The Research On The Construction Of Employer Brand In The Enterprises

In the contemporary era, with the rapid development of information technology, enterprises competition becomes increasingly intense, and the focus gradually shifts from the end product competition to the source competition for talent. In this case, the key to gain and sustain competitive advantage lies in the man, excellent and stable staff. The creation and development of the Employer Brand theory conforms to the needs and characteristics of the times. The Employer Brand becomes a vivid brand which emerging from behind the product brand and the enterprise brand。This article takes the construction of Employer brand as the research content, the methods include literature analysis, inductive method, surveys and factor analysis. First, This study analyzes the basic theory of the employer brand, and do the further research into the relationship between it and the brand theory、the strategy human resources management theory, and the psychological contract theory. The study analyzes the foundation and principles which influencing the construction of Employer brand, and points out that the construction should in accordance with employers brand positioning, employers brand index system design, employers brand internal brand construction, external brand promotion, employers brand construction effect evaluation and feedback. According to the index system in the third chapter, this paper makes a deep research, and obtains the index system of employers brand building, including full salary, work value, work and life quality, the strength of enterprises, enterprise system and environment, enterprise reputation. Finally, based on the above research conclusion, the study made the corresponding recommendations for the construction of internal and external employer brand.