Research On The Employer Brand Building Of International Commercial Banks Under New Situation

Along with the increasing competition within market economy, the focus of theenterprises’ competition gradually shifts from the service/product to the talentscompetition. Under the present economic situation, that how to retain the core staffsand how to attract the potential target talents become a great challenge to theenterprises. With the acceleration of Chinese WTO course, the internationalcommercial banks began to have a national identity in2007and formally entered theChinese market competition. With their own advantage, the international commercialbanks use much employer-brand experience of the other global enterprises forreference to explore the building of employer brand in China.This thesis takes the Employer Brand Building of the international commercialbanks as the research content, with the methods including literature analysis, inductivemethod, through the case study of the international commercial bank H. First, thethesis analysis the basic theory of the Employer Brand, including the intension andextension, summarized the theory research achievement of the Employer Brand,illustrated the value of the Employer Brand Building, presented the contributoryfactors to the Employer Brand Building. After the SWOT analysis of the internationalcommercial banks’ situation, based on the Employer Brand Building‘s4P model, thecontest study the international commercial banks’ strategy to build their employerbrand. The employer brand building is divided to three stages: the preparation, theimplementation, the consolidation. With the way combined the theory and the practice,the paper introduce the implementation stage with internal and external construction.Take the international commercial bank H for example, this thesis illustrate their goodachievement and the deficiency on employer brand building.