Employees Employer Brand Perception Engagement

In the 21st century, the talent attraction and incentive has become the theme of enterprises'competitive advantages. How to effectively motivate employees and improve their engagement degrees is the most important subject in management. While the employer branding is widely seen as a effective means to ascend employee engagement degrees, meanwhile, whether the employer branding can carry out its function is reflected in employee's engagement degree level. Therefore, discussing the way of employer branding management to find how to improve engagement degree has a strong research significance.In the early 1990s, the employer branding concept came into people's perspective. Brands are among a firm's most valuable assets and as a result brand management is a key activity in many firms. Although firms commonly focus their branding efforts toward developing product and corporate brands, branding can also be used in the area of human resource management.In the economic background of talent competition becoming increasingly incentive, many outstanding organizations have found that effective employer branding leads to competitive advantage, helps employees internalize company values and assists in employee retention. Therefore, the employer brand has,in recent years, seen increasing recognition and concern in both academic community and the business world. In China, relying on kinds of outstanding employers selection activities, the employer branding concept ideas began to get concern by enterprises. Facing the challenges of intense global competition, rapid technological changes, growth of the knowledge economy, and the need for flexibility and expertise in the workplace, how to attract people with the right skill set and competencies who also fit the need and the culture of the organization is becoming the most pressing problem of talent acquisition. Therefore, employment branding, as a long-term strategy designed for talent planning and management, are being accepted and obtain rapid development by many Chinese enterprises in recent years.However, the lack of the practitioners'deeply understand and academic research about employer branding puts forward a lot of valuable research angles to researchers. What theory can help us to understand the employer branding? Whether employer branding promote organization's competition in talent market? Whether play an important role in attracting, retaining and incentive talents? As an strategic approaches in combination with human resource management activities, how employer branding can be promoted targeted pertinently? Aiming at these problems, this article will review the employer branding concept, Then we present a theoretical foundation for employer branding, using both management and marketing literatures. After that, construct the measurement system of employer branding perception, explore the relationship between the employer branding perception and employee engagement, to put forward the way how to promote employee engagement by employer branding finally.