Research On The Employer Brand Construction Of X Beer CO.,LTD.

“Talents” is one of the core competitiveness of enterprises and plays a vital important role in the development of enterprises, especially at the age of knowledge economy, how to retain talent and attract more potential “employee” are issues that needed to be solved as a matter of urgency in the development of enterprises. In order to promote the enterprise development, improve the company’s personnel system and attract more talents, the senior staffs of enterprise need to popularize a new philosophy for human resource management----employer brand construction. Different from enterprise or product brand, the construction of employer brand is recognized by the employee and approved by the society with its unique management model, talent concept and brand culture, which plays a very important role in attracting and retaining talents, improving the employee satisfaction and the competitiveness of the corporate brand.In order to study the values and influential factors of employer brand thoroughly, it analyzes the existing problems of enterprises in the construction of employer brand and then proposes the countermeasures accordingly, by taking the construction of employer brand of X beer company limited as an example, it analyzed the development environment, corporate culture, corporate influence and incentive mechanism etc, through the study of the relations between these factors and employer brand, it studied the existing problems in the implementation of employer branding of X beer company limited and proposed countermeasures accordingly.The paper is divided into five parts. Part one is introduction. As the groundwork for the whole paper, it introduced the research background, purpose and significance, the research issues, literature review, research ideas and methods as well as the limitation of the research; Part two is theoretical review. In this part, it introduced the basic content of employer brand in detail. For example, it analyzed the relevant concepts, influential factors of employer brand, the implementation steps of employer branding and related theories, such as the theory of value-orientation and the theory of brand loyalty etc. Part three is the study of construction of employer brand in X Beer Company Limited. This chapter is the emphasis of this paper, through the analysis of current situation of the employer brand construction in X Beer Company Limited and it obtained a comprehensive knowledge of existing problems in employer brand construction and analyzed the reasons for these problems. Part four illustrates the incentive system design and the construction of employer brand of X Beer Company Limited. This part is the core of the paper and also the research objectives, based on the knowledge of the existing issues in construction of employer brand in X Beer Company Limited, a strategic positioning for the employer brand construction of this enterprise was made and development proposals were provided, it is expected to improve the company’s incentive system and employee’s salary to carry on the brand culture construction and promote the construction and perfection of employer brand in X Beer Company Limited. Part five is the conclusion of this paper. In this chapter, it made a conclusion of the overall viewpoints in this paper and proposed its application values as well as advices for future studies.