Research On Employer Brand Optimization Of X Real Estate Enterprise

In the era when talent is productivity,excellent talent team has gradually become the key factor for the sustainable development of enterprises.X real estate enterprise is a small and medium-sized real estate enterprise established in 1994.At present,the enterprise has problems such as serious aging of employees,high slack and difficulty in recruiting talents.Optimizing the existing employer brand and giving full play to the role of employer brand in attracting,retaining and motivating the employees and potential employees is the key for enterprises to enhance their talent competitiveness.In this paper,the literature review method is used to study and sort out the relevant literature of employer brands at home and abroad,so as to lay a solid theoretical foundation for the following research.In order to more in-depth and detailed study of case enterprise employer brand,in this paper,the three management and seven ordinary staff conducted interviews,comprehensive summary of the case enterprise has more practical value of the employer brand dimension,and on this basis,draw lessons from the past classical measurement questionnaire,compiled the external employer brand questionnaire and internal employer brand,60 external job seekers and 110 internal employees were selected to conduct a questionnaire survey.By analyzing the current situation of employer brand construction of X real estate company and combining the results of this questionnaire survey,it can be found that there are some problems in employer brand construction of X real estate company,such as weak salary competition,imperfect incentive system,low enterprise popularity and lack of professional employer brand team.Therefore,X real estate company optimized the employer brand of X real estate company as a whole by improving the compensation and incentive system,enhancing the company’s reputation and setting up a professional employer brand team.This paper puts forward scientific and feasible suggestions for the employer brand construction of X real estate enterprise,which has reference and guidance significance for the employer brand construction of private real estate enterprises.