The Research On The Innovation Of Employer Brand Communication On Internet

In modern economy, the ability of innovation is playing an important role in the competitionbetween countries and corporations. According to Joseph Schumpeter’s theory in economic,talent is the big part of innovation. The present situation of talent retention and attraction inChina is not optimistic. Brain drain and labor shortage have been the major problems. In thiscase, employer branding and employer brand communication should be the priorities ofChinese corporations, which will promote their attractiveness in human resources market.The rapid changing of information technology gives network media an incomparableadvantage on employer brand communication. In the meantime, a new type of networkcommunication environment also provides a lot of space on employer brand innovation.Based on a background like this, this thesis summarized the challenges and opportunities ofemployer brand innovation, analyzed the insufficient of employer brand communication andprovided ways of employer brand innovation for Chinese local enterprises.Five chapters were set in this thesis. The first chapter of this thesis is an introduction, whichdescribed the research background, research significance, research status, research ideas andresearch methods of this thesis, Thesecond chapter is defining employer brand, mainly focus on carding the basic theories ofemployer brand and discussing the difference between employer brand and some of theconcepts in enterprise management, The third chapter summarized the challenges andopportunities for employer brand innovation from three dimensions, which are network users,network media and new type network communication environment, The fourth chapteranalyzed the insufficient of employer brand communication of Chinese local enterprises, Thelast chapter provided ways of employer brand innovation, which can simply concluded as bigdata communication thought mode for employer brand holder, creating a employee cognitivesurplus assembling platform, using a content form in the context of social media environment,and pay more attention on the coordination mechanism in the organization, which has a mainrole in employer brand network communication.