they are Starbucks'"coffee ministers" and "very few of the masters." To become a coffee minister, a candidate needs to pass a strict comprehensive assessment and assessment of coffee knowledge and skills within the region, and finally enter the national finals. A panel of Starbucks coffee experts will evaluate on the spot, and the final winner will be awarded the honorary title of "Starbucks China Coffee Minister" for a term of two years.

From star baristas (green aprons) to coffee masters (black aprons) to coffee ministers (coffee aprons)-this is Starbucks' growth ladder for baristas to improve their coffee attainments. Winning the brown apron is the highest honor of every barista, and every step of growth embodies incomparable enthusiasm and a high degree of professionalism in the pursuit of excellence.

In addition to the "apron evaluation", Starbucks University of China, a talent training platform for Starbucks in China, also organizes "trips to the birthplace of coffee" from time to time to visit the birthplace of coffee in Sumatra, Indonesia. Learn how coffee is grown, picked and processed. Through such a series of activities, let partners better feel the charm of coffee. Other activities such as the "Star Future" Vision Challenge Competition and "Partners know the World" help partners give full play to their wisdom and talents, and give employees the opportunity to experience abroad, which has also retained the hearts of many partners.

Lisa is a partner of Starbucks in Chengdu. Lisa has been at Starbucks for nine years because of his love of coffee and Starbucks culture. Because of her family relationship, Lisa, as an elder sister, has also assumed the responsibility of being a "little parent" in the past few years, supporting her sister and brother to complete their studies respectively. Perhaps influenced by Lisa, my sister joined Starbucks after graduating from college in 2010 and has grown from a star barista to a store manager.

Over the past nine years, Lisa and her partners have participated in various volunteer activities such as primary school teaching, Wenchuan earthquake and Mianzhu earthquake reconstruction. They have not only helped others, but also reaped personal growth and enriched life experience. Looking back on how she and her family grew up, Lisa, who now works in Starbucks' regional marketing department, lamented: "the nine years I joined Starbucks was not only a very precious experience, but also a meaningful life journey, which brought rich colors to my work and life."

"our culture has been deeply rooted in the hearts of every partner." Yu Hua said.

In Starbucks CEO Schultz's "putting your Heart into it," Schultz wrote: "when others are content with the status quo, I keep dreaming. When others are realistic, I expect infinity. From the beginning to the end, the mission that leads us forward is to build Starbucks into a company worthy of respect and trust from a humanistic perspective. Humanistic spirit is not only the core goal of our unremitting efforts, but also the driving force that drives us all the way forward. "