Researches On Employer Brand Strategy At Commercial Banks

The changes of human resources in the world caused by the "Knowledge Economy Era" and the changes of talent market in China banking due to the "entry of WTO", have made human capital dynamic source of company development and most powerful resources of whole company, and also, root of core competitiveness and lasting competitive advantage of the companies. The competition among the companies has become the competition of talents in the headstream instead of product at the end. So, attaining competitive advantage in the talent market becomes strategic emphasis of the companies. To attaining and retaining lasting competitive advantage in the talent market while competing with internationally famous commercial banks and other industries, a strategy that is to attract and retain key talents must be build, this strategy is "Employer Brand Strategy" (EBS). Building EBS becomes direction for reform of human resources management at commercial banks.Nowadays, the study of employer brand strategy among scholars is still on the stage of raising the concept and suggestions, and no body has yet been formed. To enrich and improve the theory about the employer brand strategy, and make it used effectively at commercial banks, the writer elaborated "Employer Brand Strategy" , which combining relative theories and practices. This article includes: 1. theory of employer brand strategy; 2. feasibility analysis of implementing employer brand strategy at commercial banks; 3. formulation of employer brand strategy at commercial banks; 4. implementation of employer brand strategy at commercial banks. And the last 3 parts are the emphasis of this article. In this article, the writer elaborated how to construct the strategic platform of employer brand at commercial banks, how to market the brand and estimate the marketing, how to manage the brand, and how to estimate the strategy of employer band.The theoretical contribution of this article is that it enriches and improves the EBS theory; and it' s practical contribution is that it instructed how commercial banks build and implement employer brand strategy in the...