Research On The Creative Communication Of External Hired Brands Based On Content Analysis

With the development of several scientific and technological revolutions and the clarion call of "talent war",human resource management has gone through the transformation from "employer manages labor force" to "employer serves talents".Employer brand has gradually become an important part of enterprise brand construction.Employer brand can be divided into internal communication and external communication according to different communication objects.External communication of employer brand is very important for the construction of overall employer brand.With the development of the Internet,enterprises are facing the dramatic changes in the communication environment,technology changes with each passing day,target group distraction and other changes,which bring opportunities and challenges to the external employer brand communication.In the face of this change,the author introduces CCM(Creative Communication Management),a revolutionary theory of brand marketing communication for the advertising industry in the digital era,into the field of employer brand,and analyzes the situation of external employer brand creative communication in the Internet era.This study takes content analysis as the main research method.After combing the birth background and the development of employer brand communication,it clarifies the opportunities and challenges faced by external employer brand communication in the Internet era,and points out that enterprises need to carry out creative communication in external employer brand communication activities.Then,through the sampling of change probability,82 Enterprises of 100 enterprises in the list of "China's best employers" jointly released by Zhilian Zhaopin and Peking University,which have traces of external employer brand communication activities on the Internet platform,are taken as the research objects,and the content of their published creative communication content is taken as the research samples for content analysis,so as to analyze the external employer brand creative communication status of enterprises Conduct research.Through the research,it is found that enterprises in the Chinese talent market have the awareness of using communication elements to carry out external employer brand creative communication,and have made some attempts to use various forms of expression to carry out external employer brand creative communication,but overall,it is still in the primary stage of development,and there are some problems and limitations.In the aspect of the utilization of communication resources,most enterprises rely solely on WeChat official account for external employer brand communication,lacking the awareness of comprehensive distribution of resources.In the practice of external employer brand creative communication that has been made,from the perspective of communication meta type,enterprises prefer to rely on the life maker and theme communication meta to carry out creative communication,but the utilization of hot communication meta is not sufficient,and there is insufficient monitoring of communication environment;from the perspective of target group,the target group of these creative communication content is large More specifically for the campus recruitment group,or in the face of the overall target group,for the social recruitment group segment content is insufficient.According to the conclusion of the study,this study puts forward the following opinions on the external employer brand creative communication of enterprises in China's talent market and communication environment:always supervise and improve the communication monitoring system;creativity is the king,and constantly try to communicate yuan;overall layout,make full use of the communication resources;pay equal attention to school and society,and take into account multiple types of communication objects.