Research On Employer Brand Management Of Chinese Enterprises

Employer brand is the key to keeping the competitive advantage on both of the labor market and product market. Employer brand strategy is the blue sea strategy on labor market.The purpose of the study is to propose the concept and management model of employer brand of High-tech companies operated in China, from the angle of Human Resources Management, and discuss the way of building the employer brand for S technology limited company.Since there isn't uniform research result on the concept and management model of employer brand, the author analyzes the existed researches on employer brand by organizations both in China and overseas, and propose a general management model of employer brand. Then, the author analyzes the experience of employer brand management of some famous High-tech employers such as: Haier Group, Lenovo Group, Baidu.com and Siemens limited (China),Besides, the author considers the characteristics of companies operated in China. On the basis of above analysis, the author proposes the concept and management model of employer brand of High-tech companies operated in China.The main results of this study include: employer brand is the blue sea strategy on labor market.The value of Employer brand include functional value, experimenting value and symbol value. Evaluate employer brand by three index: operating result,care employee,and corporate responsibility. The process for employer brand management is: proposition, specialization, promotion and updating.The values of this study are:1^st,the author concludes the existed research on employer brand, and propose a general management model of employer brand;2^nd,propose the concept,function,value, evaluation system, and management model.3^rd, design the construction and promotion plan for S company.The author hopes this study would be helpful for other companies operated in China to understand employer brand and implement its employer brand strategy.