Research On Brand Promotion Countermeasures Of External Employers Of K Company

With the development of talent economy and the transformation of employment relationship,high-quality talents have taken more initiative in the employment market,which requires employers to pay attention to the brand construction of their external employers and establish a high reputation and appeal in the labor market,so as to attract more high-quality talents.Based on this,more and more enterprises,especially domestic first-line Internet enterprises,gradually incorporate building employer brand image into the strategic investment strategy of enterprises in human capital,so as to maintain and establish the long-term competitive advantage of enterprises.As an enterprise with both head Internet Group and entertainment industry background,K company has established a leading position in the industry in the development of nearly two decades.However,in recent years,it has neglected to establish and manage the brand image of external employers,coupled with the rapid development of competitive products enterprises in the Internet industry and the increasingly fierce competition for talents among enterprises,which has led to the gradual decline of the competitive position of K Company in the human resources market.It is urgent to further optimize the brand construction strategy of external employers of K company.At present,the research of foreign experts and scholars on enterprise employer brand started earlier,mainly focusing on the discussion between employers and employees.They believe that employers should pay attention to improving employees’ sense of belonging and dependence on the enterprise,the professional skills of employees,and balancing the interests and needs of employers and employees.Domestic research and practice in this field started relatively late,mainly from the perspective of human resources and marketing.On the whole,scholars at home and abroad agree that the employer brand is the synthesis of various interests provided by the enterprise for employees.A good employer brand is conducive to attracting external talents and motivating and retaining existing employees outside the enterprise.This study focuses on the construction of external employer brand of K company,and mainly discusses the construction dimension and practice path of employer brand for external candidates.In order to solve the problems and difficulties faced by K company’s employer brand in the talent competition,this thesis puts forward constructive and efficient countermeasures and suggestions.Based on the scope of human resource management,this study focuses on the current situation and future development needs of external employer brand construction of K company,adopts research methods such as literature research,questionnaire survey and survey interview,reads a large number of domestic and foreign literature,designs and issues questionnaires to external groups of K company,carries out face-to-face survey and interview for internal employees of K company,and deeply excavates and absorbs the concept and application of employer brand construction,Combined with the actual situation of K company,this thesis analyzes the problems and reasons existing in the existing employer brand construction of K company,explores the optimization suggestions of external employer brand construction suitable for K company,tries to enlighten the specific implementation methods of external employer brand construction of K company,and provides practical ideas at the operational level for the construction of external employer brand of the enterprise.Through actual research and data research,it is found that there are some problems in the external employer brand construction of K company,such as unclear employer brand positioning,lack of refining and integration of employer information,lack of operation of external communication channels and so on.Based on this,this study combs and refines the employer brand positioning and characteristics of K company,and puts forward optimization suggestions from the perspective of content building and publicity channels for the external employer brand of K Company from the practical application level,which has a certain reference value for the fierce talent competition faced by many Internet enterprises and even traditional enterprises.