Employer Brand Strategy Research

Employer brand strategy is a new competitive strategy of the overall brand-building in the enterprises. Competition among enterprises has been far beyond the traditional sense of the product and technology competitiveness, it appears the talent competition. The professional dedication, satisfaction and cohesion of the staff can make a direct impact on business success, and the staff is the most important corporate assets, is the key to winning business. Outstanding employer brand can enhance corporate to attract quality people join, and can retain these outstanding employees. These people are the core competitiveness of enterprises, and can form a powerful cohesive force, and they are the largest corporate wealth.In recent years, the surveys of employer brand do a full swing, so that enterprises pay more attention to the employer brand building, the building of the employer brand has been put on the strategic height. Therefore, to aware the status of the employer brand building, investigate the common characteristics of outstanding employer brand, bring up the employer brand-building measures and proposals have great significance to enhance the competitiveness of enterprises.Based on the concept of brands and brand building, this research study the employer brand building by the employer's internal and external image-building, integrate various community surveys and analysis models, focus on how enterprises use this opportunity of "new Labor Contract Law" publication, to construct employers brand and corporate culture, improve employee satisfaction, sense of belonging to meet the staff, and sense of accomplishment. This paper is divided into six chapters, first of all, introduce the concept of employer brand, and then analyze the status of the employer brand study from four perspectives, and investigate the value of the outstanding employer brand from the four dimensions, sum up the outstanding features of the employer brand enterprises; followed, pointed out the existing problems during the domestic employer brand building development; finally according to the questions to build evaluation models and quantitative index system, and on this basis, give some suggestion of building good employer brand strategy. Chapter 1 Introduction, mainly on significance of the employer brand building in the context of globalization today and in the increasingly fierce competition situation.Chapter II Review of the concept and formerly study, including the definition and concept of several brands, as well as domestic and foreign study review on employers on brand building.Chapter III why employers should build brands, from the impact to overall enterprise brand to the integration of the enterprise management system and corporate culture, and to the systematic management of human resources, the final to win the employers and employees, found that the extraordinary value. A series of surveys and study also found that excellent employers brand have some superior points in common in these four dimensions.Chapter IV analyze the status of the domestic employer brand building, and the problems that exist in branding building: no real strategy in line with corporate strategy, business and cultural awareness of the importance of the building was inadequate, and internal employee satisfaction is not very good planning and implementation, and so did not grasp the opportunity of the external image set up such as campus recruitment, and so on.Chapter V address issues of concern and point of view, review different standards and dimensions of the employer under the brand evaluation model: representation of the consulting firm, investigation of the authority of special network company for university students in the talent market, media attention to this subject and so on. The index system under the target group analyze the internal brand building, from a sense of belonging, the sense of growth, achievement of three indicators on satisfaction, and investigate the four-dimensional external employer brand index system.Chapter VI mainly suggest some specific measures from the macro-and micro-policy point, proposed in corporate strategy on how to grasp, how to integrate into the culture, how to design salary payment, what is the roles of the enterprise in creating development opportunities and career development of staff to satisfy the staff from a sense of belonging, the sense of growth, a sense of achievement. How to grasp this opportunity of the promulgation and implementation of the "new labor contract law" to make their own image of the employers come to the fore, so that make employees feel that their business is also a home through improved labor relations.