1、Hard work doesnt always payDoes it ever make sense to contribute your labour free of charge? Matthew Lewis, then an out-of-work masters graduate, decided it did. Sadly, the introductions to employers promised in lieu of a salary never materialised. Instead, he spent six months interning at a busines

2、s development consultancy making sales calls without pay or commission. “I did the same job as the guys who hired me but they were salaried and I wasnt,” he says.付出勞動但不收取報酬有任何意義嗎？當時正處于失業狀態的碩士畢業生馬修?劉易斯(Matthew Lewis)曾經斷定，這么做確實有意義。遺憾的是，不付薪水但向用人單位推薦的承諾從未兌現。相反，他在一家商業發展咨詢公司實習了6個月，做著打推銷電話的工作，卻未得到薪水或傭金。他說，

3、“我和雇用我的人做著相同的工作，但他們領工資，我卻沒有工資。” His is not an isolated case. Reports abound of unfair practices. In February, a BBC documentary, Who Gets the Best Jobs, highlighted the prevalence of unpaid internships in the world of fashion PR. More recently, HSBCs legal division was accused of nepotism and bolste

4、ring social inequality when a senior employee implied that his department limited work experience to the offspring of its own executives. In April, Nick Clegg, the UK deputy prime minister, said Whitehall would ban informal internships as part of a drive to improve social mobility.馬修的經歷并非個例。有關不公平做法的

5、報道數不勝數。2月份，英國廣播公司(BBC)一部名為誰得到了最好的工作(Who Gets the Best Jobs)的紀錄片著重介紹了時尚公關領域無薪實習盛行的狀況。最近，匯豐(HSBC)法律部被指支持裙帶關系和助長社會不公，因為一位高級職員暗示他的部門把實習機會留給部門高管的子女。4月份，英國副首相尼克?克萊格(Nick Clegg)表示，作為改善社會流動性舉措的一部分，白廳(Whitehall)將禁止非正式的實習生制度。 Now the controversy has been stoked further by former intern Ross Perlin. In an expo

6、sé of questionable practices, Intern Nation: How to Earn Nothing and Learn Little in the Brave New Economy, he estimates there are 500,000 unpaid interns in the US, subsidising corporate America to the tune of $2bn a year.眼下，前實習生羅斯?波林(Ross Perlin)又為這場爭議火上澆油。他在實習生之國：如何在美麗新經濟中分文不賺并所學甚少(Intern Nat

7、ion: How to Earn Nothing and Learn Little in the Brave New Economy)一書中揭露了一些成問題的做法。據他估計，美國有50萬名無薪實習生，他們每年為美國公司節約費用高達20億美元。 However, stories of employers in fashion, politics, advertising and the media giving a leg-up to sons and daughters of acquaintances, or taking advantage of jobless graduates des

8、perate for an inside track, paint a partial picture. For every alleged abuse there are also companies using internships to spot outstanding potential and beat competitors in the annual scramble for the best students. “For us, internships are an investment,” says Fran?ois de Wazières, internatio

9、nal recruitment director at LOréal, which recruits 3,400 interns worldwide and pays them. He says they receive an average of about 1,500 ($2,400) in the UK and 1,400 ($2,000) in France.但是，時尚、政界、廣告和媒體業的雇主向熟人的子女提供幫助，或者對那些還沒找到工作、迫切希望獲得有利地位的畢業生大加利用，這些報道僅描繪出了部分真相。盡管有多種陋習受到指責，也有公司利用實習生制度物色杰出人才，在每年一度的

10、優等生爭奪戰中擊敗對手。歐萊雅(LOréal)在全球招聘3400名實習生，并向他們支付薪水。歐萊雅全球招聘總監弗朗索瓦?德瓦茲耶赫(Fran?ois de Wazières)表示：“對于我們來說，招聘實習生是一筆投資。”他表示，實習生在英國的平均薪水為1500英鎊（合2400美元），在法國是1400英鎊（合2000美元）。 Some interns at other companies receive non-financial rewards such as a phone after working on a campaign for a mobile phone br

11、and. More important perhaps, practical experience can be a crucial springboard into employment as employers often see it as vital way to spot talent. The creative industries have a tradition of doing this. Like many agencies, marketing group Iris Worldwide hosts unpaid students and encourages them t

12、o brainstorm and work up ideas. “The thing students need most is experience and access to people in the industry,” says Ian Millner, the chief executive也有些公司的實習生會收到非財務性獎勵，比如參加某手機品牌活動的相關工作之后可獲得一部手機?；蛟S更為重要的是，實際經驗可能成為日后就業的關鍵跳板，因為用人單位經常把實習視為發現人才的一條重要途徑。各種創意性行業都有這么做的傳統。像許多機構一樣，營銷集團艾睿思環球(Iris Worldwide)免費

13、招聘學生前來實習，鼓勵他們進行頭腦風暴，發掘出種種創意。該公司首席執行官伊恩?米爾納(Ian Millner)表示，“（學生們）最需要的是獲取工作經驗并結識行業內人士”。 The counter-argument is that giving employers a free ride with un-paid labour props up companies that would otherwise go out of business, depresses wages and limits the career options for students who cannot afford

14、 to work free. Mr Perlin also argues that internships take away opportunities from regular workers.反對的觀點則認為，允許用人單位搭乘無償勞動的便車，讓一些原本會倒閉的公司得以維續。這么做也使企業得以壓低工資，并限制了學生的職業選擇他們的經濟狀況不允許他們免費勞動。波林還認為，實習生制度剝奪了正式員工的機會。 When does give and take tip over into exploitation? In the UK, it boils down to whether an indi

15、vidual falls within one of four exemptions to the National Minimum Wage Act: volunteers; voluntary workers; work-shadowing/work experience; and students on course placements. Simply labelling someone an intern is not a get-out, says Alison Clements of Lewis Silkin, the law firm. What matters is whet

16、her “they are performing real work” and are obliged to work fixed hours.這種“一個愿打、一個愿挨”的做法何時會變質成為剝削？在英國，判斷標準就是實習生是否屬于全國最低工資法案(National Minimum Wage Act)中規定的四種例外情況：志愿者、義務工作人員、工作觀摩/工作實踐和課程實習生。簡單地給某人貼上“實習生”標簽不是解決辦法，Lewis Silkin法律事務所的艾莉森?克萊門茨(Alison Clements)表示。重要的是，他們“是否從事真正的工作”，以及工作時間是否是固定的。 Adam Forema

17、n, a partner at Littler Mendelson, the law firm, says US law that guarantees interns a minimum wage is often ignored. Because “the interns are hoping to turn their internships into full-time jobs”, he says, transgressors are rarely hauled before the courts.利特勒?門德爾松律師事務所(Littler Mendelson)的合伙人亞當?福爾曼(

18、Adam Foreman)表示，美國法律規定應向實習生支付最低工資，但這常常被忽略。他表示，因為“實習生們希望通過實習經歷成為正式員工”，所以犯規者很少被起訴至法庭。 In Intern Nation, Mr Perlin dissects the employment practices of some of the worlds biggest corporations, inc-luding Disney, which he accuses of replacing “well-trained, decently compensated full-timers” with an army

19、 of low-paid interns. But for employers that approach recruitment strategically, internships are typically a cost albeit one they hope will pay off in better, happier recruits.在實習生之國一書中，波林剖析了一些全球知名大公司的招聘慣例，比如他指責迪斯尼(Disney)用大量低薪實習生取代了“訓練有素、薪酬可觀的正式員工”。但是，對于那些以戰略性眼光對待招聘事宜的雇主而言，實習制度通常是一項成本只不過，他們希望這項付出未來

20、有所回報，令他們招到更好、更滿意的員工。 By September this year, the UK division of PwC, the professional services firm, will have recruited about a third of its 2012 graduate intake from its summer vacation interns. Over the coming weeks, the group selected through open competition will be paid a graduate starting sal

21、ary, meet clients, receive training and tackle a project. “Our recruitment tools can tell us whether a candidate is right for us,” says Richard Irwin, head of student recruitment. But without this kind of hands-on experience, “what the candidate might not know is whether we are right for them”.到今年9月

22、，專業會計師事務所普華永道(PwC)的英國分部將已經招募到其2012年畢業生總錄用人數的三分之一，這些人都來自該公司的暑假實習生計劃。在接下來的幾周內，這批在公開競爭勝出的實習生將開始領取畢業生起薪，會見客戶，接受培訓并接手項目?！拔覀兊恼衅腹ぞ吣軌蚋嬖V我們，某一位候選人是否適合我們，”校園招聘負責人理查德?歐文(Richard Irwin)表示，但是，若沒有這種實踐經驗，“候選人可能不清楚我們是否適合他們”。 All too often, says Rajeeb Dey, founder of Enternships, which arranges work placements in sm

23、aller businesses, employers fail to think through “what it means to have another person inside the company” and interns end up “running random errands”. They leave with a negative perception of the business that they may pass on to fellow students, including via websites such as Interns Anonymous.En

24、ternships是一家負責安排在小型公司工作實習的機構，其創始人拉杰卜?戴伊(Rajeeb Dey)表示，非常普遍的情況是，用人單位并沒有認真思考“公司里多進一個人有什么意義”，結果是讓實習生們“干些零散的雜活兒”。他們帶著對公司的負面印象離開之后，有可能通過Interns Anonymous等網站把這種印象傳遞給他們的同學們。 Allowing interns “quality time away from their desks” so they can explore the organisation is important, says Jennifer Cook, a gradua

25、te rec-ruitment adviser at Linklaters, the law firm. For John Cordrey, a 2010 PwC tax intern, networking with other functions led to a change in his career plans. He is now set to join PwCs corporate finance team instead of the tax division of a rival, whose internship was “less flexible”, he says.年

26、利達律師事務所(Linklaters) 的畢業生招聘顧問詹尼弗?庫克(Jennifer Cook) 表示，讓實習生“獲得一些工作之外的寶貴時間”，從而能夠了解他們所實習的公司，這一點很重要。對于普華永道2010年稅務部門實習生約翰?科德雷(John Cordrey)來說，和其他職能部門的接觸讓他調整了職業規劃。他表示，現在他即將加入普華永道的公司財務團隊，而不是一家競爭對手的稅務部門，那里的實習生制度“沒這么靈活”。 As the expectations of students change, so must internships. Mr de Wazières says LOr

27、éal “sells” its international careers to graduates. Until 2009, all interns did their placements in their home country, which for internationally minded high-fliers was frustrating. “For the current generation of students, early international experience has a much bigger appeal.”隨著學生們的預期發生變化，實習

28、生制度也必須相應調整。德瓦茲耶赫表示，歐萊雅正在向畢業生“推銷”國際職業發展機會。在2009年之前，所有實習生都是在本國完成實習的，令那些具有國際頭腦的佼佼者們感到沮喪?！皩τ诋斍斑@一代學生來說，早一點獲得國際經驗具有更大的吸引力?！?. Dos and donts for interns實習生注意事項 Check out your chances. Ask how many interns are made permanent. If the answer is very few, this may indicate that interns are seen as a cheap expe

29、dient, rather than as future employees. 判明你的機會。詢問一下一般有多少實習生最后成為了正式員工。如果答案是“非常少”，可能說明，公司把實習生視為降低成本的權宜之計，而并非未來的員工。 Establish the ratio of interns to staff. A high ratio can be a sign that the employers business model is unsustainable. 了解實習生與正式員工的人數比例。比例高可能表明，該公司的商業模式無法維持。 Check the work will be releva

30、nt. Also check what training you will receive and who will manage you. 確保你從事的工作與公司核心業務相關。也要了解你將接受哪些培訓以及誰負責實習生的管理。 Decide if the internship will develop your skills. Is it merely a job someone else would have to do? Ben Lyons, co-director of campaigners Intern Aware, says he has come across advertise

31、ments for “intern receptionists and cooks”. 判定實習是否會增進你的技能。這只是一項其他人也必須做的工作嗎？Intern Aware運動副總監本?萊昂斯(Ben Lyons) 表示，他就曾遇到過招聘“前臺實習生和廚師實習生”的廣告。 Dont be lured into working set hours without pay. Working flat-out can leave you no time to search for salaried employment. 不要被引誘接受工作時間固定但不付薪水的實習工作。一直忙工作可能使你沒有時間去

32、物色支付薪水的工作。 Dont be afraid to look at other options. Becky Heath, co-founder of campaign group Internocracy, says that volunteering may teach you more than a business that treats interns as free labour. 不要害怕看看其他機會。運動組織Internocracy的聯合創始人貝基?希思(Becky Heath) 表示，和一家把實習生當免費勞力對待的公司相比，志愿者活動可能會教會你更多東西。 People

33、, meet the parentsWhen Procter & Gamble took to British televisions this month to “recognise, celebrate and thank” mothers it had one particular parent in mind: itself. The real purpose behind the print and TV campaign was to showcase the US consumer goods group as parent to 50 household brands,

34、 such as Ariel detergent and Duracell batteries.本月初，當寶潔公司(Procter & Gamble)在英國推出以“認識、贊美和感謝”母親為主題的電視廣告時，該公司心里想的是一位特殊的“母親”它自己。這家美國消費品集團此番平面及電視宣傳攻勢的真實意圖，在于向世人展現其作為50個家居品牌的“母親”的形象其中包括碧浪(Ariel)洗滌產品和金霸王(Duracell)電池。It marks the first time P&G has linked its corporate name to its brands in the UK,

35、making it something of a laggard. Nestlé, the worlds biggest food group by sales, has been using its name across its 6,000 brands for more than 20 years. Unilever, the Anglo-Dutch consumer group, has been banging the corporate drum for almost a decade.這是寶潔首次在英國將企業名稱與旗下品牌聯系在一起，這讓它多少有些“遲來”的味道。作為全

36、球銷售額最大的食品公司，雀巢(Nestlé)20多年來一直在旗下6000多個品牌上使用公司名稱。而英荷消費品集團聯合利華(Unilever)著力推廣企業品牌形象也有近10年之久。Corporate branding, say its proponents, is a means of transferring all the good qualities of trust and reliability across an entire portfolio, be it from chocolate bars to cat-food or stock cubes to face cr

37、eams.倡導者們表示，企業品牌推廣是一種將信任與信賴的良好品質傳遞到整個產品組合的方式，無論是巧克力、貓糧，還是固態湯料乃至面霜等各類商品。This is what Petraea Heynike, Nestlés head of marketing and sales, calls the companys “seal of guarantee”. Not everyone at the Swiss group bought into the concept at first, she says: “We had to explain that its not about a b

38、rands one-to-one relationship with the consumer, but about who is making the product.”這正是雀巢營銷與銷售總監珀特賴亞?海奈克(Petraea Heynike)所說的公司“品質保證”。她表示，起初，這家瑞士公司并非所有人都認同這一理念：“我們不得不解釋說，企業品牌推廣無關某個具體品牌與客戶之間一對一的關系，而是要表明誰生產了這種產品?！盩hese advantages spill over beyond relationships with consumers to retailers and even em

39、ployees, as Paul Nevett, vice-president of Unilever Brand explains: “Consumers prefer to buy products from a company that they know and trust. Employees want to feel proud of what they do and talented people prefer to work for companies that are respected and trusted.”這些優勢從與消費者的關系蔓延到與零售商、甚至企業員工之間的關系

40、，聯合利華品牌副總裁保羅?納維特(Paul Nevett)這樣解釋道：“消費者更愿意從一家自己熟悉和信賴的公司購買產品。員工們希望自己從事的工作能帶來自豪感，而有才華的人樂于效力于受人尊敬和信賴的公司?！盚oward Robinson, a manager at customer insights agency Engage Research, goes one step further. “Overtly going out with a corporate ad is really talking to a different market place,” he says. “Thats

41、talking to the retailer; I think its talking to the financial market, to analysts and shareholders. And there its about expressing power, might, influence and credibility.”消費者研究機構Engage Research的經理霍華德?羅賓遜(Howard Robinson)說得更進了一步，“我認為，公開打出企業廣告，實際上就是向市場的不同領域發出聲音，這是在告訴零售商，也是在告訴金融市場、分析師和股東們。廣告的目的是展示公司的實

42、力、份量、影響力和公信力?！盨tuart Wood, executive creative director at Fitch, the design and branding consultancy, believes much of it is aimed at retailers. If a company can show it “owns” a category by having a few of the top-selling yoghurts, say it is a powerful negotiating tool with shops. “You can approach

43、 retailers and say: As Mr Unilever or Danone I can help elevate your entire yoghurt aisle because I have three or four big brands. You can negotiate a better environment for all these brands within that category and, because you are the leader, you will gain more than anyone else.”品牌設計咨詢機構費奇(Fitch)執

44、行創意總監斯圖爾特?伍德(Stuart Wood)表示，企業品牌推廣主要針對的是零售商。如果一家公司能夠表明自己“擁有”一個門類的產品比如說好幾種熱賣的酸奶這是一種與商家談判時的強大武器?！澳憧梢越忧⒁患伊闶凵蹋嬖V他：我們聯合利華（或達能(Danone)）擁有三四個大品牌，能夠幫你們提升整個酸奶貨品區的檔次。你能夠為該門類的所有品牌爭取到更好的環境；而且，由于你是市場領軍者，你還能得到比任何其他公司更好的條件。”Moreover, the reassurance these ads provide to consumers is also aimed higher up the food c

45、hain since happy consumers buy more, which means investors, retailers and so on will be happier with the parent company.此外，寶潔企業品牌廣告對消費者作出的保證，還旨在提升寶潔在“食物鏈”中所處的位置：因為心滿意足的消費者會買更多東西，這意味著投資者、零售商及其他相關方將對母公司更加滿意。P&Gs own research in other markets would certainly appear to bear this out. It claims that

46、similar corporate branding ads in the US, China, France and Brazil helped consumers understand the link between P&G and its individual brands and as a result increased their propensity to buy its products. (The measurement used is proprietary, the group says, and cannot be disclosed.)寶潔自己在其他市場的研

47、究，似乎注定會證實這一點。研究結果稱，寶潔在美國、中國、法國和巴西市場投放的類似企業品牌廣告，對于消費者認識寶潔與各子品牌之間的聯系有所幫助，并從而提升了他們購買寶潔產品的傾向性。（寶潔稱，相關測算方法為該公司專有，不便對外透露。）But, warns Don Williams, chief executive of Pi global, the branding agency, it can just so easily backfire and tarnish the whole portfolio if something goes wrong as happened with Toyo

48、ta, the worlds biggest carmaker by sales, when it suffered a mass recall last year.但是，品牌咨詢機構Pi global首席執行官唐?威廉姆斯(Don Williams)警告稱，企業品牌推廣同樣也很容易事與愿違，如果某些地方出了差錯，可能會損害整個產品組合的聲譽。去年，全球銷量第一的汽車廠商豐田(Toyota)就遇到了這種情況，當時該公司出現了大規模召回?！癟oyota has a strong halo effect,” he says. “But the minute they do something am

49、iss it really has a detrimental effect on all their cars, because the halo effect can work both ways.” It is not for nothing, he says, that Toyota brands its luxury division separately under the Lexus name.“豐田有著很強的光環效應，”他說，“但是，這種效應是一把雙刃劍，一旦做錯了（某件事），也肯定會損害到公司的所有車型?！彼硎?，豐田將豪華車業務獨立出來，置于雷克薩斯(Lexus)品牌之下，

50、也不是沒有原因的。However, Ms Heynike says that transparency and dealing with issues immediately and head-on, goes a long way to mitigating this. “In todays world of social media you cannot hide,” she adds.然而，海奈克表示，靠透明度和迅即、正面地處理問題，還遠不能減輕這種傷害?！霸谏缃幻襟w發達的當今，你無法隱瞞，”她補充道。Equally, as Nestlé and its peers put i

51、ncreasing effort into corporate responsibility and sustainability, they want consumers to know about these efforts. While some, such as Fairtrade accreditation, can be slapped on to packets, others are more amorphous linking back to the corporate rather than individual brands.同樣，雀巢和及其同行在企業責任和可持續性發展方

52、面不斷加大投入，為的就是讓消費者了解他們所付出的努力。盡管有些東西，比如公平貿易(Fairtrade)認證，可以找到具體的品牌，但有一些則難以歸類只能和企業自身、而非具體品牌聯系在一起。Agencies say a corporate brand is the best platform to help monetise more touchy-feely initiatives, be it sustainable sourcing, helping farmers in emerging markets or donating part of profits to clean water

53、supplies in Africa. Unilevers Mr Nevett says: “From our consumer research we know that peoples number one priority when choosing brands is, and always will be, to choose brands that are best for themselves and their families consumers dont compromise on functionality. However, people increasingly wa

54、nt to know that the brands they choose are not only good for them but also good for others and good for the planet.”一些機構指出，企業品牌是有助于將那些更為煽情的舉措貨幣化的最佳平臺無論是可持續采購、幫助新興市場國家的農民，還是捐出部分利潤、用于非洲的清潔供水。聯合利華的納維特說道：“我們通過消費者調查了解到，人們在選擇品牌時考慮的首要因素（永遠都將）是，選擇那些最適合自己和家人的品牌消費者不會在功能性上妥協。不過，人們越來越愿意了解到，他們選擇的品牌不僅適合自己，而且有益于他人

55、和整個地球?！盚e adds that when Unilever launched its worthy but hardly sexy Sustainable Living Plan what the company calls its project to be a more environmentally sustainable business last November, it provoked a few hundred tweets: “This shows the engagement that one can generate with increased corporat

56、e visibility.”他補充稱，去年11月，聯合利華推出了令人尊敬、但難言“誘人”的可持續生活計劃(Sustainable Living Plan)該公司稱之為更環保的生意，這招致了數百條推特發言：“這表明，增加公司曝光度能夠提升與公眾的互動效果?！盡s Heynike concurs. Communication of some of Nestlés activities, from supplying sustainable cocoa plants to farmers in Africa to saving the American honey bee, is aime

57、d at opinion leaders. But the message, she adds, is one that runs across both the developed and the developing world. “If anything, in the emerging markets where they have less money, they need to have that faith and trust in the manufacturer to an even greater degree,” she says. “For example, in Ch

58、ina where there have been several food safety scares you need to really believe you can trust the company.”海奈特也贊同這一觀點。雀巢對某些活動從為非洲農民提供可持續性的可可作物、到拯救美洲蜜蜂等一系列活動的宣傳，都意在影響意見領袖。但她補充說，其中傳遞的訊息是同時面向發達國家和發展中國家的?！叭绻惺裁床煌脑挘蔷褪窃谙M者收入較低的發展中國家，他們更需要（生產商提供的）信心和信任，”她說，“比如說，在（發生過多次食品安全恐慌的）中國，你必須確定你能夠信任那家公司?！盜n P&Gs case, the corporate branding is tied to its Olympics sponsorship and follows a similar campaign in Canada during the Vancouver Winter Olympics in 2010. Irwin Lee, general manager and vice-president for