Research On The Enterprises Employer Brand Building Based On Shandong Merchant Culture

In the era of knowledge-based economy, human resources become the most important resource. The employer brand building is not just the human resource allocation problems, it has become importance means to enhance the core competence and one of the success strategic elements. Companies have to seek ways and means to attract and retain talents in the competition of talents. Employer brand has significant brand effect in the labor market, companies begin to pay attention to employer brand messages and try to use of brand-building strategy to increase business attractive to potential and existing employees. The good employer brand not only makes enterprises better in their areas, but also makes core talents can't be poached by high paid and attracts the outside talents. In the earth of Qilu, enjoys rich resources from nature's treasures and the talents of inhabitants, gave birth to the unique value system of Shandong merchant culture of pursuing excellence, advocating Hubert, honest and trustworthy, people-oriented and harmony prosperity.Shandong merchant culture had developed thousands of years, formed its own characteristics and traditions, plays an important role in the business culture and provides useful ideas for the building of employer brand.This article is based on the marketing theory, used literature method and qualitative analysis method, analyzed the affects of the employer brand building from the behavior of cultural layer and the spirit of cultural layer, built the relational model of Shandong merchant culture and the employer brand building. Learning the essence of Shandong merchant culture and put it into the employer brand building, inspired by the culture, proposed employer brand building system. This article provides reasonable recommendations from strategy setting to run tactics and to promote the employer brand building sustainable and healthy development.