Research On Employer Brand Building Of Ping An Bank Ltd Taiyuan Branch

In recent years,the bank,as the mainstream financial service institution in China,has occupied a relatively important commercial position,which is more related to the stable development of national economy.However,with the accelerated reform and adjustment of the financial government and the increasing number of third-party financial institutions,China's banking industry is facing an increasingly fierce competition environment.The profitability of commercial Banks is greatly affected,and the bank staff turnover rate and turnover rate are relatively high.In the current competition of incentives,the loss rate of bank staff gradually increases.Such a severe form is a very big challenge for the banking industry and has a great impact on the service of Banks.Employer branding can help Banks solve this problem.To curb the rising loss rate and enhance their competitiveness,Banks must follow the trend of The Times,attach importance to the construction of the employer brand,build the employer brand and promote the sustainable development of the bank.Based on the above research background,this paper studies the employer brand construction of taiyuan branch of ping an bank by the methods of literature,interview and questionnaire.First in this paper on the basis of the research background and research purpose for an employer brand construction related research status at home and abroad was summarized and combing,and then extracted in this paper,the possible innovation points,and further to the employer brand and related theory,the factors influencing the employer brand and employer branding principles were summarized;Second,the ping an bank taiyuan branch employer brand construction analysis of the status of the investigation,through the investigation and interview,found that ping an bank taiyuan branch employer brand building there is a staff of employer brand awareness is low,attractive low salary welfare system,employees' career advancement mechanism imperfect,the lack of strong cultural atmosphere and bank demand for employees' psychological problems such as unclear;Finally,in order to better promote the construction of the employer brand of ping an bank taiyuan branch,countermeasures were proposed to strengthen the employer brand infrastructure,improve the salary and welfare system,improve the employee career promotion mechanism,strengthen the bank culture construction,enhance the core competitiveness of the bank and clarify the psychological needs of the employees.