Study On Employer Brand Building Of Company Y On Campus Recruitment

In 2023,as the COVID19 gradually recedes,the domestic economy and industry has come back recover.Whether the human resource management in company,the balance of supply and demand in the talent market or the trend of talent mobility,New changes have already taken place in the post-epidemic era.5G,AI,big data,industrial Internet and other digital technologies are deeply integrated.The IT and CT industries continue demanding digital talents to inject new innovations.Brand new digital jobs also arise in Traditional Manufacturing,biomedicine,and energy industries since the industry digitization.The demand for digital talents keep increasing in the entire talent market.On the other hand,first group of post-2000 Generation(Generation Z)has arrived into talent market and starting a career in the workplace,they were born with the wave of China’s Internet,and grew up under the background of China’s reform and opening-up economy period."Lying flat but involution,Buddhist but spiritual internal friction" these vocabulary seem to be contradictory,but fitting Generation Z so well.How to deeply understand the characteristics of Generation Z,gain insights into the demands of Generation Z,meet the preferences of Generation Z,and build an employer brand for this new people under the background of the new era has become an important issue and considerations for companies’ campus recruitment.This article adopts the interview method,questionnaire survey method,and literature research method.Starting from the theoretical basis of employer brand and employee’s Brand equity and brand wheel theory,it takes Company Y’s 2021-22 campus recruitment practice,data and research results as the foundation of this research.Based on the research,along the main links of Company Y’s campus recruitment process,Six aspects of employer brand are used to try to solve the problem of employer brand building in the current stage of campus recruitment,and propose a construction or optimization plan.Moreover,the research on Company Y’s employer brand building is trying to introduce a theoretical basis for its employer brand structure,and to promote the feasibility of its campus recruitment practice,and its enhance talent attraction,to provide assistance for the long-term development of its enterprise,on the other hand,it also provides a reference for more enterprises like Company Y that are committed to improving their employer brand building under the background of the new era.