Employer Brand Building Research

Along with the competition for talent becoming more and more intensely, now we faced with an unprecedented global shortage of talented technical worker. Comparing with the past time, it's harder to attract the high level talented labor and more difficult to detain such labor. The enterprises do utmost all to recruit and steady talented staffs: multiplex employment channel, outstanding want ad, good paying, and consummate training system and so on. At the same time, employees are seeking the ideal work opportunity. What Chinese enterprises do for the talent is to invest more and more money. Definitely, high salary and good benefit are helpful to attract and steady employees. But, for most of the employees, they all have a satisfying level about the income. When achieving this level, money is no longer the inspiring factor. As the employees' quality enhancing, employees more and more pay attention to all aspects about their work, especially the balance of work and life. Just like London business school Professor Charles Handy said: "From now on, we will be not to 'seek the work', but to 'seek the employer'. For any enterprise who wants to obtain the competitive advantage in the labor market, the long term and lasting method is to make their own employer's brand.Employer brand is the employer's image and prestige in the human resources market and its performance is a kind of relation which is a pledge the enterprise makes to the staff. And it's also a kind of enterprise culture. Once it succeeds, there will be brand effect, and this effect will be the immateriality capital of the enterprise.Brand construction is a delicate work. A healthy enterprise not only needs brand reputation and brand value approval in their goal customers, but also needs to make good employer's brand in their existing staffs and potential staffs. Making good employer brand is the key point to keep run the enterprise smoothly and develop well. After enterprise's and product's brand, Employer's brand will be another important projectCompare with the product brand and the enterprise brand, the history of employer brand is shorter, and the profundity researchers about employer's brand are few. Though the compare between employer brand and product brand which we are familiar with, this article expounds the distinction and the special sign of employer brand, and then proposes the employer's brand loyalty is the core of employer brand construction. By far the research about employer's brand though compare are few, this article summarize the predecessors' research and analyze deeply though compare in which fair theory is added. The promotion of employer brand loyalty is the foundation to expand the well-known of employer brand, and it's also the key point to enhance the reputation of employer's brand. High employer's brand loyalty means deep devotion to their work. The satisfaction of employer is the foundation of their loyalty. To gain their loyalty, enterprises have to strengthen the management of employment relationship. All above is the main content of the fist to forth chapters. At the last chapter, the article analyzed some aspects which Chinese enterprise should pay attention to, and also gave some advices though some short cases and the experiences of my work.This article aims to impel the Chinese enterprise to do better with their employer brand, and I really hope it can do something.