An in­no­va­tive self-pro­mo­tion

China Daily (Canada) - - COMMENT -

A tech­nol­ogy com­pany in Shen­zhen, Guang­dong prov­ince, has parked 10 Mercedes-Benz cars in front of its build­ing with two huge plac­ards that read “2013 year-end bonus” for elite em­ploy­ees. This has drawn the at­ten­tion of passersby, many of whom have taken pho­tos of the dis­play and posted them on the In­ter­net, giv­ing free but ef­fec­tive pub­lic­ity to the com­pany, says an ar­ti­cle on gmw.cn. Ex­cerpts:

The Shen­zhen com­pany has made a smart move of giv­ing cars to its well-per­form­ing em­ploy­ees as bonus, pro­vided they stick with their jobs for another five years, af­ter which they could be com­plete own­ers of the ve­hi­cles. The com­pany, which has about 500 em­ploy­ees, started the prac­tice last year to re­cruit and re­tain tal­ents.

Some ne­ti­zens have rightly ob­served that by ad­ver­tis­ing its an­nual bonus, the com­pany is not only boost­ing em­ploy­ees’ morale, but also rais­ing its own pro­file. Also, the move will help it to re­tain ta­lented em­ploy­ees for at least five years, which would yield greater re­turns — in­clud­ing the sum saved as tax — than the amount spent on the cars. It is ap­par­ently a win-win choice both for em­ploy­ees and em­ployer.

Ir­re­spec­tive of whether the bonus is to re­tain tal­ents or to legally avoid tax­a­tion, it is in­no­va­tive. Em­ploy­ers who un­der­stand that “tal­ents mat­ter the most” are in the mi­nor­ity. The com­pany has been open with its terms and it de­pends on the em­ploy­ees whether they would ac­cept to work for it for five more years to fi­nally get the car’s own­er­ship.

What and how to give as year-end bonus to em­ploy­ees could turn into a morale-boost­ing ad­ver­tise­ment for a com­pany. Short-sighted em­ploy­ers may see it as a waste of money, and thus dis­ap­point their em­ploy­ees, but smart com­pa­nies would use the prac­tice — even if it means giv­ing a lux­ury car — to hog me­dia at­ten­tion and gen­er­ate a pub­lic de­bate, both of which will boost their im­age.

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