The Research On Implementing The Employer Brand Strategy For Chinese Companies

With the establishment of human-centered conception and the development of employment relation theory, the employer brand has, in recent years, seen increasing recognition and concern in both academic community and the business world all over the globe. In a large number of Chinese companies however, the importance attached to employer brand is still far from enough or effective and many domestic firms, in their efforts to execute brand management, are facing a hard time in carrying out their employer brand strategies.This thesis first of all illustrates the background and significance of the research into employer brand and defines a number of crucial concepts related to this subject. A detailed instruction on relevant prevailing theories and documents is then provided with an emphasis on the latest development of employer brand theories in foreign countries. The third part of the thesis throws a close look into the status quo of employer brand strategies being carried out by domestic Chinese businesses and compares it with that of their foreign counterparts in developed countries in Europe and America. Based on the comparison, Chinese companies are found to lag behind in certain aspects and solutions are proposed. Finally, the thesis provides a case study where a company with successful employer brand is closely looked into and experiences and lessons are demonstrated for reference and further investigation.