Research On The Influencing Elements And Construction Of The Employer Brand In Private Enterprises Of China

As an important part of our national economy, private enterprises have been making outstanding contribution to the social progress and economic development in our country. At the same time, private enterprises have also made remarkable development. As economic globalization, industrial structure adjustment and transition, private enterprises have got increasingly strong demand for talent. However, private enterprises have neither advanced management system, management experience in foreign capital enterprises nor the historical background, rich capital in state-owned enterprises, so private enterprises has been at a disadvantageous position in the talent competition. From the domestic and foreign enterprises management practice, employer brand contracture is a good solution to change the disadvantage. So based on relevant research on employer brand, this paper mainly study the influencing elements and constructing strategies of private enterprises and hope to found an feasible path to meet the need for talent of private enterprises in our country.This paper firstly comprehensively comments the existing research results and proposes a series of Research hypotheses based on relevant theories. Then it makes a questionnaire survey and statistical analyze the data. Thirdly, it uses factor analysis to found the influencing elements and design the element model. At last, this paper proposes the systematically strategies to construct the employer brand with the actual situation of private enterprise.The research found that the elements which influence employer brand in private enterprise are the development foreground, basic system, cultural environment, product image and enterprise image. In addition, the working environment has certain effect to employer brand but the impact is not significant. According to these elements, this paper proposes that private enterprise can construct employer brand with these strategies as follow: providing good development foreground, establishing a reasonable and effective based system, establishing the communication channels, harmonizing working atmosphere, maintaining good product image and enterprise image.