【CXO观点】星巴克用人留人的5大秘诀

有一类公司，在公司内部员工相互之间会有一些特定的称呼，以此来表明他们各自独特的企业文化和氛围。比如在迪士尼乐园，所有工作人员都叫演艺人员；在苹果专卖店，有一部分店员是genius；而在星巴克，从CEO霍华德·舒尔茨到普通店员，相互之间则是一个奇怪的称呼：伙伴，对除门店以外的其他公司部门，则一概统称星巴克支持中心。

在星巴克，“伙伴”被看做是“销售美好体验”的最关键环节，也在不断强化的过程中成为星巴克公司文化的一个重要成分，而另一个星巴克文化的成分，就是员工的薪酬福利措施。

星巴克有一个特别的豆股计划，它从1991年（中国内地是1999年）开始为员工提供一定比例和份额的公司股票折价购买机会，即便你是兼职员工，在满足了最低工时要求的条件下也同样能够享受，此外还有为每周工作超过20小时的员工提供的卫生、扶助方案及伤残保险等额外福利措施……这些优于行业平均水平的员工激励政策也在全球范围内被看做是星巴克在职场上竞争力的重要表现。

余华是星巴克（中国）伙伴资源副总裁，即通常公司里的人力资源，她透露，对于每一位新加入星巴克的员工，除了对自己伙伴身份的新鲜感，他们还会接受一系列培训，包括除了所在岗位要求的业务培训和每个员工都需要完成的咖啡知识和门店经营培训。2012年11月，星巴克（中国）大学成立，这个面向公司内部所有员工开放的培训平台与咖啡知识培训、门店经营培训一起构成了完整的星巴克“伙伴”教育。

卖一杯咖啡也许真的不仅仅只是卖了一杯咖啡，星巴克的确让员工和很多顾客都相信了这一点。但如果从职场角度来说，这种工作状态和效果显然不是让员工互称伙伴就能够实现的。那么星巴克还有哪些办法？它的培训系统和福利措施又有哪些具体设置？我们一起来看看星巴克的“伙伴”法则。

一、星巴克的员工构成

作为一家咖啡连锁零售商，如你所见，星巴克的绝大部分员工都集中在门店。据余华透露，最近几年星巴克在中国的员工招聘总数每年都在6000到7000人左右，而其中超过90%的新人都会以门店员工的身份进入星巴克。星巴克计划未来两年将在全球新开2400家门店，在中国内地的计划是两年内将门店增加到1200家—这将带来更多的工作机会。

星巴克门店和支持中心的人员是双向流动的。比如说，一位具备意愿的门店员工在得到经理的推荐之后，可以参加支持中心的空缺职位面试。余华说，每一年星巴克都有超过20%的门店员工进入支持中心。

二、星巴克的招聘

1、招聘方式

校园招聘—管理培训生项目：在星巴克2013年面向校园的管理培训生招聘计划中，开放职位的部门均为门店，到目前为止招聘的管培生数量约为400名。

毕业生在提交求职申请之后，还要完成星巴克的在线测评和面试。管培生进入星巴克之后与社招员工的发展机会基本相同，但前者通常能够在9到15个月的时间里成长为门店副理。

社会招聘、内部员工推荐：针对门店普通员工的岗位，星巴克更多还是面向社会公开招聘。当然门店员工也可以向公司推荐适合的人选—星巴克也更乐见这种方式—候选人只需要通过面试便可以进入到该门店工作。

管理培训生：除了每年面向大学校园招聘一部分管理培训生，星巴克内部员工也可以向公司申请加入管理培训生计划。

其他途径：经由其他社招途径进入星巴克的员工可以有更多选择，比如可以跳过门店直接申请支持中心的岗位。余华说，支持中心部门包括门店开发及设计部、市场推广及产品部、公共对外事务工作部、伙伴人力资源部、研发与质管物流部、供应链部等。

2、选人原则

与他人开展良好合作：星巴克柜台后面就是一个咖啡制作到售出的流水线，而且员工的工作情绪和合作技巧对顾客来说也是可见的。

以客户为先：顾客在接触其产品之前首先接触的是员工，员工的服务态度会直接影响顾客对于公司品牌的印象。

优秀的学习能力：也许你得从一位门店的咖啡师做起，但只要你具备优秀学习能力，你会有一个更好的发展机会。

影响他人的能力：尤其是当你希望在未来领导一个团队时，比如领导自己门店的员工，甚至是领导一个区域的门店经营，这种能力很重要。

三、职业发展路径

1、门店垂直晋升路径

对于在门店工作的员工，他们在星巴克营运一线的职位晋升路径如下图所示。余华称，每两个职位间并没有严格的时间间隔，员工能否快速升职主要看自己的业务能力、知识储备能否有一个较快的发展，每年大约有20%的员工获得各类升职。

2、跨部门发展路径

任何级别的员工都有机会进入支持中心或门店，换部门工作。在通过跨部门应聘面试后，公司将根据员工的具体能力，再结合公司需求给予相应职位。余华说，每年有20%的员工从门店零售进入支持中心。

3、升迁和跨部门的条件

个人能力是否达到升迁标准：在原有职位做得好不好是前提。

业务知识（也包括咖啡知识）是否积累到标准：在条件不成熟时，员工可以申请相关的培训以弥补弱势。

是否有职位空缺：公司职位一般是一个萝卜一个坑，只有存在相关的职位空缺员工才有机会成功升职和跨部门任职。时机和个人能力同样重要。

四、星巴克的培训体系

在星巴克，所有新加入员工除了接受相关部门的业务培训之外，还必须要参与一段时期的门店见习和考核，同时接受咖啡知识的培训。

1、门店经营培训

所有新员工在入职之初均要在门店实习。对于进入支持中心的新员工而言，门店培训的持续时间约为两到三周。

这期间，新人会在老员工的指导下从如何泡出不同口味的咖啡做起，整个培训主要会涉及零售课程、岗位锻炼、门店负责辅导等内容。

相比招聘外部人员，星巴克在营运管理人员的招聘方面更倾向于任用从基层做起的员工。对员工自身而言，对公司的一线经营业务的了解也能够有助于未来职业的发展。

2、咖啡知识培训

员工获得咖啡知识主要通过员工分享和自学两个途径。入职之初，新员工会接受来自公司的咖啡知识的培训，主要涉及一些诸如咖啡豆产地分布、烘焙方式等基础知识，在培训结束后，新人往往还需要通过一个考核。在基本的培训之后，员工可以借助公司内部的资料发放、员工分享活动等来了解更多的咖啡知识。

星巴克中国为所有的员工设立了“咖啡大师”和“咖啡公使”的认证通道，在每年的星咖啡知识比赛中，公司会评选出对咖啡知识掌握得较好的员工，并且授予他们这两个称号，然后在次年对其再次进行认证，通过考核的员工可以继续拥有这项荣誉。

“目前国内有咖啡大师称号的伙伴大约有1800个，咖啡公使不到20个。”余华说，拥有荣誉头衔的员工有资格申请所在职位以外的公司兼职，比如可以申请星巴克（中国）大学的讲师职位。

3、星巴克（中国）大学

这是星巴克中国在2012年11月推出的一个面向员工的企业大学培训平台。员工除了接受入职的相关培训之外，还可以报名入学，接受更加系统性的培训，为今后进一步提升做知识技能储备。

像所有企业大学一样，他们提供的课程主要是：

新员工课程：包括获取星级咖啡师证书的相关课程、公司体验、咖啡交流等。

员工推荐课程：这类培训项目是由员工的直属上司根据员工的个人特点和发展需求来做个性化推荐的，比如咖啡大师认证项目、项目管理、谈判技巧等。当员工希望从门店进入到支持中心时，在接受资格面试之前，会被要求接受这一类的培训。

优秀员工进阶课程：这类培训所面对的对象是那些潜在的管理人员。比如专门针对门店经理设置的星光计划培训项目。这个项目在每一年会举办一期，但培训时间会被分成多部分，这样的目的在于让员工能够将培训与工作结合起来。

五、星巴克的福利措施

不同的公司针对员工会设计不同的福利政策，但目的都是在提高员工的积极性。好的福利政策未必就是高财务投入的福利政策。通过强调对每一个员工的关注，星巴克希望它的福利政策能够显得公平和人性。

1、股票

余华透露，每一位星巴克的员工都能享受到公司的股票，包括那些在星巴克做兼职的临时员工。“兼职员工只要每星期工作超过20小时，一年做满360小时就可以享受当年的股票了，第二年这个股票就能够兑现。”

当然，这个股票发放存在一个标准体系。每一年，星巴克总部会向不同市场投放不同数量的股票，员工可以根据绩效、表现、薪资水平得到属于自己的那份股票。公司每年投放的股票比例保持在10%以上。

2、保险

除了国家规定的保险，公司还为包括门店兼职员工在内的所有员工购买了补充的医疗保险和意外险。余华说，星巴克希望以此让员工在工作时能更安心。

3、星基金

这是星巴克员工自发的一个互助计划，公司还会定期往基金中投入资金。假如员工遇到意外，他们能够向委员会提出申请，并且有机会获得帮助。即便这个扶持基金并不能覆盖所有的需求。星基金同样向兼职员工开放。

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翻译：

There is a certain type of company in which employees have certain names for each other to indicate their unique corporate culture and atmosphere. At Disneyland, for example, all the workers are called entertainers; At Apple stores, some of the employees are genius; At Starbucks, everyone from CEO Howard Schultz to the rank-and-file calls each other a “buddy,” or Starbucks Support Center for all parts of the company that aren’t stores.

In Starbucks, “partner” is regarded as the most crucial part of “selling good experience”, and it has become an important component of Starbucks culture in the process of strengthening. Another component of Starbucks culture is the compensation and benefits measures for employees.

Starbucks has a special bean stock program, which since 1991 (1999 in China) has offered employees the opportunity to buy a certain percentage and share of the company’s stock at a discount, even if you are a part-time employee and meet the minimum working hours requirement. And additional benefits like health and support programs and disability insurance for employees who work more than 20 hours a week… These employee incentive policies, which are better than the industry average, are also regarded as an important manifestation of Starbucks’ competitiveness in the workplace globally.

vice president of partner resources at Starbucks (China)

Yu Hua, vice president of partner resources at Starbucks (China), which is usually the company’s human resources, revealed that for every new employee joining Starbucks, in addition to the novelty of their partner status, they will also receive a series of training, including business training in addition to the job requirements and coffee knowledge and store operation training that every employee needs to complete. In November 2012, Starbucks (China) University was established. This training platform, which is open to all employees within the company, together with coffee knowledge training and store operation training, constitutes a complete “partner” education of Starbucks.

Selling a cup of coffee may really be more than just selling a cup of coffee, as Starbucks convinced its employees and many customers. But from the perspective of the workplace, this kind of work state and effect is obviously not let employees call each other partner can achieve. So what else can Starbucks do? What are its training systems and welfare measures? Let’s take a look at Starbucks’ “buddy” rule.

The staff composition of Starbucks

As a coffee chain retailer, as you can see, most of Starbucks’ employees are concentrated in its stores. According to Yu, Starbucks has hired about 6,000 to 7,000 employees annually in China in recent years, and more than 90 percent of the new hires come to Starbucks as store employees. Starbucks plans to open 2,400 new stores globally in the next two years, with plans to increase that number to 1,200 in mainland China within two years — which will create more jobs.

Staffing at Starbucks stores and support centers flows both ways. For example, a willing store employee can interview for open positions at a support center after being recommended by a manager. Mr. Yu said that in any given year, more than 20 percent of Starbucks’ store employees enter the support centers.

Starbucks recruitment

Recruitment methods

Campus Recruitment — Management Trainee Program: In Starbucks’ Management trainee recruitment program for campus in 2013, the departments open to positions are all stores, and about 400 management trainees have been recruited so far.

After submitting a job application, graduates complete an online assessment and interview at Starbucks. Management trainees enter Starbucks with roughly the same development opportunities as social workers, but they typically grow to associate manager positions in stores within nine to 15 months.

Social recruitment and internal employee recommendation: For the positions of ordinary employees in stores, Starbucks is still open to the public. Of course, store employees can recommend candidates to the company — and Starbucks prefers to do so — and candidates simply have to go through an interview to work in the store.

Management Trainee: In addition to recruiting a number of management trainees to college campuses each year, Starbucks employees can also apply to join the company’s management trainee program.

Other routes: Employees who enter Starbucks through other social placement routes have more options, such as skipping stores and applying directly to support centers. Yu Hua said that the support center includes store development and design department, marketing and product department, public and external affairs department, partner human resources department, research and development and quality control logistics department, supply chain department, etc.

Principles of selection

Collaborate well with others: Behind the Starbucks counter is an assembly line where coffee is made and sold, and the mood and cooperative skills of the employees are visible to the customers.

Put customers first: Customers first contact employees before contacting their products, and employees’ service attitude will directly affect customers’ impression of the company brand.

Good Learning skills: You may have to start out as a barista in a store, but if you have good learning skills, you’ll have a better chance.

The ability to influence others: This ability is important especially if you hope to lead a team in the future, such as staff at your own store or even a regional store operation.

Career development path

Vertical promotion path for stores

For employees who work in stores, their career progression path in Starbucks operations is shown below. According to Yu, there is no strict time interval between two positions, and whether employees can be promoted quickly depends on whether their business ability and knowledge reserve can develop quickly. About 20 percent of employees get various promotions every year.

Cross-departmental development path

Employees at any level have the opportunity to go into a support center or store and switch departments. After passing the cross-department interview, the company will give the corresponding position according to the specific ability of the employee and the company needs. Each year, 20 percent of employees retail from stores into support centers, Mr. Yu said.

Qualifications for promotion and interagency

Ability to meet the promotion criteria: How well you did in your previous position is a prerequisite.

Whether business knowledge (including coffee knowledge) has been accumulated to the standard: When conditions are not ripe, employees can apply for relevant training to make up for weaknesses.

There are Job openings: Positions in the company tend to be one-for-one, and only when there are relevant job openings do employees have the opportunity to move up and work across departments successfully. Timing is as important as ability.

Training system of Starbucks

In Starbucks, in addition to receiving business training from relevant departments, all new employees must participate in store probation and assessment for a period of time and receive coffee knowledge training.

Store operation training

All new employees are expected to intern in stores at the beginning of their employment. In-store training lasts about two to three weeks for new employees entering the support center.

During this period, the new staff will start from how to brew different flavors of coffee under the guidance of the old staff. The whole training will mainly involve retail courses, on-the-job training, responsible guidance in the store and other contents.

Instead of hiring outsiders, Starbucks prefers to hire entry-level employees for operations management. For employees themselves, the understanding of the company’s front-line business can also contribute to their future career development.

Coffee knowledge training

Employees acquire coffee knowledge mainly through employee sharing and self-study. At the beginning, new employees will receive coffee knowledge training from the company, which mainly involves some basic knowledge such as the distribution of coffee beans and roasting method. At the end of the training, new employees usually need to pass an assessment. After basic training, employees can learn more about coffee by means of internal materials distribution and employee sharing activities.

Starbucks China has set up a certification channel of “Coffee Master” and “Coffee Minister” for all employees. In the annual Star Coffee Knowledge Competition, the company will select and award the two titles to the employees who have a better grasp of coffee knowledge, and then they will be certified again in the following year, and the employees who pass the assessment can continue to hold this honor.

“At present, there are about 1,800 coffee masters in China and less than 20 coffee ministers.” Employees with honorary titles are eligible to apply for part-time jobs at companies outside of their position, such as a lecturer position at Starbucks University in China, Yu said.

Starbucks (China) University

This is an enterprise university training platform for employees launched by Starbucks China in November 2012. In addition to receiving induction training, employees can also sign up for school and receive more systematic training. So as to further improve their knowledge and skills.

Like all corporate universities, the main courses they offer are:

New employee courses: including courses related to obtaining the star Barista certificate, company experience, coffee communication, etc.

Employee Referral courses: This type of training program is personalized by the employee’s immediate supervisor based on the employee’s personal characteristics and development needs. Such as coffee master certification program, project management, negotiation skills, etc. When employees wish to enter a support center from a store. They are required to undergo this type of training before undergoing a qualification interview.

Excellent Employee Advancement Course: This type of training is for potential managers. Take the Starlight program, a training program for store managers. The program will be held once a year, but the training time will be divided into multiple sessions so that employees can combine the training with their work.

Starbucks’ welfare measures

Different companies will design different welfare policies for employees, but the purpose is to improve the enthusiasm of employees. Good welfare policies are not necessarily high financial input welfare policies. By emphasizing the importance of individual employees, Starbucks hopes its benefits policies will appear fair and human.

Stock

Yu disclosed that every Starbucks employee, including temporary employees who work part-time at Starbucks, will receive stock in the company. “Part-time employees who work more than 20 hours a week and 360 hours a year are entitled to the current year’s stock. Which can be cashed in the following year.”

There is, of course, a standard system for issuing shares. Each year, Starbucks headquarters will release different amounts of stock to different markets, and employees can get their share based on performance, performance, and salary level. The company’s annual share placement ratio is maintained at more than 10%.

Insurance

In addition to state-mandated insurance, the company has also purchased supplementary medical insurance and accident insurance for all employees, including part-time employees in its stores. Starbucks hopes to give employees more peace of mind at work, Mr. Yu said.

Star Fund

It’s a voluntary mutual aid program for Starbucks employees, and the company regularly pays into the fund. If an employee encounters an accident, they can apply to the committee and have the opportunity to get help. Even if the support fund does not cover all needs. Star Fund is also open to part-time employees.

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源:麦斯特人力资源；编辑/翻译：CXO UNIONCXO联盟小C。

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