Analysis On The Current Situation Of Employer Brand Construction Of Bank Z And The Countermeasures For Promotion

The capitalization of human resources in the knowledge-based enterprise strategy homogeneity talent development direction across diverse employees caring human talent development from the background of recruitment advertising alone has been difficult to attract talent,the high salary cannot complete ascension employee engagement satisfaction and retain talent under this trend,people begin to pay close attention to build enterprise good employer brand image,to strengthen the construction of employer brand to attract external staff,motivate and retain staff.Z bank is a representative listed city commercial bank in a period of rapid development and reform.Facing fierce competition from the five major domestic Banks and joint-stock commercial Banks,Z bank strengthens the construction of employer brand and has an increasingly urgent need to recruit talents.This study using the method of literature review,questionnaire,interview survey method,comparative analysis,case analysis,on the basis of theoretical research,with Z bank as the actual research object,selecting the employer brand evaluation index system,combining with the Z bank employer brand development present situation,analyzing the Z bank the problems in the process of employer brand construction,improve countermeasure is given.Through practical research,it is found that for internal employer brand building,Z bank strengthens leadership training of grassroots managers.Build a communication mechanism based on the employer's brand and build a career development platform;The establishment of a salary and welfare system matching the contributions of employees can be improved in three aspects.For external employer brand building,the image of employer brand should be customized,and external cooperation should be emphasized to enhance the influence of employer brand.Finally,based on the employer brand building of bank Z,this paper puts forward corresponding Suggestions for the employer brand building of such domestic urban commercial Banks.